The digital age makes it absolutely essential that businesses have a substantial online presence. One critical aspect of this is an effective SEO strategy. Search Engine Optimization (SEO) entails optimization of a website to observe Google’s search algorithm, and technical SEO significantly influences sites’ crawlability, user experience, and click-through rate (CTR). With the aim of achieving higher rankings for suitable keywords in Google’s search outputs, it’s paramount to stay current with Google changes and updates. Over the years, there has been a variety of modifications from 2009’s Google Caffeine update that resulted in more rapid and precise search results incorporating news stories and social media content, to the fifth Product Reviews Update in September 2022 that aims to rank product review-related material to upgrade the searcher’s experience.
Google is constantly searching for new ways to improve their search results. This means that as Google’s algorithm continues to change, it becomes a challenging task for SEO professionals to adapt their strategies accordingly. With 2023 around the corner, here are a few SEO trends that you should keep your eye on in the new year.
1. Importance of Keyword Research is still there
Advancements in search engine algorithms have shifted the landscape around keyword research and optimization. The goal is no longer just about ranking first for a set of keywords; Rather, it’s about SERP marketing, which involves targeting all available channels including websites, videos, blog posts and social media. It means optimizing each channel not only to show up in search engines but to match the searchers’ expectations as closely as possible. It’s essential to implement this strategy if you want to get your content seen in the right places.
- Consider the keywords used by your competitors (try the keyword gap tool with Semrush)
- Repurpose older content
- Target keywords with less competition and moderate search volumes
2. More Emphasis on Local Search
In today’s digital age, having a localized search engine optimization (SEO) strategy is essential for any business. It’s especially important to monitor searches that include “near me” terms, as statistics indicate that such mobile searches have grown year-over-year by 136% in 2021. To maximize your visibility within a specific geographic area, it’s important to include relevant location keywords on your website and to register with Google My Business. When registering with Google My Business, you can essentially list your business on the map, so customers know exactly where to find you. Having an optimized local SEO strategy will help potential customers easily find and interact with your business.
Safari Digital states that 46% of all searches conducted on Google include local intent. Incorporating this into your strategy will immediately move your website closer to the top of the page when people search for solutions in your area. It also allows viewers to access your business’s information at a glance, with details such as contact numbers and the address being readily available.
3. The integration of AI Marketing
This strategy involves the integration of Artificial Intelligence (AI) into everyday marketing tactics. It is known to generate automated decisions based on real time data, statistics and observations. It’s an invaluable tool when it comes to speed and relevance, with more than 80% of industry experts already using some form of AI into their digital marketing strategies.
AI Marketing already takes many different forms, some of which we are all familiar with:
- Chat bots
- Data analysis
- Idea generation
- AI Writers
- AI Paraphrasers
- Content generation
- Natural Language Processing (NLP)
4. Tracking your EAT signals
It’s essential to provide your website visitors with skills, expertise and trustworthiness (EAT) signals, which will help your webpage rank high on Google. EAT has been an integral part of Google’s search algorithm and Search Quality Evaluator Guidelines since 2014. Even though it does not directly affect your site rankings, it can have an indirect impact on them, as it helps Google determine how valuable the content is for the readers.
According to these guidelines, high quality content:
- Helps the user
- Is trustworthy
- Is created by an expert, and
- Is updated regularly
5. Its all about Features Snippets
Ranking within the featured snippet or “position zero” on SERP is a notable SEO and marketing opportunity. By optimizing your content for this prime spot, you can increase your organic click-through-rate significantly — up to 8.6%. Plus, a high-ranking featured snippet means increased presence in “no-click searches,” which should be accounted for in any digital strategy. However, achieving this rank isn’t easy and requires a number of considerations.
Content must be optimized to include images, relevant <h2> tags, longer passages of text, and effective anchor text all working together to ensure that Google perceives your website as the most useful source for whatever search query has been initiated.
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