Content marketing in 2024: A critical element of SEO success
In the ever-evolving landscape of digital marketing, content remains king.
At Accord Marketing, we’ve seen firsthand how content marketing continues to play an integral role in SEO strategies for businesses across industries, especially in travel. As Google’s algorithms become more sophisticated, content marketing has never been more critical for brands seeking to improve online visibility. In 2024, SEO and content marketing are more intertwined than ever, shaping how businesses rank in search results and engage with audiences.
The role of content in SEO
Content is the backbone of organic search rankings. High-quality content drives traffic from your target audience and enhances a website's relevance and authority in search engine results pages (SERPs). This year, Google’s algorithms focus heavily on user intent and relevance. This means that creating content that is aligned with what users are genuinely searching for is critical. While keywords still matter, the real emphasis is on content that satisfies user intent - answering questions, solving problems, and providing value.
Regarding keywords, attention has shifted towards long-tail, intent-based search terms that reflect specific queries. By positioning your content with these searches, your brand can improve its organic search visibility. This goes beyond traditional blog posts; Google will reward content in various formats, from infographics to user-generated content and even case studies.
Types of content for SEO success
Blog posts: Informational, long-form content remains a staple for targeting specific keywords and user queries. In 2024, blogs that combine depth, relevance, and user intent can generate strong organic results.
Guides: Comprehensive, evergreen guides are invaluable for SEO. These detailed resources answer complex user questions and can serve as authoritative content hubs.
Optimised landing pages: Creating dedicated landing pages that meet Google’s EEAT guidelines and are targeted to what your customers are searching for can be a great way to increase visibility (and help PPC campaigns).
Infographics: Visual content is a powerful tool for increasing social shares and backlinks. Well-designed infographics can convey data and insights in an easily digestible format.
User-generated content (UGC): Reviews, testimonials, and social media posts add authenticity and trust. In SEO, UGC acts as social proof, increasing a site’s credibility.
Case studies and white papers: These high-value content pieces demonstrate authority and industry knowledge, crucial to establishing trust and expertise.
Digital PR: High-quality digital PR strategies, resulting in getting your content featured in media outlets or industry blogs, can drive traffic and build authoritative backlinks.
EEAT guidelines
In 2024, Google’s focus on Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) is pivotal for SEO. Websites that demonstrate expertise in their subject matter, have authoritative voices, and maintain transparency are more likely to rank higher in search results. Tactics like showcasing author bios, linking to credible sources, and displaying clear content ownership are all ways to build trust. Brands that prioritise EEAT improve their rankings and build a strong reputation with users.
For example, websites in the travel industry that regularly update content with expert advice, include trusted third-party references and feature well-established authors tend to perform better. EEAT is not just about Google’s ranking factors but also about long-term brand authority.
The helpful content update: what it means for content creation
Google’s Helpful Content Update further emphasises the importance of creating content with users in mind. This update prioritises content that is genuinely helpful to readers rather than just optimised for search engines. Content now needs to be specific, deep, and created by real experts. Pages that are stuffed with generic or shallow material will not perform.
To succeed, brands need to shift focus toward depth, relevance, and originality. This means answering questions thoroughly, providing actionable insights, and delivering unique value that helps users rather than merely driving traffic.
Integrating AI in content creation
Artificial Intelligence (AI) is reshaping how we approach content marketing and SEO. AI marketing tools like ChatGPT can assist with content topic generation, structure recommendations, and even the initial drafting of content. However, maintaining a human touch is essential to ensure the content is high-quality, unique, and insightful. When done right, AI content techniques can complement human creativity. However, brands must avoid relying too heavily on AI to prevent light or unoriginal content. Human input, creativity, and expertise will continue to be crucial in ensuring that AI-generated content aligns with both brand messaging and user intent.
Understanding your client's audience, tone of voice, and brand guidelines is vital to ensuring quality content is created to meet the needs of your marketing campaign (not to say GPT can’t help with this process, though).
LEARN MORE: AI at Accord: Empowering Creative Minds
SEO research & content creation in 2024
SEO research in 2024 is heavily driven by long-tail and intent-based keywords. Tools like Semrush, Ahrefs, and Google Trends help brands identify these terms and uncover content gaps. Creating topic clusters and pillar pages around core themes is essential for building a robust SEO foundation.
Identifying content gaps on your website can open opportunities for improving rankings. Are there common questions your audience is asking that you haven’t addressed yet? Filling these gaps with high-quality content can boost your visibility.
Why content marketing still matters
Despite the rise of AI, automation, and advanced algorithms, content marketing remains fundamental to SEO success. High-quality content helps build relationships with your audience, supports link-building efforts, and enhances social sharing. Moreover, valuable content establishes your brand as an authority, fostering trust and loyalty among users.
At Accord Marketing, we’ve seen how consistent, well-crafted content helps travel brands build lasting connections with their audience. Content isn’t just about rankings but long-term brand awareness and engagement.
Future of content marketing: trends to watch
As we move forward, the following trends will shape the future of content marketing:
AI and automation: AI will continue to streamline content creation, but human supervision will remain critical for ensuring quality and relevance.
Interactive content: Quizzes, polls, and interactive graphics will help brands engage users in more dynamic ways.
Personalised experiences: As user behaviour data becomes more accessible, personalised content will be key to delivering targeted messages.
Voice search: Optimising for conversational queries will become increasingly important as voice search grows.
Sustainability content: Audiences are increasingly conscious of environmental impact, and content that reflects sustainable practices will resonate with them.
In 2024 and beyond, content marketing remains a cornerstone of effective SEO strategies. High-quality, intent-driven content boosts rankings and builds meaningful relationships with users. By staying ahead of trends like AI integration, voice search optimisation, and interactive content, brands can maintain their competitive edge. Accord Marketing is committed to helping businesses navigate these shifts and stay at the forefront of digital marketing success.
Get in touch if you would like to discuss how an SEO content marketing strategy can boost your organic performance.
Or, for more from our digital marketing experts, check out Insights.
Ashley Gilmour
Ashley, our Head of SEO, is a driving force behind our success in enhancing online visibility. With a proactive approach, Ashley and his team craft and implement cutting-edge SEO strategies, resulting in amplified organic traffic and revenue for our clients.
