Could Your SEO Strategy Use a Refresh? Webinar Offers Insights

Between AI, algorithmic updates and evolving search behaviors, does SEO still matter?

Absolutely!

In spite of the hype surrounding AI tools, Google is still king when it comes to search. In fact, Google received 290 times more search users than AI platform Perplexity in May 2024.

The caveat: 

Yes, the search landscape is changing. That means your SEO strategy must adapt.

During a recent webinar presented by the Content Marketing Institute, Jane Bartel and Nick Nelson from TopRank Marketing offered insights on which tactics can turbo-charge your SEO strategy this year – and which ones to reconsider.

SEO Tactics to Adopt

Search engine optimization remains a cost-effective way to attract qualified prospects. Bartel and Nelson recommend tactics for building credibility and authority to boost search results. 

#1: Optimize Your Meta-Data

Meta-data tells search engines how to evaluate your content. Examples include: 

• Title tags

• Meta descriptions

• Header tags

• Alt tags for images

By including appropriate keywords in your meta-data, you’re giving search engines – and users – a preview of what they’ll find when they click. Optimizing meta-data lets you stand out in today’s competitive SEO landscape. 

#2: Technical Audits

A technical SEO audit involves crawling your website and flagging issues affecting site health and optimization. The typical audit includes over 100 factors. Think of it as routine maintenance for keeping your website in tip-top shape and your SEO strategy up-to-date. 

#3: Inventory & Performance Audit

Track your website’s performance across relevant metrics, including visibility, engagement and conversions. This information is your roadmap for identifying strengths and weaknesses to guide content decision-making. For well-established websites, regular audits help you freshen up older content for a better user experience.

#4: EEAT Audits

Google uses the EEAT formula to identify quality signals pertaining to website content. The abbreviation stands for experience, expertise, authoritativeness and trustworthiness. Factors to scrutinize in your EEAT audit include: 

• Author credentials: If you publish a blog, include author biographies demonstrating professional experience and subject-matter expertise. 

• Accuracy: Review the information contained in your content, correcting errors and making updates when necessary. 

• Reliable sources: Are you linking to outside sources? Make sure the links still work and the information you’re pointing to is accurate. 

• Depth of coverage: Review your content to make sure you’re answering the specific questions users are asking.

#5: Refreshing Published Content

As noted above, content freshness impacts SEO performance. Bartel explains that older content tends to gather dust because it’s tempting to ignore. Your SEO strategy should include regular reviews of prior blogs in addition to publishing new articles.

• The facts in an older blog article may be out-of-date.

• Old links may no longer work. 

• You may need new statistics that reflect current knowledge on the topic.

#6: Internal Linking

According to Bartel and Nelson, this is one of the most overlooked SEO tactics. Relevant internal links give you a competitive edge when it comes to demonstrating authority. They give search engine crawlers a path to see how much information you’ve published on a topic. Good examples include inline links to products, services or other blogs, along with calls to action and breadcrumbs. 

#7: Publishing Original Research

If you’ve gathered statistics, survey results or other new knowledge, publish it on your website. Original research demonstrates authoritativeness and boosts performance on search engines. You also have the opportunity to earn citations from other authors, which further strengthens your reputation – both online and offline.

SEO Tactics to Drop (or Reconsider)

Bartel and Nelson encourage marketers to invest in SEO planning, as emerging AI technologies make it more challenging to rank. One-size-fits-all approaches no longer work, and it’s a good idea to re-evaluate familiar tactics from time to time. 

#1: Targeting Keywords by Search Volume

The zero-click format means less traffic from high-volume search terms. Growing emphasis on authoritativeness also makes these keywords more difficult – and more costly – to rank for.

What should you do instead?

Long-tail keywords with high relevance often give you more bang for your SEO buck. Besides relevance, consider difficulty, likelihood to rank and user funnel stage when optimizing your content. 

#2: Drafting to a Specific Word Count

Go big on substance and light on fluff. Nelson urges writers to stop writing if you’ve run out of new things to say. Instead, create relevant content with a laser focus on user pain points and specific questions. Every word should add value to the user experience, rather than conforming to arbitrary word counts.

#3: AI for Content Creation

Bartel cautions against relying on AI-generated content. While AI tools are quite adept at churning out summaries at a rapid pace, the results tend toward the generic. Human-authored work has the edge when it comes to originality.

The value of your content stems from creativity, authenticity and subject matter expertise. Content that ranks offers meaning, tells compelling stories and provides an individual perspective users won’t find elsewhere.

#4: Obsessing over Algorithm Changes

Search Engine Land’s Barry Schwartz reports that Google made seven confirmed algorithmic updates in 2024 – including four core updates and three spam updates. That’s on the heels of nine updates in 2023 and 10 in 2021 and 2022.

While it’s important to remain abreast of these changes, Nelson cautions against stressing over them. Instead, he suggests doubling down on the fundamentals of good content. Even as the algorithms evolve, the basic function of a search engine remains, which is to emulate human decision-making as closely as possible.

#5: Backlink Outreach

Links from quality websites remain an important form of SEO “street cred.” However, the traditional practice of contacting other website managers and asking for links is a time-consuming process with mixed results. 

A better approach?

Bartel and Nelson emphasize the basics: Focus on high-quality content that’s worth linking to in the first place. Promote your content thoughtfully by pushing it out through email, social media and other channels. 

Invest in People-Centered Content for Your SEO Strategy

Just like regular tune-ups keep your car running, re-assessing your SEO tactics keeps your strategy moving forward as technology evolves. Want more information on original content for your blog or website copy? Give me a call at 417-233-1589 or drop me an email at sarah@enscribecommunications.com.