5 SEO Trends Shaping 2024: What Every Website Owner Needs to Know

The digital landscape continues to evolve at a breakneck pace, and 2024 is no exception. Search engine optimization (SEO) is undergoing significant shifts, and staying ahead of the curve is crucial for maintaining and improving your website's visibility. Let's dive into the key SEO trends shaping the year.

1. Mobile-First Indexing and Lightbox Scores

Mobile-first indexing is now the norm. Google predominantly uses the mobile version of your site for ranking and indexing. To excel, you must prioritize:

Page speed: Slow-loading mobile pages will significantly hurt your rankings. Use tools like Google's PageSpeed Insights to identify and fix bottlenecks.

Mobile Lightbox Score: This new metric measures the user experience within those pop-up elements (like newsletter sign-ups or promotions) on mobile devices. Ensure they're not overly intrusive, load quickly, and are easy to close.

2. Accessibility Takes Center Stage

Accessibility is no longer a nice-to-have; it's essential for SEO and user experience. Search engines favor websites that are inclusive for everyone. Alt text for images: Accurately describe images to assist visually impaired users.

Keyboard navigation: Make sure all elements of your site can be navigated without a mouse.

Color contrast: Ensure sufficient contrast between text and background colors for readability.

3. The Cookie Crumbles: Privacy-First SEO

With the phasing out of third-party cookies, the way you track and target users is changing.

First-party data is king: Focus on collecting data directly from your users (e.g., email sign-ups, surveys).

Contextual advertising: Target ads based on the content of the page, not the user's browsing history.

Invest in privacy-compliant solutions: Make sure your analytics and advertising tools align with evolving privacy regulations.

4. Content that Answers Questions

Search engines are getting better at understanding natural language queries. Create content that directly answers the questions your audience is asking.

Featured Snippets: Aim to provide concise, informative answers that Google might feature at the top of search results.

People Also Ask (PAA) boxes: Pay attention to these boxes in search results to see what related questions people are asking and create content to address them.

5. E-E-A-T: Expertise, Experience, Authoritativeness, Trustworthiness

Google's algorithm increasingly favors content that demonstrates E-E-A-T. Author bios: Showcase the credentials and expertise of your content creators.

Build backlinks: Earn links from reputable sources in your industry to establish authority.

Fact-check and cite sources: Ensure accuracy and build trust with your audience.

Additional Trends to Watch

Core Web Vitals: These page experience metrics continue to be important ranking factors.

Video SEO: Optimize videos for search by including transcripts and relevant keywords.

Voice Search: Consider how people speak when crafting your content.

Stay Ahead of the Game

SEO is a dynamic field, so continuous learning is essential. Follow industry blogs, attend webinars, and experiment to find what works best for your website in 2024. Remember, a user-centric approach, combined with technical optimization, will always be at the heart of effective SEO.

Need Help Navigating the SEO Landscape?

If you're feeling overwhelmed or unsure of where to start, Yo Marketing is here to help. We specialize in crafting custom SEO strategies that get results. Contact us today for a free consultation and let's take your website to the next level.

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Should AI Write This? The Question That Changes Everything

**AI gives content fluency. Humans give it friction. Here’s why you need both.** By Mary Cowlett, Yo Marketing Agency Copywriting and Content Lead Judging by the state of my inbox, AI has taken over marketing outreach. Every week brings a fresh wave of clichés, copy-and-paste warmth, and “quick question” hooks. In short, I’m not quite feeling it. These emails and LinkedIn messages are polite and polished, yes, but utterly forgettable – competent, but devoid of a distinct voice. When every brand starts sounding the same, what they say blurs to a monotonous hum – easy to tune out. And for B2B brands that live or die on differentiation, that’s deadly. AI tools like ChatGPT and Claude can be brilliant creative partners, but only when there’s a human applying judgment, shaping the message, and steering the tone. Without that, you don’t get communication – you get hollow output: fluent, mellifluous words that say nothing. This blog isn’t about demonizing AI; it’s about using AI well to create messaging that feels genuinely you to the people you’re trying to reach – so what you say doesn’t just land and connect, it moves people to act. #### The real problem isn’t capability, it’s purpose It’s easy to be dazzled by what AI can produce – first drafts, ad copy, product descriptions, SEO metadata – all in seconds. But speed and scale alone don’t build credibility and connection. Those still come from human elements like empathy, usefulness, and meeting audiences where they are with stories and messages that are relatable and worth reading. Too often, organizations get swept up in what AI can do, instead of being clear about what they actually need it to achieve for their brand. Good digital marketing, and by extension great content, doesn’t start with technology or process. It starts with your audience and your purpose. If a piece of content doesn’t serve those two things, it doesn’t matter how you produce it – your audience won’t be interested, won’t engage, and certainly won’t be moved to act. #### The shift from “Can AI?” to “Should AI?” Once you're clear on who you're speaking to and why, a different kind of question emerges. The useful conversation about AI is no longer about capability – it's about human intent. That’s where *should* becomes more powerful than *can*. • Should this be handed over to AI, or does it need a human point of view? • Should AI speed up production or help you understand your audience well enough to say something that matters? • Should AI replace a conversation, or prompt a more meaningful one? Asking *should* brings intent back into your decisions. It shifts the focus from output to impact – from producing more, faster to producing better and creating connection. And beyond the risk of everything sounding the same, there’s a deeper issue: trust. Without standards, accountability and human oversight, AI can produce content that misleads, misses the mark, or steadily erodes credibility. The goal is to use AI in ways that strengthen trust and sharpen differentiation, not flatten it. #### What “should” looks like in practice Thoughtful use of AI doesn’t replace people; it amplifies what people do best. In other words, it helps you do the thinking around your content – the part that matters most. Content shaped by a human eye and ear does things AI can’t: • **It chooses what not to say:** AI fills space; humans use restraint. • **It creates recognition:** that subtle nod of “this brand actually gets my world.” • **It plays with expectation:** human content allows tension and surprise instead of always taking the safe line. • **It keeps the raw edges when it matters:** it breathes and pauses. AI sanitizes everything and irons it smooth. AI should help you: • **Surface audience insight**, so you’re writing with relevance, not assumptions – or into the void. • **Explore ideas from different perspectives and personas** – even completely bonkers ones. With the right prompts, AI chatbots make great brainstorming partners, letting you try angles you wouldn’t have scope for otherwise. • **Repackage what you’ve already created** – turn a webinar into a blog, a blog into a social thread or a set of short posts, a long article into a mini video script – so one strong idea works harder and goes further across formats and channels. • **Proofread, edit, and critique your work** – a second pair of eyes to catch typos, clunky sentences, contradictions, and places where the thread starts to wobble. Crucially: you decide what stays and what goes. AI shouldn’t strip the soul out of your marketing content – it should give it more space to breathe. Used well, it creates room for more strategic, creative thinking and storytelling, and for the kind of human understanding that builds relationships. #### The payoff: human-led content performs better Recent industry analysis suggests we may already have crossed a tipping point, with AI now responsible for more online content than humans. Yet despite the surge in output, engagement hasn’t kept pace. The flood seems to be leveling off, perhaps because audiences can tell when something’s missing – intent, rhythm, and feel, or simply a point of view. AI is brilliant at generating language. But it does it by predicting the most likely next word – and the most likely thing to say is rarely the thing worth saying. AI gives you fluency. Humans give you friction, timing, emotion – the things that make content resonate. AI can assemble sentences. It can’t care about how they land. The brands that cut through won’t be the ones flooding feeds with polished AI output. They’ll be the ones willing to sound like someone – not everyone – and willing to take creative risk. #### Key takeaways With every new GenAI update, it’s tempting to hand more of the creative process over to the chatbots. But that’s rarely where the real value lies. The brands that stand out use AI to deepen human thinking, not replace it; to create stories that mean something, not just add to the noise. That takes discernment – knowing when AI can stretch your perspective or unlock a fresh line of thought, and when only a human can bring the boldness, empathy, or spark of imperfection that gives communication its edge. Because real connection isn’t always neat. It’s nuanced, emotional, and sometimes even a little messy. It’s about balance: speed and reflection, scale and substance. At Yo Marketing, that balance sits at the heart of how we work. We’re AI-fluent but unapologetically human. What does that mean for our clients? We use AI to amplify creativity, not flatten it – to keep your content sharp, consistent, and unmistakably you in an increasingly bland, safe, automated world. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Digital Marketing Strategy

Why 2025 Belongs to Customer Marketing

By Sarah Taylor, Yo Marketing Agency Head of Global Events As we head deeper into 2025, a quiet shift is reshaping the way marketing teams operate. It’s not about flashy lead gen tactics or ever-larger acquisition funnels anymore. The most forward-thinking businesses are asking a different question: How do we get more value from the customers we already have? ### Budget Cuts and Strategic Shifts With many marketing budgets under pressure, companies are re-evaluating how and where they invest. For a long time, growth was synonymous with acquiring net-new leads. But in today’s landscape, where CAC (customer acquisition cost) is climbing and conversion timelines are stretching, executives are doubling down on a more efficient path to growth: customer marketing. In fact, while many demand gen roles are being frozen or cut, there’s been a noticeable uptick in investment for customer advocacy, lifecycle marketing, and community-led programmes. These aren’t just tactical roles; they’re becoming the backbone of a more sustainable growth strategy. ### It’s More Than Just Upselling Let’s be clear: this isn’t about squeezing more revenue out of existing clients. The shift is much bigger than that. It’s about: • Creating genuine brand advocates • Showcasing customer success as proof of value • Building deeper loyalty that leads to repeat business and referrals Customer marketers are becoming the storytellers of the business, spotlighting real-world results, amplifying trusted voices, and helping prospects see what’s possible through the lens of existing success. ### Advocacy Over Acquisition When done right, your happiest customers become your most powerful marketing channel. They bring credibility, reduce sales cycles, and build trust in a way no campaign or cold call ever could. And the beauty is, you’ve already done the hard part – they chose you. Now it’s about nurturing those relationships and building a platform for them to tell their story. In 2025, the smartest marketers aren’t chasing attention. They’re earning trust. If you’re ready to turn your customers into your most valuable marketing asset, Yo Marketing can help. We design and deliver customer-led programmes that build loyalty, drive referrals, and create stories that sell. Let’s talk! [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

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5 SEO Trends Shaping 2024: What Every Website Owner Needs to Know

1. Mobile-First Indexing and Lightbox Scores

2. Accessibility Takes Center Stage

3. The Cookie Crumbles: Privacy-First SEO

4. Content that Answers Questions

5. E-E-A-T: Expertise, Experience, Authoritativeness, Trustworthiness

Additional Trends to Watch

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Should AI Write This? The Question That Changes Everything

Why 2025 Belongs to Customer Marketing

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