The SEO Landscape in 2024
Prepared by Constance Ejuma
May 28, 2024
2
Agenda
The State of Search
"In 2023, the SEO landscape was significantly impacted by the introduction of generative AI tools, leading to challenges for Google in maintaining search quality.
Google responded with new AI innovations and updates to its algorithm, emphasizing the fight against spam and low-quality content." - Amsive
How Shifting Trends Impact Search
Impact of AI on Search
*See notes for additional information
Dangers of AI for Publishers & Bloggers
Volatility in Search Ranking Results
"Human" Content in the Age of AI
Reddit plays a unique role on the open internet as a large platform with an incredible breadth of authentic, human conversations and experiences. - Google
Importance of Google Discover
Why is Google Discover Relevant?
Key Disclaimers About Google Discover
Algorithm Updates
Google Algorithm Updates
"Pages that experience a change after a core update might not have anything wrong to fix...changes [in rankings] are about improving how our systems assess content overall." - Google
*See notes for additional links
Important Google Algorithm Updates
*See notes for links to Google documentation
Frequency of Algorithm Updates
Calendar of Google algo updates:
https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history
How to Adhere to Google's Quality Standards
Deliver on E-E-A-T Quality Standards
Create High Quality Content
Self-assess Content Quality
Self-assess Content Quality
Access Google Search Console
Analyze Your Data & Strategize
Conclusion
Conclusion
Q & A
Q & A
Question: I understand that if we don't rank on Google, we basically don't exist, but it seems that all of the SEO actions are designed to please Google and other search engines, especially keyword searching, instead of what my audience needs to know about most or a topic that is based on current news or research. Shouldn't we create a balance or only worry about what is trending?
Answer: Though not always successful in demonstrating this, Google aims to reward content that's helpful to users. Prioritize what your audience needs, not what you think Google is looking for. The best way to make yourself Google-proof is to remain connected to your core values as that's the main appeal for your core audience.
Q & A
Question: Is it true that Google is penalizing sites with ads and affiliates?
Answer: Not exactly. Google is not against ads and affiliate links when implemented properly. However, an excess of ads that disrupt the user experience by slowing down or moving the page and makes it hard to see the content will definitely impact your ability to rank and drive traffic.
Q & A
Question: Should we be focusing on creating new content or updating old content?
Answer: Both! The more frequently you publish, the more often Google comes to your site to look for new content. Which is one reason why it's wise to establish a publish rate that's consistent and sustainable.
However, it's extremely important to also periodically update evergreen content as it's a consistent source of traffic during periods when you can't pump out new content.
Q & A
Question: What types of content should we be creating? Less SEO-focused content? OR should we just not make any changes and see if Google corrects itself?
Answer: You should be creating content that's relevant to your site and useful to your core audience. Don't just write about things that are trending for the sake of quick traffic if they're not aligned with what your site is all about. If you have a recipe site, don't suddenly start writing about AI just because it happens to be the hot topic of the day. Be original, share your personal experiences and drive the conversation forward. Don't repeat the same things that others are saying.
Q & A
Question: What can we as bloggers do to tide us over for this time?
Answer: 1) Diversify. If 70% or more of your traffic is coming from Search, beware! You're at risk of losing a chunk of that audience to Google and the AI tools that are gaining in popularity. Explore ways to grow your audience from other traffic sources (social media, syndication, newsletters, events, etc.)
2) Refocus on what the core values of your site are. Create content that's authentic. Write for humans, not Google. Expect volatility and set proper traffic expectations.
Q & A
Question: I started my website almost 10 years ago. I didn't know about SEO until recently, is there a way to go back without revisiting each post manually one-by-one to automatically update the SEO of each post and page? There are thousands of non-SEO posts on my site at this time. Is there a plugin (for WordPress sites) that can do this?
Answer: Not as of yet. To follow best practices, the SEO for every single page on the site has to be unique and highly relevant to the content on that page. It's likely that you'll eventually be able to automate SEO optimization in your content management system, but we don't have the means right now. I'd recommend figuring out what your top performing pages are and manually updating the SEO for those so they have a chance to perform better. Also, talk to your developer and they can help you figure out what features are currently available that comes close to what you're looking for.
Q & A
Question: Are there any tools or methods to protect our content from AI crawlers?
Answer: Yes. You can disallow specific AI bots in your robots.txt file. This is a screenshot of specific AI crawlers SheMedia has disallowed access to: https://www.sheknows.com/robots.txt.
If you're not sure how to do this yourself, speak to you developer about how to update your site's robots.txt file.
Further Questions?