Search engine optimization has come a long way from its inception in the late 1990s. From algorithms such as PageRank to the use of neural networks that are leveraged today to train NLP models, search engines are more sophisticated than ever, and the AI revolution promises to fundamentally change both the way we search the web and the SEO techniques that will need to be adopted in the future by companies interested in SERP recognition. What will SEO look like in ten years? In short, nobody knows for sure as the future of AI-integrated search engines is not yet clearly defined.

Mobile searches will grow in relevance, and Google, together with Bing, will dominate the search engine market for the next ten to fifteen years. Moreover, what is becoming apparent is that tomorrow's SEO strategies will focus on user intent and be optimized for voice searches. People no longer use the net as they did ten years ago. In 2014, desktop devices still dominated online queries, and a good portion of SEO strategies utilized by companies were focused on PCs. Fast forward to 2024, and the SEO landscape is different, with mobile devices now representing the focus for most digital marketing agencies.

Are we heading to a world where SEO is irrelevant? No, actually, quite the opposite. Business competitiveness is at an all-time high, and to make their services known, most firms either use SEO to improve their SERP ranking or invest in paid ads, whereby they promote their offers without enhancing the functionality of their sites. But there is a problem: paid advertising is slowly but surely dying as more and more users are beginning to install ad blockers. SEO, on the other hand, is future-proof, and its net impact on the Internet is positive.

The Rise of AI Search Experiences

It's hard to say what search engines will look like in the future, but all signs point to a future where AI will be at the heart of our digital interactions. Currently, the best glimpse into the AI approach of search engines comes from Google's SGE, which is an experimental tool that displays results similar to a chatbot. Let's say, for example, that you search for a question about a niche topic. Instead of having to click on websites to find the answer you are interested in, AI-powered summaries are displayed under the search bar. And the sites that provide the information are offered as sources.

In other words, we are fast approaching a future in which the vast majority of searches will be of the zero-click variety. In fact, even today, zero-click searches account for more than 57% of all online queries. Why is this bad? Simple. People will not interact with the rest of the services or products offered by websites, so the overall profitability of those websites will decrease. Sure, the SERP visibility is likely to rise. But if service interactions decrease, then increased visibility is pointless.

Is there a chance to protect your services from zero-click searches? Yes, by optimizing your keywords and focusing on attaining featured snippets. Do featured snippets guarantee better click rates? No, but they do give a boost to reputation. Zero-click searches are currently only a problem for local SEO. However, the implementation of AI in search suggestions can make a significant fraction of the articles or information on pages available without click-through. Will this affect generalized web profitability? It's too soon to tell, but what is certain is that the impact on future SEO strategies will be significant.

Some Things Will Remain the Same

The SEO world of tomorrow will look different in certain areas. However, certain elements, such as the production of topical content, that respect the active trends in the industry will remain just as relevant, regardless of which direction search engines are heading. Optimization for mobile devices will remain paramount. Since adopting mobile-first indexing in 2019, Google has emphasized that the primary focus for its crawlers is the usability of a website's interface on smartphones or tablets. Yes, the rise of VR and AR devices must be taken into account as well. But overall, as before, mobile will remain at the forefront of SEO strategies.

Trends that can already be encountered in the SEO world will have an ever-greater significance in the future. Here, we can give voice searches and conversational AI as examples. It is no secret that Microsoft and Alphabet want their search engines to be combined with chatbots: Bard for Google and Copilot for Microsoft. However, the most significant development for online searches will be the integration of AI with phone assistants. It is possible that in the future, thanks to neural networks, most Internet queries will be monopolized by conversational questions addressed to phone assistants. SEO strategies of tomorrow must target long-tail keywords, adapt to the tone of voice searches, and focus on NLP optimization.

Will SEO Ever Go Away?

Highly unlikely. Although the landscape of online searches will undergo radical changes and the AI market will soon be worth almost two trillion dollars, the basic principles of SEO will remain just as relevant for the simple reason that websites will need a precise way to push their relevancy in the SERPs. What the effectiveness of future SEO techniques will be is anyone's guess. But what is certain is that SEO will not go anywhere. The basic principle in search engine optimization is the modification of on-page or back-end website elements that make them more attractive to users and crawlers. In other words, SEO is a technique that promotes quality.

Ongoing algorithm adjustments and changes in market trends massively influence the effectiveness of SEO techniques currently in use. If in the past, focusing on social media signals and investments in EMDs were effective SEO techniques, nowadays mobile optimization, structured data markup, effective link-building strategies, and the use of content delivery networks are more efficient and have a more significant impact on SERP rankings. SEO is a digital marketing technique that has remained relevant over the years due to its flexibility. And this flexibility is also the reason why it will persist as an essential tool even in the distant future.

A Great Way to Accomplish Venture Stability

Like most companies operating at a senior level, you are probably frustrated by the frequent shifts in the search engine sphere. The introduction of AI in search results and the advancement of technology promises to significantly alter the way people search online and interact with websites. It's too soon to say how the forthcoming developments announced by Google and Bing, such as the combination of chatbots with their assistants, will affect the market. But what is certain is that the services offered by SEO professionals are more relevant than ever.

SEO is a way to establish a robust online presence and improve your customers' experiences. But at the same time, it is also a flexible tool that responds well to market modifications. Are you afraid that your business will suffer with Google's next algorithm update? Then, the solution is to call on the services of SEO professionals who can monitor for you the volatility recorded on the market and create a response plan to bring your business back to the level it deserves.

SEO is not a simple strategy but a complex set of techniques that work together to change the metrics that influence your SERP position. Their complexity leads to versatility, which is why SEO is suitable for both regional companies and cross-national conglomerates. Regardless of the changes made to the search environment of tomorrow, thanks to its flexibility, SEO will be an essential tool for companies interested in predictable growth. Therefore, it is and will remain the best way to leverage the ranking factors used by search engines in your favor.