The world of search engine optimisation is constantly evolving. Once dominated by keyword stuffing and backlink farming, the practices that once defined SEO are becoming relics of the past.
While keywords and backlinks are still important, a holistic approach prioritising user experience and content marketing is now critical for long-term success.
This article delves into this transformative journey, exploring how changes in search engine algorithms and internet users' behaviour have rendered the old SEO tactics obsolete. It examines the implications of these changes for marketers, highlighting the shift towards more authentic, user-focused content creation and engagement strategies.
As we navigate the remnants of traditional SEO, we uncover the new principles guiding the future of online visibility and success.
The Traditional SEO Strategies Google Is Phasing Out
Google’s recent update states that they’re focusing on flushing out spammy, low-quality content and focusing on quality that is relevant to users and answers their queries.
So, with this update in mind, what are the traditional SEO strategies that Google is phasing out?
Keyword stuffing
Keyword stuffing is essentially filling your content with irrelevant keywords to manipulate the page's ranking on search engine results pages (SERPs).
Adding multiple variations of keywords that add no value creates a bad user experience. It may also cause your page to rank for irrelevant queries, attracting users who aren’t part of your target audience. Keyword research is still essential to content creation as it allows you to find out what people are searching for to create relevant content. However, with the new Google update, overusing keywords in your content is no longer a good idea. Rather than stuffing your content with irrelevant keywords to rank on SERPs, focus on creating useful content that focuses on topics over keywords to ensure a better user experience.
Backlink farming
While backlinks are still an essential SEO factor, you want to strive for quality over quantity. For example, backlink farming was a popular SEO tactic to drive website links.
So, what is a link farm?
A link farm is a group of websites linking to other websites to increase rankings in the SERPs. However, backlink farming is not only a manipulative technique but also a form of spam, and Google penalises websites involved in link farms. Link farms can be identified through the shallow content they contain and the range of topics they cover. If you want to get high-quality backlinks to your site, create high-quality content that businesses and websites can link to.
The Role Of User Experience On SEO in 2024
Gone are the days when keyword stuffing was a good SEO tactic for achieving top rankings in SERPs. The new Google update states that the search engine will prioritise websites focusing on quality content and providing a positive user experience. User experience is essentially the overall experience of a user who lands on your website, including how easy it is for them to navigate.
Here are some of the ways you can ensure a positive user experience:
Fast loading speeds
Statistics have shown that over 50% of mobile users will leave a website if it takes longer than three seconds to load. Slow loading speeds can lead to frustration and cause users to leave, causing a high bounce rate. You can use free tools like Google PageSpeed Insights to determine your website's speed. This tool tells you how fast your website loads and suggests improvements you can make.
Mobile-friendly
With over 60% of internet traffic coming from mobile devices, having a mobile-friendly website is key to offering a positive user experience. Not only is it imperative to have a fully functional website on a desktop, but it’s also important to ensure it's easy to navigate on tablets and mobile devices.
Easy-to-use navigation
Your website should allow users to locate the information they need effortlessly. The navigation layout should be straightforward, concise and intuitive.
Aesthetically pleasing
High-quality visuals and a thoughtful design not only make a strong initial impact but also keep users interested and engaged with your content.
The Impact of Content Marketing on SEO in 2024
In light of Google’s new content update, creating high-quality content is now more important than ever. Creating valuable and insightful content that resonates with your target audience is essential for a positive user experience. It will also improve your organic traffic and boost your position on SERPs.
Here are some of the key factors to consider when planning your content marketing strategy:
Keyword research
Keyword research involves the practice of using keyword research tools to identify keywords that are being searched for in your industry. Once you identify keywords that have a high search volume and low competition, you can incorporate them into your content to show search engines what the content is about and allow them to rank your website/page on SERPs.
Content creation
It’s important to create a range of content to suit different individuals in your target audience. For example, one person may prefer videos over blog posts. Therefore, it’s important to create different types of content, such as articles, blog posts, videos and infographics.
Content promotion
While utilising keywords is a great way to get your content at the top of SERPs, it’s also a good idea to share your content to reach a wider audience.
Other Best Practice Tips For SEO in 2024
Focus on long-tail keywords
While Google has stated that the search engine will focus more on topics than keywords, it’s still important to include them. When doing keyword research, look for long-tail keywords as they are more specific and will attract users who are looking for the specific content you’re writing about.
Rewrite your article headers
Your H1, H2, and H3 headers have become increasingly important as Google focuses more on user experience and quality content. If you review your content and think your headers aren’t engaging enough, rewrite them! You want your users to stay engaged throughout your content, so interesting, funny, or educational headers will keep them on the page.
Optimise your images
A small factor that can boost your SEO is optimising your images. By including the keyword in the file name and adding alt text, Google can understand what the image is about and how it relates to the content and rank your content appropriately. It will also increase the accessibility of your website which in turn will benefit your rankings as search engines are refining their algorithms to reward more inclusive websites.
Up-To-Date SEO Strategies At Anchor Digital
SEO is constantly changing, moving away from old tactics to new, user-focused strategies. This shift highlights the need for businesses to adapt and stay ahead in the digital world. Anchor Digital is at the forefront of these changes, offering cutting-edge SEO strategies that focus on real results and user experience.
As traditional SEO fades, opportunities for growth and innovation in digital marketing are emerging. With Anchor, your business can navigate these changes confidently, ensuring your online presence is strong and effective.
If you’re looking to improve your online presence but don’t know where to start, contact us today to see how we can help your business grow and succeed online.
