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Glasgow SEO: Trends and Predictions for 2024

by  David Dwyer on  25/01/2024

When it comes to digital marketing, staying ahead of the curve is not just an advantage; it's a necessity. As 2024 begins, the landscape of Search Engine Optimisation (SEO) is poised to evolve further, with new Google updates and algorithm changes.  

This presents a great opportunity for Glasgow businesses to explore new strategies to help enhance their online visibility in 2024.  

So, are you ready to talk about the future? A future where Glasgow businesses can harness the power of SEO to navigate and thrive in the ever-shifting digital terrain. As a leading SEO agency in Glasgow, we don't follow trends; we anticipate and shape them.  

In this blog, we'll explore what lies ahead in the SEO landscape in 2024. We’ll provide insights that will empower your business with the knowledge to craft a winning SEO strategy for the year ahead.  

SEO trends this 2024

Current SEO trends 

Staying abreast of the latest trends is crucial for businesses aiming to maintain a strong online presence.  

Before we delve into the future of SEO, let's look into the current trends shaping the SEO landscape in 2023, and how these trends are influencing the digital terrain. 
 

1. Generative AI 

In 2023, the integration of Generative AI tools began to transform the way content is created and optimised.  

These advanced tools leverage machine learning algorithms to generate human-like content that provides a novel approach to enhancing website visibility and engagement. 

In a study conducted by Botco.ai, the results showed compelling data on how Generative AI changes and redefines the digital landscape.  

Here are the eye-opening statistics based on the 1,000 marketing professionals who took part in the study: 

  • 73% of the respondents are using Generative AI to help create text, image, video, and other content 

  • At least 2 out of 3 marketers use AI to brainstorm 

  • 66% of companies that use Generative AI tools have received a positive ROI 

  • 50% of the respondents indicated that their cost efficiencies improved over time after using AI 

  • 58% of marketers agreed that they see an increase in performance being the biggest benefit of using AI 

It’s no wonder then why AI has become such a valuable tool in SEO and digital marketing. And with the artificial intelligence market projected to reach ?1.2 billion in 2030, this trend won’t be slowing down anytime soon.

2. Google's 2023 broad core algorithm 

Google's continuous algorithm updates remain a focal point for SEO strategies. It plays a pivotal role in determining the fate of websites in search engine results pages (SERPs).  

Among the notable updates in 2023, the Broad Core Algorithm stands out as a significant force reshaping the digital terrain. 

A Broad Core Update, as implemented by Google, is a substantial modification to the search engine's core algorithm. Unlike specific adjustments targeting certain aspects of search, these broad updates aim to enhance the overall quality of search results.  

Google releases these updates several times a year, each carrying the potential to influence the rankings of websites across various niches. 

That’s why understanding these changes became a crucial factor for businesses aiming to maintain or improve their online visibility. 

3. Optimising voice search 

With 4.2 billion voice assistants in use as of 2023, optimising for voice search has become imperative.  

SEO strategies must now encompass natural language patterns, providing concise and relevant information that aligns seamlessly with voice search queries. 

Because of this, businesses have incorporated more conversational queries as people tend to talk to their phone like another person when performing voice search

4. Google's update to E-A-T (Expertise, Authoritativeness, Trustworthiness) 

Google's emphasis on E-A-T continues to be a crucial factor in search rankings. Websites need to establish and showcase their expertise, authoritativeness, and trustworthiness to meet Google's evolving standards for delivering reliable and accurate content. 

The recent update to Google's guidelines, as outlined in the raters' guidelines released in December 2022, further underscores the importance of E-A-T in determining search rankings. 

By aligning with these principles, businesses can not only meet the standards set by Google but also build stronger connections with their target audience. 

5. Importance of user experience 

User experience remains at the forefront of SEO considerations. Websites that prioritise user-friendly design, fast loading times, and seamless navigation are likely to secure higher rankings, as search engines increasingly prioritise delivering an enhanced user experience. 

For example, in this case study, COOK increased their conversions by 7% by reducing page load time by 0.85 seconds.  

With over 70% of businesses already transitioning to online platforms, it’s important to create an excellent user experience for your customers so you can stand out in the competitive digital market.  
 

What’s in store for SEO in 2024? 

As the digital landscape continues to evolve, the future of SEO in 2024 holds intriguing possibilities and significant shifts. Understanding these upcoming trends can prepare businesses to adapt and thrive in the ever-evolving online sphere. 
 

1. Google Search Generative Experience (SGE) 

Google's relentless pursuit of enhancing user experience has led to the concept of the Search Generative Experience (SGE).  

It's a paradigm shift in how users interact with search results. Instead of static links, SGE aims to provide users with dynamic and interactive results directly on the search engine results page (SERP). 

This evolution in search dynamics implies that businesses need to optimise their content for more interactive formats.  

SGE will prioritise content that engages users directly on the SERP, such as interactive elements, visual displays, and other dynamic features.  

2. Zero-click searches 

Zero-click searches, where users get the information they need directly from the search results without clicking on any link, have been on the rise.  

In 2024, this trend is expected to continue, challenging traditional notions of website traffic and click-through rates. 

For businesses, the challenge lies in optimising content to provide concise and valuable information in the snippet displayed on the SERP.  

Structured data, rich snippets, and concise meta information will be crucial. Adapting to zero-click searches requires a shift in strategy towards providing immediate value in a limited space. 

3. Focus on Topical Authority 

Google's algorithm is becoming more adept at understanding the topical relevance of content. In 2024, the emphasis on topical authority is expected to grow.  

This means search engines will favour content that demonstrates expertise in specific topics rather than general information. 

For businesses, this trend underscores the importance of niche expertise. Creating in-depth, authoritative content on specific topics relevant to your industry or locality will be vital.  

It's about being the go-to source for in-depth insights on particular subjects, establishing your brand as a trusted authority in your niche. 

4. Video SEO 

Video content continues to gain traction, and its significance in SEO is expected to escalate in 2024. Video SEO involves optimising video content for search engines to enhance visibility and reach a wider audience. 

Businesses need to incorporate video content into their SEO strategies. This includes optimising video titles, descriptions, and tags, as well as creating compelling and relevant content.  

As video becomes a more integral part of online experiences, it presents an excellent opportunity for businesses to connect with their audience in a more engaging way. 

5. Refreshing Existing Content 

Content longevity is taking centre stage in 2024. Rather than focusing solely on creating new content, there is a growing emphasis on refreshing and updating existing content to keep it relevant and valuable over time. 

For businesses, this trend suggests the importance of regularly auditing and updating their content. It's about ensuring that the information presented remains accurate and aligns with current user needs.  

Refreshing existing content contributes to improved SEO performance and provides up-to-date and reliable information to your target audience. 
 

Marketer planning for SEO strategies for 2024
Image by: ThisIsEngineering on Pexels

How can Glasgow businesses apply these trends to their marketing strategy? 

Understanding the upcoming SEO trends is one thing; effectively applying them to your marketing strategy is another.  

Glasgow businesses looking to leverage these trends in 2024 can adopt proactive measures to enhance their online presence and stay competitive. 

Let’s check out some examples on how you can apply these trends to help your business reach new heights in the SEO landscape.  
 

Embrace Video SEO for enhanced searchability 

Incorporating video into your SEO strategy can significantly boost your online visibility. Glasgow businesses can optimise their video content by: 

  • Keyword optimisation: Identify relevant keywords for your industry and incorporate them into video titles, descriptions, and tags. 

  • Create engaging thumbnails: Design eye-catching thumbnails that entice users to click on your videos. 

  • Transcriptions: Include transcriptions for your videos to enhance accessibility and provide search engines with more content to index. 

  • Leverage YouTube SEO: If using platforms like YouTube, optimise your channel and videos according to YouTube's algorithm for better search rankings. 

By effectively implementing Video SEO, Glasgow businesses can connect with their audience through engaging visual content and improve their overall searchability. 

Maximise the impact of refreshing existing content 

Refreshing existing content is a cost-effective way to stay relevant in the ever-changing SEO landscape. Glasgow businesses can maximise the impact of this strategy by: 

  • Scheduled audits: Set up a regular schedule for content audits to identify pages that need updating. 

  • Check for relevance: Ensure that the information on existing pages aligns with current user needs and industry trends. 

  • Improve user experience: Update visuals, check for broken links, and enhance overall user experience to keep visitors engaged. 

  • Promote updated content: Share updated content across your social media channels and email newsletters to maximise its reach. 

By incorporating these practices, Glasgow businesses can maintain the relevance of their existing content and show their dedication to providing valuable and up-to-date information to their audience. 
 

Why choose Inspire as your SEO agency in Glasgow 

As Glasgow businesses gear up for the SEO challenges and opportunities that 2024 holds, choosing the right SEO agency becomes paramount.  

The agency you partner with should not only have proven expertise but also offer tailored solutions that align with your business goals.  

At Inspire Digital, we understand the dynamic landscape of SEO, and we're committed to providing Glasgow businesses with the tools they need to thrive. 
 

Proven SEO expertise 

At Inspire Digital, our track record speaks for itself. We have a team of seasoned SEO professionals who have demonstrated their expertise through successful campaigns and tangible results for businesses in Glasgow.  

From enhancing online visibility to driving targeted traffic, our team is well-versed in the intricacies of SEO. 

Tailored solutions 

Every Glasgow business is unique, and so are its SEO needs. We don't believe in one-size-fits-all solutions. At Inspire, we take the time to understand your business, industry, and goals.  

Our approach is tailored to your specific requirements, ensuring that the strategies we implement are finely tuned to deliver the best results for your business. 

Continuous development 

The SEO landscape is ever-evolving, and what works today may need adjustments tomorrow. At Inspire, we prioritise continuous learning development to ensure our team stays abreast of the latest trends, algorithm changes, and industry best practices.  

This commitment allows us to adapt and refine our strategies, keeping your business ahead of the competition.  

Choosing us as your SEO agency in Glasgow means choosing a partner dedicated to your success. With proven SEO expertise, tailored solutions, and a commitment to continuous development, we are poised to elevate your SEO game in 2024 and beyond. Don't just navigate the SEO landscape; conquer it with Inspire. 

Ready to elevate your SEO strategy for 2024? Partner with Inspire Digital today! Your success begins with us. 

Search Engine Optimisation
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