As we look ahead to the future of digital marketing and search engine optimisation (SEO), the landscape is ever-evolving. In 2023, those buying behaviours and user expectations that inform so much of how marketers create internet content will likely be much different than they are today -– forcing a need for new approaches to SEO. Search engine optimisation (SEO) will continue to be a valuable channel in 2023 as more businesses search for ways to increase reach and visibility online.
If you’re a marketer or business owner, staying on top of search engine optimisation trends is paramount to make sure your website stands out among its peers online. From new technologies to rising platforms, it’s hard to keep up with the ever-changing landscape of SEO, but here are some insights on what we see as the coming trends in this online discipline for 2023.
1. Content is king: AI speeds up written content generation
2023 will see more AI writing to build up content on websites and social media. AI is revolutionising content writing and its effects are far-reaching, being used not just for websites but also creeping into social media. This cutting edge technology is making it easier than ever for businesses of all sizes to create engaging online content fast – transforming the way we communicate digitally. This trend is here now and will ramp up dramatically in 2023.
2. Written Content Oversaturation
The uptake of AI content writing will no doubt lead to oversaturation of information on high value topics online. We anticipate that while it’s still a crucial component to SEO, written content is going to be somewhat devalued by Google in their algorithm as all major searched topics will be addressed by multiple players in a given vertical.
As SEO specialists stuff websites with content, the quality writing that was once essential to search engine rankings won’t be the website differentiator it once was. This spells disaster for anyone relying on written words as part of their online strategy; meaning all who depend upon it must now find new ways to stand out in an ever-shrinking landscape. Each industry will see this turning point at different rates throughout the next two years.
3.Vlogs are the new Blogs
With video being more difficult to fabricate artificially than text, its power is undeniable. Vlogs will soon outshine blogs as the premier content channel; a looming threat for those not adapting with the times. (You could argue that’s already the case in many B2C verticals where social ads perform well.)
Content creators can no longer hide behind the anonymity of text-based blogs. Video is quickly becoming a way to establish trust, as it offers more genuine and authentic engagement than other forms of content. Vlogging is gaining traction as an increasingly popular form for conveying ideas and stories in real time – so now’s the time to jump on board! Don’t get left behind; embrace this new wave of transparency by embracing video content today.
Pro Tip: Don’t get hung up by not having first rate video production capabilities. Get filming with the gear you have on hand (your mobile with a decent microphone would do it) and worry about post production add-ons later. Odds are most of your competitors won’t be doing any of this, so your contribution will shine bright regardless.
Key Point Summary:
- Content continues to be a competitive area, as AI speeds up written content generation
- There is a risk of Written Content Oversaturation in topic spaces, as everyone floods their sites with content, search engines require more than just text.
- Vlogs will replace Blogs as original, genuine content demonstrating authenticity and trustworthiness
- Google continues build importance of site usability for ease of navigation and for site visitors with special needs (e.g. visually impaired)
- Google will preference ecommerce sites that also use Google Shopping functionality.
4. Google Rewards Usability
As standing out in today’s digital world will no longer be largely dependent on having the most informative content via the written word; as website design evolves, marketers will need to shift their focus. Speed and accessibility will continue to be vital for successful websites as users will expect (demand) fast-loading sites with easy navigation. Additional elements such as ever-present effective calls-to-action (CTAs) will be more important than ever as Google (and users) will encourage “getting the job done quickly without obstruction.”
5. Google Shopping Gains Significance
For online retailers in Australia or New Zealand, Google Shopping is a great tool to attract new customers. To get the most out of your channel and build lasting relationships with these shoppers, setting up an integrated CRM system like Hubspot or Active Campaigns that can offer exclusive discounts and VIP membership incentives they couldn’t find elsewhere will be extremely helpful.
After all, the maxim that the customer you’ve acquired is more valuable than searching for a new one will become even more significant. Once a customer becomes yours, going the extra mile to keep them yours will be the most important mission, whether that’s via exclusive email offers, special gifts, VIP experiences or with the aid of an app.
If you build it, they won’t come (unless you add best practice SEO)
All in all, it is more important than ever to have a quality website that is optimised for SEO. With the cost of even high calibre website builds decreasing, don’t skimp on the behind-the-scenes SEO work that makes your site visible on Search Engine Results Pages (SERPs). As the algorithms become more complex and smarter, it will only become more difficult to rank high on SERPs without investing in quality SEO practices.
And that’s where we come in! If your site is struggling for visibility for the high value topics that dominate your market place, it’s time to call AGENT 6. We are experts in SEO and can help you improve and expand your current online marketing practices to ensure that your website is prepared for whatever modern tech, AI or Google throws its way in 2023.