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Additional Insight: The answers to your SEO problems lie in the SERPs
Bart Magera - 21 Feb 2024
Bart Magera explains that Google's SERP features changing rapidly impact search intent and click-through rates, requiring constant SERP scanning to identify changes.
View Episode See all bonus episodesThe SEO in 2024 book is split into 18 chapters listed below:
Chapter 1 Be Human
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Adaptability will be key
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Your emotional intelligence might make all the difference.
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Your humanity can give you the edge in multiple SEO disciplines.
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Differentiate between AI-generated content and human-generated content.
Chapter 2 Introducing AI
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AI is changing many aspects of SEO, fast.
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Don't run full-speed into the unknown with AI without being aware of the potential consequences.
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You can't expect AI to solve all of your content production woes automatically, but that doesn't mean that you shouldn't be harnessing AI's power..
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How might AI impact user behaviour?
Chapter 3 AI Technology
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Take the time to understand the technology that powers AI.
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Start using large language models to improve your forecasting and save you time.
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Generative AI is also impacting search results.
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If you want your content to appear on the AI-driven SERP, you'll need to tweak your content strategy.
Chapter 4 AI in Action
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One of the key challenges with uncovering new automation opportunities is the temptation to automate before thinking.
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AI can and should be used in the content creation process.
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Quality of content over quantity should be your aim.
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How do you ensure that AI is able to deliver in a brand-appropriate, consistent manner? Build a prompt library.
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Having a single prompt library might not be enough. You need multiple prompt libraries, one for each client.
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Keep an eye out for better, AI-powered technical SEO tools launching in the near future.
Chapter 5 The SERP
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The opportunity you are optimizing for is constantly evolving, thanks to the shifting SERP.
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Why Google would want to crawl, index, and rank what you're offering?
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Organic optimization opportunities within the Search Generative Experience aren't just about text.
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Ensure that you are creating a knowledge graph.
Chapter 6 Build your Entity
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Building a creditable, professional entity starts with an understanding of brand SEO.
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Branding through the SEO lens goes beyond creativity and messaging - you should think of branding as a technical practice.
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Ensure that you're feeding the machine the right information.
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Ensure that your entities reside in Google's Knowledge Vault.
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SEO is often about contrasting opinions. As time goes by, Schema is becoming less relevant.
Chapter 7 EEAT
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We've covered a great deal about the use of AI in SEO in the initial chapters of SEOin2024, but that's not where you should start...
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All SEOs should be putting renewed and increasing emphasis on EEAT in 2024.
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You need to be investing both time and money into the EEAT of your website.
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In an automated, AI-driven world, utilising your expertise within EEAT should result in measurable gains in visibility.
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You should be applying EEAT across all of your content, including long-tail search opportunities.
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Focus a little more on the 'Experience' aspect of EEAT.
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You can't have the T from EEAT if you don't have the E, E and A.
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Incorporating your real-life authority in your online presence is a key.
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A comprehensive round-up of EEAT, advising that you keep EEAT at the forefront of your mind.
Chapter 8 The Customer Journey
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Standing out and being different is what matters.
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Who should you be standing out to?
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Recognise and understand who you are speaking to. Chasing Google is far less important than catering to your customers.
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How do you go about capturing your audience? By creating better content for the middle and bottom of your funnel.
Chapter 9 User Intent
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Think about the intent behind your users searches and what they are really looking for in the first place.
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SEOs should shift their perspectives - Human engagement should be at the forefront.
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User should come first - this should affect how you approach every aspect of your SEO - including the use of AI.
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The search engine is not your target customer - and it never has been.
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How to use the increasing power of AI to elevate your ability to understand what your users are actually looking for.
Chapter 10 Content
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Understand your user intent - how do you determine what you serve them?
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Build human connections with your content - being more strategic will help you focus on what your users really need.
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Be better at communicating with your customers and hearing what they have to say.
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Guiding you towards a specific form of content that can unlock many doors.
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Well-known content creators can be very valuable. Collaborating with them can impact search as much as it impacts your users.
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Look closer to home for inspiration...
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Investing in the humans behind your content is what will make it truly great.
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The rise of AI is only making the human more important when it comes to content. Focus your attention on both the human reader and the human writer.
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An un-tapped market for people working in e-commerce: informational content that helps users research, understand, and explore the products they are buying.
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Think more sustainably and spend some time upcycling the content you already have.
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AI can help ensure that you're building and improving content in the right way.
Chapter 11 Internal Links
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You can't talk about SEO without discussing links...
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Advice on how to build a strategy and a framework that you can rely on for years to come.
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A very particular tip that could change your perspective on your subcategory pages.
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Python can do much more for your internal links than the humble spreadsheet you might be used to.
Chapter 12 Link Building
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Focus on brand mentions too.
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Daneveloping a relationship with people is what link building has always been about.
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Organic, ethically-sourced links come direct from your customers.
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Less is sometimes more. Nobody likes spammy links, she says, so don't waste time and effort on them.
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Some links are underestimated. Category pages hold a lot of link building potential that is flying under the radar.
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Highlights how the links that you build have an impact on your increasingly important authority as a brand.
Chapter 13 Technical Health
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Technical SEO is more than just a pillar, it's also the foundation on which all the other pillars stand.
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Site speed is where you need to be turning your gaze.
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The long-reaching arms of AI are reaching into many aspects of digital life, which is why you need to be a more discerning gatekeeper.
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There are few things in an SEO's career that are more stressful than a relaunch or migration...
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Many SEOs are stuck in a bit of a rut when it comes to their audits, and offers up a number of ways that yours can provide greater meaning and greater value.
Chapter 14 Diversification
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You can't just focus on banging the organic search drum.
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Take advantage of the talents and knowledge of the people who sit beside you.
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Multimedia can take you into new, more diverse spaces.
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Explain how Performance Max is contributing and what you need to be doing with it.
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Video is where users and search engines are turning their attention.
Chapter 15 Collaboration
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Strength in numbers - it's foolish to work alone.
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Learn from others - you can improve your impact by taking inspiration from how product managers operate.
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You should be listening to and learning from the wisdom of others - make sure that your core expertise is being heard.
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SEO deserves a bit more recognition - businesses will benefit greatly from giving SEO managers a bigger voice.
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You need to communicate the impact you're having in the modern landscape.
Chapter 16 Data Analytics
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Take a more scientific approach.
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Reminds you of the importance of analysing and interpreting the data that you can get your hands on, and the comprehensive free tools you currently have at your disposal.
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Delve deeper into your analytics - make sure that you're looking in the right place.
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Examining data is more than an exercise in analysis - it can be a pro-active way to innovate what you're doing and stay ahead of the game.
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Pedro Dias - Improve your ability to handle large amounts of data and perform data analysis at scaleHow to manage the mammoth quantities of data that SEOs have to interpret.
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Store everything in a single place - do that now rather than procrastinating.
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Dive deeper into how to use GA4.
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Keep an eye on what matters, you need to know what impact you're having
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Data can teach you what your users are doing and why they are (or aren't) converting.
Chapter 17 SEO Workflow
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Understand when you are doing too much for your own good.
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Take a step back and re-evaluate the way that you work. Rushing forward may actually be holding you back.
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A new way of thinking about the way that you do your job, that is designed to give you more time and freedom to focus on what matters most now.
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An actionable way to take some of the pressure off the tasks that are cluttering up your schedule, without compromising on quality.
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Learning how to communicate with the LLMs can unlock all kinds of hidden potential.
Chapter 18 Focus
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Focus on the right optimization opportunity for your business.
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Focusing on your local knowledge panel will make a big difference for local businesses.
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Focus on market-relevant events.
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Focus inward as a business, and make sure that your internal team is fully equipped to take on future SEO challenges.
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You're not going to have every SEO resource imaginable available to you; be smart in your use of the tools and resources that you have.
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A positive perspective on everything that's coming your way in SEOin2024.
Additional Insight: The answers to your SEO problems lie in the SERPs
Bart Magera - 21 Feb 2024
Bart Magera explains that Google's SERP features changing rapidly impact search intent and click-through rates, requiring constant SERP scanning to identify changes.
View Episode See all bonus episodes
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