Emerging Trends in SEO

What the Future of SEO Looks Like

Search Engine Optimization (SEO) has evolved continuously since its early days. The changes and shifts in user behaviour have played a significant role in its growth and updates.  

Today, SEO has become way more complex and user-centric. SEO, content, and marketing professionals need to have a deeper understanding of technical optimisation, content quality, and search engine algorithms. 

The Evolution of SEO: A Historical Overview

Before we delve into emerging trends for SEO, let's take a brief recap. 

The early days (1990s - early 2000s): 

• In the internet's dawning days, search engines like AltaVista, Yahoo!, and Google were developing their methods for ranking web pages. SEO was relatively unsophisticated. There was an abuse of keyword stuffing, link farms, and other manipulative tactics.  

  

Search engine algorithms were less complex, making it easier to "trick" the system and achieve high rankings through unethical practices. Those over 30 might remember the phrase "black-hat SEO."

• Your rankings depended on the number of keywords you had on your page, regardless of their location or the quality of your content. 

The Google era and algorithm updates (Early 2000s - 2010s):

• Google's arrival in 1998 and its PageRank algorithm revolutionised search. Google used PageRank to assess the quality and quantity of backlinks to a page, giving more weight to links from authoritative websites. 

  
  
  

With the beginning of the millennium, many webmasters used link-building as a primary SEO tactic. 

Unfortunately, it also led to many link schemes, often facilitated through paid agreements between companies, to boost their rankings. To counterattack these dubious schemes, Google kicked off its famous (and for many, dreaded) algorithm updates. Key updates included:

• Panda (2011): Targeted websites with thin, low-quality, or duplicate content. This update emphasized the importance of high-quality, original content.

  
  
  

• Penguin (2012): Penalized websites involved in link schemes and manipulative link-building practices. This update focused on the quality and relevance of backlinks. 

• Hummingbird (2013): Improved Google's ability to understand the semantic meaning behind search queries, focusing on user intent and conversational search.

• These updates marked a significant shift towards rewarding websites that provided value to users and away from those that used manipulative tactics.

The mobile revolution (2010s - present): 

• The increasing use of mobile devices has transformed how people access the Internet. Google prioritised mobile-friendliness as a ranking factor.

• 
  Mobilegeddon (2015): Google's update significantly boosted the ranking of mobile-friendly websites in mobile search results. 

• RankBrain (2015): Google introduced RankBrain, an AI-powered system that helps understand the context and meaning of search queries, further emphasizing user intent. 

• BERT (2019): BERT (Bidirectional Encoder Representations from Transformers) improved Google's understanding of natural language, particularly the nuances of prepositions and conjunctions in search queries.

Emerging trends in SEO: Shaping the future

As search engine algorithms continue to evolve, several key trends are shaping the future of SEO. Understanding and adapting to these trends is crucial to remaining competitive. 

1. AI and machine learning:

• Artificial intelligence (AI) and machine learning are increasingly significant in search engine algorithms. Google's RankBrain and BERT are examples of AI-powered systems that help understand user intent, context, and natural language.

AI analyzes vast amounts of data, personalizes search results, and improves the overall search experience.

2. E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness):

Google has increasingly emphasized the importance of E-E-A-T in evaluating website quality.

• Experience: This refers to the author's first-hand experience with the topic.

• Expertise: The author's knowledge and skills in a particular subject area. 

• Authoritativeness: The website's and the author's reputation and influence in the industry.

• Trustworthiness: The website's and its content's accuracy, reliability, and security

3. User experience (UX):

• Search engines are increasingly prioritizing user experience as a ranking factor. Websites that provide a positive user experience are more likely to rank higher.

• Key UX factors include:

• Page speed: How quickly a web page loads.

• Mobile-friendliness: How well a website performs on mobile devices.

• Site navigation: It is easy for users to find what they want.

• Interactivity: How engaging and interactive the website is.

• Accessibility: How accessible the website is to users with disabilities.

4. Mobile-first indexing:

• With most internet users accessing websites on mobile devices, Google has switched to mobile-first indexing. This means that Google primarily uses the mobile version of a website to index and rank it.

5. Voice search:

• The increasing popularity of voice assistants like Siri, Alexa, and Google Assistant has led to the growth of voice search. Voice search queries tend to be longer and more conversational than text-based searches.

I recommend long tail keywords and natural language queries as well as organizing your content in snippets, which are easier to read for humans and voice assistants. Lastly, focus on local SEO to boost your options for location-based queries.

6. Video SEO:

• Video content is becoming increasingly popular, and search engines recognize its importance. Optimizing videos for search engines can drive significant traffic to websites. I recommend optimizing video titles, descriptions, and meta tags. Using schema markups can also improve visibility in search results.

7. Local SEO:

• For businesses with a physical location, local SEO is crucial for attracting nearby customers. Local SEO involves optimizing online presence to rank higher in local search results.

8. Semantic search:

• Search engines are becoming better at understanding the meaning and context behind search queries rather than just matching keywords. Semantic search aims to provide users with the most relevant results based on their intent. 

It is crucial to create content that covers topics comprehensively and answers user questions. Using structured data markup (schema) can help search engines understand the meaning of content. Focusing on topic clusters and related keywords can improve semantic relevance.

9. Personalization: 

• Search results are increasingly personalized based on user location, search history, and other factors. Personalization aims to provide users with the most relevant results based on their needs and preferences.

Since the early days of the internet, the field of SEO has undergone a dramatic transformation. From keyword stuffing and link manipulation to a focus on user experience, content quality, and technical excellence, SEO has become more sophisticated and user-centric. Emerging trends like AI, E-E-A-T, and semantic search will continue to shape the future of SEO.

By staying informed, adapting to these changes, and prioritizing user value, SEO professionals can navigate the evolving landscape and achieve sustainable success in the years to come.

Humanising AI Copy

Identify the obvious signs of AI-generated copy

Using AI to generate content for your webpage has obvious benefits. You do save time. This is the most obvious fact. This entry is not meant to criticise AI-generated copy. It is merely a fundamental rundown of how not to use it blindly.

Secondly, everyone (or almost anyone) is using AI in one way or another., Choosing not to use it is valid and respectful. 

When you decide to use it, it is obvious that you gain speed and, quite likely, are at the same rate as your competitors. However, it is wise not to simply copy and paste the first text from ChatGPT into your Word Document and believe that will make you a productive content professional. A monkey can do that. (at least a well-trained one). Once you have the copy at hand, you need to add in some value, some extra work. Not everyone knows this or does this regularly. So by deciding to go that extra step, you can and will play in your favour.   

Using AI requires you to have critical thinking skills, an analytical mindset, a key for detail, be good at proofreading, and a sense of responsibility. Combining these skills and a positive attitude can help you take huge leaps in the AI Rat Race. AI Copy on its own will never make you stand out. Below is a summary of why. 

What’s the problem with AI Copy? 

1. AI often sounds (what it is) … robotic, formulaic.

2. Readers with a trained eye can spot it. Once you get used to it, it is even obvious. 

3. Brand Personality can get lost or diffused in generic AI text.

4. Companies are using similar AI tools, which makes you fit in, not stand out. 

Benefits of humanising AI Copy 

1. Boosts SEO and authority – Aligns with Google’s EEAT guidelines. (EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness). This is one of Google’s various guidelines. 

2. Builds trust and connection – Creates an authentic relationship with your audience. It makes the user feel understood, increasing loyalty and engagement. 

3. Drives engagement and Action – Increases conversions.

4. Strengthen brand identity – Develops a distinctive tone of voice that becomes instantly recognizable by your loyal users, makes you stand out from your competitors. 

Spotting AI content

AI content is usually predictable:

• Around 50% of consumers say they can tell AI from human generated content. 
• It can be overly formal or academic, regardless of the subject. The structures of AI generated sentences are usually repetitive. The content is usually too clean and perfect, missing authenticity. Finally, AI content is too vanilla; it does not engage in strong opinions. 

How to transform AI-generated copy

Adding personality

Adding personality to AI generated Content is usually quite simple and straightforward. You can use the following tricks of the trade:

1. Conversational phrases – these phrases mimic the way people talk in real life.

2. Storytelling elements – It adds relatability to dry facts 

3. Approachable tone – Makes you relatable, easy to identify with.

4. Informal language – Use layman's terms, easy-to-follow vocabulary that facilitates connection. 

Useful tips  before you start 

Identify 2-3 key brand personality traits – is your brand playful like Duolingo or Lego? Is it authoritative like Apple? Or compassionate like  Patagonia.  Use the 1st person (singular or plural) to where it fits in. 3. Add rhetorical questions – “Are you tired of waking up tired?”. Use strategic language patterns. (An example, is using a phrase like “By the way”… or the famous “one more thing” 

Structural Variety 

Adding Structural variety makes your content less robotic, making i t slightly more playful and easy to follow. Vary the lenght of your sentences, adding interrupting elements and introduce questions or commands where suitable. 

Emotional Resonance

• Use sensory language – appeal to the different senses (touch, smell, taste). For example, “warm, golden sand underneath your feet”, “refreshing, cold beer”, “smooth, silky blanket”.  
• Personal Pronouns – Examples like “you”, “we” or “I”, make the copy sound conversational and approachable. 
• Acknowledge emotions – You build a bridge between AI and the user, that otherwise would not exist.
• Power words – A power word is a word or phrase that triggers an emotion, it encourages the user, to act. Quite frequently, they should be part of your headlines. They can appeal to emotions of Trust, Community, Curiosity, Pride, laziness, fear, lust, greed, anger, (This seems like rewatching Se7en eh). 

Identify your user’s emotional drivers. (is it fear? Aspirational, joy, frustration etc.) For example, a Tesla buyer is motivated not just by a superior technological vehicle, but from being a “member” of an exclusive club. The content for the Volkswagen Golf or Fiat 500 can evoke nostalgia by appealing to the subconscious “family holidays, road trips when younger” etc. 

Address the reader directly “you”. Include sensorial details in your copy and add emotional jargon to technical terms. 

Strategic imperfections 

• Use contractions (don’t, I’m”)
• Use colloquial or informal language
• Share personal anecdotes where you see it adds value and does not monopolise the content or distract the user. 
• You can use humour and even laugh at yourself a bit if it is relatable to your content. 

The Critical Accuracy Check 

Fact vs Fiction – AI does not admit it does not know a fact. This can be a huge deal breaker. Always verify statistics, quotes, historical claims, and technical data with an expert before publishing any content.  There is a huge reputational damage associated with publishing incorrect information, regardless if you are the New York Times or if you have a blog with 50 monthly users. You lose credibility, trust, and it is very hard to recover from that. 

Give AI context, the more the better

Lastly, as mentioned at the beginning, this entry on my page is not to demonise the use of AI. Instead, I want to share some best practices to make the most responsible and rewarding use of AI. For that, I recommend the following:

• Generate a draft for AI.
• Give details of your audience
• Share knowledge on your brand personality. 

Your thoughts and feedback are welcome. 

AI and Content - How AI Snippets Work

 Best Content Practices to beat the AI Game

In the gold rush to optimise your online content to render positively with AI searches, the game has definitely changed. 

 Whereas pre-AI, it was enough to have a competitive SEO strategy, with solid keywords, functional interlinking, user intent matching, mobile first, quick loading speeds, etc, now the rules have changed with added ingredients in the mix.  It's not as if the previous strategies are obsolete. Far from it, no one would recommend disposing of them. But they might prove to be insufficient. 

There are many steps webmasters, content strategists, or marketing managers must not neglect, like enabling AI crawlers. We can mention these at a later time. Today, I would like to share some AI tips that are content-centric.

 

Content Selection Priorities

• Value proposition first – Google strongly favours a clear value proposition and unique selling points (USPs). Check amongst yourselves which is the USP, your company is offering. Some examples of USP have been listed below. 
• Brand Identity – Snippets frequently begin with or prominently include the company name, followed by a value statement. 
• Customer-focused content – Content that directly addresses customer needs, using second person address – “you”, “your team” is frequently used. 
• High Keyword Relevance – Selected content consistently contains a high density of relevant keywords.  

Structural influences

• HTML Hierarchy matters – Content from structurally significant elements *headings, feature sections with icons, bullet points) is preferred. 
• Position Flexibility – Snippets are selected from throughout the page-  top, middle, and even the bottom – it is not just “above the fold” what matters. 
• Formatting Signals – bold text, subheadings (H2’s and H3s), and other visual emphasis help to increase selection likelihood. 

Selection Algorithm Insights

• Semantic understanding – The algorithm shows it is capable of real semantic knowledge rather than simple keyword matching, selecting the content that best represents the page’s value proposition. 
• Context Awareness – Even when truncating, the algorithm preserves enough context to make snippets meaningful and enticing. 
• Content Weighting – Different selection strategies ae employed based on page structure and content type

-    Semantic relevance to search query
-    Structural prominence in the HTML
-    KW density and relevance to search
-    Value proposition and clarity
-    Brand – query relationship

Practical Implications

For website owners and SEO professionals, these findings suggest several strategies to influence Google AI mode snippets:

1. Structure Key Messages: Place important value propositions in structurally significant elements like headings and feature highlights.
2. Front-load Content: Begin paragraphs with complete thoughts that communicate key benefits within the first 160 characters.
3. Use Semantic HTML: Properly structure content with semantic HTML elements to signal importance to Google’s algorithms.
4. Highlight Value Propositions: Clearly articulate unique selling points and benefits in concise, keyword-rich language.
5. Brand Association: Connect your brand name directly with key value propositions in prominent page positions.
6. Customer-Focused Language: Frame content from the customer’s perspective using direct address. (you)
7. Consistent Messaging: Ensure key messages appear in multiple locations (headings, feature sections, conclusion paragraphs) to increase selection chances.

The selection process shows Google’s understanding of content relevance and value, going far beyond simple text extraction to identify the most meaningful and useful content for users.

An example of several USPs of different brands and how their websites should definitely reflect this. 

Hyundai's value proposition centres around offering high-quality vehicles with competitive pricing, a wide range of features, and a strong warranty

BMW's core value proposition is the "Ultimate Driving Experience," emphasising performance, luxury, and innovative technology in its vehicles
 

Renault's value proposition is centred on delivering modern, stylish, and technologically advanced vehicles, while emphasising sustainability and accessibility.

Writing for Online Audiences

More often than not, content writers and creators, stumble across the dilemma regarding the content length for an online audience. Who hasn´t encountered one of those awkward situations where you created some online content that you thought was brilliant, a game-changer, or a creative masterpiece and you end up observing how your potential audience (at best) simply scan through your content?

Offline versus Online: The Endless dilemma

We must bear in mind, that online content should differ from its offline counterpart. There is a special pleasure that comes from reading a book on the train or at the beach that you will never encounter when reading online content. First, offline content is usually warmer, easier on the eye, and invites analysis and reflection. 

Online content on the other hand is aimed at distracted readers who are looking for a specific benefit. Online readers are constantly flooded with information, so the need to multitask and consume online data quickly and efficiently leaves them with shorter attention spans. Efficiency and time are of the essence here.

Best Practices for Online Content Creation

Keeping this in mind, here are a few best practices for successful content writing:

Start with a Bang 

Killer opening sentences and eye-catching headers are golden for you. All’s well that ends well might sound good, but here make sure you create impact from the very beginning.

Know your audience

Before you create any content, make sure you are aware of the queries your audience has, which keywords generate high search volumes for the topics you want to write about, and ensure these fit in organically in your text

3-2-1 Action! 

Call to Action (CTA’s) strategically placed around your site is what your audience is looking for. They will find your content interesting and well crafted, (no doubt), but they´re reached your landing page in search of something concrete (buy a T-Shirt, fill in a contact form, etc.).  If the user does not find it easy to interact with your site, chances are they will sooner than later abandon. 

One voice

 keep a steady writing style being true to your tone of voice and attitude. An erratic content style conveys a lack of direction and erodes trust. 

Be honest

Don’t try to be what you are not. You are not Kerouac or Bukowski so don’t write online content trying to imitate them (or your favored author). Accept the online audience for what it is. 

Make us rich

Unless you write for a non-profit blog, you are creating, editing, and publishing content for a company. Everyone from start-ups to multinationals has a website because they want to use it as a source of income. Make sure both you as well as your content are aligned with the business needs of your organization. If not, think why? And act upon it. 

Don’t overdo it

Remember to stick to the adequate length. It should be consistent with SEO good practices (800 words recommended) and address user experience at the same time (be brief, stick to the point and remove superfluous information)

Things to Remember with Online Content 

To sum, up When creating online content, ensure this is aligned with your company’s goals,  it facilitates conversions, matches real queries from real-life users, and is relevant.