Search engine optimization (SEO) remains a crucial strategy for driving website traffic, leads, and revenue. But the SEO landscape continues to evolve rapidly. We analyzed survey data from over 400 digital marketing experts to uncover the latest SEO trends, disruptions, and priorities to help inform your strategy for 2024.
Key SEO Developments in 2023
- 93% said SEO had a positive impact last year. But adapting to AI was named the #1 challenge.
- Google’s new Search Generative Experience (SGE) sparked concerns. 71% expect SGE to cause some disruption. Leaders anticipate more significant impacts than managers and practitioners.
Top Priorities Related to Google’s SGE With conversational search coming, brands are prioritizing:
- Enhancing user experience to align with SGE
- Targeting more long-tail, intent-based keywords
- Improving schema markup for better results
The Role of AI in SEO
- 83% predict an overall positive AI impact on SEO in 2024 due to efficiency gains and UX improvements.
- High SEO maturity teams are most optimistic about AI. Less mature teams fear a negative effect.
SEO Resourcing and Processes
- In-house and hybrid strategies allow more autonomy as SEO matures.
- Centralized governance improves quality and consistency.
- Higher maturity teams execute SEO requests 2x faster than less mature teams.
SEO Reporting
- Automated, comprehensive reporting unlocks efficiency to fund growth.
- Mature teams connect SEO to business goals by reporting on 6+ metrics like leads and revenue.
Technology and Priorities for 2024
- 93% of mature teams use an integrated SEO platform, not disparate tools.
- Top 2024 priorities are adapting to AI, better collaboration between teams, improved reporting, and strategic investments to stay ahead.
The SEO landscape continues to evolve rapidly. This report provides timely insights for planning a successful SEO strategy in 2024. Let me know if you have any other questions!
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