SEO in 2024: A Conversation With Sam Penny

If you'd asked me what I knew about SEO before this video, I'd have told you straight.

Not a sausage.

But as it turns out, SEO evolves fast, so you need to stay ahead.

There's challenges but there's a load of opportunities too.

Here’s a handful of the things that stood out to me from MCR SEO’s conversation on SEO in 2024. 

Enter Sam Penny.

Agency SEO Vs. In-House SEO

In an agency, SEOs juggle multiple clients, shifting gears between industries and business models. 

But allocating resources is key, making sure effort’s spent where it will deliver the best ROI.

Meanwhile, in-house SEOs wear a different hat. 

They’re the internal champions, proving SEO's worth to stakeholders and making sure it aligns with broader company goals. 

While agency SEOs focus outwardly on client results, in-house SEOs are working behind the scenes, navigating the internal landscape.

Same mission, different playbook.

Mastering Prioritisation & Selling SEO

No matter which side you’re on, SEOs need to master the art of prioritisation.

That means focusing on tasks that pack the most punch, like creating high-quality content that resonates with users.

But it's not just about doing the work, it's about communicating its value. Whether you're pitching ideas to a client or getting your internal team on board, communication is critical. 

SEOs have to keep developers, content creators, and stakeholders aligned to make sure everyone’s rowing in the same direction.

Ai Is Shaping SEO, But It’s Not Taking Over

Like everywhere else, AI is a hot topic in SEO. But as Sam Penny points out, we’re still in the early days of its real impact. 

Yes, tools like ChatGPT and AI-powered search engines are changing how we operate, but there’s no substitute for human expertise.

Especially when it comes to niche industries like finance where precision is key.

While AI can automate some tasks, the strategic thinking that SEO pros bring to the table is irreplaceable.

Content Is King, But Strategy Is The Crown

At the core of every successful SEO campaign is content. 

And not just any content, good, user-centric content that solves problems.

That’s what Sam says.

And you can't just rehash what’s already out there. Your content needs to resonate with users and build your brand at the same time with authenticity.

Sam also highlights the power of targeting long-tail keywords, which attract high-intent users, and keeping an eye on engagement metrics like time on site and click-through rates (CTR).

Teamwork Makes The Dream Work

For larger websites, technical SEO can make or break your strategy.

Things like optimising site structure, boosting internal linking, and improving load times become critical. 

But here’s the thing: no matter how good your technical plan is, it’s worthless without collaboration with developers. 

Teamwork makes or breaks a technical SEO strategy.

What’s Next For SEO?

Sam predicts the future of SEO will continue to shift towards brand-building. 

Search algorithms are getting smarter. Favouring content that provides proper value over keyword-stuffed fluff.

And yeah AI is here - SEO pros will need to align their strategies with business goals as it evolves.

But strategy, prioritisation and collaboration will always be at the heart of SEO success.

Knowing your way around PR, mastering technical SEO, and understanding business fundamentals won't hurt either.

You can also find the podcast episode on Spotify, Apple Podcasts and Amazon Music. Just search for MCR SEO Podcast

Podcast review written by Freshcopy - Ghostwriters for Agencies and Founders