Survey Results: Top SEO Threats in 2024 and How SEOs Are Countering Them

The landscape of SEO consulting has evolved significantly, with new threats and challenges emerging in 2024. Based on the recent SEOFOMO survey conducted by Aleyda Solis, 337 SEO consultants shared their insights on the biggest threats they face and the strategies they are implementing to counter these obstacles.

The survey ran from July 21 to August 21, 2024, and offers a comprehensive look into the current state of SEO, highlighting key challenges, trends, and tools that are shaping the industry. Let's dive into the survey results and examine what’s threatening the SEO world and how consultants are preparing to combat these issues.

Top SEO Threats in 2024

Here we go.

1. Google Updates Favoring Certain Types of Sites

According to 52% of survey respondents, Google updates that favor specific types of sites, such as user-generated content (UGC) platforms and big brands, represent the most significant threat to SEO consultants. These updates often push smaller and mid-sized websites down the rankings, making it difficult for them to compete.

2. Google Favoring Its Own Features

Coming in second, 48% of respondents expressed concerns about Google favoring its own features and services over external websites. Features such as Google’s AI Overviews and other search enhancements are becoming more prominent, potentially pushing organic search results further down the page.

3. AI Overviews in Google Search

The rise of AI-powered search experiences, particularly AI Overviews in Google Search, was identified as the third most concerning threat, with 41% of SEOs seeing this as a challenge to their efforts. AI-generated answers may limit the visibility of traditional search results, making it harder for websites to gain organic clicks.

4. Adoption of Large Language Models (LLMs) for Search

With 37% of respondents viewing the adoption of LLMs for search as a threat, there is growing concern that users may increasingly turn to AI models instead of traditional search engines like Google. This shift could further reduce traffic to websites optimized for search engines.

5. AI Personalization of Search Results

32% of survey participants highlighted AI personalization of Google Search results as another looming threat. As search engines become more adept at personalizing results, it may become more challenging for websites to maintain broad visibility across diverse audiences.

6. Social Platforms as Search Engines

The growing use of social media platforms, such as TikTok, for search purposes was flagged by 28% of respondents. Social search platforms are beginning to encroach on Google’s territory, presenting a new challenge for traditional SEO strategies.

How SEOs Are Responding to These Threats

In response to these emerging threats, SEO consultants are adjusting their strategies to stay competitive. The survey results provide insight into the most popular tactics used by SEOs today.

1. Improving Content Quality

A top priority for many SEO consultants is to focus on high-quality, engaging, and valuable content. By ensuring that content is intent-driven and highly relevant to users, SEOs can enhance their chances of ranking well in search results. This focus on content quality aligns with Google’s continuous push for helpful, authoritative content in its rankings.

2. E-E-A-T (Expertise, Authoritativeness, Trustworthiness)

Another common approach is emphasizing E-E-A-T principles. This involves creating content that reflects a high level of expertise and authority while establishing trustworthiness. Many SEOs are adopting these principles not only to improve rankings but also to ensure long-term sustainability in the ever-changing search environment.

3. Traffic Diversification

Given the threats posed by AI and social platforms, traffic diversification has become a crucial strategy. SEO consultants are expanding their efforts beyond Google, incorporating social media, alternative search engines, and even Large Language Models (LLMs) to reduce dependency on Google alone.

4. Staying Updated

With continuous learning being essential to SEO success, many consultants are placing a strong emphasis on staying informed about the latest trends, algorithm updates, and tools. This helps SEOs remain agile and adaptable in a constantly evolving industry.

The State of SEO Consulting: Key Insights from the Survey

The SEOFOMO survey sheds light on how SEO consultants operate and what challenges they face in their day-to-day work. Here are some of the most notable findings.

1. Ongoing SEO Consulting vs. One-Time Consultations

79% of SEO consultants prefer focusing on ongoing SEO processes rather than one-time consultations. This shift towards long-term partnerships allows consultants to deliver consistent results and continuously refine their strategies in response to new challenges.

2. Client Referrals Drive New Business

A whopping 77% of SEO consultants gain new clients primarily through referrals from existing clients or other companies. This underscores the importance of trust and reputation in the SEO industry, where client recommendations are often more valuable than traditional marketing efforts.

3. Challenges in Selling SEO Services

Selling SEO services is becoming increasingly difficult, with 43% of consultants saying it’s harder to sell SEO today than it was a couple of years ago. Factors contributing to this include increased competition, more complex client needs, and limited resources or budgets for SEO.

The Tools SEOs Rely On

The survey revealed the top tools used by SEO consultants to manage their workflows and deliver results for clients.

1. Screaming Frog

Screaming Frog was the most popular tool, used by 19.9% of respondents. This versatile website crawler helps SEOs identify technical issues and opportunities for improvement.

2. Semrush

Coming in second, 19.04% of SEOs use Semrush for everything from keyword research to competitor analysis. Its comprehensive suite of tools makes it a staple for SEO consultants.

3. Google Search Console

A crucial tool for monitoring site performance in search results, Google Search Console was used by 16.44% of SEOs to track website visibility and troubleshoot potential issues.

4. Ahrefs

13.85% of respondents use Ahrefs, which provides powerful insights into backlink profiles, keyword rankings, and more. Ahrefs is particularly valued for its ability to help SEOs monitor competitors and find link-building opportunities.

The Role of AI in SEO Consulting

The use of AI tools is becoming increasingly common among SEO consultants, with 81% of respondents incorporating AI into their workflows. These tools help automate tasks, generate insights, and streamline processes, allowing consultants to focus more on strategy and creative work.

Anticipating Future Threats

Looking ahead, SEO consultants are concerned about several potential threats to their efforts, including:

• Google updates that favor certain types of sites (52%)
• Google prioritizing its own features over external content (48%)
• AI Overviews in search results (41%)

To combat these threats, SEOs are focusing on content quality, diversifying traffic sources, and staying updated on the latest trends and developments.

Navigating SEO in 2024

As the SEO landscape continues to shift, SEO consultants must remain adaptable and proactive. The SEOFOMO survey highlights the key threats SEOs face in 2024 and provides a roadmap for how they are responding to these challenges. By focusing on content quality, E-E-A-T principles, traffic diversification, and staying informed, SEO consultants can continue to deliver value to their clients in a rapidly changing digital landscape.

For SEO consultants, 2024 presents both challenges and opportunities. While threats such as AI and Google updates loom large, those who remain agile, client-focused, and committed to best practices will find ways to succeed.