In the ever-changing world of search engine optimization (SEO), it can be challenging to stay ahead of the game. The past year has seen unprecedented volatility, increased workloads, and cascading internal expectations for SEO professionals. However, amidst all this change, there are three evergreen strategies that continue to ensure SEO success.
The first strategy is the importance of brand in driving SEO performance. Big, notable brands have always monopolized search engine results pages (SERPs), and this trend has only continued to grow. Successful brand building reinforces the underlying principles of search, such as authority and popularity, resulting in a virtuous cycle. Brands should not solely rely on organic traffic but should incorporate SEO into their wider branding activities. This approach helps to drive cadence and momentum and ensures long-term success in search.
The second strategy is tighter multi-channel alignment with search as the fulcrum. Companies should align their SEO efforts with other channels such as paid advertising, social media, and email marketing. By working together, these channels can complement each other and avoid wasted resources. Keyword prioritization and excellent content production are crucial, but they should be integrated into a holistic content distribution strategy that includes various channels. By doing so, brands can position themselves as industry experts and capture relevant traffic.
The third strategy is a renewed focus on relevant traffic rather than empty-calorie traffic. With the introduction of AI Overviews by Google, basic information-based queries are being instantly answered on SERPs. This means that brands should focus less on these basic queries and more on providing unique, differentiated insights that add value to potential customers. Quality traffic is found in the middle-to-bottom of the funnel queries, where brands can transform qualified traffic into potential customers and advocates.
These three strategies are timeless and essential for long-term SEO success. Building a strong brand, collaborating with complementary brands or experts, and using a variety of distribution methods are key to achieving lasting growth in search. SEO professionals should focus on the end game and avoid getting sidetracked by shiny tactics or shortcuts that compromise their ideals. By embodying these principles, SEO professionals can ensure their success in the ever-evolving world of search engine optimization.
