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Upcoming SEO trends for 2023

In the ever-changing landscape of SEO, it’s essential that marketing agencies remain ahead of the curve and implement the needed SEO updates in their marketing strategies. Here, we take a look at the 2023 SEO trends and updates that will rule the SEO industry in the next year. 

Upcoming SEO trends for 2023

AI and machine learning

If you haven’t already, it’s time to jump on the AI bandwagon. Machine learning and AI are predicted to make huge strides in 2023. 

AI is currently being used in various SEO sectors, including content optimisation, link building and keyword research. AI will continue to evolve and grow within the next year and although AI writing tools could potentially become a hit in 2023, it’s still crucial that marketers adhere to Google’s 2022 helpful content update which “ensures people see more original, helpful content written by people, for people, in search results”. This comes after the EAT (Expertise, Authoritativeness, Trustworthiness) concept was changed to include ‘experience’ as a ranking factor, making the acronym E-E-A-T. This means that Google now also “​​considers the extent to which the content creator has the necessary first-hand or life experience for the topic”. 

AI writing tools might become more advanced this year, but it’s crucial to remember that knowing your audience inside and out is still paramount. This remains the only way to ensure that your content will be well-received. Even with rapidly evolving AI, the human touch is still irreplaceable.

The rise of the featured snippet

Almost half of searches end without a click on the search engine results page. In 2022 we saw a huge rise in the number of widgets alongside organic results on the SERPS and 2023 promises to be no different. Google’s knowledge panel and Direct Answers are just some of the features that are contributing to zero-clicks. 

Targeting keywords that are specifically related to a SERP feature, like the featured snippet, will increase the chances of your content ranking on the SERPs. 

Featured snippets can take the form of how-to’s, FAQs, bulleted lists, or simply a single sentence. One way to ensure that your website is eligible for the featured snippet is to think carefully about the searcher, their intent, and how they’d search. It’s also important that you focus your content on question-based terms by using Google’s autocomplete or “People also ask” sections. You can then create content that is easily digestible and answers those queries in a clear and concise way. 

Online shopping

With online shopping at an all-time high, it looks like Google will shift to a better online shopping experience in 2023. By eliminating commission fees and making it free for businesses to sell their products, Google is already making it more enticing to shop on its platform. 

With its Shopping Graph (an AI-enhanced model that can understand different types of products and brands), Google implemented the ability to search for products using screenshots. If someone views a screenshot in Google photos, they can search the photo with the Lens feature to see where they can buy a product in the photo. 

Seeing as the Shopping Graph is trending for SEO in 2023, e-commerce businesses need to create keyword-rich product listings. Google is also prioritising mobile, which should be at the forefront of marketing strategies in 2023. The Shopping Graph considers things like:

Once again, online shopping comes down to the basics of creating quality content that meets the needs of the user in a fast and effective manner.

Video Marketing

Many consumers already rely on marketing videos to help them make purchasing decisions, especially in the luxury industry. With an increased number of people watching videos, it should be part of your SEO marketing strategy in 2023. With things like click markup and seek markup, Google is already rolling out features to enhance video on its platform. 

The click markup feature enables you to highlight key points of your video so that users can jump to those parts. You could, for instance, create a markup for each tip if you had a video about tips. 

The seek markup tells Google how your URL structure works. This then tells Google where the key moment in your video is and it can then display these moments automatically and link to a specific moment in your video.

Users spend more time on pages that include video, so making sure that more of your web pages include video is paramount. This will not only boost rankings but also traffic and engagement. Using keyword-rich and detailed markups provides you with more opportunities to rank in relevant searches and increase engagement with your videos.Relevance is a specialised full-service luxury digital marketing agency that excels at developing bespoke SEO strategies for the world’s leading luxury brands. If you would like a cutting-edge SEO strategy that implements the latest 2023 SEO trends then contact the experts at Relevance.

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