Connect with us

SEO

13 Lessons Learned From 13 Years Of Running Search London

Published

on

13 Lessons Learned From 13 Years Of Running Search London

I have been running Search London, a networking event, for 13 years, and it has been so successful that it has become a major feature in the SEO conference calendar.

I originally launched the event in October 2010, but I will be celebrating its 13th birthday on February 26th, 2024, in central London.

I wanted to share some of the lessons learned so that others who have an idea and want to run events can do so outside of work.

When I launched Search London, my objective was to provide a safe place to share search industry news and promote a wide range of speakers, including those presenting for the first time, where they could talk about their case studies and show the audience how they could also generate such positive results.

1. Choose Unknown Speakers

Many speakers at Search London were originally unknown in the SEO world but have gone on to present at BrightonSEO and other larger conferences.

Advertisement

When I first started speaking, it was difficult to secure a speaking role as I needed experience – but as I did not have any, it was very difficult.

I don’t want this to be a barrier for others in our industry wanting to present. Over the past 13 years, we have had at least one new speaker at each event, meaning we have heard from over 70 first-time participants.

2. Have Enough Time For Networking

The other objective of Search London is to provide a safe space for those to learn more about SEO, PPC, and social media.

When I was an Account Director at an agency, I did not have the support from a manager to help me – yet, as I was leading a team, I had to know more than the members of my team did.

Therefore, I wanted to create a place where I, along with others, could learn from each other and have enough time for networking and getting to know more people in the SEO community.

We start our events at 6 p.m. and have the venue until 10:30 p.m., though we sometimes go on to 11 p.m.

Advertisement

Many of the talks start early, and we have enough time to discuss the presentations and the topics that are going to be presented.

3. Choose Speakers From Different Backgrounds

When I first started Search London, there were a majority of male presenters in our industry and many of those with years of experience.

I wanted to have a more equal balance with more women presenting.

I also did not necessarily want presenters from large agencies or brands but those from small companies or those running their own businesses.

I made sure we had a wide range of speakers, not just from London but from elsewhere in the world.

With Search London going online, we now have a lot more reach. I do not want location to be a restriction to those presenting.

Advertisement

4. Make It A Learning Experience And Have Focus

I have always favored practical work versus theory.

Presenters share real case studies, and none of the talks are theoretical. It does not matter about the size of the budget that is available for a project, but the results.

I always encourage people to ask for audience questions; each speaker has a Q and A slot after the talk, and most presenters stay at the event for the whole evening so attendees can ask speakers questions.

Running networking events requires a clear agenda and focus.

I did not just want it to be a group of people getting together without some specific idea or inquiry. Therefore, it was important to have at least one speaker.

I wanted to make it as informal as possible, as this is an event people are attending after work.

Advertisement

It is important to remember that those people attending the event have probably been sitting down all day at work and need a stimulating environment in which they are free to circulate and ask questions.

I always have a screen up at the beginning so people know where the talks will be and attendees can organize themselves.

5. Have Scholarship Tickets

Scholarship tickets were something I did not do when I first started running the events. Instead, I asked companies to purchase tickets for their staff.

However, now,  I can offer scholarship tickets and will be doing more in 2024.

It is important to offer an easy method for companies to purchase tickets for their staff to attend your event.

6. Find A Central Venue With A Separate Room

When I first started running Search London, I was in central London.

Advertisement

Post-COVID, not as many people were working at the office, and many were working from home. However, location is still very important, so choosing a venue that is central and well-connected makes it easy for people to come after work.

Very often, pubs have an area that can be rented, which can be a great option – but make sure it is a separate room. Otherwise, it can be very noisy. Monday and Tuesday nights are typically the cheapest nights to rent a room.

Try to find venues where the minimum spend is less than £1000 a night, and if you do not reach the minimum spend, ask if you can purchase drinks or food to take away.

7. Do Not Share Email Addresses

Data protection is a very important subject and when I first started having sponsors, many asked for email addresses of attendees.

I have never shared email addresses with sponsors.

If you want to do so, follow the example of BrightonSEO and ask attendees when they register whether they want to be contacted by sponsors and are happy to have their personal contact or work details shared.

Advertisement

8. Charge For Events

In the beginning, Search London was free, as it was on Meetup. That worked well when I did not have to reach a minimum spend at the pub.

However, when pubs started charging, and it became harder to find venues of more than 50 people capacity, I wanted to have a guarantee on the number of attendees.

Charging a small fee and selling tickets via Eventbrite has helped guarantee numbers. However, there have been cases where I did not charge as we were being hosted by a company.

For example, at the first in-person event after COVID-19, November 2021, we had 193 RSVPs, but then only 50 people attended.

Luckily, we were not renting a venue as the Trainline team was hosting us – but if people had actually bought their tickets, then there would not have been such a dropout.

Once people have paid for a ticket, they are much more likely to go to the event, unless, of course, they have an emergency.

Advertisement

9. Have A Good Team

You cannot do everything if you want to grow your event.

When I moved to Australia at the end of 2012, I realized I still wanted to continue to run Search London, but it was not physically possible to come back every two months.

Tim Sheed, who came to the very first Search London event, helped organize the in-person events along with Luella Ben Aziza, Russell McAthy, and Mike Chidzey.

Once I came back to live in Europe, Tim continued to help and was the co-organizer of Search London for the in-person events.

10. Move Away From Meetup Once You Have A Regular Group Of Attendees

Search London was originally a Meetup group, and it is still on Meetup; however, as I have started selling tickets for events, these are now sold via Eventbrite.

As Search London grew, I should have started an online community away from Meetup.com, for example, on Facebook or Slack in recent years.

Advertisement

11. Build A Network

Although I did not have an online community or following, such as on Slack or Facebook, I was an editor for State of Digital. I started as a blogger and met a lot of writers in person.

From building this network of writers at State of Digital, I asked some of them to speak at Search London.

From running Search London, I was invited by Mike Chidzey to co-host SEO Office Hours, where we have an informal weekly chat with two special guests answering people’s website and SEO issues.

12. Start Sponsorship Early

In order to secure a sponsorship, it is important to start looking early for a suitable sponsor or venue.

When I first started running these events, I did not ask for much sponsorship.

Now, I ask for sponsorship for as many events as possible.

Advertisement

I would recommend those starting their own events not be shy about asking for companies to help support the event.

13. Plan More Time Than You Need For An Event

Days and weeks pass quickly, so it is important to give yourself enough time to organize the event. I like to always organize at least two months in advance. I ask people to pitch to speak at Search London.

If you can, try and secure sponsorship from at least one company, and have your speakers guaranteed as soon as you finalize a date.

Never be complacent and assume that because people have come in the past, they will continue to come.

For example, one event we ran in March 2018, we had just ten attendees. There were more who had signed up, but due to the extreme cold weather causing snow in some parts, many were not able to come.

In Summary

Be open to new ideas and change the format of your meet-up.

Advertisement

Although I have been running these events for 13 years and they have been successful, there can never be a time when it becomes routine.

Choose different venues, different topics to be presented, new speakers, and keep up with new ideas and new technology.

Everything is moving so fast, and it is important to keep up with trends and developments in the industry.

Make it as exciting as possible so that everyone will look forward to the next event and will continue to come and be part of the great SEO community.

More resources: 


Featured Image by author 

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

The Best of Ahrefs’ Digest: March 2024

Published

on

The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

Advertisement
Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

Advertisement

My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

Advertisement



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Google Unplugs “Notes on Search” Experiment

Published

on

By

Google unplugs Notes On Search Experiment

Google is shutting down it’s Google Notes Search Labs experiment that allowed users to see and leave notes on Google’s search results and many in the search community aren’t too surprised.

Google Search Notes

Availability of the feature was limited to Android and Apple devices and there was never a clearly defined practical purpose or usefulness of the Notes experiment. Search marketers reaction throughout has consistently been that would become a spam-magnet.

The Search Labs page for the experiment touts it as mode of self-expression, to help other users and as a way for users to collect their own notes within their Google profiles.

The official Notes page in Search Labs has a simple notice:

Notes on Search Ends May 2024

That’s it.

Advertisement

Screenshot Of Notice

Reaction From Search Community

Kevin Indig tweeted his thoughts that anything Google makes with a user generated content aspect was doomed to attract spam.

He tweeted:

“I’m gonna assume Google retires notes because of spam.

It’s crazy how spammy the web has become. Google can’t launch anything UGC without being bombarded.”

Cindy Krum (@Suzzicks) tweeted that it was author Purna Virji (LinkedIn profile) who predicted that it would be shut down once Google received enough data.

She shared:

Advertisement

“It was actually @purnavirji who predicted it when we were at @BarbadosSeo – while I was talking. Everyone agreed that it would be spammed, but she said it would just be a test to collect a certain type of information until they got what they needed, and then it would be retired.”

Purna herself responded with a tweet:

“My personal (non-employer) opinion is that everyone wants all the UGC to train the AI models. Eg Reddit deal also could potentially help with that.”

Google’s Notes for Search seemed destined to never take off, it was met with skepticism and a shrug when it came out and nobody’s really mourning that it’s on the way out, either.

Featured Image by Shutterstock/Jamesbin



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

15 Reasons Why Your Business Absolutely Needs SEO

Published

on

By

15 Reasons Why Your Business Absolutely Needs SEO

The need for quality SEO keeps increasing.

Brands that execute an organic strategy the right way are standing out early and often – and it’s more important now than ever, thanks to the emergence of AI and other technological innovations.

Blend those emerging technologies with the tumultuous few years that made up the COVID pandemic – where millions of consumers were pushed online to do their business, make purchases, and stay entertained – and you can begin to scratch the surface of SEO’s importance in marketing’s modern-day ecosystem.

SEO is the most viable, sustainable, and cost-effective way to both understand and reach your customers in key moments that matter.

Doing so not only helps build trust while educating the masses – it also establishes an organic footprint that transcends multiple marketing channels with measurable impact.

Advertisement

But while it will certainly improve a website’s overall searchability and visibility, what other real value does SEO offer for brands willing to commit to legitimate recurring or project-based SEO engagements?

And why does SEO continue to grow into a necessity rather than a luxury?

Here are 15 reasons why businesses need SEO to take their brand to the next level – regardless of the industry or business size.

1. Organic Search Is Most Often The Primary Source Of Website Traffic

Organic search is a massive part of most businesses’ website performance and a critical component of the buyer funnel, ultimately getting users to complete a conversion or engagement.

Google owns a significantly larger portion of the search market than competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and many others.

Screenshot from gs.statcounter.com, February 2024

That’s not to say that all search engines don’t contribute to a brand’s visibility – they do. It’s just that Google owns a considerable portion of the overall search market. Thus, its guidelines are important to follow.

Advertisement

But the remaining part of the market owned by other engines is valuable to brands, too. This is especially true for brands in niche verticals where voice, visual, and vertical search engines play an essential role.

Google, being the most visited website in the world (and specifically in the United States), also happens to be one of the most popular email providers in the world.

YouTube is the second most-used search engine, with at least 2.5 billion people accessing it at least once a month, or 122 million people daily.

We know that a clear majority of the world with access to the internet is visiting Google at least once a day to get information.

Being highly visible as a trusted resource by Google and other search engines will always work in a brand’s favor. Quality SEO and a high-quality website take brands there.

2. SEO Builds Trust & Credibility

The problem for many brands is that building trust and credibility overnight is impossible – just like in real life. Authority is earned and built over time.

Advertisement

And, with the AI revolution we’ve experienced over the last year showing no signs of slowing down, building real credibility has become even harder to achieve – and even more critical.

Following Google’s E-E-A-T guidelines is vital to ensure successful results when creating content for your audience.

The goal of any experienced SEO professional is to establish a strong foundation of trust and credibility for a client. It helps to have a beautiful website with a clean, effective user experience that represents a quality brand with a loyal customer base – or at least the potential for one.

A brand of this nature would be easily discoverable in search with the right SEO strategy. The more channels you’re comfortable publishing on and partnering with, the more discoverable you will be.

This can also be attributed to being a respected brand offering quality goods or services to customers, being honest and forthcoming with the public, and earning the trust and credibility among peers, competitors, and other stakeholders.

This becomes a lot easier to succeed with when the brand already has trust signals tied to it and its digital properties.

Advertisement

So many varying elements contribute to establishing that authority with search engines like Google. It starts with building that credibility with humans.

In addition to the factors mentioned above, authority is accrued over time as a result of aspects like:

But now, in the age of AI, establishing that authority continues to become even more complicated and difficult to do.

Yet still, doing so the right way will do more for a brand than most other digital campaigns or optimizations.

Establishing a brand as an authority takes patience, effort, and commitment that relies on offering a valuable, quality product or service that allows customers to trust a brand.

3. It’s An AI Battlefield Out There & It’s Getting Even Harder

Since what seemed like the overnight emergence of AI going mainstream and becoming available at every person’s fingertips, search engine results pages (SERPs) are now more competitive than ever.

Advertisement

Organic real estate keeps shrinking.

Bots, scrapers, and other AI-led technologies are stealing content and regurgitating things they learn along the way, which are often inaccurate or confusing, all while clouding the competitive market with duplicated or plain awful content.

Real SEO – including thorough keyword research, industry analysis, and competitive benchmarking to create high-value content for your customers and loyalists – allows brands to stand apart from the lowly regurgitated spam that floods our SERPs daily.

The challenge of optimizing websites and content for search engines that are relying more on their own AI technologies to enhance the user experience within their platforms than they ever have before is just another layer of complication exemplified by the emergence of AI.

It’s no secret Google’s Search Generative Experience (SGE) hasn’t exactly been the magic touch to take search to the next level. And, in some instances – up to this point – SGE has even taken Google backward in terms of user experience and information retrieval on a boatload of varying topics and queries.

SEO will undoubtedly help brands navigate and distill – and stand out among – the search engine noise that is littered with D-list content and AI-generated mediocrity.

Advertisement

4. Good SEO Also Means A Better User Experience

User experience has become every marketer’s number one priority.

Everyone wants better organic rankings and maximum visibility. However, few realize that optimal user experience is a big part of getting there.

Google has learned how to interpret a good or unfavorable user experience, and a positive user experience has become a pivotal element to a website’s success.

Google’s Page Experience Update is something that marketers in all industries will need to adhere to and is part of their longstanding focus on the customer experience.

Customers know what they want. If they can’t find it, there will be a problem with that website holding up against the competition, which will inevitably surpass it by offering the same, or better, content with a better user experience.

We know how much Google values user experience. We see the search engine getting closer to delivering answers to search queries directly on the SERP every day, and it’s been doing it – and expanding its integration – for years.

Advertisement

The intention is to quickly and easily offer users the information they are looking for in fewer clicks.

Quality SEO incorporates a positive user experience, leveraging it to work in a brand’s favor.

It also understands the importance of leveraging Google’s updated on-the-SERP-delivery tactics for high-value content that has garnered significant traffic and engagement for sites in the past, but is now losing significant portions of it to the SERPs themselves.

5. Local SEO Means Increased Engagement, Traffic & Conversions

The mobile-first mindset of humans and search engines has shaped local search into a critical fundamental for most small- and medium-sized businesses.

Local SEO aims to optimize digital properties for a specific vicinity so people can find a business quickly and easily, putting them one step closer to a transaction.

Local optimizations focus on specific neighborhoods, towns, cities, regions, and even states to establish a meaningful medium for a brand’s messaging on a local level.

Advertisement

SEO pros do this by optimizing the brand’s website and its content, including local citations and backlinks, in addition to regional listings relevant to the location and business sector to which a brand belongs.

To promote engagement locally, SEO pros should optimize a brand’s Knowledge Graph panel, its Google Business Profile, and its social media profiles as a start.

There should also be a strong emphasis on user reviews on Google and other third-party sites like Yelp, Home Advisor, and Angie’s List (among others), depending on the industry.

I recommend following the local SEO tips on SEJ here.

6. SEO Impacts The Buying Cycle

Research is becoming a critical element of SEO, and the importance of real-time research is growing.

Using SEO tactics to relay your messaging for good deals, ground-breaking products and services, and the importance and dependability of what you offer customers will be a game-changer.

Advertisement

It will also undoubtedly positively impact the buying cycle when done right.

Brands must be visible where people need them for a worthy connection to be made. Local SEO enhances that visibility and lets potential customers find the answers and the businesses providing those answers.

7. SEO Is Constantly Improving & Best Practices Are Always Being Updated

It’s great to have SEO tactics implemented on a brand’s website and across its digital properties.

Still, if it’s a short-term engagement (budget constraints, etc.) and the site isn’t re-evaluated consistently over time, it will reach a threshold where it can no longer improve because of other hindrances.

Or, it will require such lift that brands will end up spending far more than expected to reach a place they could have otherwise obtained naturally over time through marketing efforts that included SEO.

How the search world evolves (basically at the discretion of Google) requires constant monitoring for changes to stay ahead of the competition and, hopefully, on Page 1.

Advertisement

Being proactive and monitoring for significant algorithm changes will always benefit the brands doing so.

We know Google makes thousands of algorithm changes a year. Fall too far behind, and it will be tough to come back. SEO pros help to ensure this is avoided.

8. Understanding SEO Helps You Understand The Environment Of The Web

With the always-changing environment that is the World Wide Web, it can be challenging to stay on top of the changes as they occur.

But staying on top of SEO includes being in the loop for the major changes taking place for search.

The AI renaissance has been a clear indication of that.

Knowing the environment of the web, including tactics being used by other local, comparable businesses and competitors, will always be beneficial for those brands.

Advertisement

Observing and measuring what works and what doesn’t only strengthens your brand further as well.

Knowing the search ecosystem will be beneficial 10 out of 10 times.

9. SEO Is Relatively Cheap & Extremely Cost-Effective

Sure, it costs money. But all the best things do, right?

SEO is relatively inexpensive in the grand scheme of things, and the payoff will most likely be considerable in terms of a brand’s benefit to the bottom line.

This isn’t a marketing cost; this is an actual business investment.

Exemplary SEO implementation will hold its own for years to come. And, like most things in life, it will only be better with the more attention (and investment) it gets.

Advertisement

Not only is it cost-effective, but it’s scaleable, measurable, and rarely loses value over time.

10. It’s A Long-Term Strategy

SEO can (and hopefully does) have a noticeable impact within the first year of taking action – and many of those actions will have a lasting effet.

As the market evolves, it’s best to follow the trends and changes closely.

But even a site that hasn’t had a boatload of intense SEO recommendations implemented will improve from basic SEO best practices being employed on an honest website with a decent user experience.

And the more SEO time, effort, and budget committed to it, the better and longer a website stands to be a worthy contender in its market.

The grass is green where you water it.

Advertisement

11. It’s Quantifiable

While SEO doesn’t offer the same easy-to-calculate return on investment (ROI) as paid search, you can measure almost anything with proper tracking and analytics.

The big problem is connecting the dots on the back end since there is no definitive way to understand the correlation between all actions.

Tracking and attribution technology will continue to improve, which will only help SEO pros and their efforts.

Still, it is worth understanding how specific actions are supposed to affect performance and growth – and hopefully, they do.

Any good SEO pro will aim at those improvements, so connecting the dots should not be a challenge.

Brands also want to know and understand where they were, where they are, and where they’re going in terms of digital performance – especially for SEO when they have a person/company being paid to execute on its behalf.

Advertisement

There’s no better way to show the success of SEO, either.

And we all know the data never lies.

12. SEO Is PR

SEO helps build long-term equity for your brand. A good ranking and a favorable placement help elevate your brand’s profile.

People search for news and related items, and having a good SEO and PR strategy means your brand will be seen and likely remembered for something positive.

Providing a good user experience on your website means your messages will be heard, and your products or services will sell.

SEO is no longer a siloed channel, so integrating with content and PR helps with brand reach and awareness alongside other worthwhile results.

Advertisement

13. SEO Brings New Opportunities To Light

High-quality SEO will always find a means of discovering and leveraging new opportunities for brands not just to be discovered but to shine.

And that becomes a lot easier when experienced SEO pros can help distill the millions and millions of websites competing – and flooding – the SERPs daily.

This goes beyond keyword research and website audits.

SEO is also extremely helpful for understanding the voice of your consumers.

From understanding macro market shifts to understanding consumer intent in granular detail, SEO tells us what customers want and need through the data it generates.

SEO data and formats – spoken or word – give us clear signals of intent and user behavior.

Advertisement

It does this in many ways:

Hiring an SEO professional is not always an easy task either. It requires money, time, vision, communication, more time, and some other things that will undoubtedly need to be fixed over the course of time.

Executive SEO on behalf of brands means immersing an SEO team in everything that makes that brand what it is. It’s the only way to truly market something with the passion and understanding that its stakeholders have for it: becoming a stakeholder.

The better a brand is understood, the more opportunities will arise to help it thrive. The same can be said about SEO.

New opportunities with SEO today can come in many ways – from content, digital, and social opportunities to helping with sales, product, and customer service strategies.

14. If You’re Not On Page One, You’re Not Winning The Click – Especially With Zero-Click Results

SEO is becoming a zero-sum game as zero-click SERPs show the answer directly at the top of a Google search result.

Advertisement

This has only intensified with AI, SGE, Gemini, and more sure-to-come technologies that continue to shape our industry.

Early data showed about 56% of queries in a testing sample triggered SGE automatically directly on the SERP as part of an answer to a specific query in 2023, largely based on the semantics and intent of the query.

SGE results are also still incredibly volatile; sometimes they show up automatically, other times not at all, and other times there’s even an option to use SGE for results or not.

Regardless of that or any speculation on the future, there’s one thing for sure: Zero-click results in searches are winning.

If you’re not on Page 1, you need to be.

There are still too many instances when a user types a search query and can’t find exactly what it’s looking for. And sadly, SGE hasn’t been great at changing that until now.

Advertisement

15. SEO Is Always Going To Be Here

Consumers will always want products and services online, and brands will always look for the most cost-effective way to connect them with each other.

While the role of SEO may shift and strategies will surely change, new avenues are constantly opening up through different entry points such as voice, apps, wearables, and the Internet of Things (IoT) AI is another prime example, and we can already see its impact greatly.

Outdated SEO tactics aren’t going to work much longer. New organic search opportunities will always arise. SEO helps find the best ways to capitalize on them.

Conclusion

The role of SEO has expanded significantly over the last few years, and it’s only becoming more challenging and expansive in the face of AI.

New technologies are constantly creating new processes and even shortcuts and workarounds that are changing the game, sometimes for the better and sometimes for the worse.

One thing is certain, though: Without giving SEO efforts some significant attention through a brand’s fiscal year, you are doing your business a disservice. Try it and see. Analyze the results. Test some more. Try new things.

Advertisement

Stay up to date with changes and guidelines, and make sure you’re offering unique content that is valuable. And if it’s not originally yours, include proper citation and linking.

SEO will continue to help consumers when in need.

Implementing robust, quality SEO updates on a brand’s website and digital properties will benefit them and their marketing efforts in measurable ways, and the impact will be felt.

There will be challenges, but when done right, there can also be success.

More Resources:


Featured Image: Rawpixel.com/Shutterstock

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS