Molly Ploe

The end of another year means it’s time for every SEO to stare into their crystal ball and make bold predictions of what the year ahead will hold for marketers like you and me.

Normally, I don’t give too much weight to these predictions — what’s important is what we know now, not what we think might happen 6 months from now.

But after the wild ride that was 2023, particularly in the areas of search, social and content creation, I thought it would be worthwhile to dive into a few predictions to see where people’s heads are.

So, I’m breaking one of my rules today: I’m not only reading predictions posts, but I’m going to share my honest opinions on the most common themes I saw repeated throughout. Here goes:

1. Marketers will use more AI

I’m reading this in just about every predictions piece, but it’s kind of like someone in the 1950s predicting that people will watch more TV. Of course marketers will use more AI in 2024; that’s how advancements in tech work.

The question we should be asking isn’t ‘will we use more AI?’; It’s ‘will we figure out how to use it well?’

And that point is still unclear. In 2023, we saw a lot of mistakes made, and the consequences of poorly monitored AI. On the other hand, I can say from personal experience that lots of marketers are thinking carefully about the responsible use of AI technology in content creation, planning and distribution.

What to do in 2024: Experiment slowly, think carefully, and yes, use AI. It’s a tool that should be in your toolkit.

2. Authenticity will be key

This is either a complementary trend to the increased use of AI, or a side effect of it. Either way, more marketers are concerned with trust, dependability, transparency and authenticity through their marketing messaging.

This is not news. Marketers have known for a long time now that their customers want brands they can trust, and Google’s updates over the years have only emphasized it more. E-A-T is an old concept, and the revamped E-E-A-T demonstrates how far this trend hasn’t moved.

What to do in 2024: Consider your brand’s content, messaging and voice across all channels. Does your audience have a reason to trust it? Ensure your audience not only can trust, but also that it’s easy for them to do so.

3. Search experience will matter more than rankings

The typical Google SERP hasn’t been 10 blue links in a very long time. Nowadays, SEOs are up against any number of changing SERP features, like:

  • Knowledge graphs.
  • Maps.
  • People also ask.
  • Ads and shopping carousels.
  • And now SGE.

You don’t have to read Google’s tea leaves to see they plan to keep shaking things up for the sake of seamless search experiences.

While the typical SEO may lament the changing landscape of search, the truth is, it’s just time to roll with the punches. After all, each of those SERP features is a unique opportunity to get your content in front of searchers’ eyes.

What to do in 2024: Create quality content. It might sound like old advice, but that’s only because it’s the type of advice that stands up to the test of time.

4. Social media habits will change

In 2023, we saw Elon transform Twitter, people protesting Reddit, TikTok be taken to court and new channels like Threads take off (only to see active user numbers crash).

What will we see in 2024? I don’t need clairvoyance to know that we’re going to see people use social media, and have opinions about it.

Whether you’re wondering if you should pull out of X, find your community on Reddit or dive into Threads, the answer is not in the stars but rather in your audience’s behavior. Find out where your people are talking, and join them there.

What to do in 2024: Use techniques like social listening and audience research to develop your social media strategy. Bonus points if you can build some flexibility into your plans — just in case they need to change.

At the end of a year, it’s fun to look ahead and imagine what the future might hold. But in marketing, I think it’s also valuable to stay grounded in what you know and what works.