{"id":631505,"date":"2024-08-20T16:00:00","date_gmt":"2024-08-20T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/prioritizing-seo-strategies-where-to-focus-your-efforts\/"},"modified":"2024-08-20T16:00:00","modified_gmt":"2024-08-20T13:00:00","slug":"prioritizing-seo-strategies-where-to-focus-your-efforts","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/","title":{"rendered":"#Prioritizing SEO strategies: Where to focus your efforts"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3500c7edaee\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3500c7edaee\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#Stay_ahead_in_SEO_by_reinforcing_topic_authority_adapting_to_AI_Overviews_and_expanding_your_reach_beyond_Google\" >Stay ahead in SEO by reinforcing topic authority, adapting to AI Overviews and expanding your reach beyond Google.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#1_Core_update_Focus_on_authority\" >1. Core update: Focus on authority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#2_Embrace_AI_Overviews\" >2. Embrace AI Overviews<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#Set_up_your_tracking\" >Set up your tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#Double_down_on_E-E-A-T\" >Double down on E-E-A-T<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#Go_for_objectivity_over_quick_sales\" >Go for objectivity over quick sales<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#3_Optimize_non-Google_properties\" >3. Optimize non-Google properties<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/prioritizing-seo-strategies-where-to-focus-your-efforts\/#Key_strategies_to_prioritize_for_maximum_impact\" >Key strategies to prioritize for maximum impact<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Stay_ahead_in_SEO_by_reinforcing_topic_authority_adapting_to_AI_Overviews_and_expanding_your_reach_beyond_Google\"><\/span>Stay ahead in SEO by reinforcing topic authority, adapting to AI Overviews and expanding your reach beyond Google.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe first half of 2024 in SEO land was never boring.<\/p>\n<p>Between algorithm leaks, a big core update, AI Overviews (the debut, the blowback and the pullback) and antitrust litigation hovering in the background, the headlines have created a whole lot of noise over the last few months.<\/p>\n<p>Forget the noise, though. What are the most important initiatives to tackle for the rest of the year?<\/p>\n<p>Well, Google\u2019s been surprisingly forthright lately, which helps us zero in on a few biggies:<\/p>\n<ul>\n<li>Topic authority.<\/li>\n<li>AI Overviews (they\u2019re sticking around, after all).<\/li>\n<li>Optimizing non-Google properties.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-1-core-update-focus-on-authority\"><span class=\"ez-toc-section\" id=\"1_Core_update_Focus_on_authority\"><\/span>1. Core update: Focus on authority<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s March 2024 core update really focused on cleaning up poor content and promoting better, more valuable content. <\/p>\n<p>What we\u2019re seeing (and it\u2019s been echoed in other findings) is that building topic authority has been highly effective in signaling to Google that your content is worthy of strong rankings.<\/p>\n<p>Whether you should go broad or deep (or both) to build topic authority depends somewhat on your vertical. Your <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach to content should, as usual, be grounded in knowledge of the customer \u2013 and, for B2B, your customer\u2019s customer.\u00a0<\/p>\n<p>For instance, if you\u2019re selling software that makes it easier for banks to underwrite mortgages, content that tells banks how your product can ultimately benefit first-time home buyers is golden.<\/p>\n<p>Going broad can be achieved by bringing other people into your content strategy. That can mean:\u00a0<\/p>\n<ul>\n<li>Finding guest bloggers.<\/li>\n<li>Bringing in experts from cross-disciplinary industries.<\/li>\n<li>Highlighting audience testimonials of the product in use in different settings and scenarios.<\/li>\n<li>Covering topics pulled directly from audience feedback. (Whether good or bad, stay in close contact with your sales and CS teams, and you\u2019ll get some great nuggets.)<\/li>\n<\/ul>\n<p>One of the ways we love to help our clients establish depth of authority is with proprietary data, research and benchmarking that informs reporting and analysis. SaaS companies can also hit different audience segments with technical deep dives.\u00a0<\/p>\n<p>Whatever your product or service, if you know what your audience needs to understand and why you\u2019re the exact brand that needs to help them get there, make sure that\u2019s reflected in your content strategy.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-embrace-ai-overviews\"><span class=\"ez-toc-section\" id=\"2_Embrace_AI_Overviews\"><\/span>2. Embrace AI Overviews<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>About those AI Overviews, they\u2019re here and although they\u2019re not as ubiquitous right now as they were in May, I expect that to be temporary. Google will lean into these to make them a big part of the search experience.<\/p>\n<p>How can you take what we know from the early days and shape your strategy for leveraging them?<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-set-up-your-tracking\"><span class=\"ez-toc-section\" id=\"Set_up_your_tracking\"><\/span>Set up your tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To adapt, you need to know what\u2019s actually happening. Impressions, clicks, CTR and on-site user behavior should all be part of your reporting from GA4, Google Search Console and any other platforms you\u2019re accessing.<\/p>\n<p>One note here: it\u2019s probably too early to measure the actual impact of AI Overviews on your business.\u00a0<\/p>\n<ul>\n<li>We know that even if your brand is linked as a reference in AI Overviews, you\u2019re likely not getting many clicks on that link.\u00a0<\/li>\n<li>We also know that if you\u2019re included in AI Overviews links, it\u2019s highly likely that linked content also ranks highly in the SERPs.\u00a0<\/li>\n<\/ul>\n<p>Getting a \u201cbefore and after\u201d picture of how all of that is shaking out in things like organic conversions and revenue will inform not just your approach to SEO but any mitigating effects you need to pursue in other channels.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-double-down-on-e-e-a-t\"><span class=\"ez-toc-section\" id=\"Double_down_on_E-E-A-T\"><\/span>Double down on E-E-A-T<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>, you should stay the course on SEO fundamentals like:<\/p>\n<ul>\n<li>Understanding keyword intent and building content accordingly.<\/li>\n<li>Using internal and external links.<\/li>\n<li>Mastering metadata.<\/li>\n<\/ul>\n<p>But E-E-A-T might be the fundamental that needs the most attention right now.<\/p>\n<p>To address E-E-A-T, make sure you\u2019re:<\/p>\n<ul>\n<li>Using facts and data.<\/li>\n<li>Citing experts when needed.<\/li>\n<li>Building out your authors\u2019 profiles.<\/li>\n<li>Writing with clarity and readability in mind.<\/li>\n<li>Including all relevant keywords in your content.\u00a0<\/li>\n<\/ul>\n<p>There\u2019s also a bigger opportunity to expand E-E-A-T off of Google, which I\u2019ll discuss in a minute.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-go-for-objectivity-over-quick-sales\"><span class=\"ez-toc-section\" id=\"Go_for_objectivity_over_quick_sales\"><\/span>Go for objectivity over quick sales<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I love teaching clients that presenting opposing or alternate viewpoints is great for rankings. These days, users are quick to dismiss content that\u2019s overtly promotional and much more swayed by entities that acknowledge a range of viewpoints.\u00a0<\/p>\n<p>If Google successfully uses AI to surface content users want to read, this approach will help you succeed in the AI Overview landscape.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-optimize-non-google-properties\"><span class=\"ez-toc-section\" id=\"3_Optimize_non-Google_properties\"><\/span>3. Optimize non-Google properties<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u201cOne of the ways to be successful with Google Search is to think beyond it,\u201d Danny Sullivan told us in June.\u00a0<\/p>\n<p>I\u2019ve been preaching this for a while, largely because Google has been leading us not-so-subtly in that direction.\u00a0<\/p>\n<p>E-E-A-T\u2019s tenets can be incredibly effectively addressed on platforms like Quora, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Reddit<\/a>, TikTok and industry-specific forums, which is one reason Google has been willing to incorporate them into the SERP.<\/p>\n<p>The nature of those platforms, too \u2013 highlighting expert POVs, soliciting and promoting strong, authoritative positions and generally putting actual people front and center \u2013 is an extremely strong juxtaposition to AI Overviews.\u00a0<\/p>\n<p>Brands that can harness the power of platforms like TikTok stand to build potent connections with their users in a way that Google search can\u2019t \u2013 as my colleague, Kelly Ayres, laid out so well in <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:share:7213558374146174976?updateEntityUrn=urn%3Ali%3Afs_updateV2%3A%28urn%3Ali%3Ashare%3A7213558374146174976%2CFEED_DETAIL%2CEMPTY%2CDEFAULT%2Cfalse%29&amp;actorCompanyId=18271255&amp;lipi=urn%3Ali%3Apage%3Aorganization_admin_admin_page_posts_published%3B9e8e3ca4-2c62-4461-81c8-feadc0906539\">a presentation for SMX Advanced<\/a> in June.<\/p>\n<p>Among Ayres\u2019 tips (but honestly, you should watch the whole thing):<\/p>\n<ul>\n<li>Prioritize providing value to users over promoting your brand every time.<\/li>\n<li>Be authentic \u2013 if this is hard to do in a brand voice, rely on employees and influencers and generally invest more in UGC.<\/li>\n<li>Showcase customer reviews, testimonials and success stories whenever possible.<\/li>\n<li>Use tools like GA to identify trends in user behavior on your website that you can leverage in other channels.<\/li>\n<li>Follow the data to make changes and optimizations (just like you would on Google).<\/li>\n<\/ul>\n<p>The benefits of this strategy are potentially massive \u2013 you won\u2019t just find and engage new pockets of users. You\u2019ll likely get a nice halo of awareness from that content being pulled onto Google.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-key-strategies-to-prioritize-for-maximum-impact\"><span class=\"ez-toc-section\" id=\"Key_strategies_to_prioritize_for_maximum_impact\"><\/span>Key strategies to prioritize for maximum impact<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The one initiative I haven\u2019t covered here is an evergreen one: pay attention to <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> and trends from your favorite sources (if you\u2019re reading this, I assume you would wisely include Search Engine Land on that list).\u00a0<\/p>\n<p>I know firsthand that interest in SEO is extremely high right now, which is great for business but can make it hard to stay current. But the winds of change are blowing pretty hard, especially considering the added dynamic of AI Overviews. So make sure you\u2019re carving out time to monitor the shifts to come.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/adam-tanguay\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/adam-tanguay\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Adam Tanguay<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=adamta&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/adamtanguay\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Adam Tanguay is Head of SEO and Content at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, which he joined in Feb. 2019. Formerly Head of Marketing at Webflow and Head of Organic Growth at Weebly, Adam has developed successful growth programs with a mix of content strategy, copywriting, technical know-how, and analytics acumen across a range of organic channels.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/prioritizing-seo-strategies-focus-445281\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stay ahead in SEO by reinforcing topic authority, adapting to AI Overviews and expanding your reach beyond Google. The first half of 2024 in SEO land was never boring. Between algorithm leaks, a big core update, AI Overviews (the debut, the blowback and the pullback) and antitrust litigation hovering in the background, the headlines have&#8230;<\/p>\n","protected":false},"author":1,"featured_media":631506,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/08\/Prioritizing-SEO-strategies-Where-to-focus-your-efforts-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-631505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/631505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=631505"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/631505\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/631506"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=631505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=631505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=631505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}