Experts Share The 5 Things You Need to Understand About SEO in 2024 Search engine optimization can feel like a game with rules that are always changing. Fortunately, experts say there's one SEO standard that will never change.
This story appears in the May 2024 issue of BIZ Experiences. Subscribe »
By now, everyone knows search engine optimization (SEO) is important. If your content isn't optimized, then your website isn't being found — which can make or break your business.
But many of us are also keenly aware of what we don't know. SEO is a complicated industry full of ever-shifting tactics, and even the experts sometimes disagree on what's best. So we wanted to ask: What do SEO insiders know that we don't? We gathered their tips, then bounced them off New York Times bestselling author and SEO expert Neil Patel. Here's what we learned.
1. Results will vary.
Companies often buy yearlong SEO consulting services and expect a return on investment that's similar to an advertising campaign, says Pavel Buev, an SEO specialist at SoftSwiss. "But I can say with confidence that no one can guarantee exact success in website promotion," he says. "Each Google update can completely change the situation for a site."
Patel agrees: "Forecasts are educated guesses at best," he says, and you should be ready to adjust along the way. "For example, if certain keywords aren't performing well in the short term, you can balance this by using paid advertising." But investing in SEO does pay off in the long run, he says.
Related: The 4 Pillars of SEO You Need to Know
2. SEO hacks are (mostly) over.
Many agencies used to peddle "black hat SEO" tactics — hacker-style marketing strategies meant to manipulate Google's rankings, like backlink spamming and fake reviews. In turn, search engines like Google became good at spotting bad actors — and if they catch you doing that stuff they'll kill your traffic, says Lauren Galvez, a small business SEO expert.
Patel agrees: "Black hat tactics are actually less common than they used to be, because companies learned the hard way that it doesn't work most of the time." When choosing an agency to work with, he says, "Look for companies with awards, a global presence, and a solid portfolio of case studies from current and past clients."
3. Online advice is iffy.
Facebook is full of SEO-focused groups, where people swap tips on what works and what doesn't. Should you check them out? Andriy Shum, head of SEO at SeoProfy, says no. "These threads become echo chambers of shortcuts and tricks that rarely align with sustainable, effective SEO practices."
Patel is more forgiving. "There are so many Facebook groups about SEO that it's unfair to dismiss them all," he says. If you join, he suggests picking ones with very active communities — because people will call out bad advice when they see it. "And remember, just because something works for one website doesn't mean it will work for another."
Related: 3 Powerful SEO Techniques That Will Boost Your Website's Search Engine Ranking
4. Website accessibility really works.
When people think about SEO, they often think about optimizing content. But according to Dylan Cleppe, CEO of OneStop Northwest, you should also think about accessibility. "This means making websites accessible for people with disabilities such as visual or hearing impairments," he says. "Like providing text alternatives for non-text content, making navigation possible through keyboard-only commands, and ensuring websites can be fully accessed using screen-reader software."
Patel agrees. Google prioritizes websites that offer better user experiences, of which accessibility is a part, he says. And he offers a small case study: "After we introduced a 'high contrast' option at the footer of my website, we noticed a slight increase in overall organic traffic."
5. AI isn't a shortcut.
Many websites are pumping out AI-written content, thinking it'll help them in search results. Patel says it won't. "AI content is just regurgitated information, and search engines want stuff that's new and fresh," he says. "We've actually seen that if you just create tons of mediocre content through AI, it hurts your site's overall traffic."
Ultimately, he says, SEO isn't about tricks or digital wizardry. It's just about creating a great user experience — and that's relatively intuitive. "If your plan puts the user first, you'll be okay in the long run."
