It’s been a sunny start to winter in B.C., and in the final quarter of 2024 digital marketing experienced significant shifts. The election season in the US and political shifts in Canada intensified media consumption, presenting both opportunities and challenges for marketers due to increased competition and higher advertising costs.
This quarter we had TWO major Google Algorithm updates, continued progress in AI, changes in Local SEO, and a growing shift to voice search and holistic marketing.
1. Google’s December 2024 Algorithm Update: It’s About UX
The latest algorithm shift is all about putting your users first (as it should be!). Google’s raising the bar on user experience, and honestly, it’s about time. In December, Google implemented two updates:
- December 2024 Core Update (December 12): this update aimed to refine Google’s ranking factors, impacting numerous websites across various sectors:
- Ranking Fluctuations: Many SMBs observed notable changes in their search rankings during and after the update.
- Elevated Content Standards: The update raises the bar for what Google considers “high-quality.” Firms with limited resources may struggle to keep pace with content demands.
- User Experience (UX) Emphasis: With every core update, UX gains even more importance.
- December 2024 Spam Update (December 19): this update focused on combating spammy content and web practices, enhancing the overall search experience.
Applying This to Your Business:
Focus on core web vitals – speed, stability, and responsiveness. Mobile optimization isn’t optional anymore (seriously, check your mobile experience now). Quality content that actually answers user questions is king.
2. AI in SEO: Work Smarter, Not Harder 🤖
AI tools are revolutionizing how we approach SEO, and it’s pretty exciting! We’re seeing some incredible applications that make our lives easier while delivering better results. We use it daily at Big Cedar, and a McKinsey study found 65% of organizations report regular use of generative AI, nearly doubling from 2023.
Applying This to Your Business:
- Use AI for initial keyword research, but refine with human insight
- Automate routine tasks while focusing human creativity where it matters most
- Integrate AI into your digital marketing workflow. Write SOPs including AI usage.
3. Local SEO Trends: Community Connection
The local SEO game has evolved beyond basic Google Business Profile optimization. It’s now about creating genuine community connections.
Local SEO is evolving with a focus on geo-targeted content and community signals. Businesses are enhancing local listings and managing reviews to attract nearby customers.
Applying This to Your Business:
- Think community-first. Engage with local events and conversations
- Encourage and respond to customer reviews authentically
- Create location-specific content that resonates with your community
- Make posts. New staff member? Post it. New service offering? Post it too.
4. The Rise of Voice Search
We’re on the brink of a conversational revolution, are you ready? Voice search is changing how we think about keywords and content structure. With Siri on the verge of a big upgrade with Apple Intelligence, expect everyone to have a personal AI assistant in 2025. Think way beyond Google Assistant and Siri – think personalized ChatGPT with access to your inbox and calendar, making calls and bookings on your behalf, reading a tailored news update on your drive, the possibilities are endless.
Applying This to Your Business:
- Think in questions and answers
- Structure content for featured snippets
- Use natural language in your headers and content
The Time for Holistic Digital Marketing
The days of siloed marketing strategies are over. We’re past the days where we can focus only on content. To succeed, a small business must pull multiple levers, using a holistic approach that integrates SEO, content marketing, and analytics seamlessly to drive leads.
Applying This to Your Business:
- Align SEO, content, and social media strategies
- Use cross-channel data to inform decisions
- Create consistent messaging across all platforms
- Review your website from a CRO lens. When a user visits a landing page, is it useful to them? Is it clear what you want them to do? How can you make it easier for your ideal client?
Next Steps to Improve Your SEO
Curious how your site measures up against Google’s latest algorithm changes? Want to leverage AI for smarter SEO while maximizing your conversion rates? Looking for a holistic strategy that turns traffic into revenue?
Big Cedar specializes in research that delivers actionable insights to boost your search rankings and transform visitors into clients. We combine data-driven SEO, AI-powered analytics, and conversion rate optimization into one cohesive strategy that drives real business growth. Contact Big Cedar to find out how.
