SEO is a dynamically evolving landscape influenced by Google’s frequent updates to its ranking algorithm. Each update reshapes the SEO trends that dominate the industry, compelling marketers to recalibrate their strategies to match.
This guide provides a deep dive into the top 12 SEO trends for 2023 and strategies to realign with these new trajectories.
1. The new “E” in E.E.A.T
Google’s widely acknowledged EAT (Expertise, Authority, Trust) principle has a new facet — Experience. Google now evaluates the content creator’s personal experience in the topic area. Consequently, SEO companies like Safari Digital say that it’s essential to consider the practical experience of those responsible for content production and ensure that it aligns with the topics they focus on, thereby ensuring their content meets Google’s increased emphasis on real-world knowledge.
2. Audience-targeted, not traffic-targeted content
SEO content must now prioritize the audience’s needs over mere search traffic. Content that strays from the website’s primary subject and fails to benefit the target audience will likely lose favor with Google. Thus, your content should focus on industry-relevant topics that your target audience seeks, and tools like content planning can assist in identifying such topics.
3. Increased emphasis on author authority
Google aims to ensure that the content surfacing in SERPs in 2023 is created by real people with the audience’s needs in mind. To enhance the perceived experience and authority of your content creators, consider strategies such as:
- Providing detailed author bios.
- Creating author pages linking to their articles.
- Linking to creators’ social media accounts.
- These strategies demonstrate to Google that your content creators are genuine experts, thus boosting your content’s authority.
4. Satisfying, helpful content
Google’s 2022 “helpful content” update mandates that users should feel satisfied by the content they find in the SERPs. This helpful content is characterized by relevancy, appropriateness for the target audience, and the creator’s authoritativeness and experience. Quality over quantity is key. Rather than focusing on producing high volumes of content, create content that answers the user’s queries comprehensively, backed by in-depth keyword research.
5. A.I content and content writing software
While Google’s recent updates have combated auto-generated content, AI-driven content creation will continue to grow in 2023. SEO and AI integrations save time and can be used responsibly to streamline content creation workflows without compromising originality or quality. Some effective applications of AI content creation include generating content briefs, creating content outlines, and suggesting content ideas.
6. SEO automation
Automation will continue to feature prominently in SEO strategies in 2023, enabled by the proliferation of enterprise SEO software platforms and tools. These tools automate tasks such as keyword research and site auditing, allowing SEO professionals to focus more on strategy.
7. Changes to CTRs by SERP positions
Expect a shift in the correlation between SERP position and click-through rates (CTRs) due to Google’s endless scrolling feature on both mobile and desktop. This feature enables users to navigate through multiple pages of search results with ease. While ranking in the top three positions traditionally captured most clicks, CTRs are likely to distribute more evenly across SERP pages in 2023.
8. Product Page SEO
Product pages require special attention in terms of SEO. The primary goal is to provide clear, concise information about the product, ensuring it’s easily discoverable through organic search. Detailed product descriptions, use of keywords, incorporation of reviews, and user-friendly navigation are some of the tactics to optimize product pages.
9. SEO Competitor Analysis
Understanding what your competitors are doing well can provide you with actionable insights into strategy development. Regularly conduct an SEO competitor analysis to gain a deeper understanding of the keywords they are targeting, their content marketing strategy, backlink profiles, and other ranking factors. Utilize this information to enhance your SEO strategy.
10. Reduced Crawl Frequency
Google’s bot is becoming more intelligent in identifying the need for recrawling. Hence, websites that don’t update their content regularly may experience a decrease in crawl frequency. It underscores the importance of keeping your website updated with fresh and relevant content to maintain its visibility in Google’s index.
11. Image SEO Revitalized
Image optimization for SEO will witness a resurgence. With advances in visual search technology, the way images are optimized for SEO is changing. Proper use of alt tags, image file names, image size optimization, and the incorporation of images in XML sitemaps are factors to consider.
12. Fast-Loading, High-Performing Websites
Website performance will continue to play a significant role in user experience and SEO. In line with Google’s Page Experience update, fast-loading websites that offer a seamless user experience will have a competitive advantage. Regularly check your website performance and rectify any issues related to site speed, mobile-friendliness, or core web vitals.
Adapting to the 2023 SEO Landscape
These top SEO trends in 2023 revolve around the fundamental principle of providing value to the users. They underscore the significance of content quality, creator expertise, and the user experience.
As digital marketers, it is essential to continuously adapt and evolve, aligning your strategies with these shifting trends. The key is to balance technological advancements like AI and automation with the core need to create authentic, valuable, and satisfying content. Ultimately, staying in tune with these SEO trends will keep you ahead in the competitive landscape of search engine optimization.