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Why these 5 ‘SEO basics’ are still key in 2024

The classic Pareto principle rings true for SEO activity –
80% of your SEO success can be attributed to 20% of your actions. We believe that the 20%, in this case, are the tried
and tested SEO basics that have stood the test of time (and algorithm updates).

In our SEO trends for 2024 article, we highlighted that
this year’s SEO forecasts carry a sense of anticipation as search marketers brace for one of the most significant shifts
in search results in recent times—SGE (Search Generative Experience). The arrival of AI-driven search results is
expected in 2024 and with it, changes to how users interact with search and how search engines display results.

With that said, the SEO basics are still as important as ever when it comes to ranking your website. Plus we’ve added
one extra focus area for this year.

5 SEO Basics for 2024

    1. Meta Title Optimisation

Meta Title Optimisation is still important for SEO because meta titles are one of the very first things search engines
assess when a page is crawled. The keywords used in the meta title are still a strong ranking factor in 2024 – even though Google currently changes 61% of meta titles in search results.

Meta titles inform search engines what the content on a web page is about, making it easier for them to determine if the content is relevant to the search query and rank it accordingly.

Meta titles also play an important role in improving click-through rate (CTR) when users search for related topics. Meta titles are prominently displayed in search engine results pages (SERPs), so creating Meta titles with relevant keywords and compelling copy can help to entice users to click on your web page instead of your competitors’.

    1. Content creation for each service / keyword topic

Creating optimised landing pages for each service your business offers is an effective way to provide highly targeted
and relevant content for Google to serve. Each landing page should be tailored to a specific keyword associated with the service so that when a user searches using that particular keyword (or variations of the keyword), they are directed directly to the most relevant page.

Google wants to rank the most relevant page for any given keyword, so producing a specific page for each target group of keywords is a very effective strategy. This increases visibility and search engine rankings for your website.

Additionally, by creating individual landing pages for each service, you can guide visitors through the process of
selecting the service that best suits their needs. Ultimately, this helps maximise conversions and turn visitors into

    1. Backlink generation (building authority)

Backlinks are still the most important off-site ranking factor because they indicate to the search engines that the
content is reliable, trustworthy, and of high quality. Reliability and Trust are increasingly important in 2024.

Search engines use backlinks as a signal for how authoritative and relevant your website is on a particular topic. If a
website has many high-quality backlinks from other credible (and relevant) websites, then it signals to the search
engine that the website is credible and should be ranked higher in search engine results pages (SERPs).

Backlinks can also drive traffic to your website if you target the right publications. They’re a great way of gaining
additional exposure should your site be mentioned in a publication or popular site with your target audience.

Furthermore, backlinks are a great way to build relationships with other websites and industry experts which can lead to more opportunities for collaboration, networking, and referrals.

    1. Internal linking

Internal linking is an important, powerful and often neglected part of website optimisation. The links between your
pages, and the text used for these links (anchor text), help search engines understand the structure and context of the content of your website better, which improves rankings and visibility in search engine results pages (SERPs).

Additionally, internal links allow visitors to naturally flow through your site, making it easier to navigate and
driving more users down the conversion funnel. Strategic Internal linking can improve user experience by providing users with additional / supplementary content that is relevant to their needs.

Internal linking also helps to channel authority from external links to the most important pages on your website, which can ultimately lead to a higher ranking in the SERPs.

Lastly, internal links also help to support better indexing of your pages and increase the chances of Google bots
finding your content to be indexed.

    1. User experience

User experience (UX) plays an important role in SEO because it can directly influence the success of a page on search
engines. When users view websites and content, they expect to find what they need quickly and easily.

Although Google seemingly dropped some UX metrics from its system in 2023 (see here), it’s still important for website owners and developers to ensure their website UX is as intuitive as possible. This includes optimising page loading speed, reducing how often content shifts on the page and how long it takes for users to be able to interact with the page.

In fact, Google’s FAQs stated that: While not all of these may be directly used to inform ranking, we do find that
all of these aspects of page experience align with success in search ranking, and are worth attention.”

There are a number of tools available to help website owners and developers track their Core Web Vitals scores,
including Google’s PageSpeed Insights and Lighthouse.

  1. Bonus tip – continually publish ‘research’ type content to become a topical authority

With the imminent launch of AI in search results, it’s important to be visible for as many terms relevant to your
industry as possible. Search engines, evaluate a website or content’s authority through multiple criteria, including
topical relevance.

To enhance your site visibility and be mentioned in AI answers, research all queries your users have about your
particular subject and comprehensively address those topics on your site. Keep in mind that Google may also consider the duration for which you’ve covered your subject, so it’s advisable to start this as soon as you can.

Sticking to the SEO basics in 2024

In summary, although search is set to change, the basics of SEO are still important in 2024 and will remain so for many years to come. These basics provide an excellent starting point for businesses to reach more people online, attract more visitors organically, and drive more traffic to their websites.

These SEO basics can help businesses stay competitive in an increasingly crowded and competitive search landscape. By taking the time to understand the basics and implementing best practices, businesses can ensure their website stands out from others for the right reasons and has the opportunity to reach more customers than ever before.

If you have questions around SEO, please contact our team and we’d
be happy to answer your questions.

Get in touch to find the perfect bespoke package for you