One of the many advantages of having a strong online presence is that it allows your small business the opportunity to punch above its weight and compete for a bigger share of the limelight, even if you have a smaller marketing budget than larger rivals.
To take full advantage of this ability to grow your business online, you need to have the support and help of a great marketing strategy agency, and you also cannot afford to ignore what SEO (Search Engine Optimization) can do for you.
As we move through 2024, SEO continues to evolve, with new trends and technologies changing the way your business should approach it. Let’s walk you through some of the essential things every small business owner needs to know about SEO, to help you stay ahead of the competition.
AI and machine learning are set to dominate search algorithms
Artificial intelligence (AI) is playing a bigger role in SEO, especially through tools like Google’s RankBrain. AI algorithms help Google understand the context and intent behind search queries better than ever before. That’s why you need to focus on content that directly answers customer questions and solves their problems.
To embrace this changing landscape you must create content that satisfies user intent. You can do this by using natural language and focus on long-tail keywords that reflect conversational search queries.
Google’s focus on user experience is growing
Another big point about Google’s search engine is that it is placing increasing emphasis on user experience (UX) when ranking websites. This means your site’s usability, speed, and mobile-friendliness are more important than ever. With the introduction of metrics like Core Web Vitals, which measure loading speed, interactivity, and visual stability, Google is pushing businesses to create fast and smooth user experiences.
All this means you have to be sure your website loads quickly. Your site must also be optimized for mobile, as over 50% of web traffic now comes from mobile devices.
Content quality matters more than quantity
Gone are the days when you could simply churn out large volumes of content stuffed with keywords. In 2024, it’s all about quality. High-quality content that is well-researched, relevant, and helpful will always outperform low-quality, keyword-stuffed articles. Remember, Google is getting better at identifying valuable content, so it’s crucial to prioritize substance over sheer volume.
You have to focus on creating in-depth, well-researched content, and aim to answer the questions your audience is asking. Also, regularly update your old content regularly so that it remains relevant.
Don’t ignore local SEO, it’s critical for small businesses
Without doubt, local SEO has become a must for small businesses that rely on attracting customers from a specific geographic area. With Google’s focus on personalized search results, optimizing for local search is more important than ever.
Features like Google My Business, local citations, and reviews, play a significant role in how your business ranks in local searches. Check to ensure that your Google My Business profile is fully optimized. Put some focus on getting positive customer reviews, and make use of local keywords to create location-specific content.
Voice search is becoming more relevant
Another defining feature of the SEO landscape in 2024 is that voice search is on the rise. Thanks to the increasing popularity of smart devices like Google Home, Amazon Alexa, and Apple’s Siri, people are using voice search to find businesses, products, and services.
Because voice search tends to be more conversational, you need to optimize for long-tail keywords and natural language.
The use of visual searches is gaining traction
In addition to voice search, visual search is another growing trend. Tools like Google Lens allow users to search the web using images rather than text. This can be a game changer for small businesses where an image is your main sales weapon.
By optimizing images on your website, you can take advantage of this emerging trend. Make sure the images on your website are high quality and properly optimized. Use descriptive, keyword-rich file names for your images, and incorporate image-based content into your overall SEO strategy.
E-A-T (Expertise, Authority, Trustworthiness) is crucial for ranking
Google continues to emphasize the relevance and importance of E-A-T. This concept is particularly important for websites that offer advice, like medical or financial information. However, even small business websites need to establish themselves as trustworthy sources of information.
Take advantage of this by showcasing your expertise through the creation of detailed, accurate content. It can also really help to build backlinks from authoritative sites to improve your domain authority.
Backlinks still matter, but prioritize quality over quantity
On the topic of backlinks, although they have always been a critical ranking factor, the focus has shifted from the number of backlinks you achieve, to a greater focus on their quality. These days, one high-quality backlink from a trusted, relevant site will likely have more impact than dozens of low-quality links from unrelated sites.
Focus on acquiring backlinks from reputable, industry-relevant sites. Consider guest posting or collaborating with influencers in your niche.
Mobile-First indexing is now a default standard
Google has moved to mobile-first indexing, meaning the mobile version of your website is the primary version used to determine rankings. This change reflects the growing trend of mobile internet usage. However, if your site isn’t optimized for mobile devices, it could seriously hurt your SEO performance in 2024.
Be sure to confirm your website is responsive and mobile-friendly. You can do this by testing your site’s mobile performance using Google’s Mobile-Friendly Test tool.
Adopt the mindset that SEO is a long-term investment
Last but not least, as a small business owner you need to understand that SEO is not a quick fix. It’s a long-term investment that requires time, patience, and continuous effort. While you may not see immediate results, the work you put into SEO will pay off over time in the form of higher rankings, increased traffic, and more conversions.
You will ultimately be rewarded for your patience and consistency with your SEO efforts.
Arguably, the SEO landscape in 2024 is more complex and multifaceted than ever before, but the fundamentals remain the same. As long as you continue delivering high-quality content and a great user experience, this will help improve your visibility in search engines, attract more customers, and ultimately grow your business. Adopting these key SEO strategies and working with a good marketing strategy agency can all make a big difference to how well your small business performs online, when it comes to attracting customers and increasing traffic numbers.
