Insights
4 common themes in SEO predictions
SEO experts have been sharing their takes on SEO trends and what's likely to happen in search this year.
I saw some common themes emerge in the articles I've read and in this recent roundup of opinions on Moz.
Here are 4 that stand out:
1. AI reshapes search
First, AI is reshaping search in ways we can't ignore.
Since your audience can now talk to search engines, I believe we'll see growth in long-tail queries.
We also need to think beyond traditional keyword optimization and consider how to design and optimize content so that it appears in AI-generated responses.
This isn't just about ranking – it's about being a trustworthy source that AI systems reference.
(I recently gave some tips on how to get cited in Search GPT which might interest you).
2. Diversify beyond Google
One trend that's growing is the need to diversify beyond Google.
This move isn't new, but, as AI reshapes search, putting all your eggs in the Google basket appears riskier.
Marketers and content creators are expanding their presence across YouTube and podcasts.
Newsletters are gaining popularity as a way to create stronger connections with an owned audience.
It's all about building multiple traffic streams and stronger community connections.
3. The human element
I know I've said this before, but the human element in content is more important than ever.
Here's what's fascinating: as AI gets better at creating content, the value of genuine, human experiences actually increases.
Think about it.
Anyone can spin up an article using AI.
What AI can't do is reproduce your experiences, stories, and opinions.
I'm encouraging my clients to focus on telling their unique stories and sharing case studies and research that highlights their expertise.
4. Video growth
Video is popping up everywhere.
Brands are sharing product launches, how-to videos, user-generated content, funny stories, peeks behind the scenes, and more.
They're not limiting themselves to YouTube either.
Videos are appearing in blog posts, 'about us' and product pages, and newsletters.
The numbers show that video is effective—LinkedIn users are 20x more likely to share video content, and brand awareness increases by 50%.
Our industry moves fast, so what worked six months ago might not work tomorrow.
I suggest regular testing and staying agile with your strategy over the next 12 months.
Remember, the above tactics (mostly) aren't predictions.
They're opportunities for those of us willing to adapt and innovate.
Which of these trends matter to you?
Reply with your thoughts: I'll feature a few of your comments in my next newsletter.
Related Resource
Fight AI search spam
Wired published a thought-provoking piece in response to the surge in AI-generated material online.
They suggest that individuals are seeking authentic human interactions by turning to platforms that emphasize human moderation and genuine engagement.
Check out their 'anti-algorithm' tactics: To Fight AI Search Spam, Prioritize Real Human Voices.
Quoteworthy
Microsoft is using Bing to trick people into thinking they’re on Google.
If you open Bing and search for Google you’ll now see a giant animated picture of people celebrating, along with a message.
In an X post, Google’s Chrome boss, Parisa Tabriz, made her feelings clear about Microsoft's antics:
"Imitation is the sincerest form of flattery, but Microsoft spoofing the Google homepage is another tactic in its long history of tricks to confuse users & limit choice."
Tabriz added it was a "new low" for Microsoft.
It's not SEO
Marie Haynes has a theory on what's happening with search right now.
Her recent article begins with an overview of the December 2024 Core and Spam updates, how to tell whether your site was impacted, and what to do if you were affected by the spam update.
It's worth reading.
But, I found this statement intriguing:
I believe that the launch of Gemini 2.0 in December of 2024 ushered in an improved era of Search…We will see more and more that it’s not SEO that makes pages rank, but rather, having pages that people tend to choose and go on to find to be their satisfying answer.
Wait. What?
I believe Marie means that, while traditional SEO practices remain important, they aren't sufficient on their own to achieve higher search rankings.
We see constant reminders that search engine algorithms are placing greater emphasis on user satisfaction and engagement.
It follows that creating content to meet peoples' needs and providing valuable information is an essential part of SEO strategy.
That's how you improve rankings and get clicks.
SEO is not obsolete.
Reminder: combine tech optimization and great content to get the best results.
Ranking in AI Overviews
A large study by ZipTie suggests that traditional search ranking factors may be less relevant for content appearing in AI Overviews.
Notes from their research on 500,000 queries:
- On average, 63% of sources cited in AI Overviews do not appear in the top 10 traditional search results
- AI Overviews appear on 18% of queries related to publishers
- AI Overviews are extremely dependent on the sample of keywords
- You can leverage YouTube to increase your chances of getting featured
These are my 2 favorite quotes from the author:
Don’t treat AI Overviews only as a danger… but also as a way to increase the visibility of your brand in Google.
AI Overviews is not only a click game, but also a branding and PR one.
—Tomasz Rudzki, Co-founder at ZipTie
You'll see more of Rudzki's observations and examples in this report.
I hope these insights help. For more tips, follow me here.
