▷ 6 SEO trends that cannot be ignored in 2023

Even if the fundamentals of a natural referencing strategy (HTML tags, networking, content quality, etc.) are firmly locked in place, SEO techniques are evolving at the speed of algorithms. However, you owe it to yourself to regularly update your SEO techniques to generate traffic and rank your website better. What does 2023 hold for you?

1. Optimizing the SXO or Search experience

In 2023, your thinking should focus more on user experience optimization (UXO). In recent years, search engines have increasingly taken into account user feedback to determine the relevance of results and their ranking. This innovation invites you not only to work on the keywords of your content to attract SERPs, but also to humanize and improve the quality of the user experience to attract Internet users. Technically, the SXO strategy consists of:

  • Optimizing site ergonomics and layout;
  • Focus on visuals (images, podcasts, videos, etc.) and web page design;
  • Increase page loading speed and fluidity;
  • Provide accurate and concise responses to user inquiries.

SMO or Social Media Optimization has been introduced to complement SEO because SEO strategy often takes time to increase website traffic. To fill this gap, the SMO specialist tries to use social media presence. The strategy is to include links to create a channel that will link the company’s account to the web page. Thus, subscribers can access the website by consulting the content published on the company’s social page or by clicking on the links referred to in its blog. Finally, SMO aims to increase the number of visitors to the website by leveraging its reputation with a highly active community of customers and prospects.

3. SEM or Search Engine Marketing

One of the latest SEO trends is SEM, a marketing strategy that combines SEO with SEA (Search Engine Advertising). This technique applied in search engines offers good visibility to the website by optimizing organic referrals and setting up paid ads. It is complementary between SEO and SEA even though they do not have the same goals. For example, SEA allows you to compensate for the slowness of natural referencing by making the site appear faster in SERPs. SEO, on the other hand, is an ongoing positioning strategy. It allows to fill the missing gap in SEQ after the campaign.

4. Google’s Artificial Intelligence (AI)

More than 15% of queries on Google every day are new, which means SERPs cannot always provide satisfactory answers. The search engine giant thus begins to turn to the technical capabilities of artificial intelligence to compensate for these shortcomings. This refers to the RankBrain algorithm, an intelligent system to better interpret user queries. Such is the case for the Multitask Unified Model or MUM, an AI model a thousand times more powerful than Transformers or BERT’s Bidirectional search engine. This new feature aims to make SERPs more complete and intuitive. All in all, with the advancement of AI, gone are the days when keyword stuffing had any chance of attracting SERPs. The challenge of SEO is now to work on the diversity of the semantic universe of texts, to optimize the UX design of the website or to take into account voice search.

5. Artificial Intelligence Assisted Writing (RAI)

If the quantity and quality of web content are crucial factors in SEO, this has made their creation difficult. Geniuses have developed robot-editors capable of editing, transcribing, translating and even creating texts suitable for the language of the Internet without resorting to human intervention to support editors. This is the work of GPT-3, this Deep Learning model software that is capable of automatically generating content like a human. Its new version (GPT+4) is already eagerly awaited in 2023. In short, although the quality of the results provided by artificial intelligence remains in question, professionals are increasingly trying to automate the writing of their content.

6. Google Possum

Despite the lack of an official announcement by Google, the strong fluctuations observed in the local indexes have allowed SEOs to speculate on the cautious implementation of new updates affecting local SEO. This is the Opossum algorithm, a new feature that aims to simplify local SEO by focusing on formulas like “search phrase + location”. It’s a spatial approach to classifying results that makes it easy to show users the results closest to their target areas. So, the challenge for SEO professionals now is to focus their strategies on more targeted geographic SEO.

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