Is SEO Dead San Antonio AMA August 2024.pdf

Join Dr. Chris Ferris for the latest on how SEO is changing in 2024 and how to adapt. He will share key insights, highlight SEO tips, and show how to adjust your SEO strategy.

1. Is SEO Dead?
Spoiler Alert—It’s Not!
It’s Just Evolving
A u g u s t 2 0 2 4

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1999
2000

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2011

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best webcam for PC

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10. SEO = Search Engine
Optimization
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SEO = Search Everywhere
Optimization
•Traditional SEO
•Google
•Bing
•Generative AI Optimization
•YouTube Search

11. TRADITIONAL GOOGLE -FOCUSED SEO STILL MATTERS…
BUT NOT AS MUCH AS IT USED TO
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96.55%
Source: https://ahrefs.com/blog/search-traffic-study/

12. 12Source: https://searchengineland.com/google-search-zero-click-study-2024-443869
SEARCH ENGINEANSWER

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san antonio express

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16. Lesson #1:
•Remember that organic search traffic, especially branded search,
is often driven by other sources.
•Last-click attribution oversimplifies the user journey.
•Don’t just focus on on-page SEO.
•Invest in other marketing and PR that will drive searches for your
brand.
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Starbucks
Apple
Asics
iPhone
Gel-Cumulus 26
Chris Ferris
Coffee Shop
Laptop
Running Shoe
Smart Phone
Running Shoe for Half Marathon
Digital Marketing Expert

18. 18Source: https://sermrush.com & https://www.seoclarity.net/blog/branded-vs-non-branded-traffic

19. 19Source: https://sermrush.com
KeywordRankTrafficSearch
Volume
Keyword
Difficulty
1208 260 23
1 72 90 25
2 1 70 48
2 0 50 17
3 79 4400 57
4 4 70 9
7 0 30 57
9 1 70 9
Keyword RankTrafficSearch
Volume
Keyword
Difficulty
sustainable
infrastructure
fund
50 0 30 12
infrastructure
asset management
firms
83 0 210 34
infrastructure
private equity
fund
89 0 40 20
infrastructure pe92 0 50 25
sustainable
investing
- -3,600 66
responsible
investing
- -1,600 85
sustainable
investment funds
- - 390 65
infrastructure
investing
- - 320 23

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Label View 12 Bottle Wall Mounted
Wine Bottle Rack in Black
Home
About
Leadership
ESG
Services
Service 1
Service 2
Clients
Client 1
Client 2
Client 3
Contact

21. Lesson #2:
•Ensure that you are ranking for all your branded keywords and
their variants.
•Prioritize your non-branded keywords carefully.
•Be prepared to accept many pages will rank low for non-branded
keywords.
•Adhere to best SEO practices.
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Sources: https://truelist.co/blog/bing-facts/& https://nikolaroza.com/microsoft-bing-statistics-facts-trends/
•100 million daily active users.
•3 billion monthly active users.
•23% of business executives claim they prefer Bing to
Google.
•34% of Microsoft Bing users are college graduates.
•Microsoft Bing’s US market share on desktop in 2024 is
36%.
•44 million desktop searchers use Bing exclusively and
are not on Google.

23. Lesson #3:
•If you are a B2B business (or your client is) pay attention to Bing.
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26. SearchGPT
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Source: https://openai.com/index/searchgpt-prototype/

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•Expertise
•Experience
•Authority
•Trustworthiness
•Answer Questions
•Reviews & Recommendations
•Brand Mentions
Source: https://neilpatel.com/blog/how-to-rank-your-website-on-chatgpt

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Source: https://www.wsj.com/business/media/openai-news-corp-strike-deal-23f186ba

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Lesson #4:
•Optimize content for generative AI and AI-infused search:
•Expertise
•Experience
•Authority
•Trustworthiness
•Answer Questions
•Reviews & Recommendations
•Brand Mentions
•Reinforce with a proactive public relations campaign to drive
impactful earned media coverage in top-tier publications.

35. 35
Most popular social media platform in the US?
Source: https://www.pewresearch.org/internet/fact-sheet/social-media/

36. 36Source: https://www.searchenginejournal.com/seo/meet-search-engines/

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Lesson #5:
•Leverage YouTube.
•Optimize your videos the same way you would optimize written
content on your websites.
•Transcribe video content.

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•Foundational SEO practices
•Branded keywords
•Brand awareness
•Select non-branded
keywords
•Google, Bing & YouTube
•Generative AI
•E-E-A-T
•Answer Questions
•Reviews & Recs
•Brand Awareness
•Public Relations

45. CONNECT WITH PIERPONT

46. Thank You
Chris Ferris
Senior Vice President of Digital Strategy
[phone] | [email protected]
linkedin.com/in/chrisferris/