Making sense of 2023 and a look ahead to 2024 — Bernard Huang // Clearscope
- Part 1 Making sense of 2023 and a look ahead to 2024 — Bernard Huang // Clearscope
Show Notes
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02:53Changes and challenges in the 2023 SEO landscapeChanges include Googles helpful content update, the role of page quality raters, and the rise of user-generated content (UGC) platforms like Reddit in search results. In addition, SGE, LLMs, and their impact on website traffic pose challenges for SEO content writers.
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05:29AI content, UGC platforms, and the importance of core fundamentalsDriven by Googles amplification of UGC sites in search results, some SEOs have resorted to creating spam-like content in discussions for visibility. Despite AI advancements, adding value to the community remains crucial for SEO success in this evolving landscape.
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12:30Googles prioritization of high user engagement signal in search resultsGoogle has shifted its focus from brand authority and links to user-generated content and engagement signals. User engagement signals and experience will be used more going forward with Google giving more traffic to websites with high levels, despite their brand authority.
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21:02The SEO content lifecycleIn the pre-indexed stage, technical SEO is the focus. Once indexed, but not within the top two pages, prioritize topical authority and backlinks. However, when indexed and within the top pages, focus should turn to user engagement signals.
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27:31SEO trends in 2024Anticipated trends include the importance of creating original video content versus embedding existing content. Additionally, to tackle authenticity issues, social media will prioritize social proof and identity verification, potentially leveraging blockchain technology.
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33:22SGE, user engagement signal, and the future of search engine rankingsGoogle has increased the number of SERP features in search results, providing a variety of perspectives on a topic. SGE's inclusion aims to allocate non-ad real estate to fresh insights, fostering opportunities for ranking based on engaging and unique perspectives on popular topics.
Quotes
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"It doesn't matter if you're using AI content or not. Ultimately, Google prefers to give websites who conclude search journeys as much traffic as makes sense." - Bernard Huang
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"Google has dialed down the importance of brand authority and links and cranked up the weighting on user-generated content. I think this is why you're seeing a much more diverse set of SERPs." - Bernard Huang
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"A big implication of SGE is that were entering the first era of search engine thought leadership. You can rank and rank well for providing an interesting perspective on a topic that a lot of people are engaging with." - Bernard Huang
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"The three stages of pre-indexed, indexed, but not in the top two pages, and then indexed in the top two pages, are distinctly different stages of SEO activities that you need to be concerned with." - Bernard Huang
Up Next:
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Part 1Making sense of 2023 and a look ahead to 2024 — Bernard Huang // Clearscope
Bernard Huang, Co-Founder of Clearscope, delves into the volatility around SEO as we approach 2024. In addition to generative AI, the rollout of SGE, and a number of Google core updates, 2023 has been a turbulent year for SEO. Consequently, stepping back is crucial to understanding how best to approach SEO in 2024. Today, Bernard discusses navigating 2023 SEO changes and what to expect in 2024.
