Is SEO dead in 2024? 11 key stats to prove it’s not

In 2024 many business owners and marketers question whether SEO is still worth it. 

With the rise of AI, shifting user behaviours, and frequent algorithm updates, it’s natural to wonder about the future of search engine optimisation.

Before running to the hills to venture into a new market, remember that people have been saying SEO is dead for the last 10 years.

The data, however, tells a different story than the current narrative.

This article aims to ease doubts by presenting real-world data showing how SEO remains a viable marketing channel, continuing to deliver high-quality traffic, leads, and impressive ROI.

Recent updates indicate that Google is placing a heavy emphasis on user experience. This shift means moving beyond the basic optimisation techniques that once worked well.

Providing relevant, high-quality content that engages readers is now the standard. 

Key factors in your SEO strategies include an accessible website structure with functioning elements, a low bounce rate, easily readable text, quick-loading web pages, and content that aligns with user intent.

As a result, collaboration with developers, graphic designers, and copywriters has become an integral part of the SEO process. 

SEO is becoming more challenging than it was ten years ago, but it remains an integral part of business and one of the most effective marketing channels available. We have the data to back this up.

Google’s 99,000 search queries per second

Google’s search volume has reached an all-time high, with over 8.5 billion searches daily. This steady growth shows that users are still actively using the platform, indicating a continued demand for SEO. Although the methods of search are evolving, businesses should still optimise their content to capture this vast and growing audience. Doing so will help them remain competitive now and in the future.

98% of people read reviews for local businesses

With 98% of consumers reading reviews before choosing a local business, the significance of managing online reputation is evident and shows no signs of slowing down, especially with the rise of online scams. Effective SEO strategies that prioritise review generation tools like Google Business Profile are crucial for businesses looking to leverage this trust factor and attract new visitors to their services.

65% of users click on organic results

The fact that 65% of users opt for organic search results highlights the critical role SEO plays in driving traffic. This statistic reinforces that a well-executed strategy is essential for businesses aiming to establish credibility and effectively reach their target audience.

58% of businesses don’t optimise for local search

Despite the immense potential of local search, 58% of businesses fail to optimise their online presence. This gap presents a significant opportunity for those who embrace SEO, showing that not only is the market not saturated, but there is also considerable growth potential. By capitalising on local search optimisation, businesses can enhance their visibility, attract more customers, and ultimately drive revenue. 

SEO has a 14.6% close rate

With a close rate of 14.6%, SEO stands out as an effective strategy for lead conversion. This statistic highlights how businesses leveraging SEO can achieve better results than traditional marketing methods, such as cold calling, which typically has a close rate of around 1-3%, or social media advertising, which often experiences variable conversion rates.

SEO drives 1,000%+ more traffic than organic social media

The substantial traffic SEO generates compared to organic social media shows its potential. While organic social media can help build brand awareness and engage with followers, it often struggles to drive significant traffic and conversions. SEO consistently attracts high-quality traffic from users actively searching for products or services.

60% of marketers say inbound marketing is their highest quality source of leads

With 60% of marketers recognising inbound marketing, particularly through quality content and blog posts, as their top lead source. This highlights the ongoing effectiveness of these strategies. Investing in these methods not only attracts qualified leads but also shows a commitment to long-term growth. 

48.5% of internet users research products via search engines

The fact that nearly half of internet users rely on search engines for product research highlights the continuing importance of SEO in business strategies. This trend indicates that consumers increasingly use search engines to inform their purchasing decisions. Research shows that 51% of shoppers engage with Google to explore products before making a purchase.

57% of B2B marketers consider SEO their most effective strategy

With 57% of B2B marketers identifying SEO as their most effective digital strategy, this statistic underscores its critical role in driving business success. 66% of B2B buyers discover products through search results, highlighting the necessity for companies to prioritise SEO to remain competitive.

The first page of Google receives 92% of all traffic

The fact that 92% of search traffic goes to first-page results emphasises the critical role of SEO in enhancing online visibility. Businesses aiming to attract more visitors must recognise that effective SEO strategies are essential for achieving top rankings.

SEO has the highest ROI

According to Social Champ, 61% of marketers prioritise SEO for its cost-effectiveness in lead generation, with 33% of leads originating from SEO efforts. This emphasis on SEO highlights its vital role in driving traffic and improving return on investment.

What about the websites that got hit by updates?

There have been reports of websites losing traffic overnight due to core updates in March and August 2024. From what we've gathered, these websites primarily focused on content rather than business services. Many lacked essential information, such as business addresses and phone numbers, and were typically monetised through methods like AdSense or affiliate marketing.

However, all of our clients' websites remained unaffected by the core updates, experiencing only minor fluctuations. These clients operate in both B2B and B2C sectors and boast strong social media presence, Google Business Profiles, and listings across various local directories. I believe that these off-page signals, combined with E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), helped shield these businesses from negative impacts.

We encountered a similar situation in the past with the Medic update in 2018, which made it difficult for non-institutional bodies to rank for specific health-related keywords. Websites promoting health products, medical advice, and wellness were significantly affected.

As for the websites impacted this year, we lack detailed insights into their situations, and they may have violated Google's guidelines in some way.

There is always a risk of losing traffic due to algorithm updates; it’s simply part of the business landscape. However, by following best practices, you can maximise your chances of success.

What is the future of SEO? 

Recent changes in SEO have left many experts and business owners wondering about its future. While some specialists are frustrated with Google’s updates, as long as people keep using search engines, SEO will remain an important way to drive traffic.

Although SEO is getting more complex with many ranking factors, businesses can still succeed by focusing on user experience and sticking to the fundamentals.

We've noticed an increase in demand for SEO services as clients understand its importance as a marketing tool. Our data shows that SEO often delivers the best return on investment among marketing channels.

Although changes like SGE, algorithm updates, and shifts in user behaviour will continue to happen, the fundamental principles of SEO are still essential. Moving forward, refining these basics will be crucial. 

Here are some tips to help you stay ahead in 2024 and beyond:

• Focus on E-E-A-T Guidelines: Make sure your website meets standards for Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Include author bios, certifications, real-world experiences, custom graphics, and case studies. These features can help you stand out from competitors and earn valuable backlinks.
• Satisfy User Intent: Google values user signals over deep content analysis. Ensure your content directly answers user questions, avoiding paywalls and unnecessary fluff. Add visual elements and keep an eye on user engagement metrics, like bounce rates and time on page, using tools like GA4 and Hotjar.
• Improve User Experience: Factors like site speed, easy navigation, and user interaction are important for rankings. Speed up your site, limit annoying pop-ups, and arrange your pages for easy navigation. Make sure your calls to action are relevant and link to genuinely helpful content.
• Stay Updated on SEO Trends: Keep up with industry changes by following experts like Brian Dean from Backlinko and checking algorithm updates on platforms like Search Engine Journal. Networking with other specialists can help you develop effective strategies for the future.
• Use Off-Platform Marketing Channels: While Google doesn’t say social signals directly affect rankings, there’s evidence to suggest they do. Building a following on platforms like TikTok, YouTube, and LinkedIn can boost your authority and indirectly improve SEO. Quality content on these platforms can also lead to more backlinks from other websites.

SEO is far from dead in 2024

Instead, it is evolving while seemingly holding onto its core features that have been used for years. The data clearly shows that search engines remain a primary source of traffic for businesses and marketers, with no signs of slowing down.

As users increasingly seek high-quality, relevant content, the emphasis on user experience and E-E-A-T principles is crucial. By investing in SEO strategies that focus on these areas, businesses can effectively reach their target audience and generate valuable leads.

Despite the challenges posed by algorithm updates and shifts in search behaviour, businesses that embrace these changes and refine their strategies will continue to thrive, making SEO a vital component of any successful marketing plan.

Prioritising best practices and staying informed about the latest trends, you can position your business for success in this ever-changing environment.