As 2024 opens in full force, this quote has stuck with me: The pace of change has never been this fast, yet it will never be this slow again.
Digital marketing is all about planning and adapting for change, as the landscape evolves faster than ever. To help you stay on top of these changes, this new SEO news recap series will be curated once per quarter, with no more than 5 news pieces that have an impact on small and medium businesses. Each item is accompanied with short summary, and an actionable takeaway written by our founder.
Let’s get started! This first quarter saw significant changes from Google that affect how small businesses rank, drive traffic, and leverage content. Here’s the top SEO news from Q1 2024:
1. Google January 2024 Core Update and How It Affects Rankings
The first major algorithm update of 2024 has reshuffled rankings for many small businesses. It puts a stronger emphasis content quality, user intent, and expertise. Websites with thin, outdated, or generic content have been hit the hardest, while those offering detailed, helpful, and authoritative content have seen boosts.
Applying This to Your Business
Audit your content regularly. Is it useful? Is it relevant? Would you read it? This is the general direction and also the original point of Google before they went evil – to find the best answer for the user’s search query.
We recommend using a simple editorial calendar to keep plan content and keep track of content refreshes. Tie it into a PM system for notifications. Focus first on old posts that are performing well, but are maybe just outside the top 3 results and in positions 11-20 (page 2). A strategic refresh will boost traffic quicker than writing a brand new article.
2. Generative AI Search Gets Smarter: What It Means for SEO Strategy
AI search accounts for over 7-8% of searches and is increasing as behaviors change. Google is still the behemoth, with 90% of all searches worldwide, but don’t expect this to last. Alternative browsers and search engines like Arc Browser and Perplexity are gaining traction – they’re worth a try if you haven’t yet. Google is testing, but their size means they will move slower and I have doubts if they’ll hold onto even half of this search traffic in two years as search results are becoming more rich, conversational, and personalized.
Applying This to Your Business
Optimize for conversational and long-tail keywords. Ensure your content answers detailed questions and can be understood by AI models. This might mean adding / updating FAQ sections on service and product pages, and writing more in-depth posts to help AI surface your site in relevant answers.
3. Google’s Local Search Refines Again: Proximity and Reviews Gain More Weight
Local SEO has received yet another algorithm tweak. Google is prioritizing businesses that are not only nearby to the searcher but also those with active, recent, and positive reviews.
Applying This to Your Business
We’ve recommended this to all of our local businesses for years, and this is another reminder to maintain an up-to-date Google Business Profile (GMB), upload photos, encourage reviews, and REPLY to those reviews to stay competitive in search results. The more active your profile, the better your chances of ranking highly in local searches.
4. The Rise of Zero-Click Searches
Zero-click searches are on the rise, with users finding answers directly on search engine result pages (SERPs) without visiting a website. For example, searching NHL scores has for a long time given results in Google without having to clickthrough to a site. This trend is driven by featured snippets, rich results, and AI-powered answers. While this means fewer users may click through to your site, there’s still potential to benefit from these searches by being featured in these prime positions.
Applying This to Your Business
Optimize your content to rank for featured snippets and rich results by answering common questions clearly and concisely. Consider adding schema markup to your site to increase your chances of appearing in rich snippets. Even without clicks, visibility in these spots can drive brand recognition.
Credit Amanda Natividad’s superb article on SparkToro’s blog with getting “Zero-Click” into our marketing lexicon.
5. Link Building Gets Tougher: Google’s Crackdown on Paid Links and Spammy Practices
Google intensifies its crackdown on manipulative tactics like paid links, link exchanges, and spammy guest posts. Instead, Google is rewarding businesses that earn natural, high-quality backlinks from authoritative sites. If your site is relying on outdated or gray-hat link-building strategies, you may notice a drop in rankings.
Applying This to Your Business
This is how it should be. It’s a constant black hat vs the algorithm that’s been going on since SEO’s realize they could manipulate search rankings with shady practices. Instead, spend your efforts on earning organic links by creating shareable, valuable content and building genuine relationships with publishers and other business owners. Avoid shortcuts like paid links or mass guest posting, as these can now hurt your SEO more than help.
Read more on the March update from Google’s official blog.
You Don’t Have to Keep Up With Algorithm Changes
Google’s algorithms are constantly changing, but a holistic marketing strategy that includes useful content strategically targeted at your ideal audience is the cornerstone to organic growth. Keep monitoring your site’s performance and adjust strategies as needed to stay competitive.
If you’re unsure where to start or want an audit to identify quick wins and opportunities for long term gains, reach out to the Big Cedar team. We’re here to help you optimize your website to get more of your ideal clients.
