SEO is a world brimming with concepts, buzzwords, and an endless sea of best practices. It’s a noisy symphony of advice, much like a children’s choir trying to sing in unison but somehow missing a beat. The real question is: What does all ofthis look like when observed at scale? What patterns emerge when we analyze SEO in the wild? And who, with a mix of curiosity and stubbornness, would volunteer months of their life to study it?
Hi. It’s me. I’m the researcher.
Each year, an incredible group of industry experts joins forces to dissect the web’s state, producing insights for web professionals everywhere. This year, I had the privilege of leading a dedicated team to unravel the SEO chapter of the Web Almanac. Together, we analyzed 16.9 million pages—from homepages to inner pages—leveraging data from the HTTP Archive, Lighthouse, CrUX, and a sprinkle of sheer determination. Here’s what we uncovered.
What Is the Web Almanac?
The Web Almanac is an annual report offering a comprehensive overview of the current state of the web. Think of it as the internet’s yearly health checkup. The project’s mission is simple but profound: to empower web developers, designers, and industry professionals with the knowledge they need to navigate ever-changing trends, technologies, and best practices.
But there’s more to it. In today’s digital-first world, the internet isn’t just a tool; it’s a lifeline. The United Nations has even argued that connectivity is a basic human right. This effort is the only one of its kind to meticulously document our evolving digital landscape. And this year’s SEO chapter? It’s the most detailed analysis we’ve ever delivered.
What Did We Learn?
In a word: plenty.
This year’s SEO chapter spans seventy pages, packed with insights. To save you time (and potential information overload), here are five standout takeaways that captured my attention.
1. More Robots(.txt)
The humble robots.txt file is thriving. More websites are implementing this simple yet critical file to guide search engine crawlers. While its usage isn’t new, its increasing adoption signals that site owners are taking crawl management seriously—a positive trend in a world where crawl budgets matter more than ever.
2. Robots Directives: Both Specific and Oddly Nonsensical
Robots directives continue to amuse and confuse. While many sites use precise directives like noindex or nofolloweffectively, others add nonsensical combinations that leave search engines scratching their metaphorical heads. The mix of clarity and chaos highlights the ongoing need for better education on how these directives work.
3. Less Canonical Confusion
Canonical tags, once a major source of missteps, are improving. More sites are using canonical tags correctly, reducing duplicate content issues and strengthening their overall SEO strategies. However, there’s still room for improvement as some sites continue to misuse or overuse this directive.
4. Dynamic Rendering Is on the Decline
Dynamic rendering, once a go-to solution for JavaScript-heavy sites, is falling out of favor. With advancements in server-side rendering (SSR) and frameworks like Next.js, fewer sites are relying on this workaround. This decline signals a shift towards more robust, long-term solutions for handling dynamic content.
5. More Sites Are Less Bad
Let’s end on a high note: the web is getting better. Slowly but surely, websites are addressing basic SEO issues, from faster loading times to mobile responsiveness. While there’s still plenty of room for improvement, the trend is undeniably positive.
Wrapping Up
The 2024 Web Almanac’s SEO chapter paints a fascinating picture of the web’s state. It’s a testament to the progress we’ve made and the challenges that remain. Whether you’re a seasoned SEO professional or just starting your journey, these insights offer a valuable roadmap for navigating the ever-changing digital landscape.
Curious to dive deeper? The full chapter is available for anyone brave enough to tackle its seventy pages. But for now, consider these five takeaways your quick cheat sheet to what’s shaping SEO in 2024.
If you’re still finding it all difficult and confusing, explore our monthly SEO packages and let our experts take the lead.
