Gain insights on adapting to emerging trends and overcoming measurement obstacles to prepare your business for the evolving challenges of SEO. Crafting a robust SEO strategy demands foresight beyond the present moment. To thrive, we must anticipate forthcoming shifts and pivot accordingly.

In this article, we’ll explore:

1. The evolving landscape of the SEO industry.
2. Implications of these changes for our SEO strategies.
3. Strategies to effectively address and evolve alongside these developments.

Note: When future-proofing your SEO strategy, it’s essential to consider that most businesses plan for 5-7 year horizons rather than 20-30 years. While long-term goals are crucial, immediate relevance lies within shorter timeframes.

Assumptions in Strategy Creation

In this article, I’m operating under several assumptions regarding developing your strategy. I understand that adherence to best practices may occasionally be compromised due to various factors, so I’ll outline these assumptions for clarity:

1. Your SEO strategy aligns with the 1-3 year business plan and goals.
2. You have a measurement plan established for your tactical buckets.
3. You are aware of the 5-7-year goals for the business, such as Netflix’s ambition to dominate the video game space in seven years.

If any of these elements are compromised, it’s crucial to address them before delving into future-proofing your strategy. It’s essential to have a clear vision of the future your business aims for and a means to measure progress effectively before proceeding too far.

If measurement compromises arise and you’re unsure about achieving the perfect measure, there are several approaches to consider:

• Engage with your finance team: Explore how they measure similar activities in traditionally less measurable channels, like TV or radio.
• Seek a “faith-based” number: If no specific calculation exists, consider adopting a value internally assigned to the channel based on historical estimations.
• Use relative value assessment: Determine the relative value of each action on the website compared to others, then discuss with decision-makers to ascertain goal priorities.
• Employ a default value approach: Start with a baseline value of $1 for all actions to prompt discussions on measurement accuracy.

If tracking implementation for goals proves challenging, follow a similar process to assign a number to them. This could involve assuming conversion rates from leads to sales or estimating organic newsletter signups based on current channel dynamics, sparking conversations on precise measurement methods.

For further insights into goal tracking, refer to Avinash Kaushik’s article. Though focused on measuring offline conversions, it remains relevant for addressing visibility and perceived value challenges.

Given the increasingly complex measurement landscape, documenting sources and assumptions becomes crucial. Later, we’ll explore how measurement for SEO, including elements like Search Generative Experience (SGE), is becoming more opaque.

Understanding Generative Search: Expanding SEO Horizons

Generative search represents a multifaceted concept in the realm of SEO, encompassing various dimensions:

1. Manifestation of “Experience” in E-A-T: Generative search extends beyond traditional optimization practices, embodying the experiential aspect of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
2. Extension of Knowledge Graphs and Entities: It serves as a natural progression of Knowledge Graphs and entities, delving deeper into the interconnectedness of information across the web.
3. Resembling Online Reputation Management (ORM): Optimizing for generative search mirrors the principles of online reputation management, emphasizing cultivating and maintaining a positive digital presence.

These perspectives transcend conventional website optimization, emphasizing the importance of brand building and collaboration across various marketing channels.

So, what implications does this hold for SEO professionals like yourself?

1. Embrace Social Engagement: Recognize that your role and the effectiveness of your strategies increasingly rely on collaboration beyond traditional development and content teams. Engage with social media teams to understand their optimization techniques and explore opportunities for synergies.
2. Expand Your Perspective: Shift your focus from solely optimizing the website to encompassing your brand’s content wherever it may be published. This broader perspective acknowledges the interconnectedness of digital platforms and the need for holistic brand management.

In essence, adapting to generative search demands a holistic approach beyond website-centric optimization, emphasizing brand identity integration across diverse online channels.

Measurement Challenges and Future Outlook

There must be a silver bullet for measurement in the present or future landscape. However, measurement is poised to become increasingly elusive and extrapolated.

Currently, Google surfaces like SGE, News, and Discover are inadequately tracked in Google Analytics, often lumped under (direct) attribution. As these surfaces diversify and SGE evolves, measurement accuracy will likely diminish further.

In this evolving landscape, emphasis may shift towards proof of concepts, establishing connections between actions and outcomes, followed by more extensive, complex programs that pose more significant measurement challenges. Market comparisons may also gain prominence to justify efforts rather than straightforward revenue predictions based on keyword positioning.

In this context, as an SEO professional, it becomes imperative to align recommendations with broader business strategies. While correlating specific revenue figures to organic efforts might become more challenging, integrating SEO initiatives into overarching business objectives will be crucial for obtaining approval and demonstrating value.

Investing in Education for Future Success

The evolving landscape of measurement underscores the importance of integrating ongoing training or education initiatives into your business strategy.

Even for solo entrepreneurs, dedicating time to learn from industry experts and valuable resources like newsletters can yield significant insights into the latest developments in SEO.

For businesses with stakeholders, educating them about the fundamentals of SEO and the shifting dynamics of the field is even more crucial. It’s essential to convey how the future of SEO is likely to unfold and why staying informed is paramount.

Tailor your educational efforts to resonate with your audience. Use relevant metaphors and provide examples and case studies from your websites or within your industry. Showcasing how digital media is converging with traditional media in measurement can garner buy-in from stakeholders.

Furthermore, continuous learning about SEO and its impact on the business is vital. Identify key decision points for obtaining approvals and discern when an initiative becomes break-even or impactful. This ongoing education empowers you to navigate the ever-changing landscape of SEO and contribute effectively to your organization’s success.

Establishing Processes and Approval Gates for Strategic Execution

A strategy holds little value without effective execution. To future-proof your strategic endeavors and as an integral part of your ongoing education, it’s essential to integrate SEO into all pertinent processes. This may involve:

1. Codebase quality assurance
2. Brand campaign go-to-market strategies
3. Re-branding initiatives
4. Re-platforming efforts
5. New product launches
6. Annual high-sales periods such as Black Friday

Engaging with various stakeholders will ensure SEO considerations are embedded within these processes. Your days may involve a delicate balance between immediate tasks and laying the groundwork for future endeavors.

Additionally, you may find it necessary to prioritize specific tasks over others, compromising on minor best practices that may hold less significance in your industry. For instance, achieving a perfect score on Core Web Vitals or rewriting metadata may only sometimes be feasible or necessary.

While none of us have a crystal ball to predict the exact trajectory of SEO in the future, building a framework of training, processes, and collaboration around your strategy enhances its resilience. This approach enables your strategy to adapt and flex as market dynamics and technological landscapes evolve, ensuring longevity and effectiveness. Flexibility is key, allowing your strategy to bend rather than break in response to changing environments.

If you still need help finding all of this complex and need clarification, why not explore our monthly SEO packages? Our experts can provide the guidance and assistance you need to navigate these challenges effectively.