It’s the start of a new year, which means it’s the perfect time to reassess your SEO strategy. Google and other search engines change their algorithms regularly to reflect changing consumer search trends. To raise — or even maintain — your position on the search engine results page, you’ll need to update your site’s content. Here’s how to revamp your SEO strategy for 2024.
1. Develop Content Pillars
There are certain topics you want your company to be known for, and you can use content pillars to create content that demonstrates that topical authority. Content pillars are long-form overview blog posts or guides on a specific subject that contain many of the keywords you want to target. This pillar will then link to shorter sub-pillars and blog posts, each of which addresses a narrower topic or audience question.
This strategy ensures you’re including each keyword organically, rather than stuffing them all into one article. It also allows you to build your internal link structure naturally. In addition to the SEO benefits — search engines will recognize the authority of your interlinked content — this strategy keeps your blog content organized. Rather than racking your brain for topics for each post, you can choose from a long list of keywords.
2. Prioritize EEAT
In late 2022, Google started prioritizing the EEAT framework heavily in its algorithm. EEAT stands for experience, expertise, authoritativeness, and trustworthiness. Your content will need to demonstrate these qualities in order to rank well on the SERP.
Adding in-depth research and relevant statistics to your posts is key to creating authoritative content. Your research should be properly linked and cited to build trust. When possible, write from personal experience. Interviewing subject matter experts or co-writing pieces with them will give you firsthand insights for your content. These could be in-house SMEs from your company or outside contacts.
3. Target Featured Snippets and FAQ Results
Today’s search engine users are performing more zero-click searches than ever. As of late 2022, 25.6% of Google desktop searches were zero-click. This means that searchers did not visit any of the web pages displayed in the search results.
Zero-click searches are becoming more popular due to the rise of featured snippets and FAQs. Because of these features, searchers will find the answers they are looking for directly on the SERP. To adapt to this trend, focus on FAQ keywords in your content. Provide clear, concise, authoritative answers to your audience’s questions in your content. Having your content displayed as a featured snippet is an effective — even vital — way to build awareness and trust in your brand.
4. Check Your Links
Internal and external links are an important part of your SEO strategy. Periodically review the links in your blog content to make sure they are still working. Swap any broken links for functional ones. This is a great opportunity to make your content more timely by incorporating statistics or references from the current year.
In addition to updating your external links, you should also update your internal ones. Go through your content and add links to new blog posts and landing pages to connect them. As noted, a strong internal linking strategy enables Google to better assess your site.
5. Conduct Market Analysis
SEO is about more than just understanding Google’s algorithm. Even if your content ranks well on Google, you won’t get results if your target customer isn’t interested in what you’re posting. Conducting regular market research can help you fine-tune your SEO strategy to deliver more impactful results. Solicit feedback directly from your customers and analyze what’s currently on the market.
As your organization grows, your target audience could change, and you’ll need to adjust your marketing approach accordingly. You also might find that new competitors have entered the industry. Market research can indicate where you have to target new keywords or create different types of content.
6. Create Video Content
Short-form video content is currently having a moment on social media. Well-executed video content can support your existing SEO strategy. It’s also an opportunity to show off your product in action or share behind-the-scenes views of your business. You can even create videos to complement your blog posts and target the same keywords.
When producing and distributing your video content, be sure to use SEO best practices. Videos must load quickly, and their titles and descriptions should include the keywords you want to target. In addition, all videos posted on social media should contain relevant hashtags.
7. Optimize for Local Search
If you run a business with brick-and-mortar locations, you’ll need to optimize your website for local search queries. You can do this by including relevant keywords for the city or neighborhood you’re based in. You’ll also want to assess competitors who are located specifically in your area.
Don’t neglect to optimize your Google My Business listing, either. Include a correct address, phone number, and website link to ensure your business shows up correctly on Google Maps so your customers can find you. Your business listing should likewise include an accurate description and photos.
Final Thoughts
SEO strategy is not a “set it and forget it” affair. Given how frequently Google adjusts its algorithm to reflect evolving consumer search preferences, it must be an ongoing process. Revamping your SEO strategy to reflect these changes can help you get ahead of your competitors and generate more web traffic. Keep your content strategy flexible so you can continue to adapt in the future.
