Web Store SEO • November 21, 2024
13 Actionable Steps to Align Your SEO Efforts with Modern Trends and Search Engine Requirements.
There was a recent article in Search Engine Land titled SEO reality check: 13 hard-hitting truths you need to hear written by Jason Barnard. The article outlines 13 crucial updates in SEO, emphasizing a modern approach that goes beyond traditional tactics like content-level SEO, backlinks, and keyword counts. Recommendations include optimizing for entities (brands, creators, and publishers), focusing on credibility signals like N-E-E-A-T-T, embracing multimedia content, adapting to conversational and multimodal searches, and diversifying strategies beyond Google. Websites remain relevant but require integration with broader channels. The shift in search emphasizes holistic optimization across AI-driven SERPs and assistive tools.
We agree with Jason that SEO is evolving rapidly, and relying solely on traditional tactics like keyword optimization and backlinks may no longer be sufficient for success.
Here are 13 key actions you can take to stay ahead of the curve:
- Enhance Entity-Level SEO: Focus on content creator and publisher authority, optimizing for E-E-A-T (Expertise, Authoritativeness, Trustworthiness) across your site.
- Diversify Link Strategies: Combine high-DA links with mentions and entity relationships, and avoid over-relying on traditional DA-based link strategies.
- Shift Focus from Keywords to Intent: Focus on user intent, context, and relationships, incorporating multimedia content relevant to each buyer's journey stage.
- Integrate Multimedia: Prioritize video, images, and interactive content alongside traditional text to align with emerging search engine trends.
- Adapt to New SERP Features: Prioritize on-SERP visibility, including knowledge panels and AI-driven summaries, to shift away from traditional blue link rankings.
- Master On-SERP SEO: Ensure consistent brand presence across all SERP features, including snippets, AI-generated overviews, and other on-page elements.
- Broaden Your SEO Beyond Websites: Invest in social media, video platforms, and review sites to increase brand visibility beyond just your website.
- Optimize Brand Recognition: Build brand authority by focusing on identity and relevance to entities, ensuring Google recognizes your brand for increased visibility.
- Use Implicit Semantics: Focus on creating well-structured content with clear on-page elements (tables, lists, headings) that search engines can easily interpret.
- Deepen Entity Optimization: Develop a robust network of relationships and attributes for your entities, maintaining accurate data across platforms.
- Strengthen N-E-E-A-T-T: Focus on creator and publisher credibility through transparency, expertise, and authority, not just content quality.
- Prepare for Conversational Search: Optimize content for multimodal platforms like ChatGPT and Bing’s generative search to align with evolving search behaviors.
- Expand SEO to Multiple Channels: Optimize for AI-driven platforms (e.g., Alexa, Siri, ChatGPT) and consider off-SERP tactics to enhance visibility beyond Google.
Each of these actions may help align your SEO efforts with modern trends and search engine requirements.
For eCommerce SEO, these 13 points emphasize a broader strategy beyond basic content optimization. Key actions include focusing on entity-based SEO (brands and creators), integrating multimedia content, optimizing for AI-driven search, and enhancing on-SERP visibility. Brands should broaden their presence across social media and platforms like YouTube, while optimizing for voice search and AI interfaces like ChatGPT and Siri. Entity optimization and building credibility signals (N-E-E-A-T-T) are crucial for gaining trust and ranking higher in competitive eCommerce markets.
This holistic approach will improve rankings and drive conversions.
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