Navigating the Future of SEO

With AI poised to change the way we work in many industries as we know it, attending the MN Search Summit last week was just the event to be at. I needed to hear firsthand from those early adopters about how AI can be our sidekick in content creation and data analysis. Still, content creation will require human oversight to ensure quality and relevance.

Hi, it’s Kayla Dammann here this week. I am taking over the OrangeBall blog to share my thoughts and key learnings from taking a day to learn about the role of AI, community building that can drive SEO results, and the importance of creativity and authenticity in SEO.

Building Community vs. Focusing Solely on SEO

With 7.5 million blogs posted daily, the sheer volume of new content underscores the importance of creating unique, high-quality content to stand out. As a result of those millions of blogs, the competition for ranking in the top positions on a Search Engine Results Page (SERP) is intense. Often, more content isn’t the answer.

Throughout the day, the theme was shaped around the importance of thought leadership and community building over purely SEO-driven strategies. Awareness that writing content is part of SEO and that while adhering to Google’s guidelines for SEO is essential, it should not come at the expense of creating meaningful connections with our audiences.

In many cases, balancing Google’s algorithmic demands with the genuine needs of users leads to more sustainable and impactful results over time. Why? Engaging, community-focused content not only fosters loyalty and trust but also encourages organic sharing and interaction. Simply put, writing from your experience and expertise in the field is an easy way for your brand to not only demonstrate deep knowledge but also connect with audiences on a personal level, can build a loyal audience base that values and engages with your content, and drive long-term success beyond the search rankings.

Era of Declining Traffic

Traffic is declining. Yes, I said it, and I’m our SEO Strategist here at OrangeBall, where one Key Performance Indicator (KPI) for our clients is site traffic growth. I’ve seen a decline in the reports I create each month for SEO. However, I’m seeing trends in other KPIs improving, including conversion rate from SEO. More traffic isn’t always the answer. If it’s not driving new business conversions to your brand, why do you let it tell you that your SEO is working?

Another theme throughout the day shed light on the crucial integration of Conversion Rate Optimization (CRO) with SEO, especially in an era where many companies are experiencing declining traffic. Abby Gleason‘s session emphasized the importance of prioritizing conversions over sheer traffic numbers, advocating for a strategy focusing on making the most of existing traffic. She and others provided actionable SEO, ads, and other content tips all day, such as optimizing high-converting pages to enhance their effectiveness further and using clear, action-oriented calls-to-action (CTAs) to guide users toward desired outcomes. Additionally, Gleason stressed the need for continuous testing and refinement of pages to ensure they remain optimized for conversion.

By adopting a CRO-focused approach in SEO, ads, and social media content, you are able to drive more meaningful engagement and achieve better results from their current traffic, ensuring sustained success despite fluctuations in overall visitor numbers.

Practical Tips

While I could deep dive more into what I learned at MN Search Summit 2024, instead, I will provide you with the bits that spoke the loudest while returning to content creation and data analysis for others to implement what I learned. Here are the main takeaways:

“Use AI as a supportive tool in content creation rather than a replacement for human creativity and expertise.”

“Make it clear to users what products or services you offer. Clear, straightforward messaging helps prevent confusion and improves conversion rates.”

“Utilize Google Analytics 4 (GA4) to track actionable metrics, focusing on what you can control. Accept that some data may not be trackable and focus on the insights you can gather to inform your strategies.”

“In an AI-first world, creativity and personalization are more important than ever.”

“AI can facilitate customization at scale, but maintaining a human touch is crucial for building trust and engagement with your audience.”

Call-to-Action

Remember this…In an AI-first world, creativity and personalization are more important than ever. By blending these strategies, your brand can create impactful content and achieve sustainable SEO success. Want to improve your engagement and build a loyal audience? Developing compelling content from your experience with clear, straightforward messaging helps prevent confusion and fosters lasting relationships with your audience.