SEO professionals are facing tough times lately. There are some reasons to it. The segment is witnessing rapid changes, increasing workloads and high expectations. The unstable economic environment, technological advances and significant algorithm updates are further adding to the challenge.

One notable trend in SEO is the dominance of well-known brands. Algorithm updates of 2023 favored established brands over smaller ones. It is of course not a coincidence. Brands that build authority and popularity tend to perform better in search results.

Mordy Oberstein, Head of SEO Brand at Wix, said that brands are not relying solely on organic traffic from Google. They are using SEO to complement their overall marketing strategy.

Relying too heavily on organic search traffic is risky now. Changes in algorithms can drastically affect the visibility of a site. Oberstein advises against putting all efforts into organic traffic alone. A well-rounded approach is better and it includes diversifying traffic sources such as social media, referrals and direct traffic. The strategy ensures that the site remains resilient to fluctuations in search engine rankings.

Effective SEO goes beyond just targeting high-value keywords. Most of the successful brands in today’s digital era focus on building communities and producing quality content. They are not generating vast amounts of low-quality and AI-generated content. They are investing in creating valuable resources. They are collaborating with experts through in-depth content, podcasts, videos, webinars and more to address biggest pain points of their audience. It is a holistic approach and helps in enhancing SEO performance. It simultaneously paves the path for a long-term growth as well as sustainability.