SEO diaries – the latest update from brightonSEO

I attended brightonSEO this month and one of the most significant takeaways is that ranking highly in search results has become increasingly complex. It’s no longer just about keyword optimisation, but rather a multi-layered approach that incorporates various strategies, tools and emerging technologies. And as we’ve mentioned in some of our other blogs, refusing to adapt and accept change is simply not an option, so I’m popping together this digest of updates & key takeaways to make it easier for you!

SEO is more than keywords

There’s a common misconception that SEO is all about keywords, but this couldn’t be further from the truth in 2024. SEO professionals today wear many hats, balancing technical skills with creative strategy. While keywords remain a foundation, they are just one of the many elements that Google considers in ranking websites. Optimising for search today involves enhancing user experience, leveraging multiple search features and embracing new technologies like AI.

SEO is an ever-changing discipline, and 2024 is no exception. Google has already rolled out two core updates and two spam updates, with a total of ten in 2023 alone. This suggests that there will likely be even more updates coming in Q4 of this year. SEO professionals must remain agile, testing new strategies and adjusting to the ongoing changes to maintain rankings and visibility.

The many paths to SEO ranking success

There are twelve different ways of ranking in search, each with its own unique challenges and opportunities. These include:

• Paid search
• Organic keyword optimisation
• Local search (maps)
• Video optimisation
• Generative AI search
• Knowledge panels
• People Also Ask (PAA) sections

Each method plays a role in shaping how brands are discovered. While some businesses may lean heavily into paid search or local SEO, others are finding success with video content, particularly on platforms like YouTube and TikTok.

The rise of AI

One of the most exciting, and potentially disruptive, trends discussed at brightonSEO was the role of AI in shaping the future of search. Tools like ChatGPT and other large language models (LLMs) are transforming how brands approach SEO, particularly when it comes to content generation and audits. For larger companies with dedicated SEO teams, AI is increasingly being used to automate schema markups, optimise meta tags and analyse website performance at scale.

However, as AI continues to evolve, so too will search behaviour. Gartner has predicted that search volume will decrease by 25% by 2026 due to the rise of AI chatbots and virtual agents. With AI providing direct answers to user queries, fewer people may turn to traditional search engines for information, fundamentally changing the SEO game.

Testing and iterating

Testing was another major theme discussed at brightonSEO. As in other areas of digital marketing, a test-and-learn approach is crucial for SEO activities. Whether it's A/B testing page layouts, experimenting with new content formats, or trailing different keyword strategies, testing enables brands to learn what works for their audience.

Video and social media SEO

SEO is not confined to search engines anymore. Platforms like TikTok and YouTube have emerged as powerful search tools, especially among younger audiences – in fact, 64% of Gen Z use TikTok as a search engine. This shift represents a fundamental change in how information is consumed. Short, snappy and visual content has become the preferred format for many, particularly when looking for quick answers or inspiration. For example, if someone is searching for a recipe, they’re less interested in reading a lengthy blog and more inclined to watch a short video that quickly explains the steps.

This trend poses an interesting challenge for SEO experts. Traditional SEO strategies focused on generating long-form, keyword-rich content are now competing with more visual, bite-sized content. While there’s still value in well-researched articles, understanding your audience's preferences and delivering content in the format they want is key.

Neuromarketing in SEO

Another topic I found fascinating at the conference was the application of neuromarketing techniques to improve website performance. Neuromarketing taps into the psychology of decision-making (within the 'mindspace framework’), applying techniques to websites that make them more persuasive and engaging. For instance, adding best-seller labels, showcasing reviews, or using influencer endorsements can significantly impact user behaviour. Understanding how the human brain processes information and makes decisions can be a powerful tool for SEO teams, especially when combined with more traditional optimisation techniques.

Brand authority vs domain authority

While domain authority has long been a critical metric in SEO, there's a growing argument that brand authority may be even more important. A study by Moz suggested that while domain authority measures the strength of a website based on backlinks and other technical factors, brand authority reflects a deeper, more human connection. It considers how recognisable, trustworthy and respected a brand is within its industry.

Building brand authority takes time and requires a consistent focus on delivering value, telling compelling stories and fostering genuine relationships with your audience. SEO teams that focus solely on technical aspects may miss out on opportunities to grow their brand's broader impact.

SEO is undeniably more complex than ever. Between AI-driven changes, the rise of video content and the need for continuous testing, brands must be more agile, creative and strategic than ever. To succeed, businesses need to embrace a multi-channel approach, considering not only traditional search engines but also social platforms and AI chatbots.

It's clear that simply creating content is no longer enough. Instead, brands need to focus on creating high-quality, engaging content that resonates with their audience. By testing, iterating and staying on top of emerging trends, SEO professionals can navigate the ever-changing landscape of search and ensure their brand stays visible.

And finally, I’ll leave you with some topline stats that really blew my mind:

• 90% of online content receives zero views
• The average person sees 4,000-10,000 ads per day, but only 6% are effective
• 55% of search engine results pages (SERPs) have up to nine ads
• 70% of Gen Z use TikTok daily