In this episode of the Tourism Hub Podcast, host Despina Karatzias delves into the critical importance of Search Engine Optimization (SEO) for businesses in 2024, future of SEO and beyond. Despina shares her personal journey of elevating the Institute of Excellence’s content through a search engine optimised lens, focusing on marketing, driving traffic, brand awareness, and educational experiences.
Despina discusses how quieter times, particularly in southern Australia, present the perfect opportunity to innovate and take control of your content creation and marketing strategies. She emphasises the importance of SEO in making your business findable to potential customers who are seeking solutions that you offer.
The episode covers a comprehensive understanding of SEO and transitions into the realms of Search Generative Experience (SGE) and AI-driven SEO. Despina explains Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) and its evolution, which is crucial for enhancing your brand’s trustworthiness and authority in Google’s eyes.
You will learn about the key components of SEO, including keyword research, on-page optimization, off-page optimization, technical SEO, and content creation. Despina also introduces the concepts of SGE and Search GPT, highlighting their advanced capabilities in providing contextual and personalised search experiences.
By the end of the episode, you’ll have actionable insights to take control of your content, whether you choose to do it yourself, collaborate with others, or outsource it. Despina encourages continuous learning, adaptation, and taking proactive steps to stay ahead in the digital world.
- 00:00 – The Tourism Hub podcast dives into search engine optimization or SEO
- 03:01 – Google uses EEAT to evaluate web content, overall quality and cred
- 04:35 – SEO involves nurturing your website to help it stay green and growing
- 08:21 – Differences between search GPT and traditional search
- 10:03 – Traditional SEO content quality and relevance
Explore and dive into this topic through our latest blog SEO and the Future of Search Generative Experience: Optimising for AI Models.
References:
Google E-E-A-T Framework: https://www.google.com/search/howsearchworks/algorithms/
Google Analytics: https://analytics.google.com/
Connect with Despina Karatzias:
Website: Institute of Excellence
LinkedIn: Despina Karatzias
Instagram: @despinakaratzias
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