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A Guide to Developing an SEO Strategy

How to Develop an SEO Strategy for 2024 and Beyond

Search engine optimization (SEO) is an essential part of any digital marketing strategy. This set of practices is designed to boost your website to the top of search engine results and, therefore, bring quality organic traffic to your site.

If you are able to remain at the top of search engine results, your online business will be able to tap into a constant stream of traffic. That’s why – when you build an effective SEO strategy – it is the gift that keeps on giving!

However, to understand how to build an effective SEO strategy for 2024 and beyond, you must first understand Google.

How Does Google Work?

Google is the most popular search engine in the UAE (and the world). There are others like Bing, Yahoo, and Petal Search, but with 95% of all searches, Google is dominant. Regardless, each search engine works in very similar ways.

Google uses an algorithm to determine what pages appear at the top of SERPs (Search Engine Results Pages). This algorithm is constantly updating and changing in order to give better results for its users. Whilst some of these updates are manual, the majority are automated by Googlebot, a program that uses artificial intelligence.

When developing an SEO strategy, you need to have an understanding of these updates for the strategy to be effective.

Google logo

What Google Updates Will Affect Your SEO Strategy in 2024?

In 2024, we expect to see Google continue to release core updates that will reward websites with a good user experience (UX).

The last few years have seen some major core updates:

  • Mobile-first Indexing (2019): the mobile (rather than desktop) version of your website is the primary indicator for your page’s ranking.
  • Core Web Vitals (CWV) (2021): a test which measures the speed and responsiveness of your website which, if you pass, gives you a ranking boost.
  • Helpful Content (2022): the importance of “people-first” content i.e. content that is written with users in mind, not search engine crawlers. Google will now reward useful, informative content more than they have done before.

These three updates are all related to providing a good user experience. This will continue to be a priority for Google in 2024, and thus UX will be the bedrock of any effective SEO strategy.

Learn more about the relationship between UX and SEO.

Technical SEO

A technically sound website proves to search engines that you are serious about improving your UX and your SEO. In turn, rebuilding a poorly optimized website will help improve your overall rankings.

A rebuild with a reputable web design agency will almost certainly improve your speed and they will ensure the new website prioritizes mobile-first indexing. If you do not have the budget or believe your website is good enough, there are other technical aspects of your site that could help you rank higher.

Namely, when you run an SEO audit of your current website, you will discover numerous technical SEO issues that you did not know existed. For instance:

  • Broken links
  • Broken images
  • Missing sitemaps
  • Missing metadata
  • Duplicate content
  • Hreflang issues

All these issues and more, if fixed, will make your website more user-friendly, more SEO-friendly, and ready to rank well in 2024.

On-Page SEO

Google constantly crawls your website, searching for new, updated information. On top of that, many of the algorithm updates have prioritized the quality of the content you have on your site.

The first major content algorithm update was back in 2014. Then in 2022, Google released the Helpful Content Update, further developing the importance of writing excellent content for your website. It shows a clear trend in Google’s thoughts for producing pages that are useful to readers.

In order to develop an effective on-page SEO strategy, keep up with the latest trends and build readable content. Become the expert in your industry that is regularly updating their website with informative content, whether that is on a blog post or a service page.

In addition to this, part of creating engaging, effective content is how it is formatted. You need to make sure your content:

  • Has a compelling title (and meta description)
  • Uses multiple headings
  • Breaks up the content with images and videos
  • Targets keywords you want to rank for

Developing good content takes time, expertise, and research. Much like UX research, SEO research may take longer than the writing and uploading of the content, but in the end – when you are on page one of Google – it is all worth it!

Off-page SEO

As much as Google’s Helpful Content Update appeared to specifically target link-building sites (sites that simply exist to build backlinks for other websites via low-value content), backlinks remain a huge part of the algorithm and will continue to be relevant in 2024.

Any good SEO strategy will have some emphasis on backlinking. There are a number of ways to approach getting (organic) backlinks, but the most direct method is outreach.

Outreach should target websites mainly within your niche. If you are able to get backlinks that have low authority but are within your niche, they will still have value. Simply asking nicely to contribute some of your expertise and get a dofollow backlink in return is a reliable method, but one you will also have to be patient with.

During your outreach, you may also find broken links on your target website and suggest fixing them with a link to a relevant piece of your site’s own content. This tactic is called broken link building.

As for an indirect method of improving your off-page SEO, write excellent content that will get to the top of search engines and, in turn, invite backlinks. Someone may be looking for a resource from an expert, find your content, and link to it!

Both off-page SEO strategies are effective, and both take time. However, for every backlink, you further show Google that you are an authority in your industry.

How Do You Develop Your Own SEO Strategy?

Whilst there are a few common things to consider for every strategy, developing your own SEO strategy primarily depends on your business, your goals, and your audience. As a specialist Dubai-based eCommerce agency, we can give the specific example of how to develop an eCommerce SEO strategy.

SEO strategy diagram

eCommerce Technical SEO Strategy

Speed and responsiveness are very important, especially for the mobile version of your eCommerce site. Over 60% of all consumers in the UAE used their smartphones at least once during their most recent shopping experience. Therefore, if you do not ensure your site is quick and responsive on mobile, you could be neglecting a massive amount of your web traffic!

When it comes to the technical aspects of your site, however, there are certainly some cases where user experience should take priority. Every aspect of your store should be designed to convert your visitors into paying customers, even if it is detrimental to your technical SEO (e.g. an engaging, high-quality video that slightly affects load speed). At the end of the day, if it means more sales then it is worth the sacrifice!

This balance is often not talked about, but since we have both UX design specialists as well as SEO specialists across Dubai and London, we understand the nuances of honing a digital strategy!

eCommerce On-page SEO Strategy

The aim of an eCommerce business is to generate sales. That is clear. So, when we develop an SEO strategy, we target keywords that have commercial or transactional intent. In other words, search terms that are most likely to lead to purchases.

Every blog and optimization must be tailored to getting ready-to-buy customers onto your site. It’s important to examine your competitors who sell similar products and learn as much as possible from them, including how they rank for:

  • Products
  • Product categories or collections
  • Content

Once you have an idea of your top-performing competitors, what they do well, and how they encourage customers to buy from them, see if you can improve on their work. Write better, more in-depth articles and provide more information on your products. This will push you further up SERPs and push them further down.

eCommerce Off-page SEO Strategy

As with any off-page SEO strategy, it is best to target blogs, influencers and websites within your eCommerce niche. For example, if you sell furniture, try and land your company in a “Top 10 furniture companies in the UAE” article via outreach.

Again, examine your competitors. They will have some backlinks, many of which will be attainable with a friendly email explaining that you would like to send them content. Alternatively, offer to send them one of your products and ask for an online review!

Contact an SEO Expert

Developing an SEO strategy for 2024 entirely depends on YOUR company.

Although there are plenty of things mentioned in this blog that you can do yourself to improve your organic visibility, an SEO expert will help you maximize those results. Book a FREE 30-minute Discovery Call with our SEO experts in Dubai today and see what we could do for your business.

2024-01-22T17:27:51+00:00October 7th, 2022|Blog|
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