SEO the 3 keys to success (and more!)

The world of SEO is constantly evolving, and keeping up with the latest trends can be a challenge. In this blog post, we're going to explore what we think are the 3 most important ideas for success with SEO, along with other crucial factors you should consider to boost your digital marketing strategy.

1. First-person experience: Authenticity as a differentiating factor

The update of Google's E-E-A-T guidelines ("Expertise, Experience, Authority, Trustability") in December 2022 raised the importance of first-person experience. This means that content created by experts with real experience in the subject, whether through personal opinions, interpretations of data or studies, takes centre stage in assessing the trustworthiness of content.

Why this is important?

Trust and credibility: Authentic content conveys trust and credibility to users, which has a direct impact on your website's ranking.

Differentiation: In a sea of generic content, personal experience becomes a differentiating factor, attracting and captivating a loyal audience.

Greater involvement: Stories and personal accounts connect with readers on a deeper level, increasing the time spent on the page and the click-through rate (CTR).

How to create content with the first-person experience:

Share your experiences: Write about your experiences, challenges and learnings in your area of specialisation.

Conduct interviews with experts: Interview experts with practical experience in the topic you're covering.

Create case studies: Present case studies that demonstrate your experience and the applicability of your knowledge.

Include customer testimonials: Include testimonials from satisfied customers of your products or services.

Don't forget: Authenticity is the key to standing out in the digital world. Be honest, transparent and show your unique voice to your audience.

2. Research Generating Experience (SGE): AI shaping the future of research

Google is implementing AI-powered search spaces, known as Search Generator Experience (SGE). Through the SGE, users will be able to ask complex questions and the AI will generate an answer based on existing content on the web.

What this means for SEO?

Optimising structured data: Organise your content in a structured way so that AI can interpret it efficiently.

Diverse content: Create content that is diverse and relevant to your target audience, covering different formats such as text, images and videos.

Objectivity and clarity: Prioritise objectivity and clarity in the language of your content.

Although GSE summarises an answer quickly, it still directs users to the best-ranked content for more information. This means that traditional SEO optimisation remains crucial for long-term success.

3. User signals: The voice that matters

O Google utiliza cada vez mais os sinais do utilizador para avaliar a qualidade do conteúdo e classificar as páginas nos resultados de pesquisa. Isto significa que a satisfação do utilizador se tornou um fator crucial para a SEO.

What signals does Google consider?

Bounce rate: The bounce rate indicates the percentage of users who abandon a page after viewing it for a short period of time. A high bounce rate can indicate that the content is not relevant or interesting to the user.

Time on page: The time users spend on a page indicates the level of engagement with the content. A low time on page may indicate that the content is not informative or engaging.

Clicks and shares: The number of clicks and shares a page receives indicates its value and relevance to the audience.

How to optimise your content for user signals:

Address user intent: Research and understand your audience's needs and expectations when searching for a particular topic.

Create relevant and informative content: Provide high-quality content that answers users' questions fully and accurately.

Optimise the user experience: Make your website intuitive and user-friendly, with simple navigation, fast loading and an attractive design..

Remember: SEO centres on the user experience. By prioritising user satisfaction, you can create content that not only ranks well in search engines, but also engages and delights your audience.

Beyond the 3 keys: Other SEO factors to consider

Content freshness: Regularly update your website with new content to keep users engaged and demonstrate your expertise in a constantly evolving area. Video content: Video is a powerful and captivating format. Consider incorporating high-quality videos into your content strategy to improve user engagement and time on page.

Voice search optimisation: As voice search becomes increasingly popular, optimise your content for natural language queries that people can use when searching by voice.

Mobile-first indexing: Google now uses mobile-first indexing, which means that the mobile version of your website is considered the primary version for ranking. Make sure your website is compatible with mobile devices and offers a seamless user experience on all devices.

Core Web Vitals: Core Web Vitals are a set of metrics that Google uses to measure the technical performance of a web page. Optimising your website for Core Web Vitals (loading speed, responsiveness and visual stability) can improve your ranking and user experience.

Structured data markup: Implement structured data markup to provide search engines with additional information about your content, which can lead to richer search results and improve click-through rates.

SEO isn't just about keywords and backlinks; it's about creating a holistic, user-centred experience. By focusing on the 3 key ideas discussed above - first-person experience, search-generated experience (SGE) and user signals - along with the additional factors mentioned, you can develop a comprehensive SEO strategy that will help you achieve your digital marketing goals.

Remember, SEO is an ongoing process. Keep up to date with the latest trends and Google algorithm updates to ensure your website remains competitive in the ever-evolving search landscape. By continually optimising your content and user experience, you can establish a strong online presence and attract a loyal audience.

Do you agree with our top 3 SEO ideas for 2024? If not, what do you think we're missing? Please leave your comments below.

FAQs

What's the biggest change in SEO for 2024??

The biggest change is the focus on user experience and knowledge. Google prioritises content from credible sources with real-world experience (E-E-A-T) and content that keeps users engaged.

How Search Engine Experience (SGE) affects SEO?

SGE provides AI-generated summaries for complex search queries. Although it can answer basic questions, users are still directed to high-ranking content for in-depth information. Therefore, traditional SEO optimisation remains crucial.

What user signals does Google take into account for ranking?

Bounce rate, time on page, clicks and shares are all indicators of user satisfaction. Aim to create informative and engaging content that keeps users on your website for longer.

Keyword research is still important?

Keywords remain a fundamental aspect of SEO. However, the focus has shifted to understanding the user intent behind the keywords and creating content that fulfils those specific needs.

How can I create content that reflects the first-person experience?

Share your own experiences, conduct interviews with experts, create case studies that showcase your expertise and include testimonials from satisfied customers.

What do I need to do to optimise the SGE?

Focus on marking up structured data to help AI understand your content. Create different content formats (text, images, videos) and prioritise clear, objective language.

How important are backlinks in the SEO of 2024?

Gaining backlinks from reputable sites still plays a significant role in building your site's authority and ranking. However, the quality of the backlinks is more important than the quantity.

Should I focus on local SEO if I have a physical location?

Absolutely! Optimise your Google My Business profile, include local keywords in your content and create local directory citations to improve local search visibility.

Is video content important for SEO?

Yes, video is a powerful and engaging format that can improve user engagement and time spent on your website. Consider incorporating high-quality videos into your content strategy.

What are some additional SEO factors to consider?

Mobile-first indexing, Core Web Vitals optimisation, content freshness and voice search optimisation are crucial aspects for a complete SEO strategy in 2024.