Embrace the New SEO Reality -- Before Your Competitors Do

Yes, comprehending today’s Search Engine Optimization landscape is overwhelming. Your competition is also perplexed and hesitating, which is why it is vital that you act now.

We have spent many weeks discussing how SEO is rapidly changing and how you can beef up your current website to compete in the online battle for users. Acting sooner rather than later is necessary because of the way AI is already impacting search, so let’s take a closer look at what your SEO goals should be in today’s environment and how you can measure them.

Not so long ago, SEO success was measured by impressions and clicks. You may be noticing in your own analytics fewer and fewer clicks to your website as Google’s AI Summary becomes the answer to users’ online queries. If people are getting the answer they need from the Summary, they have no need to click on a website, and so they don’t. Experts are warning us to expect “zero-click searches” going forward, which is very disconcerting. What is a business or organization supposed to do instead of counting and improving web traffic?

Earlier this year, in an interview with Search Engine Land, SEO guru Mike King said, “what I’m realizing is that search has always been a branding channel.” This view of the search landscape fits perfectly into the criteria that Google uses when evaluating the quality of web content when serving it up to users. The acronym bandied about is EEAT, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

That your website should aspire to EEAT is not a novel concept, but it is more important than ever before, requiring more effort than before. In the old days, a link from your industry’s directory, a couple of how-to blog posts, and an endorsement might be enough to set your business apart from competitors. Adding good SEO strategies would raise your website’s visibility, and then when users compared information and trustmarks, the better choice would be obvious.

But if people are not comparing websites anymore, those EEAT cues have to be found elsewhere. The trend now is to focus SEO efforts on branding, across all kinds of platforms, to identify your organization as The Authoritative Source.

Obviously, there is going to be competition, and you can’t be the authoritative source for everything. Again, this thinking isn’t new since SEO has always focused on specific key terms, but we need to be even more mindful. Seriously strategize where you can claim authority and concentrate your branding there. Consider offering hyper niche, specifically local, or highly specialized products or services.

Building up your brand as the authoritative source takes time and work, but it can be much more rewarding than other marketing and SEO options. As the authoritative source, your brand will be referenced in AI summaries more often than your competitors, which confers more credibility on your website than many other ranking strategies. Also, while paid advertising can increase your site’s visibility, it’s a very temporary solution. As soon as you stop paying, your visibility drops. Good branding lingers, is a strong foundation to build upon, and is viewed by both humans and search engines as more valuable than a paid ad.

Many businesses are unsure what to do about their dwindling click-throughs – or have not even noticed yet – your competitors included. That’s why it is essential to get started with your niche brand building as soon as possible. Longevity is also a strong ranking factor, so claiming and holding the authoritative position in your industry will increase the divide between you and the competition even further.

Once you get started, remember that the old ways of measuring won’t work. Instead of counting clicks, you’ll want to find new ways to measure your efforts, such as phone calls, appointments, or revenue. Monitor growth during the times when you are putting in more effort and compare the before-and-after results. Check your analytics for increases in branded search. And be consistent in continuing your efforts. Ever forward, even baby steps, is always better than a big push with no follow-up.

This time while your competitors are waffling and cutting their SEO budgets is the time to take action. The Sprocket Websites team is ready to help you analyze your website’s strengths and weaknesses and work out a plan to help you navigate today’s SEO landscape. Give us a call today and let’s get started.

Photo by Sound On

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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