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Top B2B Expert SEO Trends & Predictions for 2024
By Lane Ellis
What will search marketing and search engine optimization (SEO) look like in 2024 — as generative AI and other factors continue changing the landscape of one of the primary technologies B2B brands use to be found and to help answer key questions?
We’ve gathered B2B search marketing insights from both industry experts and our own team, and are happy to present our annual look at SEO predictions and search trends for 2024.
When I first went online nearly 40 years ago in 1984 operating a 300-baud bulletin board system, it would be six years before Archie’s FTP site search arrived in 1990, followed three years later by Excite and the other early web search engine innovators, and if there’s one aspect of search that has remained constant throughout the ensuing four decades, it’s been never-ending change.
The search marketing landscape has always been one of rapid changes, and keeping up-to-date with ever-shifting SEO machinations and technical search intricacies can be more than a full-time job for top B2B SEO professionals. Luckily, for 2024 we’ve got a wealth of SEO insight from some of the world’s leading search subject matter experts that you can use to hit the ground running as a new year of search unfolds.
Let’s jump right in and see how top search marketing practitioners expect 2024 to change the way brands do business, and why it’s shaping up to be a year unlike any other for search.
1 — Clear Signals of Real Human Authorship
Aleyda Solís
Founder& International SEO Consultant, Orainti
In 2024 I expect that:
- Showing clear signals of real human authorship, experience and authority becomes a must for content to rank well across any vertical
- With the release of search generative experience (SGE), most sites that actually offer products or services directly —rather than being just informational middlemen — retain their traffic, although this will shift from mid-of-the-funnel pages (PLPs) to bottom-of-the-funnel ones (PDPs).
- Google will continue to release more features in two lines:
- A more visible e-commerce layer to become a stronger and more complete contender to Amazon, offering many more functionalities and insights within their results to become the destination and avoid referring traffic to other marketplace platforms, and:
- Community and socialization features to compete with the popularity of TikTok as a search platform by Gen-Z. This has already started with “human first” perspectives, seeing other people’s notes (comments) now in test, and the ability to follow topics.
“In 2024 I expect that showing clear signals of real human authorship, experience and authority becomes a must for content to rank well across any vertical.” — Aleyda Solís @aleyda
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2 — Google Search & How AI Changes Content Generation
Barry Schwartz
CEO, RustyBrick
Founder, Search Engine Roundtable
AI is all the craze and it will continue to evolve and big a very big deal in 2024, as it was in 2023. It will be interesting to see how content generation using AI will adapt in 2024 and if …read more
Source:: Top Rank Blog
