Google Makes Critical Changes - What Every Marketer Needs to Know About SEO in 2024

Search Engine Optimisation

In the always-changing and dynamic realm of digital marketing, SEO remains a cornerstone of online strategies for growth-orientated brands and businesses.

As we navigate through the digital marketing and SEO landscape of 2024, understanding the intricacies of Google's search engine behaviours and indexing strategies is not just beneficial—it’s a necessity for every marketer and business stakeholder looking for growth.

With internet user experiences and expectations evolving, Artificial Intelligence becoming more central to search environments and brand domain authority demands increasing– a renewed focus on SEO is essential for successful marketing strategies. 

Understanding the Nuances of Text Relevance

To stay on top of SEO in 2024 and beyond, there are certain things businesses need to know.

Google has honed its algorithms to prioritize not just keywords but the intent behind them. Marketers must align content with user intent, employing natural language processing (NLP) to weave in pertinent supporting keywords. This is not just about hitting SEO marks; it's about crafting a narrative that resonates with the audience's needs and search behaviours.

The Role of Rich Content Elements

Gone are the days of static text-heavy pages. SEO in 2024 demands the use of diverse content elements—images, videos, lists, and interactive schemas—to engage users. These features encourage more than just a cursory glance; they invite interaction, which in turn signals to Google the quality and relevance of the content. Marketers should focus on creating rich, multimedia experiences that captivate and inform.

The Strategic Approach to Word Count

While word count is not a direct ranking factor, it's a vehicle for thoroughness and relevance. For marketers, the message is clear: create content that exhaustively answers the user’s query, reducing the need for them to return to the SERPs. This approach not only satisfies the user but also builds the content's authority and depth, an indirect boon for SEO.

Leveraging Content Age Through Updates

A piece of content with longevity can accumulate a wealth of backlinks. Updating such content with the most current information can rejuvenate its relevance and enhance its authority, a tactic marketers should regularly employ.

Schemas: Enhancing Click-Through Rates

Schemas make SERP entries stand out, thereby potentially improving organic CTR. Marketers should incorporate relevant schemas to make listings more informative and clickable, distinguishing their content in a crowded digital landscape.

Domain & Page Authority: The Influence of Links

Links remain the lifeblood of SEO. A robust profile of high-quality backlinks is a testament to a site's authority. Marketers should aim to cultivate a diverse backlink portfolio to boost both domain and page authority, directly influencing rankings.

Prioritizing Site Speed for Optimal Performance & Use Experience 

Site speed is a critical factor that marketers cannot afford to overlook. A slow-loading site is a deterrent to users and is penalized by Google. All marketers and business owners must ensure that their websites are optimized for speed to provide a seamless user experience.

Many users are coming to your website from TikTok or Instagram, where attention spans are short and expectations for load times are very fast. Conversions can also suffer for businesses if websites are not loading at a high pace.

Keyword Coverage & Placement: Precision Matters

Effective keyword placement is more strategic than ever. Marketers should place keywords judiciously across URLs, titles, meta descriptions, and headers, and infuse content with relevant terms to meet NLP standards and maximize relevance.

Aligning with Search Intent

Content that aligns with search intent is content that performs. Marketers must develop informational assets that address users' queries with precision and authority.

Establishing Topic Authority

A website that consistently delivers relevant content within its niche establishes itself as an authority. For marketers, this means producing content that not only ranks but also resonates with the target audience and builds trust.

Boosting URL Traffic

Pages that secure robust organic traffic can have a halo effect on a website's overall SEO performance. Marketers should continually optimize high-performing pages to further enhance traffic and visibility.

Adhering to the Helpful Content Update

This update underlines the importance of creating content that matches the user's keyword intent and provides a unique angle. Marketers should focus on delivering original, high-effort content that prioritizes user experience across devices.

Navigating the Spam Update

In response to the Spam Brain algorithm, marketers must ensure that their content is transparent, valuable, and free from manipulative tactics. This means avoiding hidden links, scraped content, and any actions that could be perceived as spam.

Continuous Review Updates

With review updates becoming regular and unannounced, marketers need to keep customer feedback fresh and updated.

Embracing the Search Generative Experience (SGE)

SGE represents a significant shift in how users interact with search results. While it might reduce direct CTRs for some, it also presents an opportunity for increased brand exposure. Marketers should aim to become source material for these AI-driven answers, leveraging the potential for greater brand visibility and credibility.

For businesses and marketers, SEO in 2024 is a year of strategic adaptation and keen attention to the evolving Google landscape.

By focusing on these key areas, you're not just following SEO trends—you're setting the stage for your content to lead and excel.

What We Do at Clue

Demand for search engine optimisation advice has surged in recent months as marketers and business owners saw renewed need to win market share. 

Clients increasingly see SEO as a proven growth engine to generate sales and leads while mitigating any risk to existing SEO rankings due to new AI search tools and indexing changes.

At Clue, we are undertaking a lot of strategic work, including in-depth analysis to inform marketers and senior stakeholders. We are also providing clients with strategic advice and insights to find opportunities for market growth. Aligning the overall business strategy and ensuring its fit into the dynamic SEO landscape is an important part of what we do. We will have more updates in the coming weeks as the SEO landscape changes.

Clue is a full-service digital marketing agency specialising in marketing strategy, beautiful websites, e-commerce, SEO, SEM, email marketing, and more. 

Talk to Clue about SEO for your business or brand website. Contact us for an obligation-free consultation.