This year, at SMX Advanced in Berlin, Germany, Amsive’s VP of SEO Strategy and Research, Lily Ray, presented a summary of the major developments in the SEO space throughout 2024, plus tips to future-proof your SEO.

In this presentation, Lily discussed various changes and new developments in the SEO space, such as Google’s new AI Overviews, the Helpful Content Update, the rise of Reddit and forums, Google being labeled a monopoly, discoveries from the Google leaks, and other important SEO developments. She also discussed how Google is reducing the visibility of popular SEO tactics that previously drove significant traffic before a slew of significant changes to Google’s algorithms.

The past year of algorithm updates and other new challenges in the SEO industry have taught us important lessons about the importance of managing risk when implementing an SEO strategy. While certain SEO tactics have proven to drive significant short-term growth, those same tactics can cause significant performance declines as Google continues to crack down on sites relying too much on content made for search engines instead of humans.