This year too, we’re looking at the main trends that will shape the internet in 2023. And if there’s one area where it’s important to keep an eye on announced developments, it’s SEO. We asked Yooda, the publisher of the popular Yooda One and Yooda Insight tools, to give us their analysis of what will change in the coming months and the key trends we need to watch to stay on top.
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1. AI-assisted writing
One of the revolutions of the year is definitely the arrival of GPT-3, this human-typeable language model. Technology has caused a wave of expansion in the web writing profession and SEO. It allows you to understand and reproduce human language thanks to artificial intelligence. The quality of the articles produced is already very impressive, but it needs to improve. The corollary for SEO or digital marketing players is the obvious desire to automate content creation (product sheets, descriptions, category pages, etc.).
Next year’s release of an even more powerful model, GPT-4, should continue this transformation of the web. The concept of artificial intelligence will become more subtle and the content created will be closer to human content. First of all, GPT-4 should be more “independent” and require less precise information. Some rumors also herald a “multimodal” AI that can take in audio, text, images and video to create content.
An interesting topic that will still be talked about a lot in 2023.
2. Development of EAT: expertise / competence / trust
Another big topic that will affect SEO for Google is the preference for useful, reliable, human-centered content over SEO-optimized copywriting. According to Yoo, in 2023 it will therefore be necessary to have an EAT content strategy (Experience, Competence, Reliability), combining experience, authority and trust. Recall that Google EAT allows the search engine to assess the relevance of content thanks to these criteria of experience, authority and trust.
Therefore, it is important to pay attention to its content in place. Applying the Helpful Content Update algorithm to Google’s ” more fairly reward pages that offer users a positive experience, as opposed to pages that don’t meet user expectations. » Content written solely for SEO purposes will be penalized compared to genuinely useful human content. Google’s preference will go to content written by real people with a social media presence and real expertise on the topic. Therefore, it is important to highlight the authors of the content and refer to the experts, rather than spinning content or content bought at a low price on specialized platforms.
Google will also rely on signals off site, especially netlinking analysis and press relations. Quality backlinks will therefore still be important to being authoritative with Google.
The importance of EAT elements for making content visible has so far been limited to healthcare and finance, but it will also affect e-commerce. According to Yoo, we should therefore think about the importance of the brand and communicate with SEO strategy, social media actions, PR, etc. we must connect.
3. Better understand the Customer Journey of the target customer
Another fundamental topic for SEO that will be at the center of discussions in 2023: understanding The customer journeyhow your customers interact with your content and at what touchpoints.
Understanding search intent
According to Yoo, the big challenge is understanding your target’s search intent. To answer this, you need to group and analyze your keywords by search intent or similar topics. Thanks to this section and a tool like Yooda One, you will be able to know, for example, for each group:
- Its search volume (and knowing which ones are most promising),
- Your site’s and your competitors’ performance on these,
- Leading sites on a certain topic (these are not always the sites we know),
- The potential traffic each group can bring you,
- The type of Google display (ads, natural, shopping, images, etc.) that the group’s keywords are most often displayed on.
Indeed, a search can have a different intent depending on the seasonality, and in Google this is transcribed by different display types.
In 2023, you should be able to tailor the content you offer by focusing on priority keyword groups. By improving and modifying existing ones, creating new content and promoting it in various ways. And all this according to the main periods of the year for your business.
Therefore, you need to identify these priority keyword groups and monitor the visibility gains they bring to your site to see if your work is paying off.
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Discover is a Google service that curates quality content for users on mobile or tablet. Discover, which can be accessed from the Google home page or app, allows you to suggest content that matches the user’s interests. Due to the very high traffic that this channel can bring, it has become a very important issue, especially for the media. If you’re reading this article, it’s also very likely that BDM will appear in your Discover feed from time to time.
Google Discover will always be at the heart of 2023 strategies. You must be able to anticipate users’ positioning needs before they need to search for information. Obviously, this is a channel that currently focuses heavily on the press, but it can also cover other sectors and contribute to a “completely user-friendly web” proposition.
4. Use data to define your digital strategy
Companies today have a lot of data at their disposal, but they don’t necessarily know how to use it. These data also often focus too much on one business or practice without a global vision. Thus, many SEO tools are geared towards SEO professionals and focus on very micro-analysis. Good performance for Yooda will require the ability to “zoom out” and have a macro view of his strategy.
The big market trend will therefore be to use data to get real decision support. The overall marketing strategy should be data driven (data driven) and SEO should be integrated into this logic and feed into the strategic analysis.
The goal will be to go beyond the expert view with micro analysis points. You will need to equip yourself with tools that will give a more global view of your site’s visibility and take into account the market in which it operates.
Today, SEO is no longer limited to organic results in SERPs, it is also Google Image, YouTube, Google News, local pack, Discover… There are great opportunities to gain traffic and it requires a tool that can analyze the most profitable channels. This is what the Yooda One tool offers with detailed analysis of your data to make relevant marketing decisions.
Yooda One allows you to get the most out of your website’s real visibility on the web. It collects and interprets your data and turns it into relevant information for your business, saving you time. With daily updates, you’ll be able to track the winning marketing strategies of your marketing competitors, as well as the sites that appear the most for your keywords. You get specific actions to complete as well as reports on your past activities.
All actions offered by Yooda One are based on potential earnings and results. That’s why there’s a biased approach to predictive SEO: the tool tells you which actions will have the best ROI. Note: the tool focuses not only on SEO, but also SEA with analysis and recommendations on your paid actions.
5. Importance of behavioral data
In the coming months and years, Google will be able to take into account more and more data, especially through Google Chrome. This navigational data will be important for competing queries. Several signals will actually be analyzed by Google to know whether the SERPs results are relevant for the user.
In a typical query, if Google shows BDM and a competitor in the SERPs, but 80% of visitors leave the BDM page after clicking, Google will remove the BDM from the SERPs. If the information offered does not match the search behavior, Google will make decisions and adjust the search results based on multiple data (demographics, gender, CSP, residence, etc.).
Therefore, Google will be able to adapt its SERPs to be close to the user’s expectations. You need to understand its target, personas and market. SEO must also have a very “macro” marketing view and is no longer just technical (optimizing content or links). You need to put people at the center of strategies, not just keywords!
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