Why SEO Alone Won’t Work for New Websites in 2024
If you’re launching a new website, you might be wondering if you can rely on organic search—ranking on Google without paying for ads—to bring you traffic. After all, traditional SEO (Search Engine Optimisation) has been a proven strategy for years. But in 2024, the digital landscape has shifted drastically. For many new sites, ranking through organic search alone is almost impossible.
Let’s break down exactly why this is happening and what it means for your website.
The Changing Face of Google Search: Ads and AI Take Over
First, it’s important to understand how Google has evolved. When you search for something on Google today, the results page looks very different from what it did even a few years ago. What’s changed? A few key factors:
1. Ads Now Dominate the Top Spots
The first thing most people notice on Google’s search results today is how many ads there are. For many high-intent searches, like “best insurance plans” or “buy running shoes,” the top spots are all paid ads. These aren’t just any ads—they’re often designed to look almost like organic results, which makes it hard for users to tell the difference.
This is a huge deal for new websites. Even if you’re doing everything right with your SEO—targeting the right keywords, optimising your content, and building backlinks—your site is likely to appear below these ads. For users, who tend to click on the first relevant link they see, that means less visibility and fewer clicks on your organic listing.
For more tips on how to overcome these challenges, check out our SEO Services.
2. Google’s AI-Powered Search Experience
Google’s latest feature, the Search Generative Experience (SGE), is another major challenge. Using AI, Google now delivers answers directly at the top of the search results page. For example, if you ask Google, “How do I start a blog?” you might get a detailed summary of steps directly in the search results, without needing to click on any website.
For new sites trying to get noticed, this is a big problem. Why? Because if users are getting answers straight from Google, they’re less likely to scroll down to the traditional organic listings. Your carefully crafted blog post or guide could be buried further down the page where few people see it.
The Tough Competition: Established Sites Have the Edge
Even without these new challenges, breaking into organic search was never easy. But now, the competition is fiercer than ever, especially because of the following reasons:
1. Big Players Control the Space
Google’s algorithm heavily favors websites that have been around for a while and have built a solid reputation. These sites have years of SEO work behind them, strong backlink profiles, and brand recognition. When you’re just starting out, it’s almost impossible to compete directly against these established sites for competitive keywords.
For example, if you start a new health and wellness blog, you’ll be competing with massive websites like WebMD, Healthline, and government resources. Even if your content is just as good—or better—Google is more likely to trust and rank these well-established sites higher than your new one.
2. Content Saturation
Another issue is content saturation. Nearly every niche has been extensively covered by other websites, and many of them are backed by significant SEO expertise. Whether it’s how-to guides, product reviews, or even niche topics, it’s likely there’s already a lot of content out there competing for the same keywords.
For new websites, even targeting long-tail keywords (more specific phrases) can be a challenge, because the competition is so intense. As a result, breaking through the noise and getting noticed organically is harder than ever before.
The Rise of SERP Features: More Than Just 10 Blue Links
Google has evolved far beyond the traditional “10 blue links” you used to see on the first page of search results. Now, the search results page is packed with additional features that take up valuable space:
1. Featured Snippets and Answer Boxes
Google often pulls a quick answer directly from a webpage and displays it at the top of the search results. While this might seem like a good opportunity for your content to be highlighted, it’s a double-edged sword. Even if your site is featured, users might get the information they need without clicking through to your website.
2. People Also Ask and Knowledge Panels
These features show up prominently in the search results and often push organic listings further down the page. While these snippets are useful for users, they make it harder for new sites to stand out, especially if they’re ranking below all these additional elements.
3. Local Packs and Rich Results
For businesses trying to rank locally, the top of the search results page is often dominated by Google Business Profile listings, maps, and reviews. Competing in this space requires a strong local SEO strategy, which is separate from traditional organic SEO.
Slow and Costly: Why SEO Alone Isn’t Enough for New Sites
Even if you’re committed to SEO, it’s important to understand that results don’t happen overnight—especially for a new website. Building up the authority, backlinks, and content needed to rank can take months, if not years. For most new websites, that’s too long to wait to start seeing results.
In the meantime, established competitors are already reaping the benefits of years of SEO work. Plus, building high-quality content and backlinks requires significant time, effort, and often financial investment. Without any short-term traffic boosts, relying solely on SEO is a risky strategy for new businesses.
How User Behavior is Changing Search Dynamics
User behavior has also shifted, favoring paid and immediate answers. Here’s why:
1. Quick Clicks on Ads
Most users aren’t scrolling down the page looking for the perfect organic link. They want quick results. The first relevant link they see—often an ad or featured snippet—is where they’ll click. This leaves little room for organic listings lower down the page to capture attention.
2. Zero-Click Searches
More and more searches are ending without any clicks at all. That’s because users can often get what they need directly from Google’s AI-generated content, featured snippets, or other SERP features. For a new site, that means fewer opportunities to attract visitors.
What’s the Solution? Combining Organic and Paid Strategies
The truth is, organic search isn’t dead, but it’s no longer enough on its own—especially for new websites. The most successful digital strategies today combine both organic and paid approaches. Here’s how:
1. Use Paid Ads to Supplement SEO
Running Google Ads or using paid social media promotions can help drive immediate traffic to your site while you work on building up your organic presence. This is especially important for competitive keywords where organic ranking is unlikely in the short term.
2. Focus on Niche and Long-Tail Keywords
While the most competitive keywords might be out of reach, targeting highly specific or niche queries is still a viable strategy. These keywords often have less competition and can help you gain traction in your niche, especially if your content is truly unique and valuable.
3. Invest in High-Quality Content and E-E-A-T
Google still values content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Even if organic ranking is tough, consistently producing high-quality, user-focused content can help you build authority over time and gradually improve your organic ranking.
Conclusion: Organic Search Isn’t Dead, But It’s a Tougher Game
In 2024, relying solely on organic search to drive traffic to a new website is nearly impossible. With ads dominating the top spots, AI-driven answers cutting into clicks, and stiff competition from established sites, new websites face an uphill battle. The best strategy is to adopt a hybrid approach that combines SEO with paid strategies, allowing you to drive traffic and visibility while gradually building your organic presence.
SEO still plays a critical role, but to succeed in today’s landscape, it needs to be part of a broader digital marketing plan that includes paid ads, content marketing, and even social media. By diversifying your approach, you’ll have a better chance of standing out and capturing the attention your website deserves.
If you need help crafting a comprehensive digital marketing strategy, get in touch with us at Oakhaven, where we specialise in tailored solutions to help your business grow online.
