The recent flurry of discussions about SEO’s demise, fueled by Google updates, can be unsettling and upsetting. I absolutely get it.
I know my clients have been confused and worried when they’ve heard people—high volume bloggers in particular—say that SEO is dead and that the search engine no longer brings them traffic. However, as someone who’s been immersed in SEO for over 15 years, I’m not worried and I maybe roll my eyes a little whenever I see someone declare search dead.
Let’s dive into what I see as the potentially promising future of search, where user experience takes center stage, and well-crafted content reigns supreme.
Farewell to Spam, Hello Expertise
Remember the pronouncements of doom for email, Facebook, and even direct mail? They’re all very much alive. SEO follows the same pattern.
While practices like churning out generic, AI-generated content may have you stressed, Google’s emphasis on “Helpful Content” and E-E-A-T (Expertise, Authoritativeness, Trustworthiness) is our best defense. Google has said over and over again that unique, expertise-driven content will be privileged in the search engine.
Conversational Search (Google SGE): A Valuable Ally
Google’s Search Generative Experience (SGE) might sound intimidating, but it’s a search assistant powered by AI. The key takeaway? SGE prioritizes established sources and links back to them. In simpler terms, it offers a more interactive way to find information.
This doesn’t necessitate a complete overhaul of your SEO strategy. It simply means adapting for a more interactive future. Think of yourself as a trusted advisor, crafting content that sparks insightful conversations and establishes you as an authority. This is what we do in both our Alignthority™ Accelerator and Spark Sessions programs, as well as in our SEO courses. It’s a long term, long haul approach that simply works.
Zero-Click Heroes: Answer Before the Click
Ever had your answer appear directly in the search results, eliminating the need to click on a website? That’s the power of “zero-click” searches, and it’s a trend with staying power.
The goal in terms of search?
To become the featured snippet—that coveted position zero that provides the answer directly on the search engine results page. By anticipating user intent and crafting clear, concise content, you can become a trusted source for quick answers, which can also appear in the People Also Asked section of the search engine results pages (SERPs).
Think of zero-click as brand awareness. It’s a powerful tool that leads to your leads saying, “You’re everywhere!”
Brand Building and SEO: A Powerful Partnership
The days of SEO existing in isolation from your overall marketing strategy are over. In the future, brand strategy and search strategy will be inseparable.
Imagine this: when SGE cites sources, it’s your brand that gets the spotlight. With zero-click searches, having your name consistently appear as the answer to user queries builds trust even before they visit your website. This is personal brand building, and like it or not, it’s mission critical for knowledge businesses and experts.
The Future of Search: Rooted in Human Psychology
Instead of obsessing over the technicalities of search algorithms, let’s focus on the bigger picture: the way people search and their information needs.
- Connection Craving: In our increasingly digital world, connection is a human desire. Conversational search addresses that need, and SEO that prioritizes a conversational style will resonate with users. I say over and over again in my workshops and one on ones with clients: the internet is conversational—let’s embrace that! As humans, that’s our superpower.
- Time-Crunched Hunters: We’re all busy! Zero-click searches provide instant answers, making them a perfect fit for our fast-paced lives. SEO that targets these quick answers positions you as a valuable resource.
- Purposeful Purchases: Today’s consumers are drawn to brands they connect with. By showcasing your brand’s unique perspective and purpose through SEO, you build trust and loyalty before users even reach your website.
What’s your next marketing move?
Take our quick assessment designed to help you prioritize the best next step in your marketing strategy. No fluff, all action—the Aligned Authority way!
SEO: Alive and Well
So, can we finally put the “SEO is dead” myth to rest? Absolutely!
Will people still be declaring SEO dead—despite it being the origins of 90 percent of online experiences? Absolutely!
Google and other search engines, such as Bing, Duck Duck Go, and whatever else we use to discover information (Ever ask Siri a question? That’s search!) will continue to evolve, but the fundamental need for information and connection will never disappear. The future of SEO lies in creating high-quality, user-centric content, building brand authority, and staying ahead of the curve when it comes to user behavior by understanding why people do and don’t buy from us.
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