With the ceaseless content tsunami swamping the digital landscape, the race to rank on search engines has never been more challenging. Companies big and small are grappling with the harsh reality of the crowded digital space. Add AI to the mix, and the situation intensifies. The increasing prominence of paid advertisements and the ever-changing algorithms add another layer of complexity, leaving many to wonder: Is SEO dying?
The answer: Nope.
SEO is not only still alive and kicking, but set to play an even more critical role in the marketing strategies of tomorrow. The reasons? Simple. Consumer behavior, the incessant need for content discovery, the need for targeted communication, and most importantly, Google’s unwavering commitment to serving its end-users.
The Enduring Importance of SEO
SEO has always been, and continues to be, a key component of any robust B2B marketing strategy. SEO is not a single action, but a constellation of tactics that coalesce to form a powerful strategy. From choosing the right keywords to optimizing website structure and improving page load speeds, there are numerous tactics SEO encompasses.
At the core of SEO lies the concept of E-E-A-T—Experience, Expertise, Authority, and Trust. Born from Google’s Search Quality Evaluator Guidelines, E-E-A-T has grown into a critical component of how SEO works. It’s a yardstick by which Google measures the value of a webpage. Having a high E-E-A-T score can significantly improve your chances of ranking well in search results.
Experience is the newest part of the E-E-A-T ranking criteria, and it acknowledges that while you may be the foremost expert on a topic, that doesn’t mean that you have actual experiences “in the field,” so to speak. The Experience ranking is about identifying the person or company behind the brand and the real-life experiences that inform their products, services, decisions, and more.
Expertise refers to the depth of knowledge exhibited in the content. It’s about demonstrating that you know your stuff. Authority, on the other hand, is about proving that others recognize your expertise. This is often reflected in the form of backlinks, endorsements, or shares by other authoritative figures or websites. Trust encompasses the credibility and reliability of your website. It’s about ensuring your site is secure, easy to navigate, and transparent about its intentions and affiliations.
E-E-A-T guides marketers in creating content that Google’s algorithms favor, thereby improving your SEO performance.
In 2024, demonstrating expertise and authority requires innovative strategies. This could involve engaging with expert communities or leveraging AI to deepen content credibility, offering new avenues to establish a brand’s authority in its field. For example, brands should take advantage of Google’s “Mentioned in” feature by securing earned media hits, which would increase brand credibility—it’s E-E-A-T in the eyes of the algorithmic overlords.
Why SEO Is Far from Dead
There are AI advancements in SEO.
Advanced AI models are revolutionizing content creation, offering more nuanced and context-aware content. These tools are already producing high-quality written content and multimedia content, including videos and interactive graphics, tailored to SEO needs.
One of the most exciting developments in AI-driven SEO is predictive analysis. AI tools can now forecast emerging trends and suggest keywords that are likely to gain popularity in the near future. This foresight allows businesses to stay ahead of the curve by optimizing their content with these upcoming keywords before they become highly competitive.
Those keywords often include long-tail keywords. Now, AI tools can analyze large data sets to identify long-tail keywords that are highly relevant, but less competitive. These keywords often represent untapped opportunities, as they are closer to the specific queries of users and can drive more targeted traffic. AI algorithms can uncover these niche phrases and guide content marketers in naturally incorporating them into their content.
But effective AI in 2024 goes beyond just identifying keywords; it integrates these findings into a broader content strategy. This means not only suggesting which keywords to use, but also advising on content formats, structures, and distribution channels that best align with these keywords.
Consumers still need to be able to discover new brands.
The driving force behind every search is a need—a need to discover, to learn, to purchase, or simply to explore. Consumers still need to be able to discover new brands, products, and services. B2B SEO is the key that unlocks this discovery.
Google, in all its algorithmic might, is serving its end users. At the heart of its mission is the quest to help users discover brands and get answers to their questions. SEO, as a result, will continue to play a significant role in the brand marketing landscape. It’s a tool designed to serve the needs of both search engines and users.
This user-focused approach aligns seamlessly with the core principles of SEO. SEO tactics are designed not just to appease algorithms, but to ensure that content meets the needs of the audience. In this symbiotic relationship, SEO remains a vital part of the brand marketing landscape. It helps brands optimize their online presence, ensuring they can be discovered by consumers and meet Google’s goal of delivering user-centric search results.
Related Reading: Everything You Need to Know About SEO Metrics: The Complete Guide
Local discoverability is a growing trend.
Local SEO remains a critical factor for businesses targeting specific geographic areas. Google My Business remains a cornerstone of local SEO and in 2024, keeping this information up-to-date is more important than ever. This includes accurate and current information on business hours, location, contact details, and services offered. Additionally, businesses are encouraged to regularly post updates, respond to reviews, and use Google My Business insights to understand customer interactions.
Building a network of local backlinks is also a significant factor in local SEO. This includes getting listed in local directories, collaborating with local businesses and influencers, and participating in community events to gain mentions and links from local websites.
And with the rise of smart speakers and voice-activated devices, optimizing for voice search has become crucial for local SEO. This involves focusing on conversational keywords and phrases that people are likely to use when speaking, rather than typing. For instance, optimizing for queries like, “Where is the nearest vegan restaurant?” as opposed to simply “vegan restaurants near me.”
Content is still king.
In the realm of digital content, the mantra remains: Content is king. B2B content—in its myriad forms, be it articles, videos, podcasts, social media posts, or more—serves as the prime vehicle for conveying information, evoking emotions, and fostering connections in the digital world.
With the invention of GPT-4 and other large language models, the volume of content will only continue to grow. It might seem like an overwhelming tide of information, but that’s where SEO steps in, making content discoverable, relevant, and meaningful. As such, SEO’s role will only become more critical as the amount of content increases. Good SEO ensures that the right content reaches the right audience at the right time, preventing valuable information from being lost in the digital whirlpool.
In this respect, SEO empowers the king, ensuring that content’s rule is effective and meaningful. By leveraging key principles such as keyword research, on-page optimization, link building, and technical SEO, this strategy tailors content to the audience’s needs and preferences.
There’s new SEO opportunities in video content and social media.
In 2024, social media and video content have become pivotal in shaping SEO strategies.
The surge in short-form video content, driven by platforms like TikTok and Instagram Reels, demands a strategic approach to SEO. Businesses need to focus on creating engaging, informative, and SEO-friendly video content that captures audience attention within seconds. This includes optimizing video titles, descriptions, and using trending hashtags to boost visibility.
Brands can also leverage live streams on platforms like LinkedIn, YouTube, Facebook, and Twitch, not just for engagement, but also for improving their SEO. Key strategies include using relevant keywords in stream descriptions and titles, engaging with viewers through live chats, and following up with SEO-optimized post-event content.
Social media platforms are increasingly being indexed by search engines, making social media SEO an essential aspect of overall strategy. In 2024, this involves optimizing social media profiles with keywords, regularly posting content that links back to the brand’s website, and engaging actively with followers to boost social signals.
Brands still need to connect with consumers
Brands have an inherent need to connect with consumers. As the digital landscape evolves, this connection takes on new forms and uses new mediums. But the goal remains the same. SEO is the tool that helps brands decode search intent, understand what prospects are looking for, and engage with them effectively.
SEO operates on the principle of relevance. It ensures that the content a brand produces aligns seamlessly with the queries and concerns of its target audience. This alignment paves the way for brands to connect with consumers on a deeper level. By providing the information, solutions, or experiences consumers are seeking, brands become more than mere vendors; they transform into reliable sources of value.
SEO provides brands with insights into consumer behavior, preferences, and trends. By analyzing keywords, search patterns, and user engagement metrics, SEO offers brands a comprehensive understanding of their audience. This understanding empowers brands to create content, products, or services that resonate with their consumers, thereby facilitating meaningful connections.
As technology advances, the number of digital touchpoints between brands and consumers continues to multiply. Whether it’s through a blog post, an e-commerce product page, a social media update, or an email newsletter, each interaction carries the potential to strengthen the brand-consumer bond. SEO helps brands maximize this potential, ensuring that every touchpoint delivers relevance, value, and engagement.
Ready to see how SEO can boost your marketing efforts? Reach out today.
