10 Ways to Get Ahead on Your 2024 SEO Game, Right Now

SEO remains the cornerstone of effective online marketing, as it has been for some time. But while the core fundamentals of SEO have proven consistent, each year brings new trends and shifts into play.

 

Anticipating the SEO trends that will shape 2024, it is mostly a case of continuation of what we’re seeing right now. Hence, for anyone looking to get ahead on their 2024 SEO game, these are the 10 most crucial SEO trends/activities for the foreseeable future:

1. Core Web Vitals and Page Experience Signals

Google's continued emphasis on user experience means that Core Web Vitals and Page Experience Signals will remain critical in 2024. These metrics gauge how users perceive the speed, responsiveness and visual stability of your web pages. A fast-loading, smooth and mobile-friendly website is not only appreciated by users but also rewarded by search engines.

What to do: Audit your website's performance, focusing on metrics like Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). Identify and fix issues that hinder page experience. Prioritise mobile optimisation, as Google predominantly uses mobile-first indexing.

2. Voice Search Optimisation

Voice search is on the rise, thanks to the proliferation of smart devices and virtual assistants. Optimising your content for voice search is a trend that's here to stay. Users are asking questions conversationally, so your content should provide concise and relevant answers.

What to do: Create content that answers common voice search queries. Use natural language and long-tail keywords. Structured data markup can also enhance your content's visibility in voice search results.

3. Video SEO

Video content continues to gain popularity across all platforms, including YouTube. As a UK business, utilising video can be a powerful way to engage your audience. Optimising your videos for SEO can boost your visibility in both search engine and video platform results.

What to do: Focus on creating high-quality, engaging video content that resonates with your audience. Use keyword-rich titles, descriptions and tags. Pay attention to video thumbnails and encourage user interaction through comments and shares.

4. E-A-T (Expertise, Authoritativeness, Trustworthiness)

Google's emphasis on E-A-T is not fading away. It's essential for your website to demonstrate expertise, authoritativeness and trustworthiness, especially in areas related to health, finance and news.

What to do: Showcase your credentials and expertise on your website. Provide accurate and well-researched information. Earn high-quality backlinks from reputable sources to bolster your site's authority.

5. Local SEO

For UK businesses, local SEO remains a top priority. With more users searching for nearby products and services, optimising for local search is a proven way to increase visibility and attract local customers.

What to do: Claim and optimise your Google My Business listing. Consistently update your NAP (Name, Address, Phone Number) information across all online platforms. Encourage customer reviews and respond to them promptly.

6. Content Quality and Relevance

In 2024, content will continue to be king. However, the focus will shift towards content quality and relevance rather than quantity. Users expect content that genuinely addresses their needs and concerns.

What to do: Conduct thorough keyword research to identify the topics your audience is interested in. Create in-depth, well-researched content that provides real value. Keep your content up-to-date and regularly refresh older posts to maintain relevance.

7. AI and Machine Learning

Artificial Intelligence and Machine Learning are becoming increasingly integrated into search algorithms. Google's algorithms are continually evolving to understand user intent better.

What to do: Stay informed about AI-driven tools and technologies that can assist in keyword research, content optimisation and data analysis. Use AI to understand user behaviour and preferences, allowing you to tailor your content and marketing strategies accordingly.

8. Privacy and Data Security

With the world’s collective privacy concerns at an all-times high, user data protection is vital. Search engines are, unsurprisingly, prioritising websites that prioritise user data security.

What to do: Ensure your website complies with GDPR and other data protection regulations. Use secure protocols (HTTPS) and communicate your commitment to data security through clear privacy policies.

9. Mobile-First Approach

Mobile users are a significant part of your audience and this trend will only grow. Optimising your website for mobile devices is no longer optional.

What to do: Implement responsive design, ensuring your site looks and functions seamlessly on mobile devices. Test your website's mobile performance regularly to identify and fix issues promptly.

10. User Intent and Semantics

Understanding user intent and semantics is becoming more critical than ever. Search engines aim to provide results that match user intent accurately, and they’re getting better at it all the time.

What to do: Invest in keyword research tools that help you uncover user intent and semantics related to your niche. Craft content that aligns with the user's search intent, providing valuable information and answers – not the kind of generic copy they can easily access elsewhere.

Google Takes Aim at AI-Generated Reviews

In a recent announcement via its Merchant Centre, Google has made it clear: they're tightening their grip on AI-generated content. In this instance, by targeting reviews produced by artificial intelligence.

Under the newly introduced section in Google's Product Ratings policies named "Automated Content," a statement reads, "We don't allow reviews that are primarily generated by an automated program or artificial intelligence application. If you have identified such content, it should be marked as spam in your feed using the <is_spam> attribute."

While this move emphasises the importance of authentic user-generated content, it also places a new responsibility on businesses and website owners to identify and flag AI-generated reviews.

The catch? Google doesn't provide explicit guidelines on detecting AI-generated content. This lack of clarity is significant, considering that even the most advanced AI content detectors have their limitations.

Understanding the Challenge

Identifying AI-generated content can be tricky because AI algorithms are becoming increasingly capable of mimicking human language and behaviour. They can instantly create reviews that look and sound genuine at first glance.

Google's decision to place the responsibility on website owners stems from the fact that AI-generated content can distort consumers' perceptions and trust in reviews, ultimately impacting purchasing decisions.

The Challenge for Website Owners

The absence of specific guidelines from Google means that website owners must rely on their judgment to spot AI-generated reviews.

While there's no foolproof method, certain indicators can help you separate the genuine from the artificial:

1. Check for Overly Positive or Negative Language: AI-generated reviews often exaggerate emotions. Look for extreme positivity or negativity that seems out of place. Genuine reviews tend to be more balanced.

2. Language Quality: AI-generated content may contain subtle grammar errors or unnatural phrasing. Pay attention to the overall language quality of the review.

3. Inconsistent Reviewer Profiles: If a reviewer has a suspiciously high number of reviews or if their profile is incomplete, it might be a red flag. Genuine reviewers typically have a more varied history.

4. Duplicate Content: AI-generated reviews may appear across different products or websites with minor variations. Perform a quick search to see if the same review appears elsewhere.

5. Review Timing: AI-generated reviews might be posted in quick succession or during non-peak hours when real users are less active. Look for unusual posting patterns.

6. Review Length and Detail: Genuine reviews often provide specific details about the product or service. Beware of overly brief, vague, or overly detailed reviews that don't seem natural.

7. Inconsistent Reviewer Behaviour: Watch for reviews that contradict a reviewer's previous sentiments or those that seem disconnected from their previous reviewing history.

8. Engage with Reviewers: Responding to reviews can help you gauge their authenticity. AI-generated reviewers are unlikely to engage in meaningful conversations.

Google's move to clamp down on AI-generated reviews reflects the world’s collective concerns about the authenticity and reliability of online content. Fake reviews are the firing line today, but it is entirely likely that a more extensive policy covering other types of AI-generated content will follow in the not-too-distant future.

 

The Seven Best Ways to Get More Authority Backlinks

1. Create More Infographics

Evidence suggests that posts with outstanding infographics attract far more backlinks than traditional textual posts. The same is also true for most types of posts that are predominantly visual in nature, just as long as the visuals in question are both unique and relevant to your brand.

It’s not uncommon for a single infographic to earn dozens (even hundreds) of backlinks. If it provides a huge hit of useful information at a glance, it’s exactly what today’s web user wants.

If running short on inspiration, take a look at your closest (and most successful) competitors to see how they present information in their posts.


2. Tweak Your Outreach

When pitching your posts to potential publishers, try not to focus too much on the post itself. Likewise, don’t spend too much time bragging about how fantastic your company is, or how wonderful your products are.

Instead, base your pitch entirely on how their readers stand to benefit from your content. Talk about the questions your posts answer, the value they bring, and how those who read them stand to benefit from them.

Make it not about you or your content, but about those who will (hopefully) be reading it.

Importantly, make every pitch personal – templated guest post pitches can be spotted from a mile away, and will see you made part of the recipient’s spam filter.

3. Write Testimonials and Reviews

This only works if you can remain 100% impartial and objective, while at the same time being kind and complementary. Hence, it’s only going to work if you target brands, for businesses and websites you genuinely appreciate.

Businesses in general love social proof and user-generated content in all its forms. An extensive, in-depth and hugely positive write-up from a fully neutral party can therefore be pure gold.

If it’s a viable option, it’s worth considering penning these reviews from time to time, and pitching them accordingly. If they like what they see, they’ll be more than happy to link to it.

Or perhaps, publish it on their own website/blog and link back to your other pages.

4. Sponsored Content

Last up, there never has been nor will there ever be anything wrong with sponsored content. It’s the driving force behind the revenues of countless sites of authority, where money changes hands for exposure.

Make no mistake about it – high-authority websites will not accept or published garbage for cash. Sponsored articles from quality websites still need to be of an appropriate quality standard.

Contrary to popular belief, evidence suggests that the words ‘sponsored by...’ or ‘the following article is a sponsored post’ have no bearing on its perceived credibility or appeal. In addition, the placement of backlinks in such content can be just as beneficial from an SEO perspective as would be the case with a non-sponsored post.

Hence, if doing so is within your means financially, considering a few sponsored posts here and there comes highly recommended.

Marketing 101: The Danger of Desperation

 There are certain rules which absolutely must be followed at all times when planning and implementing a marketing strategy. One of the most important of all is – ensure you never come across as desperate.

It’s one of the things far too many entrepreneurs seem to forget from time to time. Which is, that anything that comes across as desperate or needy comes across as extremely unappealing.

 

You know the kind of marketing messages yourself – those where the company seems to be practically begging you to do business with them. Dignity goes out of the window and so does any focus on how you set to gain from any kind of purchase or transaction. Instead, they are practically on their knees and demonstrating the kind of desperation that comes across as woeful.

Which begs the question – what can you do to ensure that you avoid coming across as desperate at all times?

The answer – be particularly careful during times of financial stress, or when your business isn’t performing particularly well. It’s during these times that you are instinctively most likely to cross the line into desperation, usually without even realizing so. What’s more, it’s worth focusing on the kinds of measures that paint the exact opposite picture to that of desperation.

The following represent a good place to start:

1. Prove your expertise

The simple fact of the matter is that if you are genuinely an expert in your field and offering something of true value, you shouldn’t have to beg people to use or buy it. This means you may need to consider how much time and effort you are investing in establishing and enhancing your authority and expertise. By getting people to recognise and trust you, it’s no longer necessary to desperately plead for their time and attention. Make no mistake about it – desperation is a surefire way of demonstrating your lack of expertise, authority and professionalism in the field.

2. Make a solid and valid offer

Make no mistake about it – attempting to sell something to a customer just because it’s cheap isn’t a good way of establishing authority or reputation. When you think about it, it’s not as if the most successful companies in the world sell the very best products in the world for low prices. Nor do they spend their time attempting to convince customers that they need to buy their products. If anything, they often make it clear and apparent that their products are designed for discerning audiences – not for everyone. Which is pretty much the exact opposite of desperation once again. It’s a case of showing your target audience your unique selling point, what it is about your products/services that holds value and why they are worth paying a fair price for. You are pushing the value and appeal of what it is you are selling, not just the fact that you are selling something cheaply.

3. Have a strong marketing plan

Last but not least, mistakes tend to be made in the marketing capacity when businesses stray from their marketing plans. That or have no marketing plans to speak of whatsoever to follow in the first place. Just a service you start making things up as you go along, chances are it will be pretty evident to your target audience that this is the case. Develop a strong marketing plan and feel free to tweak it along the way, but ensure you stick with its primary principles as you progress.

What Exactly is Black-Hat SEO ?

You have no doubt heard of black-hat SEO, you know it is frowned upon and you most likely have no intention of using it. But do you actually understand what this term refers to? Or to put it this way, can you easily and quickly spot the evidence of black-hat SEO in a web marketing strategy?

Research seems to suggest that while general awareness of black-hat SEO as a concept is indeed widespread, the fundamentals of it remain something of a mystery to most.

 

With this in mind, what follows is a short overview of some of the most common black-hat SEO examples:

Keyword Stuffing

What is keyword stuffing? As far as Google and the major search engines are concerned, the use of keywords to manipulate the SERP rankings to any degree whatsoever. Therefore, all manners of keyword research and SEO-friendly website content would technically qualify as black-hat. The reason is that you were not attempting to influence the SERP rankings, you would not pay attention to your use of keywords. Nevertheless, there is a big difference between using a few keywords in your content and cramming literally dozens into your copy at the expense of its overall quality. Therefore, it is only the latter of the two that is really considered black-hat and dangerous.

‘Strategic’ Redirects

We use the word ‘strategic’, but a more appropriate word would be ‘sneaky’. This is a technique similar to cloaking, though in this case the user is immediately diverted to a different page when clicking the link. The page has been engineered to curry favour with Google and climb the rankings, though when accessed by an Internet user redirects them elsewhere. All of the major search engines condemn such sneaky redirects and spare no expense to identify and punish the perpetrators.

Cloaking

Cloaking is a technique whereby the search engine spider is shown a piece of content, though the user is shown something completely different. It is a common marketing process used to fool the major search engines into thinking the website in question contains content they never really present to the actual web user. Spam websites often use this technique, in order to pull in traffic and avoid being punished for publishing spam content The only problem is that in this day and age, actually getting away with cloaking is borderline impossible.

Paid Links

Google rewards high-quality backlinks as they are both indicators of quality and difficult to establish. That is, unless you just buy your way into backlinks. The point of backlinks is that they are provided in cases where websites of high quality deem the source in question to be worthy. If you buy backlinks, you cannot say you have earned them - you may not even deserve them. Therefore, even if you think you are buying quality links of value, you are still indulging in the dark side of search engine optimisation and could land in a world of trouble.

Substandard Content

If you try to produce quality content and come out with substandard, that is fine…kind of. By contrast, attempting to pack a website with filler content of zero value simply for SEO purposes is a big no-no Most of Google’s recent algorithm updates have been geared towards assessing the quality of website copy, not simply the quantity thereof. While it is still relatively easy to get away with substandard copy to a degree, it is nonetheless getting harder all the time.

Key Questions to Consider Before Joining a Social Network

For small and large businesses alike, the limitless potential social media holds can be a double-edged sword. Billions of people from all backgrounds glued to their social accounts on a 24/7 basis, just waiting to be engaged and influenced by brands like yours.

All well and good, but where on Earth do you even start?

No business can realistically afford to spread itself with even effectiveness across all social networks. There are just too many of them, and the whole thing would be far too time-consuming.

 

Instead, therefore, it is a case of considering which social networks are likely to work best for your business. Something that can be surprisingly simple to figure out, after considering the following five questions:

1. What is your main motivation for choosing this platform?

This will instantly help you narrow things down, as you need to consider your motivations carefully. Are you considering joining a social network because it is popular, trendy and has a massive global audience? Or are you doing so because the platform could genuinely support the mission and objectives of your business? Be where the temptation to bandwagon-hop where social networking is concerned, as it often paves the way for wasted time and money.

2. Do you have the resources?

You also need to consider carefully whether you have the resources you will need to run a viable campaign on the platform in question. It’s important to remember that the content creation process on platforms like TikTok is completely different to that of Facebook or Twitter. You may have your needs covered comfortably for your current social requirements, but do you have the resources to branch out into new territory?

3. Are your customers using this platform?

A little research is all it takes to discover exactly who is using which platforms, and for what reasons. Depending on the age, location, preferences and even income level of those you are targeting, some platforms could be entirely more suitable than others. For a good indication of where your audience is, take a look at the platforms your biggest (and most successful) competitors are focusing their efforts on.

4. Who will oversee the project?

Two options here – one being to handle things in-house, the other being to outsource. Of course, you’ll need to be involved in your own social media efforts to at least some extent, due to the nature of the beast. They want to see you, talk to you, hear about you and connect with you – not with an unrelated third party. Even so, outsourcing at least some of your social media marketing activities could help you get the most out of your project.

5. What are our specific goals for this initiative?

Last up, a social network selection should be based primarily on your brand’s broader goals and objectives. Are you looking to generate leads, get new customers on board, boost your brand image and reputation, sell more products, diversify into new markets, or simply build better customer relationships? Some platforms are better than others at helping businesses achieve these and other goals, so consider your selection wisely.

Having Trouble Keeping Up With Your Favourite Blogs?

If you own and operate a blog of any kind and for any purpose, chances are you also love reading other people’s blogs. Along with being insightful and entertaining, reading blogs is also critically important for gaining inspiration and direction for your own blog.

 

Unfortunately, there never seems to be sufficient time in the average day to keep up with the blogs you love. Particularly when you find yourself coming across new blogs all the time which instantly make it to your must-read list.

So if there simply aren’t enough hours in the day, how can you ensure you successfully keep up with your favourite blogs?

1: Edit Your Reading List

Well, the first thing you need to do is revisit your e-mail and RSS subscriptions. Assuming you have a reading list that is growing all the time, it is inevitable that you are going to need to make room by eliminating any blogs you can live without. Be as brutal as necessary to get rid of those that are not quite up there with the rest.

2: Get an RSS Reader For Your Tablet/Smartphone

You might also want to think about grabbing yourself a decent app to help you keep up with your favourite blogs on the go. There are plenty of paid and free mobile apps available, which are designed to collect, manage and read RSS feeds on just about any mobile device

3: Turn Blogs Into eBooks

It might sound like a strange course of action to take, but converting the blogs you read into files that can then be ported to your e-reader can be surprisingly effective. Particularly if you tend to go long periods of time without catching up with your favourite blogs, only then to find yourself with more updated content then you know what to do with. And of course, reading from the screen of an e-reader can be so much easier on the eyes than reading from a smartphone or tablet PC.

4: Look for Podcasts

If you can get yourself into the kinds of blogs that also feature podcasts, you’ll find it so much easier to keep up with your favourite bloggers. Particularly if you spend a lot of time behind the wheel – podcasts are a great way of passing the time during short and long journeys alike, while at the same time accessing the information and insights you need.

5: Skip Irrelevant Posts

Last but not least, regardless of how insightful or entertaining your favourite bloggers may be, this doesn’t mean that each and every post they publish will be 100% relevant to you personally. In fact, they may publish quite a lot that’s of no value to you whatsoever. As such, it’s worth getting yourself out of the mindset whereby you cannot bear the thought of missing a single word they publish. If the headline and/or first sentence doesn’t appeal to you instantly, skip the post entirely and move on.