Wondering whether Search Engine Optimization (SEO) is still relevant in today's digital landscape?

As a business owner, you only want to invest your time and resources into strategies that will effectively reach your target audience and drive growth. In this blog, we explore the question: Is SEO still alive?

We'll discuss the current state of SEO, what has changed in recent years, and how businesses can adapt their SEO strategies to stay ahead of the curve.

If you’d like to learn more about how SEO can help your business grow, give Team LOJO a call today. We can work together to achieve your business goals with industry-proven strategies and services that cater to your needs.

Let's dive in and discover whether SEO is still a valuable tool for your business.

Evolving Dynamics

Over the years, SEO has adapted to meet the changing dynamics of search engines. From keyword stuffing to user intent optimization, the focus has shifted toward providing valuable, relevant content for the audience. Moreover, the rise of AI-driven algorithms has necessitated a more holistic approach encompassing factors like user experience, mobile-friendliness, and site speed.

Here’s a quick overview of key changes and trends to look out for in 2024 and beyond:

1. Increased Importance of First-Hand Experience

With the E-E-A-T guideline* updated in 2023, authentic, experience-based content is now a central ranking factor, prioritizing content based on first-hand experience over generic information.

* E-E-A-T is an acronym by Google for Experience, Expertise, Authoritativeness, and Trustworthiness. This acronym is not a ranking factor but rather a component of Google’s Search Quality Evaluator Guidelines. These comments help Quality Raters determine whether the search results are returning high-quality, relevant information.

Incorporating E-E-A-T principles into online publishing can help you meet Google’s criteria for quality and relevance. A note, though: E-E-A-T should not be confused with direct ranking signals, but it can give you some confidence in your content's quality and relevance.

2. Rising Focus on Author Entities

Google is adapting to become more adept at recognizing and valuing the authors behind content, and content linked to recognized and knowledgeable authors gains an extra layer of trust and credibility, influencing rankings more than ever.

This highlights the need to build author entities, which involves creating and sharing high-quality content linked to a recognized and authoritative author within your industry. Doing so can improve your rankings and gain credibility in the eyes of search engines.

Keep in mind, though, that building author entities requires a long-term approach, as it can take time to establish oneself as a trusted author in the eyes of search engines. However, the benefits can be significant in terms of improved search visibility and increased website traffic.

3. Use of AI Tools

Artificial Intelligence (AI) tools have become valuable for streamlining SEO tasks ranging from keyword research and analysis to generating content. 

However, while AI can be incredibly powerful, it is not a substitute for the human marketer. If we rely too heavily on AI-generated content, we run the risk of flooding the internet with generic, cookie-cutter content that fails to engage readers. 

Human creativity and insights can help us develop unique angles, incorporate storytelling, and inject personality into our content, making it more memorable and shareable.

So, the best strategy is one that balances the use of AI tools with human expertise to produce content that is both optimized for search engines and compelling for our audience.

4. Google's AI-Powered SERP Snippets and Its Impact on Website Traffic

Speaking of AI, Google is introducing AI-powered SERP snippets called Search Generative Experience (SGE). With this, users can ask extensive questions, and AI will generate answers to their queries based on existing content on the web.

Will this affect your website’s traffic?

Actually, no.

SGE provides a quick summary answer and still directs searchers to the best-ranking content for more information.

Also, people will continue to open full articles because they want trustworthy content. Especially when it comes to queries like product reviews or picking the best accommodation, users want the real deal. They want to read experiences from people who have actually been there, done that. They need the first-hand details, the pros and cons - the kind of insights only a real person can provide.

Although SGE might change the way we search, it’s not the end of the world for your website traffic. Keep focusing on creating authentic content full of real experiences. This is what keeps people coming back and makes Google rank your site.

5. Growing Importance of User Signals

SEO techniques have traditionally focused on optimizing content for search engines to rank pages higher in search results. But search algorithms have become more sophisticated and now are increasingly prioritizing user experience and engagement.

Google leans heavily on user signals to rank content, which refer to various metrics that indicate how users interact with a website, such as click-through rates, bounce rates, and time spent on the page. By analyzing these signals, Google can determine how well a website satisfies the needs and expectations of users.

As a result, to succeed in your SEO efforts, it's no longer enough to simply create keyword-rich content optimized for search engines. It's crucial to match search intent with the content on your website. This all goes back to creating content that is highly relevant to user queries and provides valuable information to the users.

6. Local Search Results and Maturation of Voice and Visual Search

Local search has become a mature area of SEO, with a focus on building a system for encouraging 5-star reviews, implementing local business schema, and being present on social media.

Voice and visual search are also gaining traction, with visual search being helpful for shopping, directions, and identifying landmarks and voice for quick fact checks, local business searches, and hands-free help.

Don’t fall behind. Optimize your content for voice queries, focusing on conversational keywords and providing concise, informative answers to your target audience.

So, IS SEO Still Relevant?

The simple answer is YES.

When people search for things online, they usually use search engines.

Google processes almost 6 million searches every minute. That's equivalent to over 8 billion searches per day and more than 3 trillion searches per year. And there’s a high probability that at least one or two of those searches relate to the products or services you offer.

Now, if you want to connect with potential customers, you should be listed in search engine results. The best way to do this is through SEO. Sure, it may require some time and effort, but it’s definitely worth doing correctly.

Needless to say, SEO is a crucial component of successful digital marketing efforts. It can be the difference in making sure your website is visible among billions of others on the internet, ulimately affecting your bottom line.

Consumers nowadays turn to search engines when they need to find or buy something. Photo by charlesdeluvio on Unsplash.

The Power of Content

At this point, we’ve already established that great content is key to SEO. High-quality and engaging content can draw in visitors and help with backlinks and social shares—all important for a strong SEO strategy.

For small businesses, creating blogs, videos, and infographics can help establish their authority in their field and improve their search engine rankings.

But let’s take it one step further.

On another note, content alone cannot guarantee success without proper SEO. Creating high-quality content can take a significant amount of time, effort, and resources, and all of it would be a waste if it fails to rank well in search engines.

Implementing SEO strategies can help your content receive the recognition it deserves and attract potential customers who are searching for relevant information online. Algorithm changes continue to reward high-quality content, but SEO remains the key to helping users find it. In short, even the best content is of no use if no one ever sees it.

Overall, effective SEO can help your target audience discover and engage with your content, resulting to more business opportunities for you.

Local SEO: A Game-Changer

If you’re aiming to target local customers, then Local SEO can be a profitable opportunity for you.

Optimizing your Google Business Profile, getting local citations, and earning positive reviews can improve your visibility in local search results. With the increasing use of "near me" searches, investing in Local SEO can give your business significant returns.

Use of Keywords in Modern SEO Practices

Search engines now process keywords differently than they used to. In the past, practices like keyword stuffing were common, but now they come with penalties.

Even so, keywords are still relevant for ranking well in search engines. You just need to know how to use them properly. The more relevant your keywords, the more qualified your traffic will be.

Although algorithm changes may be frustrating to keep up with, you should still view them as positive. Search engines like Google don't change their methods to make things difficult for site owners. Instead, they strive to create a better experience for users. As they evolve, you'll eventually only attract visitors who are truly interested in your content and products.

Embracing Innovation

Staying relevant in the digital world means you need to continuously update your SEO strategies, keep up with the latest technology, and stay informed about new trends. These are key to boosting your online presence and achieving sustainable growth for your business.

If you're finding it challenging to keep up with the latest SEO trends and technology and need help improving your online presence, partnering with a digital marketing agency like LOJO Marketing is a good idea.

You might already have your hands full with your core business activities, so doing everything on your own might not be easy. We can assist you in developing and implementing effective SEO strategies that can deliver results for your business.

SEO Is and Remains Essential for Small Business for Years to Come

SEO is not only alive but indispensable for small businesses in 2024. It's about making your online presence visible, attracting customers without paying for ads, and converting traffic to sales. Although the tactics and strategies have evolved, the core principles remain the same. You have to stay adaptable and proactive as algorithms change and customer behaviors shift.

To harness the power of SEO for your business, you need to dispel misconceptions, embrace change, and use innovative strategies. By doing so, you can expand your reach, engage your audience, and achieve success in the digital realm.

Are you considering using SEO in your digital marketing strategy? Do you need to update your SEO GAME? Book a consultation with our Growth Development Manager and learn about the benefits of an SEO strategy, or receive insights to take your business to the next level.