So this is the new year…and I don’t feel any different.
Just kidding, Ben Gibbard.
There’s a lot that has changed in SEO, digital media and web design. From WordPress and WP Engine fighting it out in the public’s view to update after update after update from Google, digital marketing had a very strenuous 2024. Some lost, some won. Some new businesses failed, and some long-standing businesses experienced serious declines.
Let’s get into some of the most alarming stuff that happened in 2024 and how you, a business owner and / or marketer, can keep your head above water in the new year.
1. AI-Generated Content Dominated Discussions
In 2024, AI-driven platforms like ChatGPT and Jasper became integral to content creation. While these tools allowed businesses to generate blog posts and website copy quickly, the widespread adoption of AI raised concerns about quality and originality. Google’s updated algorithms emphasized Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), prioritizing content demonstrating human insight and expertise.
This shift prompted businesses to reassess their content strategies. AI tools were no longer viewed as standalone solutions but as starting points for ideation. Human intervention was essential for creating content aligned with audience needs and search engine guidelines.
How to Use AI Without Losing Your Voice
AI is great for brainstorming ideas or drafting content, but don’t let it do all the work. Your audience wants to hear from you, not a robot. To stand out, add your perspective, personal touches, and your own voice.
2. Google Cracked Down On Parasite SEO Practices
In 2024, Google intensified its efforts to combat “parasite SEO,” a manipulative practice where spammy, irrelevant content is published on reputable websites to manipulate search rankings. Third-party firms often exploit this strategy by inserting low-quality or unrelated material into legitimate sites, damaging the integrity and trustworthiness of the hosting domains. This practice has been a thorn in the side of publishers and search engines alike, and Google’s renewed crackdown in 2024 sent a clear message that these tactics will no longer be tolerated.
Publishers and website owners hosting such content saw their rankings plummet, while some faced more severe penalties. This move protects search engine users and ensures that high-quality, relevant content gets the attention it deserves. For businesses, the crackdown reinforced the importance of maintaining editorial oversight and aligning content with brand values and the needs of the target audience.
Why You Should Care
This type of practice has been around for a while, and it’s good to see Google address it. If you have taken part in parasite SEO, keep an eye on your keyword rankings and organic traffic as these parasitic pages won’t have much of an impact going forward.
3. Questionable Results in Google Search Results & AI Overviews
Google was heavily criticized throughout the year for the flood of low-quality AI-generated content in its search results. Many of these articles felt bland, uninspired, out of context, and oftentimes inaccurate, which caused Google to update its algorithm to favor unique and valuable content. We witnessed multiple updates to address poor results, and it seems Google will continue refining results as we push into the new year.
The search giant also introduced a new element to search in May of 2024 known as AI Overviews. The section of the search engine results page aims to give users quick answers directly in Google. The problem? A lot of the information is either spammy, outdated, or simply inaccurate.
Several professionals in the SEO community flagged inaccurate results in AI Overviews throughout the year.
Oh look, now it’s my own writing being AI’d in AI Overviews lol
Too bad the AI Overview is lacking context, like providing details about the most recent changes to the QRG (my article is from 2 years ago)
It also doesn’t understand that E-A-T + E = E-E-A-T pic.twitter.com/GLNLWpy3Yu
— Lily Ray 😏 (@lilyraynyc) October 28, 2024
Where to Focus Your Efforts
Google will continue to improve its algorithm and search results to reduce the amount of AI noise and spam. What you need to do is keep creating content that is useful to your audience. We’ve always said to create content for your audience first and that’s not going to change in 2025. Consider what your audience needs and focus on delivering something they can’t find elsewhere.
4. SEO Favors Expertise Over Keywords
Continuing with content quality, Google continued to favor topical authority in 2024 and rewarded websites that went deep on a topic rather than focusing on individual keywords. Businesses that created content around core topics saw their rankings rise. Additionally, we saw topic clusters continue to be a strong aspect of SEO.
How to Get Ahead
If you know your niche, own it. Build out content that covers your area of expertise from every angle and link it all together. This isn’t just good for SEO; it positions you as the go-to resource in your industry.
5. WordPress & WP Engine Dispute
WordPress and WP Engine got into a heated public fight over X (Twitter), Reddit, and LinkedIn. The main issue was that WordPress said WP Engine was using the WordPress name in their marketing without consent. Automattic, the parent company of WordPress, said this went beyond branding; it was more of an ethical issue.
This sparked a lot of debate among web developers and marketers about what is allowed when using open source tools for business. The CEO of WordPress, Matt Mullenweg, was very vocal toward the tail end of the year and hurt the brand’s reputation in the eyes of several users.
Just another day of very unhealthy and toxic behavior from WordPress co-founder Matt Mullenweg… pic.twitter.com/QxbpIxIyHS
— Ryan Duff (@ryancduff) December 25, 2024
Should Business Owners Be Concerned?
No, WordPress is not going away and you don’t need to find a new website CMS tomorrow. WordPress powers over 40% of the websites online today and this issue will not change that. But it is important to be aware of news that could impact the systems you use, like WordPress or WP Engine. Keep your plugins updated and / or hire an agency to maintain your website for you.
6. WordPress Development Trends Take Center Stage
WordPress continued to evolve in 2024, embracing trends that reshaped how developers approached building and managing websites. Key advancements included integrating artificial intelligence, adopting headless architecture, and prioritizing enhanced security measures. AI features, like chatbots and automated workflows, became increasingly popular too, enabling developers to create more personalized and efficient user experiences.
These trends underscored WordPress’s adaptability, helping it remain relevant in an ever-changing web development landscape. By embracing innovation, WordPress empowered developers to create faster, more secure, and user-friendly websites.
What This Means for You
If your site hasn’t been updated recently, it may lack these advancements. Investing in modern web development practices will help your website stand out, perform better, and meet the expectations of today’s digital audience.
7. Web Accessibility Is No Longer Optional
In 2024, website accessibility became an even bigger deal as businesses faced legal pressure to make their sites more and more ADA-compliant. Features like alt text, screen reader compatibility, and keyboard navigation are no longer a nice to have. They’re essential to web design going forward.
Website accessibility not only keeps you in compliance with the law but also helps you reach a wider audience, including people who might not be able to use your site otherwise. And the more accessible your website is, the more SEO-friendly it is too.
Why It’s Important to Know
Making your website accessible is good for business. It shows you care about inclusivity which resonates with customers and it can even improve your SEO. Everyone wins. If it’s been a while since your website was built, there’s a good chance your site is not ADA-compliant and needs some web development updates.
8. Short-Form Videos Took Over Social Media
Short-form videos have gone from being a trend to being the foundation of social media. Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the charge, and businesses that got in early saw massive engagement in 2024. While Tik Tok’s fate remains to be seen in 2025 pending a closure on January 19th, other platforms have adopted the concept of short-form video and we expect more brands to join in.
Why You Should Care
Audiences are looking for content that grabs their attention fast and brands that deliver short snappy videos get the reward.
The beauty of short-form videos is they’re cost-effective and don’t require a Hollywood budget. Authenticity trumps perfection, so try out the trending formats and see what works for your audience. Whether you have a fancy studio-quality camera or an iPhone, start creating content that your audience will connect with.
9. Paid Ad Platforms Saw Major AI Upgrades
Google and Meta got more innovative in 2024 with AI-powered tools for paid ads. Features like automated bidding and dynamic creative optimization made life easier for advertiser running campaigns and delivered better results with less effort. Specifically in Google, Performance Max (pMax) campaigns were pushed even harder in the last year and it looks like it will be a focus for Google in 2025.
What You Need to Know
Like leveraging AI for content creation, the AI can handle the mechanics but creativity still matters. If you want results, your messaging and visuals need to connect with your audience on a personal level. Be careful to opt into too many AI suggestions as it could have a negative impact on your ad performance and budget.
10. Marketers Adopted Stricter Privacy Regulations
Data privacy practices evolved to include more explicit consent mechanisms, such as clear opt-ins for data collection and comprehensive privacy policies. Privacy rules like Apple’s App Tracking Transparency and Google’s cookieless future forced marketers to change their strategies in 2024. First-party data became the new norm (instead of 3rd party cookies), and brands have turned to email marketing and loyalty programs to build direct relationships with their audience.
Why This Matters
Building trust with your audience starts with being transparent about how you use their data. Be sure you have a cookie consent policy on your website, as well as a privacy policy. While these items may sound trivial, they establish your website as a trusted resource.
What’s Next in 2025?
The changes we saw in 2024 prove just how important it is for businesses to stay in the know and nimble. From AI tools and short-form video to new privacy laws and SEO trends, businesses that balance innovation with authenticity and trust win.
Are you unsure how to handle all this, or do you just want business-specific advice? Let’s get started today.
