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Quick Answer: The most critical SEO process changes for 2024 involve shifting from outdated tactics like keyword stuffing to a user-first approach. This means prioritizing user experience (UX), creating data-rich content that matches searcher intent, and adopting AI-ready strategies like schema markup and entity optimization to build long-term, stable rankings that Google and AI engines trust.
Too many people are still doing old, outdated SEO that works great... until it doesn't. One day you're ranking, and the next, a Google update slaps you down, takes away your traffic, and makes it incredibly hard to recover. I've seen this happen repeatedly with clients making the exact same mistakes, and with the last few years of volatile updates, it's time for some serious SEO process changes.
If you're stuck in the old ways, you're at risk. But by adopting a new approach that Google and AI engines love, you can build a strategy that's not just effective but also safe for the future. We're not just tweaking things; we're fundamentally rethinking how we approach SEO. Ready to dive into the biggest changes you need to make right now? Let's get into it. And if you're looking to get a jumpstart on advanced strategies, you can create your entire parasite SEO campaign in one go with this software... try it free here.
"For both of these websites, user experience is very low compared to their competitors. And I think a major problem with what caused their ranking drop."
The single most important shift you can make is to prioritize user experience (UX) above all else. When a user clicks from Google to your site, do they find exactly what they're looking for, or do they immediately hit the back button? That "pogo-sticking" behavior is one of the worst signals you can send to Google.
This isn't just theory. Recent leaks from Google's algorithm and data from the DOJ antitrust case have confirmed that Google places a massive emphasis on user interaction signals. As SEO expert Mary Haynes noted, Google learns from every click, hover, and dwell time. Your ranking improvements come directly from what people engage with, not just links. Google even uses data from its Chrome browser to measure user behavior and refine rankings.
Ultimately, it boils down to one simple question: Are users happy with what they found on your page? If the answer is no, your rankings will eventually suffer. Improving your UX isn't just good for users; it's a direct signal to Google that your page deserves to rank. If you're struggling to get visitors in the first place, discover how to get Free traffic from Facebook with this free strategy and toolbox.
Improving user experience sounds abstract, but it comes down to tangible on-page changes. Instead of guessing, focus on removing friction and delivering value immediately. Here are the key areas I focus on when auditing sites.
Give Answers Immediately: Place a "Key Takeaways" or summary box at the top of your article. Use bolded bullet points to deliver the main ideas right away so users don't have to hunt for them.
Optimize Above-the-Fold: Keep header images small and your introductions concise. Don't make users scroll past a giant image and four paragraphs of fluff to get to the core content.
Improve Readability: Break up walls of text. Use clear headings, short paragraphs, bolding for key terms, and bullet points. Well-formatted tables are fantastic for presenting data in an easy-to-digest way.
Embrace Modern Page Design: If your site looks like it was built in 2005, users won't trust it. A clean, modern, and professional design instantly builds credibility and reduces bounce rates.
Eliminate Annoyances: Aggressive pop-ups and excessive ads that clutter the content create a terrible user experience. People will leave if they can't easily find what they came for.
Crush Page Speed Issues: While a super-fast site won't guarantee a #1 ranking, a slow site will almost certainly cause users to leave. Use Google PageSpeed Insights to find issues and tools like WP Rocket or a CDN like Cloudflare to fix them.
Great UX is nothing without great content to back it up. However, the old way of creating content—chasing keyword counts and stuffing terms—is a fast track to a penalty. It's time to evolve your content strategy.
Before you write a single word, you must understand the "search intent" behind your target keyword. For example, a search for "link building agency" shows two types of results on page one:
Brand Homepages: Agencies like Fat Joe ranking their service pages.
Listicles: Affiliate or review sites like Semrush listing the "best link building services."
These are two different buckets of intent. If you're an agency, you should create a service page. If you're a review site, you need to create a listicle. Trying to rank the wrong type of page is an uphill battle you'll likely lose.
"I would take all of these tools with an extreme grain of salt. When you're optimizing for your pages... put the keywords in your content naturally. Don't just jam them in because Surfer says you need this many."
One of the biggest mistakes I see is over-optimization, often driven by tools like Surfer SEO or Neuron Writer. These tools tell you to include a keyword 10 times, so you jam it in unnaturally. This is just a modern form of keyword stuffing.
Instead of focusing on keyword density, use these tools to identify topical gaps. If a tool suggests a keyword, ask yourself, "What section or topic am I missing where this keyword would fit naturally?" Don't just force it in.
I recently audited a client's site where this was the core problem. Here’s a direct comparison:
Metric Client's Page Top-Ranking Competitor's Page Target Keywords Included 20 out of 29 Only 5 out of 29 Keyword Repetition Very High (4-10 times each) Very Low (Natural Usage) Google Ranking Struggling Dominating
The competitor was massively outranking my client with significantly fewer keywords on the page. The lesson is clear: less is more. Put your main keyword in the H1, URL, meta title, and first 100 words. After that, write naturally for the user.
Historically, SEOs loved to start with top-of-funnel (ToFu) content because it's easier to rank for and brings in traffic quickly. The problem is, this traffic rarely converts and doesn't clearly signal your expertise to Google.
I now recommend writing bottom-of-funnel content first. These are pages closely aligned with your products or services. While they may be harder to rank for initially, they tell Google exactly what your business does and what you're an expert in. This builds a strong topical foundation that makes it easier to rank for broader terms later.
Get straight to the point. Cut out repetitive phrases and generic filler text that ChatGPT often adds. Your content should be information-dense and concise.
Similarly, stop promoting your company in every other sentence. It dilutes your message and annoys users. A much better approach is to use a sidebar with a clear call-to-action that stays visible as the user scrolls. This keeps your content clean while still offering a conversion path.
To stay ahead, your technical SEO must evolve to communicate more effectively with both traditional search crawlers and new AI engines.
I didn't use to do a ton of schema, but now it's essential. Schema markup is code that helps Google and AI understand the context of your content. It can identify what your page is about, who wrote it, what products are on it, and more.
"It looks complicated, but it's not. And it can help Google and AI understand what your content is about."
You don't need to be a developer to do this. You can use ChatGPT to generate the schema for you—just paste in your content and ask for the appropriate markup. Then, you can add it to your site using a plugin like RankMath and test it with a schema validator tool to ensure it's working.
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is Google's framework for identifying high-quality, trustworthy content. While it's a broad concept, it involves signals like having a detailed author bio, clear contact information, citing sources, and demonstrating real-world experience. Building a trustworthy site is non-negotiable in today's SEO landscape.
The good news is that the core of link building hasn't changed dramatically. We're still relying on tactics like guest posts and link insertions. The biggest change you need to make to your link building process is in how you vet your targets.
Don't just look at a site's Domain Rating (DR). You need to ensure the site is topically relevant and has real traffic. When evaluating a site, look at its top pages in a tool like Ahrefs or Semrush. Can you immediately tell what the website is about from its ranking keywords? If it's ranking for a bunch of random, unrelated crap, it's probably a low-quality PBN or link farm. Avoid it.
A good link comes from a site that has a clear topical focus and is genuinely ranking for keywords in your niche. For more on this, check out authoritative guides on link building from Moz or Backlinko's definitive guide.
User Experience is Paramount: Stop optimizing for bots and start optimizing for humans. A positive user experience, measured by signals like dwell time and low pogo-sticking, is a powerful ranking factor.
Content Quality Over Keyword Quantity: Avoid over-optimization and keyword stuffing. Focus on matching search intent and covering topics comprehensively and naturally.
Prioritize Bottom-of-Funnel Content: Build your site's topical authority by first creating content that is closely tied to your core business offerings.
Adapt for the AI Era: Implement technical signals like Schema markup to help AI engines understand your content, and focus on building genuine E-E-A-T.
Vet Link Targets Rigorously: Don't just chase high-DR links. Ensure your backlinks come from topically relevant websites that have real, organic rankings.
The SEO landscape is constantly shifting, and the strategies that worked yesterday can get you penalized today. We must move past outdated tactics and embrace a new way of doing things that aligns with where Google and AI are headed. By focusing on the user, creating genuinely helpful content, and building real authority, you protect yourself from volatile updates.
The goal is to achieve safe, stable rankings over time. Don't wait for Google to tell you that you're doing it wrong. Making these crucial SEO process changes now will ensure your website doesn't just survive, but thrives for years to come. Want to discuss these strategies with like-minded people? Join my Group on Facebook for the latest insights about affiliate marketing and product creation.
Modern SEO process changes involve shifting focus from technical loopholes and keyword density to a holistic, user-centric approach. This includes prioritizing user experience (UX), creating content that satisfies search intent, building topical authority, implementing schema for AI, and earning high-quality, relevant backlinks.
UX directly affects SEO through user behavior signals. When a user lands on your page and quickly finds what they need (high dwell time, low bounce rate), it signals to Google that your page is a quality result. Conversely, if users immediately leave ("pogo-sticking"), it signals a poor match, which can harm your rankings.
Keyword over-optimization is the practice of unnaturally forcing keywords into your content, headings, and meta tags in an attempt to manipulate rankings. This is an outdated tactic that Google's modern algorithms can easily detect and may penalize. The better approach is to use keywords naturally within a topically relevant piece of content.
Top-of-funnel (ToFu) content targets a broad audience with informational queries (e.g., "what is SEO"). Bottom-of-funnel (BoFu) content targets users who are close to making a purchasing decision (e.g., "best SEO agency in New York"). Prioritizing BoFu content helps Google understand your business's core expertise more quickly.
Schema markup is structured data that explicitly tells search engines and AI what your content is about. For AI Overviews and generative search, this is critical because it provides clear, machine-readable context, making it easier for AI to accurately cite and feature your information.
Properly vetting a site for a backlink goes beyond DR. You should analyze its organic traffic, check that it ranks for keywords relevant to its niche (not random ones), and ensure its content is high-quality. A good link prospect is a real, authoritative website in your industry.
Yes, but they should be used as guides, not rulebooks. These tools are excellent for identifying competitor content structure and finding topical gaps you may have missed. However, blindly following their keyword count recommendations can easily lead to over-optimization and unnatural writing.
AEO is the practice of optimizing your content to be found, understood, and recommended by AI-powered search engines and chatbots. This involves tactics like using clear, definitive statements, implementing schema markup, building brand entity recognition (e.g., through Reddit mentions), and ensuring your information is accurate and well-sourced.
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