Where to Focus Your Efforts: A Guide to Prioritizing SEO Strategies
The world of SEO has been buzzing with activity in the first half of 2024. With algorithm leaks, a major core update, the introduction of AI Overviews, and antitrust litigation looming, it’s been hard to keep up with all the noise. However, amidst all the chaos, it’s important to identify the most critical SEO initiatives to focus on for the rest of the year.
Google has surprisingly been forthcoming with information recently, providing some guidance on where to direct our efforts. Here are the key areas to prioritize:
1. Core update: Focus on authority
Google’s March 2024 core update emphasized the importance of high-quality, valuable content. Building topic authority has proven to be highly effective in signaling to Google that your content deserves strong rankings. The approach to building topic authority depends on your industry. For B2B companies, understanding your customer’s customer and crafting content that speaks to their needs is crucial. By bringing in guest bloggers, experts from related industries, and incorporating audience feedback, you can broaden your content strategy and establish depth of authority.
2. Embrace AI Overviews
AI Overviews have made their debut and are here to stay. Although they may not be as prevalent as they were in May, Google is expected to make them a significant part of the search experience. To leverage AI Overviews, it’s important to set up tracking and closely monitor impressions, clicks, CTR, and on-site user behavior. While it’s too early to measure the direct impact of AI Overviews on your business, being linked in AI Overviews can boost your visibility in the SERPs. Double down on E-A-T (Expertise, Authoritativeness, Trustworthiness) by using facts and data, citing experts, building out author profiles, and writing with clarity and readability in mind. Presenting opposing viewpoints and embracing objectivity can also help you succeed in the AI Overview landscape.
3. Optimize non-Google properties
Thinking beyond Google is crucial for success in SEO. Platforms like Quora, Reddit, TikTok, and industry-specific forums provide opportunities to address E-A-T effectively. Google has been incorporating content from these platforms into the SERPs, and their nature aligns well with the principles of E-A-T. Brands that can harness the power of platforms like TikTok can build strong connections with users that Google search alone can’t provide. Prioritize providing value to users, be authentic, showcase customer reviews and testimonials, and use tools like Google Analytics to identify trends in user behavior. The benefits of this strategy extend beyond these platforms, as the content can also be pulled onto Google, increasing awareness.
In addition to these key strategies, it’s important to stay current with news and trends in the SEO industry. Keeping an eye on trusted sources, like Search Engine Land, will help you stay ahead of the curve.
The world of SEO is constantly evolving, and it can be challenging to navigate. However, by focusing on building topic authority, embracing AI Overviews, optimizing non-Google properties, and staying current with industry trends, you can prioritize your SEO efforts and drive success in 2024.
