Is rank tracking dead? Why Google’s new rules are changing the game  Search Engine Land
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You are here: Influencer Marketing Hub » 58 Best SEO Agencies To Help You Rank in 2024 » How to Create an Effective SEO Strategy in 2024
Creating an effective SEO strategy requires a lot of preliminary research and planning. 
This actionable guide walks you through all the steps it takes.
But first, some basics.

An SEO strategy is a plan detailing what you’ll do to improve your website’s chances of appearing high in search results. Which can increase organic (unpaid) traffic to your website and even drive more conversions. 
Your strategy documents your action plan, including the content you’ll create, optimize, and promote. 
It also includes an assessment of your current performance, a competitive analysis, a site audit, and a link building strategy. All of which we’ll cover in more detail later on.
Tip: Create a free Semrush account to follow the steps in this guide
Knowing your current SEO performance helps you see where you currently stand. And enables you to set strategic SEO goals. 
For most sites, it makes sense to measure organic traffic, keyword rankings, and backlinks.
Organic traffic is the number of visits to your site that come from organic search. This doesn’t include traffic from paid search ads.
Google Analytics 4 (GA4) is helpful for analyzing website traffic. But you can quickly gauge your organic traffic with Semrush’s Domain Overview.
Here’s how:
Launch the tool and enter your domain (or subdomain or subfolder) into the search bar. And click “Search.”

You’ll come to the tool’s “Overview” tab, where you’ll see a high-level view of some of your website’s most important metrics, including “Organic Search Traffic”—which displays your monthly organic traffic for the current month.

You can also view a chart showing your organic traffic over time. Which you can adjust to display results for different time ranges. 
Benchmark your organic traffic by determining the average amount of traffic you get in one month. So you know how much you need to improve.
Keyword rankings are the positions where your website is displayed in search engine result pages (SERPs) for your target keyword.
Higher-ranking pages tend to get more organic traffic. So, aim to rank as highly as possible for relevant keywords.
Use Semrush’s Organic Research tool to benchmark your current rankings. It shows your positions for all keywords—not just those you already know you want to rank for.
In the “Overview” tab, you’ll see the total number of search terms you rank for. And a chart that displays your rankings over time. 
Hover over the latest month to see a detailed breakdown. And consider how many terms are in positions No. 1 to No. 3—which are ones in good standing. 

This company might aim to grow the overall number of rankings and also increase the number of keywords in positions 1 to 3.
For more detailed information, go to the “Positions” tab. Where you can view metrics for each term. Like your current ranking (“Position”), search intent (“Intent”), the total number of monthly searches (“Volume”), etc. 

You can think of backlinks (links from other sites that point to your site) as votes of confidence that signal to search engines your site is reputable and worthy of showing in search results. Which can improve your rankings.
Semrush’s Backlink Analytics tool allows you to study your backlink profile to set a benchmark.
Here’s how:
Launch the tool and paste your domain, subdomain, or subfolder into the search bar. And click “Analyze.”

You’ll arrive at the “Overview” page. Which shows the number of websites that link back to you (Referring Domains”) and the total number of backlinks to your site (“Backlinks”).
You’ll also see your “Authority Score”—a measure of how reputable your site is. 

Now that you’ve established this and other benchmarks, you’ll need to understand which keywords you want to target.
Keyword research is the process of finding and selecting relevant search terms you want to rank for. It guides you in deciding what content to create.
Semrush’s Keyword Magic Tool lets you find new ranking opportunities by drawing on a database of over 25 billion search terms.
Simply type a seed keyword (a broad topic related to your niche) into the search bar and click “Search.”

The tool will list potential keyword ideas based on the seed keyword. Which you can evaluate to find relevant terms. 
For each term you’re interested in, consider its search volume and keyword difficulty (a percentage indicating how hard it will be to rank in the top 10 for a given keyword). 
Ideally, you’ll want to focus on keywords with high volumes and low keyword difficulty scores. Because they have the potential to drive a lot of traffic and aren’t too difficult to rank for. 

Next, select “Questions” in the top left corner of the screen to see related questions to get some more specific content ideas.

Make note of a few terms you want to target. 
A competitor analysis helps you see what’s already working for your rivals. So you can make informed decisions about your SEO strategy. 
Start this process with Semrush’s Organic Research tool. To see keywords competitors are ranking for and their top pages. 
Type in a competitor’s URL and click “Search.”

In the “Overview” tab, you’ll find high-level data like how many keywords your competitors rank for and their rankings for those terms.

Go to the “Positions” tab to see the full list of keywords sorted by the percentage of traffic they send to your competitor’s site. 
In this case, the keyword “clickup” drives 13.64% of traffic to ClickUp’s site.

To find all the terms your competitor has No. 1 rankings for, click “Positions” and select “#1.”

You’ll likely find some valuable opportunities by doing this. Which you can add to the list you started earlier. 
But you can find even more search terms worth targeting with Semrush’s Keyword Gap tool.
Enter your domain and up to four competitors’ domains and click “Compare.”

Scroll down the page to see a full list of keywords. You’ll see the keywords marked “Shared” automatically. These are keywords for which all of the domains you enter rank.
But you can also select the following categories:

You’ll want to pay close attention to the keywords you’re “Missing” by clicking on that tab. 
Jot down the keywords you discover to use later on. 
Setting SEO goals will also help you decide which key performance indicators (KPIs) will define your success and help you assess your progress.
For example, let’s say your goal is to double the amount of organic search traffic you get in the next year. To support your company’s larger goal of increasing leads by 15%.
To increase your traffic from organic search, you need to improve your keyword rankings. And gaining quality backlinks is one of the best ways to improve your SEO performance. 
So, you choose organic traffic, keyword rankings, and backlinks as your SEO KPIs.
Your KPIs will depend on your goals, but here are 12 examples of SEO KPIs to consider:

Auditing your website helps you find areas to improve. And there are three main ways to audit your site:
Use Semrush’s Site Audit tool to uncover technical SEO and on-page issues that you can address to improve your chances of success. 
Launch the tool and enter your domain in the text box. And click “Start Audit.”

Configure your basic settings, including the number of pages you want checked and the data crawl source. Then, click “Start Site Audit” to begin the analysis.

When the audit is complete, you’ll see some high-level results. Like your “Site Health” score and the total number of issues affecting your site.

To view problems that need to be addressed, scroll down the page to “Top Issues” and click “View details.”

This will automatically open the “Issues” tab.
“Errors” are issues of the highest severity, “Warnings” are issues of medium severity, and “Notices” are non-critical items that are still worth fixing. 
Click “Errors,” “Warnings,” and “Notices” in the menu bar above the list to filter for each.

For specific instructions on how to fix a given issue, click “Why and how to fix it.” A dialogue box with more details and specific instructions will open.

Implement these suggestions to improve your site’s chances of ranking well.
Auditing your content helps you find poor-performing pages that can be improved to achieve better results.
To find these pages, log in to Google Analytics.
Go to “Reports” > “Life cycle” > “Engagement” > “Pages and screens.”

Scroll down to see a table listing your pages and a variety of metrics for each.

Click the arrow next to “Views” to sort the list by pages with the least visits. 
Consider each of these pages and how important they are. Depending on the page, you might want to delete it, optimize it, or redirect it to a similar (and better) page on your site.
And note what you plan to do for each low-performing page. 
Semrush’s Backlink Audit tool specifically focuses on auditing your site’s backlinks to help you understand how healthy your backlink profile is.
Launch the tool and enter your domain in the search bar. And click “Start Backlink Audit.”

You’ll be prompted to enter your backlink audit settings. Once you’re ready, click “Start Backlink Audit.”

Go to the “Overview” tab to see your site’s “Toxicity Score.” 
A score of “High” or “Medium” suggests that there’s quite a bit of room for improvement.

You don’t need to worry too much about having toxic backlinks in your profile. Because Google is pretty good at ignoring low-quality links. 
It’s only important to address them if you’ve knowingly acquired links through questionable tactics and received a manual action penalty via Google Search Console.
Which you can check here:

Otherwise, it’s more important to focus on building relevant, high-quality backlinks going forward. 
Your content plan determines what you’ll publish, when you’ll publish it, and where you’ll publish it. And you should build your content plan based on your keyword research, competitive analysis, and audit results. 
Start by going to Semrush’s Keyword Strategy Builder and entering up to five of the terms you discovered during your keyword and competitive research. And click “Create list.”

The AI-powered tool will then generate topic clusters—groups of thematically related pages that each consist of a pillar (main) page and subpages that cover specific topics in greater detail. Along with keyword clusters—groups of keywords that share the same intent and can be targeted on the same pillar page or subpage.

And you can view any page’s keyword cluster by clicking the gray arrow.

You may get a lot of results, so prioritize which pillar pages and subpages to create based on your goals and KPIs.
So if organic traffic is a KPI, it’s a good idea to focus on creating pages centered around keywords with high search volumes and relatively low keyword difficulty scores. Which the tool singles out with the “high ranking potential” tag.
Now, you’ll want to determine what content you need to create to rank by looking at the SERPs for those target keywords. 
In this case, there are two main types of content—videos and written how-to guides. So, you’ll likely need something similar to achieve a high position on the SERP.
You’ll also want to organize your ideas into a content calendar. Here’s an example:

Check out the SEO Industry Trends Report: The Search Revolution Has Already Begun
Acquiring backlinks from reputable sites in your industry is a great way to improve your website’s authority. So make sure you choose the right targets. 
Note: It’s normal to accrue nofollow links and low-quality website backlinks, but they’re not worth pursuing.
One of the best ways to quickly determine which backlinks to pursue is by analyzing who links to your competitors but not to you.
Do that with Semrush’s Backlink Gap tool.
Enter your domain into the “You” field. Then, add your competitors (up to four) and click “Find prospects.”

You’ll see a list of the “Best” domains to target. They point to all of your competitors but not to you. 
Select “Weak” to see domains that point to you less than to your competitors. “

When you find a handful of websites you want to contact to request backlinks, check the box next to them, and click “+ Start outreach” in the upper right corner. 
You’ll be prompted to send your target domains to Semrush’s Link Building Tool. After you choose the correct project, click “Go to Link Building tool” in the dialogue box that appears.

You’ll then see the “Overview” tab, which offers a visual representation of all your domain prospects and where they came from.
Click “Go to Prospects” to see your entire list.

Click the box next to the domain names you want to reach out to and select “To In Progress.” 
Then, select the “In Progress” tab to start outreach. 

Click “Contact” next to a domain you want to reach.

Now, draft a personalized email asking for a backlink. Which is typically easiest when you’re able to share a piece of relevant content the contact is likely to find useful.
Click “Send and proceed to next” to send your email and move to the next one.

Check out the 10 Agencies with Robust Link Building Services for 2025
Keeping your SEO strategy and progress documented in one place keeps you organized. It also helps you communicate information to your team as you go. 
Semrush’s free SEO template provides a good starting point. And you can adjust it based on your needs. 
You can even use the template to build topic clusters or groups of content to target a set of keywords, track technical and on-page SEO tasks, and more.
Building an effective SEO strategy isn’t just about creating content to rank for keywords. It’s about finding the opportunities that will make the most impact on your specific goals.
Semrush’s suite of tools can help:
Get all these tools and more with a free Semrush trial.
Yes, SEO is still very much relevant in 2024 as search engines still need to crawl and categorize web pages to rank them, and SEO is necessary to help them do so.
The cost of SEO depends on a number of factors such as the size of your business, the scope of the project, and the agency you’re working with. Generally, you can expect to spend anywhere between $1,500 and $7,500 per month on SEO.
Creating high-quality content, getting quality backlinks, improving your website structure, and improving your site load speed are some of the basic steps to rank on Google in 2024.
AI will change the SEO landscape, but won’t render it completely obsolete.
Thin content, poorly written content, duplicate content, technical SEO issues, failing to match search intent, etc. are some of the worst things for your site’s SEO.
Partnering with a digital marketing agency in Chicago is key for businesses aiming to…
Agencies in Miami aren’t judged by their pitch decks—they’re judged by how fast…
Digital marketing agencies in San Diego are essential in helping businesses navigate…

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Google announced several updates to the Gemini AI chatbot app during Google I/O 2025, including more broadly available multimodal AI features, updated AI models, and deeper integrations with Google’s suite of products.
Starting Tuesday, Google is rolling out Gemini Live’s camera and screen-sharing capabilities to all users on iOS and Android. The feature, powered by Project Astra, allows users to have near-real-time verbal conversations with Gemini, while simultaneously streaming video from their smartphone’s camera or screen to the AI model.
For example, while walking around a new city, users could point their phone at a building and ask Gemini Live about the architecture or history behind it, and get answers with little to no delay.
In the coming weeks, Google says Gemini Live will also start to integrate more deeply with its other apps. The company says Gemini Live will soon be able to offer directions from Google Maps, create events in Google Calendar, and make to-do lists with Google Tasks.
The slew of updates to Google’s Gemini are part of the company’s efforts to compete with OpenAI’s ChatGPT, Apple’s Siri, and other digital assistant providers. The rise of AI chatbots has given users a new way to interact with the internet and their devices. This has put pressure on several Big Tech businesses, including Google Search and Google Assistant. Google announced during I/O 2025 that Gemini now has 400 million monthly active users, and the company surely hopes to grow that user base with these updates.
Google introduced two new AI subscriptions: Google AI Pro, a rebrand for its $20-per-month Gemini Advanced plan, and Google AI Ultra, a $250-per-month plan that competes with ChatGPT Pro. The Ultra plan gives users very high rate limits, early access to new AI models, and exclusive access to certain features.
U.S. subscribers to Pro and Ultra who have English selected as their language in Chrome will also get access to Gemini in their Chrome browser, Google announced Tuesday. The integration aims to let users ask Gemini to summarize information or answer questions about what appears on their screen.
Google says it’s updating Deep Research, Gemini’s AI agent that generates thorough research reports, by allowing users to upload their own private PDFs and images. Deep Research will cross-reference these private PDFs with public data to create more personalized reports. The company says that soon users will be able to directly integrate Drive and Gmail to Deep Research.
Free users of Gemini are getting an updated AI image model, Imagen 4, which Google says delivers better text outputs. Subscribers to the company’s new $250-per-month AI Ultra plan will also get access to Google’s latest AI video model, Veo 3, which generates sound that corresponds to video scenes through native audio generation.
Google is also updating the default model in Gemini to be Gemini 2.5 Flash, which the company says will offer higher quality responses with lower latency.
To cater to the growing number of students that use AI chatbots, Google says Gemini will now create personalized quizzes focused on areas that users find challenging. When users answer questions wrong, Gemini will help create additional quizzes and action plans to strengthen those areas.
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Drive Growth With SEO: 3 Tips for Small-Business Owners  Inc.com
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Start selling with Shopify today
Start your free trial with Shopify today—then use these resources to guide you through every step of the process.
How does Shopify work
The latest image optimization techniques to reduce page speed and drive more organic SEO traffic to your online store.
Start your online business today.
For free.
In a world where customers expect instant gratification, an ecommerce website that loads quickly is of the utmost importance. Responsive images can help with load times and conversions.
While image quality is important for ensuring high conversion rates, image optimization is key for user experience and SEO for your online store. Learning how to optimize images can yield big rewards, from enhancing your brand to attracting shoppers perusing Google images.
Image optimization means ensuring your images look flawless on desktop and mobile and don’t hinder web performance. It involves modifying the image format, dimension, and resolution for a device while maintaining quality. 
Three main elements play a role here:
Images are important for a good online shopping experience. Customers won’t buy your products if they cannot see them. Data from the HTTP Archive reveals that, on average, unoptimized images make up a little less than 38% of a total webpage’s weight on mobile. 
Image optimization helps lower your webpage’s weight and is a core tenet of good ecommerce web design, which results in the following benefits:
Image optimization for web and mobile exists to balance speed and quality. Serving images that look good are important in ecommerce. They create a better browsing experience for shoppers. 
Google has suggested that site speed is one of the signals used by its algorithm to rank pages. A slow page means search engines crawl fewer pages with their crawl budget, which can negatively affect your indexing.
Optimized images help both readers and search engines understand your website better and get your content seen online. Recent data shows that images are returned for 36.7% of search queries on Google. 
Image optimization can help rank your images in Google’s image search, which can bring more traffic to your website and build your brand.
It’s really easy to upload images to your website and keep the default file names your camera assigns. But when it comes to image SEO, it’s important to use relevant keywords to help your web page rank on search engines.
Creating descriptive, keyword-rich file names is crucial for image optimization. Search engines crawl not only the text on your webpage but also your image file names.
Take this image, for example:
You could use the generic name your camera assigned to the image (e.g., DCMIMAGE10.jpg). However, it would be much better to name the file 2012-Ford-Mustang-LX-Red.jpg.
Think about how your customers search for products on your website. What naming patterns do they use when they search? In the example above, car shoppers may search terms like:
Look at your website analytics to see what keywords your customers use to find you. Determine the most common naming patterns they use and apply that formula to your image file naming process.
If you’re not going to get that data-driven, be sure to use relevant, helpful keywords when naming your images (i.e., try to be descriptive).
Check out this Q&A from Moz to understand the importance of strategically naming the image files on your site. It can definitely improve your on-page SEO. It can also help your pages and images rank higher on search engine results pages (SERPs).
Alt attributes are the text alternative to images when a browser can’t properly render them. They’re also used for web accessibility. Even when the image is rendered, if you hover over it, you will see the alt attribute text (depending on your browser settings).
The alt attribute also adds SEO value to your website. Adding appropriate alt attributes that include relevant keywords to the images on your website can help you rank better in search engines. It’s possible alt attributes are the best way for your ecommerce products to show up in Google image and web search.
Let’s take a look at the source code of an alt attribute.
The number one priority when it comes to image optimization is to fill out the alt attribute for each product image on your site.
Here are some simple rules for alt attributes:
Finally, do a sanity check from time to time. View the source of your web pages and check to see if your alt attributes are there and still relevant. You’ll be surprised by what you miss when you’re moving at the speed of entrepreneurship.
It’s common practice to show multiple angles of your product. Going back to the Ford Mustang example, you wouldn’t want to show just one shot of the car, especially if you’re trying to sell it. It would be in your best interest to show shots of:
The best way to capitalize on these extra photos is to fill out your alt attributes. And the way you would do that is by creating unique alt attributes for each product shot:
The key here is to add descriptions to your base alt attribute so potential searchers land on your website. 
You want to handle images on your website to ensure they look good on all devices, especially on mobile and high-resolution screens. 
To accommodate higher-density displays, which pack more pixels into the same physical space as traditional ones, you need at least a 2x image to make images look crisp and not grainy. In context, if your website has an image slot that’s 200 pixels x 200 pixels, you’d need an image that’s 400 pixels x 400 pixels to maintain sharpness on a high-resolution display. Nearly all mobile phones now have screen resolutions of 2x or higher. 
The easiest way to achieve this is by using a content delivery network, or CDN. A CDN offloads the work of resizing images and serving the best image format for a user’s device. It also improves the loading speed of the image file itself, as they have server locations closer to the end user. 
Note 💡 If you’re a Shopify merchant, your Shopify theme uses our image CDN. Curious how it works? Upload your own image and try Shopify’s CDN. If you’re a theme developer, learn how to write responsive image code in Liquid.
Image format is one of the most important things to get right on your website. Some file formats are higher-quality than others. Some take up more space than others, which impacts your site load time. 
To start, there are two main types of image formats: raster and vector. 
Vector images are built upon mathematical formulas. Whenever you need graphics that can scale to different sizes without sacrificing quality, use vector graphics. The most common vector image is the Scalable Vector Graphics (SVG) file. It is an ideal choice for logos, icons, and other simple graphics where you need clarity and sharpness, no matter the scaling. 
Raster images are made up of pixels that can form highly detailed images, like photographs. The more pixels an image contains, the larger and higher resolution it will be.
Through time, newer and more improved codecs have been written for raster images. For example, GIF was an early version of an image codec for the web, but the quality was poor because the compression technique averaged nearby pixels. Newer techniques seek to code and compress in ways that are harder for the human eye to detect.
This means that we can serve higher quality images with smaller file sizes when we use newer image formats. The following formats are the most commonly used on the web today:
Not all browsers support all versions. This is where an image CDN can come in handy again, as it can automatically select the best format for a particular browser and convert your original image. If you don’t use a CDN with this capability, then you will need to use the <picture> tag in your HTML.
Note 💡 Shopify’s CDN automatically detects which file formats are supported by a browser and sends the best option. For example, it can convert images to WebP or AVIF, where supported, and send PNG or JPEG images as a fallback for older browsers.
If your site uses Javascript galleries, image pop-ups, or other “flashy” ways to improve the overall shopping experience, image sitemaps will help get your images noticed by Google.
Web crawlers can’t crawl images not called out specifically in the webpage source code. So, in order to let crawlers know about unidentified images, you must list their location in an image sitemap.
You can insert the following line in your robots.txt file, showing the path to your sitemap:
Sitemap: http://example.com/sitemap_location.xml
Or you can submit the sitemap to Google using Search Console. Google has many guidelines for image publishing, which may help your website rank higher on SERPs. In addition, you can use Google sitemaps to give Google more information about the images on your website, which can help Google find more of your images than it would on its own.
As a Shopify merchant, you’ll get an automatically generated sitemap that includes your product images. This means that images on your product pages, and any other important images used in your blog or collections, are made discoverable to search engines through your sitemap. This improves the chances your images will appear in search results and drive more traffic to your website. 
Shopify updates the sitemap automatically whenever new pages or products are added, or existing ones are removed. So you never have to manually create or update your sitemap.
Specialized image CDNs provide image transformation features so that you only have to upload one high-quality image, and they will resize, reformat, and cache them based on each request.

With Shopify’s image CDN, file size is automatically optimized when you upload your image. The change in file quality isn’t noticeable to the human eye but will improve page load time. The CDN also automatically detects which file formats are supported on the client side and offers dynamic editing, which allows you to crop and transform your image without losing the original file.
Shopify merchants get access to a professional services team to help improve your website speed, as well as conversion rate and search engine optimization. 
The entire point of optimizing images is to help increase your bottom line. We’ve talked about reducing file sizes and getting the search engines to index your images, but what about testing images to see what converts more customers?
Now that you know some image optimization best practices, let’s look at some image optimization tools and plug-ins you can use for your website.
Note that if you’re on Shopify or use a specialized image CDN, you do not need to use these tools. The one exception is SVGOMG—most image CDNs do not offer optimizations for SVGs.
Squoosh is an easy-to-use web-based app for image compression. Simply drag and drop your image into the tool and pick from optimized image formats like JPEG XL, WEBP, PNG, and more.
TinyPNG is another popular image optimization tool on the web. It uses smart lossy compression techniques to reduce image file size for your web page (WEBP), JPEG, and PNG files.
You can shrink images for your apps or store, plus shrink animated images. It focuses not only image compression, but also offers API integration and developer tools to integrate TinyPNG into custom software solutions.
TinyPNG’s API resizes images for thumbnails automatically, removing any unnecessary parts and adding more background. If you run your website on WordPress, it’s available as a plug-in.
SVGOMG is another simple image optimization tool. It gives several options to clean and minify your SVG files. Simply upload or copy the source of your SVG to start. You can play with the various controls and create an identical image, but with less weight than the original. 
Optimizing your images is essential to running a successful online business. It not only enhances the look of your products, but also helps to create a smooth shopping experience and get you found online. 
An ecommerce platform like Shopify automatically delivers your images in the best format possible to viewers, so you can increase sales and grow your business online.
The best way to optimize an image without losing quality is to serve the right image size using the right image format for a given situation. You can use manual tools like the ones listed in this article to generate your files along with writing the correct HTML for the browser to serve them. Or, use a specialized image CDN like on Shopify to automatically convert and deliver top-quality images on any device.
Squoosh and TinyPNG are some of the best image optimizer tools available. They are both web-based tools that offer a range of format options, like JPG and PNG images. If you have a more complex SVG, use SVGOMG to make it smaller.
You do not need to optimize images before you upload them on Shopify. If you do, sometimes this can result in a poor quality image that leads to lower conversions and more returns. Shopify’s CDN automatically compresses images at a quality setting that is better for ecommerce. Your theme code should be written using the Liquid image_url and image_tag to automatically take advantage of many responsive image features.
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