2023 was another year where SEOs had to fight against a wave of core updates from Google, an influx of AI-generated content (and trying to get it to rank), and Bard being launched, which looks set to change the way users interact and navigate with Google.
But with these changes coming into action, what Google have continued to emphasise is that using the E-E-A-T principle by combining experience and expertise in your content, this will build authority and trust with both Google and your readers.
SEO remains a powerful thing in 2024, and marketers must continue to adapt, whilst not forgetting trusted old practices to achieve ranking success.
In this article, we will give you practical tips to put you in the strongest of positions as we head further into 2024.
1. Create Quality Content
This one should be a given, as it has long been part of any successful SEO strategy.
But what should be remembered is that users have shorter attention spans. This will obviously depend on the topic of your content, but try your best to keep it short, snappy and straight to the point.
This obviously will have some exceptions for technical content, but as a general rule assume the audience is time-poor and wants instant answers.
This means that content should be targeted with incorporated researched keywords, whilst applying the aforementioned E-E-A-T principles.
Elsewhere, and from a technical standpoint, make sure you do the basics right. Keep it structured with appropriate headings for each section, keep meta information consistent and accurate to the page and wider website and ensure images are appropriately formatted.
2. The Mobile Experience
In the past it was overlooked, but nowadays you simply cannot have poor mobile accessibility.
A recent study found that 60% of global traffic comes from mobile devices, meaning that potentially more than half the visitors to your website will only experience it in the mobile form.
Tips to help you achieve mobile success include streamlining navigation and maintaining a tidy user interface.
You should also go for minimalist, but also high-quality images that don’t compromise on speed or visibility.
Also, pay attention to the size and placement of your call-to-action buttons, and consider featuring your most crucial content right at the top of the page.
3. Keep Web Speed Fast
As we have already established, people are getting less patient (TikTok’s fault), and the combination of slow pages and conditioned technology users will always result in navigation away from your page.
To combat this, simple things can be done to speed up those loading speeds.
Images play a big role in this, with heavy PNG files causing disruptions. Going for web-friendly JPEG files will still appear quality on the screen without causing any traffic jams.
To go a step further, consult a web development team to streamline your HTML, CSS, and JavaScript, removing any unnecessary characters that slow down your website.
4. Start Local and Grow
The first place people go to now to find local amenities that they need is Google.
Local SEO for most small to medium businesses is crucial as the foundations to build on, and should be the core part to any SEO strategy.
To begin this process, start or optimise if you already have by listing your business in local directories and listings.
Integrate localised keywords into your content, and most importantly, claim and regularly update your Google My Business listing with essential information like operating hours, location, and services.
This ensures that your business shines prominently in Google Maps searches.
Bonus (Not So Secret) Tip: Always Monitor and React
Building a successful SEO strategy doesn’t happen overnight, but overlooking it can cause a decline.
Achieving success in search engine results is more like a marathon than a sprint. It requires a comprehensive, long-term approach that needs continuous evaluation.
Regularly check tools like Google Search Console and Google Analytics to assess your progress and make adjustments based on data.
Consistent analysis and timely revisions are your key ingredients in navigating the ever-changing landscape of SEO.
