At Creekmore Marketing, we always look to stay ahead of the curve. Whether we’re researching the latest social media trends to keep our clients at the top of their customers’ feeds or discovering how we can implement the latest marketing strategy and tools to guide our best practices, our team is always striving to improve how we do business. 

2024 will be no different for our team, so we’re already looking to better ourselves in the new year. With new and exciting changes happening with Google and Search Engine Optimization (SEO), the team at Creekmore Marketing has compiled a list of important Google Core Updates to consider from 2023, trends that we’re seeing, and ways to help our clients improve their rankings so that they can stay ahead of the competition. 

2023 Google Core Updates

2023 was a busy year for Google. With four major updates made throughout the year, nearly every company saw changes to its search rankings in some form or another. Each core update that Google made altered the formula by which Google ranked web pages, causing disruption and shuffling the search rankings of indexed web pages. 

One big change going into next year is the impact Google’s new quality rater guidelines will have on search. Known by the acronym E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, the quality rater guidelines are loose systems set by Google that determine the quality of the content on a website, which can affect its rankability. Since Google de-prioritizes low-quality websites, it’s imperative that we continue to give our clients high-quality, SEO-rich content to help them thrive in the coming year.

The four core updates changed things in various ways, including an increased focus on User Experience. Google also implemented a Helpful Content Update by loosening the restrictions on AI while focusing on helpful, people-focused content. With this update, User Experience will be more important than ever. The aim of this change is to reward companies and content creators who have firsthand knowledge and experience in their topics. 

Trends We Noticed in 2023

Many clients saw a fluctuation in their search rankings because of the Google Core Updates. While clients across various industries saw a disruption to how they typically ranked, certain clients and websites were able to see improvement through the implementation of new site content, up-to-date information, and strong keyword strategy. 

How Creekmore Marketing Will Adapt

Creekmore Marketing is no stranger to adapting our strategies when it best suits our customers. Steps that we plan to implement in our marketing strategy to continue helping our customers succeed in the coming year are:

• Working together to investigate odd trends in data
• Perform content audits to ensure relevant website content for our clients
• Revamp older content 
• Remove duplicate content from client websites
• Continue to use original, client-focused strategies 
• Keep up with Google Updates in 2024

Trends We're Seeing for 2024

From the increased use of AI and voice commands in search to getting the most out of a Google Business Profile, several trends will likely continue influencing how customers find information in 2024.

Voice Search: More consumers are turning to voice search to help them find products, services, and information. 

Artificial Intelligence: The use of AI in search will only continue to grow, especially with Google likely to release new Artificial Intelligence tools in the coming year.  

Zero-Click Searches: Zero-click searches will continue to rise, making it more difficult for customers to find websites even on the first results page. Google is using SERP page features that keep people on Google versus them interacting with websites, making it less likely for consumers to click on search page results. 

Google Business Profile: Businesses will want to ensure that all information on their profiles is optimized and accurate.

Strategies We'll Use to Stay Ahead of the Curve

Staying ahead of the curve is essential for marketing and local SEO for us as a company, and our team is already working on ways to thrive next year and beyond. A few steps that we plan to incorporate when creating and strategizing content are:

Focusing on Topical Authority: Establishing topical authority revolves around becoming a go-to source of information for a given topic. By showcasing our clients' experience and product knowledge in their industries, we’ll be able to demonstrate that our clients are trusted authorities on any given topic in their field. 

Answer Engine Optimization Strategy: Answer Engine Optimization, or AEO, is an AI-powered technology that breaks down information to answer conversational queries for users. At Creekmore Marketing, we’ll use techniques such as introducing People Also Ask opportunities and Frequently Asked Questions to help structure our content toward common questions. Using advanced SEO and marketing tools is also an excellent way for our team to help clients stay successful. 

Zero-Click Searches: By focusing on securing featured snippets that users are frequently targeting, we’ll be able to create a focused content creation strategy that best suits each of our clients' needs.

Get Ahead in 2024 with Creekmore Marketing

Whether you’re starting a new business or have years of experience in your industry, knowing how to navigate the coming marketing and SEO trends in 2024 is crucial to growing your business. Creekmore Marketing offers a wide range of services to help you achieve your goals, such as SEO, Website Design, Social Marketing, and more!

We proudly serve local businesses in the Lexington, KY, area, and businesses worldwide. Contact us today to see how we can help you stay ahead of the curve in 2024.