SEO Best Practices 2024: What’s New and What Still Works

SEO. It can make or break your marketing strategy. It’s what drives audiences to your sight from a quick search; and it’s still extremely relevant in 2024 and beyond. But what factors influence how your site shows up on search results? What’s changed in this year and what factors are tried and true and should be stuck with? Read on for insights into how you can optimize your site to rank higher in 2024.

The Ever-Evolving Landscape of SEO

The world of search engine optimization is dynamic. What worked a few years ago might not be effective today, and as we move into 2024, it’s crucial to stay updated with the latest trends and best practices.

Core Web Vitals: A Continued Priority

In 2021, Google introduced Core Web Vitals, a set of metrics designed to measure user experience on your site. These include Largest Contentful Paint (LCP), which gauges loading performance, First Input Delay (FID), which measures interactivity, and Cumulative Layout Shift (CLS), which looks at visual stability. To provide a good user experience, strive to have LCP occur within the first 2.5 seconds of the page starting to load, an INP of less than 200 milliseconds, and a CLS score of less than 0.1. Aiming for these scores can significantly boost your rankings, as Google prioritizes websites that offer a seamless, fast, and engaging user experience.

How to Implement:

• Optimize Images: Compress and size images appropriately to reduce loading times.

• Improve Server Response Time: Consider using a content delivery network (CDN) or upgrading your hosting plan.

• Minimize JavaScript: Reduce the amount of JavaScript running on your site to improve interactivity.

Use Google's PageSpeed Insights to assess your Core Web Vitals and identify areas for improvement.

E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness

Google’s E-E-A-T framework has been a cornerstone of SEO for several years, and it continues to be crucial in 2024. E-E-A-T focuses on the quality of the content, the experience of the user, and the credibility of the author. Websites that consistently produce high-quality, accurate, and authoritative content are more likely to rank higher in search results. This is especially important for sites in the YMYL (Your Money or Your Life) categories, such as finance, health, and safety, where misinformation can have serious consequences.

How to Implement:

• Showcase Author Expertise: Include author bios that highlight their credentials and experience.

• Cite Reliable Sources: Link to reputable sources to back up your claims, enhancing your content’s credibility.

• Update Content Regularly: Keep your information current, especially if it pertains to rapidly changing fields like technology or health.

For more on building E-E-A-T, check out Google’s Search Quality Evaluator Guidelines.

Mobile-First Indexing: No Longer Optional

As of 2024, Google has fully transitioned to mobile-first indexing, meaning it primarily uses the mobile version of your site for indexing and ranking. With mobile internet usage outpacing desktop, ensuring your site is fully optimized for mobile is not just recommended—it’s essential.

How to Implement:

• Responsive Design: Ensure your website adapts seamlessly to various screen sizes.

• Simplify Navigation: Make sure menus and links are easy to click on mobile devices.

• Optimize Content: Shorten paragraphs, use larger fonts, and make sure buttons are large enough for mobile users to interact with easily.

You can also test your site’s mobile friendliness using  Google's PageSpeed Insights.

What’s New in 2024?

While some SEO fundamentals remain the same, there are new developments you should be aware of to stay ahead.

AI and SEO: The Rise of Semantic Search

Artificial intelligence is playing an increasingly significant role in how search engines understand and rank content. Google's AI algorithms, like BERT (Bidirectional Encoder Representations from Transformers) and MUM (Multitask Unified Model), are becoming better at understanding the context and intent behind search queries, moving beyond simple keyword matching. This shift means that content must be more aligned with user intent rather than just focused on exact keyword usage.

How to Implement:

• Focus on User Intent: Instead of just targeting specific keywords, consider what the user is actually looking for and address that in your content.

• Use Natural Language: Write in a conversational tone that mimics how people naturally ask questions or search for information.

• Incorporate Related Keywords: Include synonyms and related terms to create a comprehensive piece that covers the topic from multiple angles.

For more on semantic search, check out this Backlinko guide.

Video Content: A Major Player in Search

Video content is becoming more critical for SEO, with platforms like YouTube acting as search engines in their own right. Google is increasingly featuring video results in its SERPs (Search Engine Results Pages), making it essential to include video as part of your content strategy.

How to Implement:

• Create High-Quality Videos: Invest in good production to ensure your videos are engaging and informative.

• Design Engaging Thumbnails: Engaging thumbnails help search engines understand what your content is about and provide users with a visual preview of your content, improving the user experience and increasing the time they spend on your website.

• Optimize Metadata: Use relevant keywords in your video titles, descriptions, and tags to improve discoverability.

• Include Transcripts: Adding transcripts not only makes your videos accessible but also provides additional text for search engines to crawl.

Learn more about optimizing video content in this YouTube SEO guide.

SEO Best Practices to Stick With

While there are new trends to consider, some SEO practices remain as important as ever.

Quality Backlinks: Still Vital

Backlinks from reputable sites remain one of the most significant ranking factors. They signal to search engines that your content is valuable and trustworthy. Building a strong backlink profile should still be a key part of your SEO strategy in 2024.

How to Implement:

• Guest Blogging: Write guest posts for reputable blogs in your industry, ensuring you include a link back to your site.

• Create Shareable Content: Produce high-quality, valuable content that others will want to link to, such as infographics, research, or detailed guides.

• Avoid Black-Hat SEO: Techniques like buying links can result in penalties from Google, harming your site’s ranking.

For strategies on earning quality backlinks, check out this Moz guide.

Content Is King

“Content is king” is a phrase that still rings true. High-quality, relevant content is at the heart of any successful SEO strategy. Regularly updating your blog, creating in-depth articles, and addressing the needs of your audience will help you maintain and improve your rankings.

How to Implement:

• Develop a Content Calendar: Plan your content in advance, ensuring a steady flow of fresh, relevant material.

• Focus on Value: Create content that solves problems, answers questions, or provides insight that your audience can’t find elsewhere.

• Utilize Different Formats: Diversify your content types, including blog posts, videos, infographics, and podcasts, to appeal to different audience segments.

To dive deeper into content marketing strategies, explore this Content Marketing Institute guide.

Conclusion: Stay Ahead of the Curve

SEO is not a one-time effort but an ongoing process. Staying updated with the latest trends and adapting your strategy is essential for maintaining and improving your site’s ranking. As we navigate 2024, focus on delivering a top-notch user experience, creating authoritative content, and staying informed about the latest developments in search engine algorithms.

By doing so, you’ll ensure that your site remains visible and continues to attract the right audience.