It is easier than ever to launch a company online, which means there is a lot of noise in the digital world. In fact, there are over 11 million websites registered under the .co.uk domain alone, which shows just how many businesses are vying for consumer attention online.
To make your business stand out from the crowd online, you need to be displayed prominently on search engines like Google or Bing. The way to do this? Employ targeted search engine marketing (SEM) tactics.
Search engine marketing is an umbrella term for digital marketing strategies that increase your website’s online visibility. This can be done “organically” or using paid advertising tools. We’ve discussed how to optimise your paid advertising in previous blogs, but in this one we will be focusing on the main organic option: search engine optimisation (SEO).
If your head’s already starting to spin, don’t worry! Simply read on for our experienced online marketing team’s insider tips and tricks on the best way to enhance your SEO strategy in 2024.
Understanding the Basics: What is an SEO Strategy?
SEO is the process of optimising your website to rank higher on search engine results pages (SERPs) and increase organic website traffic. It sounds simple in theory, but search engine marketing/SEO best practices are always evolving to meet the changing landscape of search engines and user behaviour. That is why it’s vital to have an SEO strategy, which is a plan to create, optimise, and promote your online content.
The end goal of all SEO strategies is to make your website rank higher on Google when relevant keywords are searched. As we will all know from our own behaviour, users rarely make it to page 2 of search results (only 0.63% of users click on second page results), so it is vital to appear high up on page 1.
Any SEO strategy should include:
- keyword research
- on-page optimisation
- technical SEO
- content creation
- link building
Having an organised approach to these components helps you stay on track and meet your search engine marketing objectives.
8 Key SEO Strategies for 2024
Creating an SEO strategy and keeping on top of best practices can be difficult to navigate as a business owner, which is where the support of an experienced search engine marketing agency like Thunderbolt comes in.
Here we delve straight into the key actionable steps for a successful SEO strategy in 2024.
1. Benchmark Your Current SEO
If you already have a website, observing current metrics for organic traffic, keyword rankings, and backlinks will give you an idea of your website’s overall performance, and any areas to improve.
You can find this data using tools such as Google Analytics or Domain Overview on SEMRush. Based on this information, you can set specific, actionable goals and KPIs (key performance indicators).
For new start-ups, competitor analysis can give you an idea of where you want to be.
2. Do Superior Keyword Research
Traditional keyword research is a pillar of search engine marketing focused on identifying relevant keywords with high search volumes.
While this still has its place, the emphasis in 2024 has shifted towards keywords that align with what users are actually searching, known as semantic search terms.
Tools like SEMrush and Ahrefs help find traditional keywords and these longer keywords/phrases (called “long-tail keywords”) that align with user intent and contextual meaning.
It is also worth considering question-based keywords, which cater to natural language queries and searches on voice-activated devices.
3. Perform User Intent Analysis
Understanding the intent behind a user’s search query is redefining the marketing funnel, according to a report released by Google.
Are customers looking for information (informational intent), investigating/comparing purchasing options (commercial intent), trying to find a specific product or brand (navigational intent), or trying to purchase now (transactional intent)?
Tools like Answer The Public can help uncover user intent. Tailoring your content to meet these intents can improve your chances of ranking higher.
4. Optimise On-Page SEO
To help improve search engine click-through rates (CTRs), each website page should have a unique title and meta description that includes relevant keywords and accurately describes the content.
Header tags (H1, H2, H3, etc.) structure content, making it easier for search engines to crawl your site and breaking it down into digestible chunks for readers. Internal website links help improve user experience and keep visitors on your site longer.
5. Optimise Technical SEO
With the majority of searches in 2024 conducted on mobile devices, Google’s mobile-first indexing means that the mobile version of your site is the primary version, so it must be fully responsive and offer a seamless mobile device experience.
Core Web Vitals, which are metrics measuring site speed, loading performance, interactivity, and visual stability of your website, are also a significant ranking factor.
Tools like Google PageSpeed Insights and GTmetrix can help identify areas for improvement.
6. Create Quality Content with E-E-A-T
Creating high-quality, comprehensive blog content remains at the forefront of search engine marketing strategies.
To improve search rankings, establish your content as a credible source with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principle. This involves citing authoritative sources, showing author credentials, and maintaining a clean and professional site design.
Generally, content should be well-researched, in-depth, updated regularly, offer real value to the reader, and include relevant multimedia elements to enhance engagement.
7. Build Quality Links
Earning high-quality backlinks from authoritative websites remains a cornerstone of off-page SEO.
Building relationships with industry influencers, guest posting on reputable sites, and creating shareable content can help attract valuable backlinks.
8. Don’t Forget Local Optimisation
Local SEO is crucial for businesses targeting a specific geographic area.
Optimising your Google My Business profile, collecting customer reviews, and ensuring your NAP (Name, Address, Phone number) information is consistent across the web can improve your local search rankings.
Need Help with Your Search Engine Marketing?
By focusing on user intent, creating high-quality content, optimising technical aspects, and building strong backlinks, you can enhance your organic search engine marketing efforts in 2024.
But if you’re too busy running your business to monitor emerging trends and continually adapt your SEO strategy, Thunderbolt Digital can help improve your online presence. Whether you’re a start-up or established brand, contact our search engine marketing experts today to find out how we can help grow your business.