2024 has been a whirlwind year for the SEO industry, with sweeping algorithm changes, fierce SERP competition, and even an antitrust trial keeping everyone on their toes.

For many SEOs, this year’s shake-ups have raised questions about how to move forward. If you’ve been grappling with the impacts of the Helpful Content Update (HCU), the rise of UGC platforms like Reddit, or Google’s latest algorithm changes, you’re not alone.

In this article repurposed from the webinar with Lily Ray, you’ll learn practical strategies to help you navigate these challenges and plan a resilient SEO strategy for 2025.

Watch the full webinar!

1. When websites experience significant traffic drops due to the HCU or a core update, what are the first steps you recommend for recovery?

First, I assess the type of update behind the traffic drop. The Helpful Content Update (HCU) from September 2023 stands out because it affected sites differently from typical core updates and has been difficult to recover.

Here’s the  process I advise:

• Identify content patterns: I examine which site sections or content types were most affected. Spotting patterns highlights where to focus improvements.
• Apply a comprehensive approach: Recovery involves improving content quality, technical SEO, site architecture, and removing potentially spammy elements. It’s hard work and takes time. For example, at Amsive, my team’s recovery audits are thorough, typically covering 100–150 pages of custom strategies.
• Don’t wait it out: Relying on future updates to reverse the impact isn’t practical. Instead, address multiple issues simultaneously to strengthen the site’s foundation and resilience against future updates.

2. The HCU update seems to favor experience-driven content. How can we champion experience-driven content within our organizations from an E-E-A-T lens?

Experience-driven content will likely become more important in standing out from AI-generated material. While Google doesn’t always get it right, content with firsthand experience generally performs better over time.

Here’s how to approach it:

• Recognize AI limitations: While AI tools can scale content creation, they often lack the firsthand experience that only real experts can provide.
• Leverage unique company resources: Build content around original data, insights, and perspectives. Ask, “What new, original ideas can we share?” For example, if you run a travel site, have employees write about their travel experiences, like “I traveled to this destination—here are my top 5 experiences.” It adds an authentic touch that AI content usually lacks while strengthening your brand’s credibility.

3. My colleague Tom Capper pointed out a strong link between brand and the HCU. Do you recommend off-site work for clients experiencing HCU drops?

Yes, I do. There’s a well-established link between brand strength and resilience to updates, including the HCU. Sites with strong brands and high navigational search volume (people searching specifically for the brand) tend to weather algorithm changes better. When users actively search for your brand, it builds trust, which Google values.

For example, if you search “luxury cars,” you expect brands like BMW to appear. Google knows that users associate certain brands with specific industries, so it favors those brands in search results to improve user experience. Building a similar brand association can strengthen your position in search.

For off-site work, focus on authentic brand-building efforts, like out-of-home advertising, partnerships, and brand marketing—not just traditional link-building, which can backfire. Expanding your brand presence beyond SEO is a smart strategy for long-term stability.

4. How can we create more “stickable” brands that are memorable for a specific problem?

You know that song, “1-877-Kars 4 Kids.” It’s a catchy jingle that many of us in the US know. Whether we like it or not, we remember it because it’s tied to the brand in a recognizable way.

The key here is finding a way to make your brand memorable and instantly recognizable. It doesn’t always have to be through SEO; sometimes, you can make a big splash in other ways.

Whether it’s becoming known as the “funny brand that did that thing” or the brand with the catchy jingle, there are plenty of creative approaches to making a brand stick, and they’re not reserved for big companies. Smaller brands can use these techniques to create a memorable association.

5. Do you think people often misdiagnose themselves as being hit by the HCU when it's an older core algorithm or competitor activity?

Yes, I’d say so—I see this happen quite often. The Helpful Content Update (HCU) was a very specific event, and many sites were affected in a distinct way. If the HCU hit your site, you’d likely know by now, as it caused a clear drop in rankings and traffic between September 15 and September 20, 2023.

The complication is that this update was released between two other updates—the September and October Core Updates of 2023. So, many sites impacted by those core updates may think they were affected by the HCU when, in reality, it was one of the surrounding core updates.

To determine which update affected you,  use the Google Search Status Dashboard, which provides specific dates and details for each update rollout.

Regarding recovery, my team and I generally follow a similar approach across updates, involving a range of SEO improvements. However, with sites impacted specifically by the HCU, we often find overly aggressive SEO content that needs to be adjusted. While each case has unique elements, the recovery steps follow a comprehensive, multifaceted SEO approach.

6. So, when you say “overly aggressive SEO,” what does that mean?

From around 2019 to mid-2023, there was an “SEO gold rush,” during which publishers—small and large—used generative AI to scale content rapidly and capture substantial revenue. This period stood out as publishers took advantage of SEO, often focusing on content volume over expertise or real-life experience.

“Overly aggressive SEO” typically involves producing large amounts of content simply for search volume, not to share genuine insights. 

This content often:

• Lacks real-life experience because it’s created mainly to rank.

• Relies on automated optimization that includes keywords, internal links, and h-tags but is written more for algorithms than readers.

While this approach worked well through early 2023, many sites saw visibility drops as Google updated its algorithms.

7. We've seen parasite SEO mentioned as a form of site reputation abuse. How can SEOs identify and avoid engaging in this practice to prevent penalties? 

Parasite SEO, a type of site reputation abuse, is when major publishers “rent out” a section of their site to third parties, allowing them to publish content like affiliate articles or coupon pages that benefit from the publisher’s SEO authority. 

Think of large media sites where certain sections might host “Best CBD Gummies” articles or promo codes, often created by external companies. These sections rank well not because of the content’s authority but because they leverage the SEO strength of the main publisher’s domain.

In 2023, Google introduced a spam policy targeting this practice to reduce visibility for site sections that “piggyback” on Domain Authority without adding value. It impacted publishers who rely on these partnerships for revenue but now need to rethink their strategies.

To avoid penalties, SEOs and publishers should avoid partnerships that appear to “rent” their authority. Unlike other SEO issues, where penalties might seem random, site reputation abuse is intentional and thus avoidable by focusing on high-value content that aligns with your brand.

Watch the full webinar!

8. How can smaller websites without big budgets build a recognizable and trusted Brand Authority, especially in niche markets with fierce competition?

Brand Authority doesn’t have to be a big-budget endeavor for smaller websites. There are ways to build recognition and trust without traditional advertising. 

Here’s how I’d approach it:

• Sponsor local publications and events: Consider sponsoring regional publications or events to promote your brand. It’s a great way to build visibility without a huge budget.

• Put your team on social media: If you have someone on your team who loves being on camera, feature them on your TikTok or YouTube channel. Let’s say you run a pest control company—having someone share their day-to-day could resonate with people. Video is huge, and that personal touch makes a big difference.

• Turn your best content into videos: Take those ideas and topics that perform well with SEO and bring them to life on video. Post on YouTube and then repurpose that content for TikTok. Google loves ranking YouTube videos, so it’s an easy way to capture organic traffic.

• Follow where people are looking: I’m noticing that I go to TikTok or Instagram for reviews rather than Google. I want firsthand insights from small creators because they feel more trustworthy than big brands. Video is critical, and I’d encourage everyone to make it part of their strategy as we head into 2025.

9. What can SEOs do to outrank Reddit? Is it possible, or should we pivot to a different strategy?

Outranking Reddit may not be the best use of time. Google prioritizes Reddit for a wide range of queries, often placing it in top positions and featuring it in “Discussions and Forums” sections.

Trying to compete directly might not be effective, and some are even spamming Reddit by dropping links in highly-ranked threads—but Reddit’s moderators are quick to catch this. 

A more compliant approach is to build real accounts, grow karma, and offer genuine expertise on Reddit. Occasionally, you can mention your brand or link, but only if done carefully; otherwise, you might be banned.

Engaging on Reddit may be worthwhile if you can provide value. However, not all sites have the resources for this, and Reddit’s high visibility may not last indefinitely because Google could adjust its approach over time.

10. With the buzz around SearchGPT launching in 2025, what impact will it have on the SERPs, and how can SEOs prepare?

There’s so much up in the air right now, so these questions are tough to answer. I think Apple intelligence will be a huge curveball for Google, too. For anyone with an iPhone, imagine being able to interact with something like ChatGPT directly through Siri. That’s going to change how I search, and it’s going to cut into the number of Google searches I do daily.

Tools from OpenAI, Microsoft’s Bing, and Perplexity are already changing how people search, though tracking their impact is tricky. Many SEOs are setting up tracking for these tools in Google Analytics (GA4) to understand if they’re sending any traffic to sites.

Kevin Indig recently shared that ChatGPT surpassed Bing’s traffic last month, which is pretty wild. If the adoption of these tools keeps growing, Google could be next on the horizon.

Moving forward, expect users to interact with both Google and large language models. Setting up tracking and staying flexible will be key to adapting as these tools integrate into daily search behaviors.

11. Given how volatile search traffic has been this year, what can we do to reduce our reliance on it in 2025?

The key is diversification, which has become a major focus in SEO. Your strategy will depend on your revenue model: businesses relying on ad revenue or affiliate links have been hit hardest by recent updates, as Google’s AI summaries now replace much of this content.

For e-commerce sites, prioritize best practices in Google Merchant Center and structured data and explore platforms like Amazon. Focus on optimizing “money pages” that drive revenue, aiming for quality over quantity.

Diversification can feel overwhelming, but I’ve seen brands with a strong presence on TikTok or YouTube stay resilient after algorithm updates. In 2025, the challenge is building traffic through other channels. Repurpose content across platforms—for example, I repurpose tweets for LinkedIn, blog posts, and videos for TikTok and YouTube. If one platform changes, your content remains accessible elsewhere.

12. Question from Sophie Brannon —  Are you seeing or hearing of friction with clients and stakeholders about falling CTRs and YoY traffic levels due to major SERP changes, and if so, how are you combatting this?

The answer has consistently been “yes.” I’ve been in SEO for 15 years, and this concern comes up yearly. Recently, I presented in Singapore and showed a traditional SERP loaded with Google Ads. Users often have to scroll past multiple ads just to reach the first organic result, which SEOs cannot control if Google prioritizes ads this way.

With AI overviews and other SERP features, Google displays more information directly on its platform, reducing organic click-through rates (CTR). Position one used to capture around 50% of clicks; now, it’s closer to 28-30%.

The key is managing expectations by understanding current CTR benchmarks. Collaborating with the paid search team is also essential. If you secure visibility above the fold with strategic paid ads that complement organic results, you can maximize CTR for the top positions you achieve.

13. I want to touch on that last part—capitalizing on click-through rates. What does that look like with client work?

It’s a series of steps. First, understand how search engines display your results. Many SEOs assume title tags and meta descriptions appear exactly as written. Meanwhile, Google rewrites meta descriptions over 70% of the time based on the search query, often pulling random text from the page. It impacts CTR, so tools like STAT Search, which capture how listings appear in rankings, are essential.

Next, assess why Google might’ve changed your description. Is there an enticing image thumbnail? For recipe sites, a better food photo can boost CTR. Also, check if top competitors use structured data you might be missing—every element counts toward improving clicks.

This year, we’ve learned that Google uses clicks as a ranking signal, so testing ways to increase CTR is important once in the top positions. SEOs often focus on reaching page one, but further optimization can maximize those rankings once there.

Watch the full webinar!

14. Question from Josh Knight — If you were a business with multiple locations and a limited budget, what three SEO activities would you prioritize?

The good news is that a brick-and-mortar business with physical locations has much to gain from SEO. Businesses like this tend to be more resilient to Google’s algorithm updates and benefit from Google’s tools for local visibility. 

Here’s where I’d focus:

• Optimize Google Business Profile (GBP): This should be the top priority. Fully optimize each location to rank well in Google Maps, showcasing the store and team. You can even integrate inventory feeds to display in-stock products directly in Maps.

• Build strong location pages on your website: Create detailed location pages like larger brands (e.g., Home Depot). Include essential info like contact details, hours, photos, and updates. Managing these pages well is vital for capturing local search traffic.

• Invest in local branding and sponsorships: Build community trust by sponsoring local events or supporting charitable causes. Strengthening your brand’s local presence establishes loyalty and complements your SEO efforts.

15. Question from Dylan Jones — What is the biggest mindset shift SEOs should focus on in 2025?

In 2023 and early 2024, SEO felt like a “gold rush,” with people scaling content rapidly using AI tools. However, when thousands follow the same approach, it creates patterns that Google can target with updates or spam policies, like the scaled content abuse policy introduced this year. Sites relying on mass, automated content risk being removed from search results.

As AI tools evolve, it’s tempting to automate even more, but Google prioritizes authentic, helpful content—something platforms like Reddit emphasize. 

For 2025, SEOs should shift from quantity to quality. Instead of producing thousands of low-value pages, focus on the 30 pages that drive revenue. Refine these high-value pages, improve click-through rates, promote them on social media, and back them with original research. This quality-focused strategy aligns with Google’s goals and minimizes the risk of future penalties.

16. Question from Sara — 2024 algorithm updates plus AI eviscerated my company's organic traffic. I'm checking all the usual boxes, but it has consistently dropped MoM since March. What more can I do?

I feel your pain—many sites are in the same position. One suggestion is to work with SEO specialists like me who handle these challenges regularly. 

Site owners often think, “My titles, H1s, and internal linking are great,” yet traffic continues to drop. There might be deeper issues—crawling problems, thin or duplicate content, broken robots.txt directives, or pagination errors—that aren’t immediately obvious.

My team, for example, focuses heavily on Google’s updates, and we often spot patterns that site owners miss. A fresh set of eyes or a second opinion can be invaluable.

Another option is to gather direct user feedback. Adding surveys or feedback forms to your site can reveal insights that may differ from your view of the content.

17. Finally, if you could give one piece of advice to SEOs about the future of search, what would it be?

Focus on a content strategy driven by real human experience and expertise. Highlight the people behind your content—disclose who they are and build their brands. Recipe bloggers are a great example; they put their names out, build knowledge panels, publish cookbooks, and expand to platforms like YouTube, showing Google they’re real experts.

Do the same with your team’s experts. Google uses entities to gauge expertise, so building your team’s reputation strengthens your brand’s credibility. Encourage team members to grow a social following if they’re comfortable, creating a strategy that positions your brand as trustworthy and knowledgeable.

Relying solely on search traffic and mass-produced content isn’t sustainable. Google rewards authenticity, so prioritize high-quality, experience-driven content that reflects your team’s expertise.

Diversify your traffic sources to build resilience. With video on the rise, explore platforms like YouTube and TikTok to reach new audiences. Highlight your team’s expertise and expand across channels to future-proof your SEO strategy.

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