Strive to achieve stakeholder buy-in in an ever evolving SERP - Sally Raymer (SEOin2024)

David and Pedro discuss the importance of learning to work with large volumes of data and assess scale.Talking points include:AI will gradually empower content creators to produce at scale, and SEOs to analyse large volumes of data - how?It's important to know what can be automated - what can, what can’t?It's time to move past algorithm-chasing and correlations - for every industry?Does every SEO have do learn to work with large volumes of data and assess scale?

David and Marco discuss how to use SEO Data to improve processes and prevent future damage.Marco says: “Use SEO data to improve processes and prevent future damage."What SEO data are we talking about here?“Mostly Search Console data, analytics, and crawl data from a crawler like Screaming Frog. If possible, you should be integrating non-SEO data as well.Non-SEO data is any data that is not purely SEO: customer data, sales data, etc. It could be content information, like the author of a given article, which can still provide a lot of value for SEO.”

David and Kaspar discuss why Google algorithms are all about signal input.Talking points include:What is signal input?How can SEOs control signal input?Google seems to issue more and more penalties all the time. Should SEOs be worried?Does Bing Search matter?Does any other search engine matter?Once the latest hype fades, what does really count in SEO?What is hype and what is something that matters - and how do you tell the difference?Performance or Backlinks - what's more important?

Lau Miguez shares with David Bain that in 2024 you should stop focusing on links and link numbers and instead, focus on strategy.Discussion points include:Why shouldn’t you focus on links and link numbers?What do you mean by focus on strategy?What does your strategy look like?How does the strategy that you recommend result in more, better quality links?What links are more effective nowadays?How do you measure the impact of your activities?

David and Krzysztof discuss the key elements of getting set up with your analytics.Talking points include:What are the key elements of getting set up with your analytics?What is your definition of a bounce rate?How do you merge analytics with Google Search Console data?How do you record user sessions with Microsoft Clarity?What metrics are you tracking on a regular basis?What are the pros and cons with GA4?What other options do Microsoft Clarity bring to the table?

David and Olga discuss the importance of doing SEO testing to prove the SEO concepts you preach.Talking points include:How do you know what to test?How do you test?What software do you use?How long should tests last?How often should you test?What shouldn’t you test?What don’t you test yet, but do you intend to test in the future?

David and Sally discuss the importance of striving to achieve stakeholder buy-in in an ever-evolving SERP.Talking points include:Why is this important?Who are the key stakeholders?How do you achieve stakeholder buy-in?How do you appeal to different stakeholders?How do you continue to work with different stakeholders?How does this impact the role of SEO moving forward?Why does the ever-evolving SERP landscape make this necessary?

According to Elena Dyulgerova, it;s essential that you diversify your traffic sources in 2024.Talking points include:Where are the best sources to diversify traffic sources from?What are the most valuable sources of traffic?How does Pinterest optimization work best in 2024?Is Pinterest only for e-commerce?How does this differ by industry?How do you optimise for different platforms?

Ash Nallawalla from CRM911 Digital believes that SEO deserves a bit more recognition – and businesses will benefit greatly from giving SEO managers a bigger voice. Discussion points include:Where in a corporate structure should an SEO manager sit?What do they need to control?What do they need to influence?How do they manage to climb the organisation hierarchy?

Helen Pollitt says that you need to ensure that SEO takes its rightful place as a strategic business function.Discussion points include:Why has SEO been traditionally been considered a marketing channel?Why is it imperative that SEO is fully integrated into design, brand, engineering, customer services and UX teams?How should a company change their focus from "SEO as a marketing channel" to "SEO as a strategic business lever"?