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The article emphasizes that in 2024, SEO best practices will significantly pivot due to Google’s integration of AI, particularly with the introduction of Bard. It underscores the necessity for content to be genuinely helpful and well-optimized, with specific attention to product descriptions and localized content. The advent of AI in Google’s search algorithm will likely reduce traffic for websites relying solely on informational keywords, while enhancing visibility for those with optimized, transactional, or local intent content. The article stresses the importance of adapting to these changes, highlighting that success in SEO will now depend on understanding and aligning with Google’s AI-driven approach to deliver relevant, user-focused content.


  1. Introduction
    • Brief overview of Google’s secretive ranking algorithm.
    • The challenge in deducing the workings of the algorithm by SEO experts.
  2. Understanding Google’s Ranking Factors
    • The enduring importance of traditional factors: page titles, meta descriptions, H1, H2 tags.
    • Historical perspective: Impact of major updates like Panda and Penguin.
    • The emphasis on content quality and helpfulness.
  3. Evolution of Google’s Algorithm and the Rise of AI
    • The shift in Google’s algorithm over the years.
    • Introduction and implications of AI in SEO, particularly since 2023.
    • The SEO community’s response to AI integration in Google’s search algorithm.
    • Previewing the beta version of Google’s AI-driven search.
  4. Impact of AI on Different Types of SEO
    • Content-driven websites and the challenge with informational keywords.
    • Transactional intent keywords and e-commerce optimization.
    • Local SEO: The importance of local intent keywords and optimization strategies.
  5. Adapting SEO Strategies for 2024
    • The necessity for content to be AI-friendly and user-oriented.
    • Strategies for optimizing product pages and local business listings.
    • The role of detailed and unique product descriptions in AI-era SEO.
  6. The Future of Google’s AI in Search Engine Optimization
    • Predictions for Google’s continued dominance in search and AI.
    • How businesses and websites can prepare for and adapt to these changes.
    • The importance of keeping up with Google’s evolving SEO best practices.
  7. Conclusion
    • Summary of the key changes in SEO practices for 2024.
    • Final thoughts on the importance of staying adaptable and informed in the ever-evolving world of SEO.


Understanding Google’s Ranking Factor

Now, let me talk about how Google has evolved over the past decades. At the beginning of this article, I mentioned that we more or less know what Google likes to see when optimizing a webpage: helpful content, optimization of page titles, meta descriptions, headers, alt tags, file names for images, and many more things. We have essentially reverse-engineered Google’s ranking algorithm.

The future of Google almost has nothing to do with the ranking algorithm. With the introduction of AI, which exploded in 2023, there is some hesitation among the SEO community about the implications for SEO in 2024 and how Google will incorporate AI to change the search landscape. You can sign up for the beta version of Google Search’s generative experience to get a glimpse of these changes. In fact, if you are active in the community, you will occasionally see that Google is testing how AI will be incorporated in the search results.

Evolution of Google’s Algorithm and the Rise of AI

A good example of how Google and AI will change the SEO landscape is in one screenshot where you’ll see that Google will be returning AI search results powered by Bard above all other website results. This is not new; when Google ads came out years ago, allowing people to pay to be on top of organic listings, the impact was obviously less clicks for organic search results. Using common sense, being pushed down in the search results, whether by paid ads or anything else, will lower your click-through rate.

Google adding and changing the search result landscape with AI is what’s going to happen when they finally release it to the public. You can already see this in the beta version or SGE, but Google will be automatically populating AI results at the top. The implications of this are important, especially for websites that are content-driven. For example, if someone searches for “Woodrow Wilson”, the intent is typically to find information. Currently, a search for “Woodrow Wilson” on Google shows Wikipedia results, but with Google’s AI-driven search results, this type of traffic will be wiped out for keywords with informational intent.

Man staring into Google's future

Adapting SEO Strategies for 2024

Google’s a public company and has a history of wanting to capitalize on the traffic they get. By retaining users on their platform, they collect more data and have more opportunities to capture revenue. Informational keywords and people ranking for these keywords should be nervous, especially if their business depends on revenue from ranking for such keywords.

I’ll now move on to other types of keywords. For those with transactional intent, like “Woodrow Wilson keychain,” the intent is to transact with a company or person who can sell the product. Google doesn’t sell Woodrow Wilson keychains, but they want to provide the best experience to searchers. For online stores, it’s important to optimize your product pages with page titles, meta descriptions, headers, and content. As an experienced online shopper, I know the importance of detailed product descriptions. A unique description of at least three or four sentences about a specific product is what Google deems as helpful content. Optimizing product pages is crucial to survive the AI revolution, as Google will still use their ranking algorithm with AI results, and Bard will be placed on top of their existing algorithm.

Let’s talk about keywords with local intent. These are keywords that imply the user wants to go somewhere or solicit a local company for a product or service, like cannabis delivery. Google knows that certain keywords have local intent. Currently, when you search for such a keyword, Google shows the three local businesses at the top of the search results. However, with AI search results, Google is testing showing four businesses instead of three. This change in the search results landscape will provide a better user experience for local searches, exposing more local businesses and distributing search result share across multiple businesses.

The Future of Google’s AI in Search Engine Optimization

In summary, 2024 is going to be a very interesting year for search engine optimization. Google’s impact on different types of websites and businesses will vary based on the user’s search intent. For informational searches, Google might wipe out a significant portion of traffic for informational websites. For transactional searches, Google might make it easier to shop for products, but as long as your website is optimized, you should be relatively safe. Local businesses might benefit from AI, as Google aims to expose more local businesses in search results.

Overall, Google’s strides in AI in 2024 and beyond will not only benefit businesses and website owners but also mark significant advancements in AI technology. Google, already dominant in search market share, will use the data from Google Bard and AI search results to improve their AI search capabilities. Google’s focus on user experience and its mission to distribute information worldwide ensures that people will continue to love using Google for their searches!


Man staring into future with Google

FAQs about SEO and AI in 2024

What is the update for SEO in 2024?

In 2024, the SEO landscape continues to evolve with a greater emphasis on user experience and the integration of AI technology. Major updates include enhanced algorithms focusing on content quality, user engagement, and mobile optimization. Google’s algorithms are now more adept at understanding user intent and providing more personalized search results.

Can Google detect AI SEO?

Google can detect certain patterns indicative of AI-generated SEO, such as unnatural language patterns or over-optimized content. However, high-quality AI-generated content that is well-optimized and provides value to users can still perform well in search rankings.

How AI is going to affect content SEO strategies in 2024?

AI is significantly impacting content SEO strategies in 2024 by enabling more sophisticated content analysis and personalization. AI tools assist in identifying trending topics, optimizing keyword usage, and improving content relevance. Additionally, AI-driven analytics provide deeper insights into user behavior, allowing for more targeted and effective content strategies.

What is technical SEO in 2024?

Technical SEO in 2024 is more complex and vital than ever. It involves optimizing website infrastructure to improve search engine crawling and indexing. Key areas include site speed optimization, mobile-friendliness, secure connections (HTTPS), structured data implementation, and AI-powered automation to identify and fix technical issues.

Is SEO going to be replaced by AI?

SEO will not be replaced by AI, but rather, it will be enhanced by it. AI tools will automate and optimize many aspects of SEO, like keyword research and technical audits. However, human expertise will remain crucial for strategy development, understanding audience needs, and creating engaging, high-quality content.

Will AI eliminate SEO jobs?

AI will not eliminate SEO jobs but will transform them. The focus will shift from manual tasks to strategic and creative roles. SEO professionals will need to adapt by gaining skills in AI tool usage, data analysis, and content strategy to stay relevant in the field.

Is AI writing bad for SEO?

AI writing is not inherently bad for SEO. It can produce high-quality, relevant content that aligns with SEO goals. However, over-reliance on AI without human oversight can lead to issues like content redundancy and lack of originality, which can negatively impact SEO.

What is the future of AI in SEO?

The future of AI in SEO is promising and involves more personalized and efficient optimization strategies. AI will enable better keyword research, content creation, and user experience analysis. It will also provide more accurate predictions and insights, helping SEO professionals to make informed decisions.

What will happen to SEO with AI?

With AI, SEO will become more data-driven and efficient. AI will automate routine tasks, provide deeper insights into user behavior, and enable the creation of more relevant and personalized content. This integration will require SEO professionals to adapt and develop new skills.

Does SEO have a future?

SEO has a strong future, continually evolving with technological advancements and changing user behaviors. The core principles of providing valuable, relevant content and good user experience remain central, but the strategies and tools used will increasingly leverage AI and data analytics.

Will Google ban AI content?

As of now, Google has not announced a ban on AI-generated content. Instead, Google emphasizes the quality and relevance of content, regardless of whether it’s created by AI or humans. Content that meets these criteria is likely to perform well in search rankings.

Does ChatGPT content affect SEO?

ChatGPT content can affect SEO positively if it’s high-quality, relevant, and provides value to users. However, if it’s used to generate low-quality, spammy content, it can negatively impact SEO. The key is in how the content is used and its alignment with SEO best practices.

Can Google tell if content is written by AI?

Google’s algorithms are becoming increasingly sophisticated and may be able to identify certain AI writing patterns. However, if AI-generated content is well-crafted, unique, and valuable to users, it may not be distinguishable from human-written content in terms of SEO impact.

Can ChatGPT content rank on Google?

ChatGPT content can rank on Google if it is relevant, provides value, and adheres to SEO best practices. The effectiveness in ranking depends on how the content aligns with user search intent and the overall quality of the website.

Can Google SEO detect ChatGPT?

Google’s SEO algorithms can potentially detect patterns typical of ChatGPT-generated content, especially if it lacks uniqueness or human touch. However, high-quality and well-optimized ChatGPT content can still perform well in SEO. It’s important to take your time crafted a prompt that returns high quality output. The prompt is everything; garbage in, garbage out.

Can companies tell if you use ChatGPT?

Companies may be able to tell if content is generated by ChatGPT if it displays certain repetitive patterns or lacks a personalized touch. However, if the content is customized, edited, and enhanced by human input, it may be indistinguishable from human-written content.

How does Google feel about ChatGPT?

Google’s stance on tools like ChatGPT is primarily focused on the quality and value of the content they produce. As long as the content meets Google’s guidelines for quality and relevance, it is likely to be viewed favorably, regardless of whether it’s generated by ChatGPT or humans.