Algorithms, always-on strategies, and artificial intelligence are transforming the field of search engine optimization (SEO). It can be challenging for business leaders and marketers to keep up with these changes, but it is also highly rewarding. While AI and evolving user habits are reshaping the future of search, organic SEO remains a crucial aspect of digital growth. This guide to building an SEO strategy in 2024 will help you integrate modern best practices with the enduring fundamentals of the craft.
An SEO strategy is the foundation of digital marketing. It guides your approach to gaining visibility in search engine results pages (SERPs) for terms that are valuable to your business. A strategic SEO effort leads to a sustainable and cost-efficient flow of organic traffic, bringing relevant people to your website or landing pages. As third-party tracking cookies become less prevalent and paid media rates increase, organic SEO is becoming increasingly important for marketing leaders who want to achieve long-term growth with limited budgets.
Key pillars of an SEO strategy include keyword research, SEO content, technical SEO, link building, maintenance and optimization, and reporting and analysis. While certain components that were relevant in the past have disappeared due to Google’s evolving search algorithm, these six pillars provide a reliable framework for B2B marketers to drive SEO success with quality data and expertise.
Keyword research is where it all begins. It forms the basis of an SEO strategy by identifying the terms and phrases that your brand aims to rank for. These are the questions and problems your potential customers are trying to solve. At TopRank Marketing, we take an intent-driven approach to keyword research, developing topical maps that address the needs and curiosities of buyers at various stages.
SEO content is the fuel that powers an SEO strategy. It involves creating and optimizing web content that resonates with both humans and search engines.
Although marketers can no longer rely on tactics like keyword stuffing or low-quality backlinks, technical SEO is still crucial for ensuring that your SEO content performs well. This includes optimizing page load speed, crawlability, mobile-friendliness, and more.
Link building, both through backlinks and internal linking, remains an essential practice for SEO success. Backlinks serve as indicators of credibility and authority for search engines, while internal linking helps crawlers understand the organization and focus of your website.
Maintenance and optimization are necessary to keep up with the fast-paced business world. Regularly updating key SEO-focused content on your website is important to keep it fresh and relevant. Marketers can also use data to optimize, redirect, or consolidate existing pages.
Reporting and analysis are vital for any digital marketing strategy, including SEO. Tracking organic search trends, keyword rankings, website engagement metrics, and other factors will help you ensure that your SEO strategy is on track and delivering measurable results.
To build an SEO strategy, follow these eight steps:
1. Set clear goals and KPIs.
2. Conduct comprehensive SEO research.
3. Perform an SEO audit.
4. Develop an SEO content strategy.
5. Execute on-page and technical optimizations.
6. Implement a link-building strategy.
7. Continuously measure and analyze.
8. Report on the impact of your SEO efforts.
In 2024, there are several SEO trends that marketers should consider in their strategies. Artificial intelligence (AI) is a disruptive force in SEO, and platforms like Google are introducing AI functionality to improve search experiences. While this may change search behaviors and web traffic, it’s important not to make drastic decisions based on early developments. Core algorithm updates by Google are designed to enhance the quality and relevance of search results, so focusing on creating great content that meets audience needs will keep you in good shape. There is also a growing emphasis on human-created content informed by genuine expertise, particularly in the B2B marketing space.
In summary, staying informed about SEO trends and integrating them into your strategy will help you navigate the evolving landscape and drive success in 2024.
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