The first half of 2024 in the SEO world was anything but dull.

From algorithm leaks to a major core update, the introduction, backlash, and subsequent scaling back of AI Overviews, along with ongoing antitrust litigation, the headlines have kept things lively over the past few months.

Despite the noise, let's focus on the key priorities for the remainder of the year. Google has been unusually transparent recently, which helps us focus on a few critical areas:

• Building topic authority.
• Adapting to the presence of AI Overviews.
• Enhancing optimization efforts on non-Google platforms.

1. Core Update: Concentrate on Authority

Google's March 2024 core update emphasized removing low-quality content and elevating more valuable, informative content.

Research shows that developing topic authority has been instrumental in signaling to Google that your content deserves higher rankings.

Whether to broaden or deepen your topic authority depends partly on your industry. As always, your content strategy should be rooted in understanding your customers—especially for B2B businesses, understanding your customers' customers is crucial.

For example, if you sell software that simplifies mortgage underwriting for banks, content explaining how your product benefits first-time homebuyers would be highly effective.

Broadening your authority can involve collaborating with others. This might mean:

• Seeking guest bloggers.
• Engaging experts from related fields.
• Highlighting customer testimonials showing your product in various contexts.
• Addressing topics directly derived from audience feedback. (Both positive and negative insights can be valuable—stay closely connected with your sales and customer service teams.)

We often assist clients in establishing deep authority through proprietary data, research, and benchmarking that inform reports and analyses. SaaS companies can also target different audience segments with technical deep dives.

Regardless of your product or service, ensuring your content reflects your audience's needs and your unique ability to meet them should guide your strategy.

2. Adopt AI Overviews

Regarding AI Overviews, they're here to stay, though their prominence may fluctuate temporarily. I predict Google will continue to emphasize them as a significant part of the search experience.

How can you leverage what we've learned so far?

Establish Tracking

To adapt, you need visibility into what's happening. Metrics such as impressions, clicks, click-through rate (CTR), and on-site user behavior should all feature in your reporting from GA4, Google Search Console, and other relevant platforms.

A note here: It's likely too early to accurately measure the direct impact of AI Overviews on your business.

• Even if your brand is referenced in AI Overviews, clicks on those links may be minimal.
• If you're included in AI Overviews, it's probable that the linked content ranks well in regular search results.

Gaining a "before and after" view of how this affects organic conversions and revenue will guide not only your SEO strategy but also any necessary adjustments in other marketing channels.

Reinforce E-E-A-T Principles

Generally, stick to foundational SEO practices like:

• Aligning content with keyword intent.
• Utilizing internal and external links.
• Mastering metadata.

However, E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) may require the most attention currently.

To enhance E-E-A-T, ensure:

• Content is factual and data-driven.
• Experts are cited when appropriate.
• Authors' profiles are developed.
• Clarity and readability are prioritized.
• All relevant keywords are included.

There's also an opportunity to extend E-E-A-T efforts beyond Google, which I'll touch on shortly.

Focus on Objectivity Over Quick Sales

I enjoy educating clients that presenting multiple perspectives can boost rankings. Users are quick to dismiss overly promotional content and are more influenced by balanced, authoritative voices.

As Google leverages AI to surface desired content, this approach will be advantageous in the AI Overview landscape.

3. Optimize Non-Google Platforms

"One of the keys to succeeding with Google Search is thinking beyond it," Danny Sullivan noted in June.

I've long advocated this, partly because Google has been nudging us in that direction.

Platforms like Quora, Reddit, TikTok, and industry-specific forums effectively address E-E-A-T principles and are increasingly incorporated into search results due to their nature—highlighting expert opinions, encouraging strong, authoritative positions, and focusing on real people.

Brands adept at utilizing platforms like TikTok can forge stronger connections with users than traditional Google searches allow. My colleague Kelly Ayres illustrated this well in her presentation at SMX Advanced in June.

Her tips (though watching the entire session is recommended):

• Prioritize user value over brand promotion.
• Be authentic—use employee voices or influencers if a corporate tone feels artificial.
• Highlight customer reviews, testimonials, and success stories.
• Use tools like GA to identify behavioral trends on your site that can inform other channels.
• Adjust based on data, similar to SEO optimizations.

This strategy offers substantial benefits—not only will you reach new audiences but you may also gain broader brand awareness as your content appears on Google.

Key Strategies for Maximum Impact

The one initiative I haven't discussed here is timeless: stay informed about news and trends from reliable sources (Search Engine Land is a must-read for anyone involved in SEO).

I know firsthand that interest in SEO remains high, which is excellent for business but challenging for staying current. Given the rapid changes, especially with AI Overviews, carve out time to track upcoming shifts.

Contributing authors contribute to Search Engine Land based on their expertise and contributions to the SEO community. Their work undergoes editorial review for quality and relevance. The views expressed are solely their own.

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