Future of SEO: Predictions and Insights 2023 and Beyond
Posted: Mon Dec 09, 2024 10:15 am
Search Engine Optimization (SEO) has changed a lot in recent years. It is constantly evolving and requires constant adaptation and innovation. With the right approach, SEO is capable of generating strong brand awareness and can even become the main revenue lever for growing businesses.
An ever-increasing role for Artificial Intelligence (AI) and ChatGPT
Search engines face two fundamental challenges. First, they must maintain their market share and/or grow, without falling behind in terms of innovation. At the same time, they must continue to focus on the relationship and interactions with users and on using their product for a common interest.
Then, they need to be able to accurately identify whether the content was created by a human or a machine, and determine which is more relevant to their audience. It almost feels like something out of a science fiction scenario.
AI and ChatGPT are tools that brands can use to create and optimize their content, research keywords, and create conversational flows for chatbots to improve their SEO efforts and engage their target audiences. By leveraging these technologies, brands can gain a competitive advantage and achieve better results in their SEO campaigns.
More interestingly, AI will improve the ability to personalize facebook database interactions with each user at scale. Personalizing each visitor’s experience based on their browsing history, demographics, and web behavior will improve engagement and conversion rates by better meeting their needs and expectations.
Content will remain king, with a trade-off between cost and quality
At first glance, ChatGPT seemed destined to change the world of SEO, giving brands the ability to produce content automatically, at no additional cost. It quickly became clear that this is still a long way off.
AI is not a magic solution to creating quality content for free.
Quality content is not easy to create, especially with AI-powered content writing tools. For brands, it’s about creating content at a lower cost, without compromising on quality. Low-quality content doesn’t appear at the top of search results (SERPs), no matter how long the content is or how much you paid. So SEO is more of a balancing act between cost and quality, with the goal of getting the best ROI (return on investment).
EAT will be more important than ever
Expertise, Authority, and Credibility (EAT) are the key factors in Google’s search algorithm. These three pillars will become even more important in the coming years.
Brands and their websites will therefore have to establish themselves as credible sources of information and build a solid online reputation, not only through high-quality content, but also through positive reviews and strong “social proof”.
Visual search (searching based on a photo, screenshot, or other image instead of a text query) is already a real concept, but it will become even more important as AI and ML (machine learning) algorithms improve their ability to recognize images and videos.
Therefore, businesses will need to optimize their visual content (images, videos, and infographics) for search engines and social media. They will also need to use alt text, schema markup, and other types of metadata to provide context and improve accessibility.
Video content creation is expected to evolve significantly in 2023, driven by technological advancements and changes in consumer behavior. In the United States, the average age of a TikTok user is around 35. Brand video content creators will need to adapt to stay competitive and deliver an engaging experience for their audience.
Brands that are unable to meet their audience's video expectations will struggle to thrive in SEO and paid media, and will likely face increasing pain points.
The role of backlinks will evolve
Backlinks have long been a vital part of SEO. However, their role is set to evolve as search engines strive to become more efficient due to the increasing costs of crawling (the automated process of collecting data from websites).
Google has faced crawling issues in the past due to server outages and crawler overload. With the volume of websites and content increasing dramatically, the question is how Google can maintain its ability to crawl websites at a level that maximizes organic ranking value.
An ever-increasing role for Artificial Intelligence (AI) and ChatGPT
Search engines face two fundamental challenges. First, they must maintain their market share and/or grow, without falling behind in terms of innovation. At the same time, they must continue to focus on the relationship and interactions with users and on using their product for a common interest.
Then, they need to be able to accurately identify whether the content was created by a human or a machine, and determine which is more relevant to their audience. It almost feels like something out of a science fiction scenario.
AI and ChatGPT are tools that brands can use to create and optimize their content, research keywords, and create conversational flows for chatbots to improve their SEO efforts and engage their target audiences. By leveraging these technologies, brands can gain a competitive advantage and achieve better results in their SEO campaigns.
More interestingly, AI will improve the ability to personalize facebook database interactions with each user at scale. Personalizing each visitor’s experience based on their browsing history, demographics, and web behavior will improve engagement and conversion rates by better meeting their needs and expectations.
Content will remain king, with a trade-off between cost and quality
At first glance, ChatGPT seemed destined to change the world of SEO, giving brands the ability to produce content automatically, at no additional cost. It quickly became clear that this is still a long way off.
AI is not a magic solution to creating quality content for free.
Quality content is not easy to create, especially with AI-powered content writing tools. For brands, it’s about creating content at a lower cost, without compromising on quality. Low-quality content doesn’t appear at the top of search results (SERPs), no matter how long the content is or how much you paid. So SEO is more of a balancing act between cost and quality, with the goal of getting the best ROI (return on investment).
EAT will be more important than ever
Expertise, Authority, and Credibility (EAT) are the key factors in Google’s search algorithm. These three pillars will become even more important in the coming years.
Brands and their websites will therefore have to establish themselves as credible sources of information and build a solid online reputation, not only through high-quality content, but also through positive reviews and strong “social proof”.
Visual search (searching based on a photo, screenshot, or other image instead of a text query) is already a real concept, but it will become even more important as AI and ML (machine learning) algorithms improve their ability to recognize images and videos.
Therefore, businesses will need to optimize their visual content (images, videos, and infographics) for search engines and social media. They will also need to use alt text, schema markup, and other types of metadata to provide context and improve accessibility.
Video content creation is expected to evolve significantly in 2023, driven by technological advancements and changes in consumer behavior. In the United States, the average age of a TikTok user is around 35. Brand video content creators will need to adapt to stay competitive and deliver an engaging experience for their audience.
Brands that are unable to meet their audience's video expectations will struggle to thrive in SEO and paid media, and will likely face increasing pain points.
The role of backlinks will evolve
Backlinks have long been a vital part of SEO. However, their role is set to evolve as search engines strive to become more efficient due to the increasing costs of crawling (the automated process of collecting data from websites).
Google has faced crawling issues in the past due to server outages and crawler overload. With the volume of websites and content increasing dramatically, the question is how Google can maintain its ability to crawl websites at a level that maximizes organic ranking value.