Is SEO Dead or Just Changing?

SEO is still important in 2024 for getting noticed online, but how it works has changed. Google now prefers content that helps users rather than pages stuffed with keywords. With more AI tools used in search engines, some wonder if SEO still matters. The answer? Absolutely, but SEO tactics need to change with the times.

How AI & Zero-Click Searches Are Changing SEO

One big change in SEO is AI-generated answers, like Google’s “Search Generative Experience” (SGE). This feature gives quick answers right on the search results page, so users don’t always need to click on a website. For example, by searching “What is digital marketing?” you might get the answer directly from Google. This trend, called “zero-click” searches, means fewer website visitors that only provide simple answers.

But SEO isn’t dead. The focus has just shifted. Now, creating detailed, interesting content that goes beyond what AI can show is essential. Brands need to understand what users want and provide content that makes people want to click for more details.

Creating an “Online Brand Universe”

To keep up, brands need to build a strong presence on different platforms, not just their website. This is known as an “online brand universe.” It includes being active on LinkedIn, YouTube, and other social media sites. A wider presence helps build trust and authority, which is great for SEO.

For instance, a brand that regularly posts on YouTube can draw in viewers who may then visit the brand’s site for more info. Similarly, brands that post and engage on LinkedIn can become known as leaders in their field. When people search for those brands, Google sees their credibility and ranks them higher.

This “brand universe” also encourages people to search for a brand’s name directly, showing Google that the brand is reliable. This is key for staying visible in a crowded online space.

Using AI in SEO

AI tools, like ChatGPT, help create content more efficiently. Brands can use them to write articles, social media posts, and even video scripts. But it’s important to use AI carefully. Relying too much on AI can make content feel robotic, which can hurt a brand’s reputation. AI should be a helper, not a full replacement. Adding a human touch makes content more relatable and genuine.

By mixing AI with human input, brands can create authentic content that saves time and still feels real. Customizing AI-generated content for different platforms while adding personal touches helps keep a brand’s voice strong.

Focus on User Experience & Authority

SEO today is all about the user experience. Google rewards sites that are helpful and easy to use, not just those that use a lot of keywords. If people visit, stay, and return to a site, Google sees it as valuable.

To stand out, brands should create high-quality content that shows they are experts. For example, the skincare brand Olay found success by creating educational content about dark circles instead of just running ads. This change led to more people clicking on their site and more sales, proving that people like content that teaches them something, not just content that tries to sell.

Winning SEO Strategies for 2024

Here are the key strategies brands should use:

• Target Long-Tail Keywords: Use more specific keywords that answer niche questions. These keywords attract users who are looking for detailed information and are more likely to take action.
• Be Present Across Platforms: Stay active on places like LinkedIn and YouTube. This builds your brand’s reputation and shows Google that you’re trustworthy.
• Use AI Smartly: AI can help create content, but adding a human touch makes it better. This way, your content stays interesting and feels real.
• Prioritize User Experience: Write content for real people, not just to rank high on search engines. Google likes websites that are easy to use and offer real value.

The Changing Future of SEO

SEO isn’t going away; it’s evolving. Search engines will keep changing to meet user needs, focusing on authentic, helpful content. Brands that adapt, focus on quality, and use new tools wisely will keep doing well in search results.

As Google becomes more of a discovery tool, brands that build trust and provide real value will continue to succeed. SEO is still powerful, but only for those who are ready to change with it.

Author bio:

Aneta Pejchinoska is Head of Content at Visible SERP, With more than six years of industry experience, Aneta excels at writing SEO-optimized articles that drive traffic, engage readers, and deliver invaluable insight across numerous subjects.