As you embark on your annual planning for the upcoming year, it's crucial to set aside additional time to revamp your SEO strategy and the associated marketing communication activities. The catalyst behind this growing need is, unsurprisingly, Google. In recent months, the company has rolled out a series of updates closely linked to the rise of generative AI. These updates aim to elevate high-quality content, including the Search Generative Experience (SGE), the Perspectives Filter, the Helpful Content Update, and the October 2023 Core Update.
These advancements enhance the user experience of Google Search by placing SGE at the forefront to respond to queries and adjusting the results section to provide in-depth insights from individual experts and thought leaders. In essence, Google is significantly reshaping how people access information and discover brand content, paving the way for a more nuanced, user-centric SEO strategy in 2024.
A Fresh Perspective on Domain Authority
Domain Authority gauges a website domain's potential to rank in search engine results pages. While not a novel concept, the path to achieving it has taken some new turns.Previously, backlinks held significant sway over rankings, but last month, Google confirmed their diminishing importance. This change partly stemmed from manipulating search results through paid backlinks, but it's primarily driven by technological advancements such as machine learning, natural language processing, and generative AI. Increased engagement between brands and individuals across social and forum channels has prompted Google to consider many other ranking signals.
Quality Content in Focus
Google has long emphasized the importance of quality content as the top signal for ranking, crawling, and indexing. However, with the proliferation of low-quality, AI-generated content this year, Google's focus on accurately identifying and prioritizing high-quality content has intensified.Defining what falls under Google's quality criteria can be elusive, as the company tends to keep the exact factors it uses to judge content close to the chest. However, critical posts on Google Search Central provide strong indications of what holds the most significance.
Steps to Take Now
There exists a clear synergy between domain authority and quality content. Strengthening one inherently bolsters the other, creating a positive feedback loop for increased visibility and credibility. Here's how you can align your marketing communication strategies to contribute to both:-
Boost Thought Leadership:
Your organization's thought leaders play a pivotal role in your program's success. Their insights and commentary are instrumental in creating authentic, experience-based content that aligns with Google's preferences. Centering your content around your subject-matter experts' voices can also improve your chances of ranking in Google's Perspectives filter. -
Swiftly Address Emerging Topics:
Google values up-to-date information. The ability to promptly respond to evolving narratives can give you a competitive edge in rankings, especially against larger, slower-moving competitors. -
Clean Up Your Website:
Outdated and low-quality content can hinder your site's performance. Removing such content can enhance Google's perception of your site and positively impact its crawling and indexing processes. -
Treat Your Content as Investments:
Shift your focus from mass content production to crafting fewer, higher-quality pieces. Consider each piece of content as a long-term investment, regularly updating and repurposing them to stay relevant and provide ongoing value. Integrating perspectives from your thought leaders can align your content with Google's evolving criteria. -
Deepen Audience Understanding:
Maintaining a comprehensive and up-to-date understanding of your audience's needs and search intent is essential. This knowledge enables you to create content that effectively aligns with their queries and offers genuine value. -
Expand Your Channels:
Broaden your brand and thought leaders' presence across various digital channels, especially on social platforms and discussion forums. Active engagement on these platforms can signal content quality to Google, and publishing on high-authority platforms can enhance your visibility. -
Explore Partnerships and Collaborations:
Engage with relevant experts and influencers outside your organization to diversify your content, reach new audiences, and bolster your brand's credibility and trustworthiness.
