This year too, we’re looking at the main trends that will shape the web in 2023. And if there’s one area where it’s essential to follow the foreshadowed developments, it’s SEO. We asked Yooda, the publisher of the popular Yooda One and Yooda Insight tools, to give us their analysis on what will change in the coming months and on the key trends to watch to stay on top.
1. AI-assisted writing
One of the revolutions of the year is undoubtedly the arrival of GPT-3, this language model capable of writing like a human. Technology has caused a tidal wave in the online writing profession, and thus in SEO. It allows, thanks to AI, to understand and reproduce human language. The quality of the created items is already very impressive, but needs to be further improved. The consequence for SEO or digital marketing players is definitely the temptation to automate content creation (product pages, descriptions, category pages, etc.).
Next year’s release of GPT-4, an even more powerful model, should continue this transformation of the web writing landscape. AI understanding will be even better, and content created even closer to human content. Above all, GPT-4 should be more “independent” and require less precise cuts. Some rumors also announce a “multimodal” AI, which will be able to accept audio, text, images and video to create content.
A fascinating topic that will still be talked about a lot in 2023.
2. Development of EAT: expertise / authority / trust
Another big topic happening for Google that will affect SEO is the prioritization of useful, reliable, human-centered content over SEO-optimized copywriting. According to Yooda, in 2023 it will be necessary to have an EAT content strategy (Expertise, Authority, Credibility), combining expertise, authority and trust. As a reminder, Google EAT allows the search engine to evaluate the importance of content, thanks to these criteria of expertise, authority and trust.
Therefore it will be important to take care of its content in place. Setting up the Useful Content Update algorithm allows Google to more reward sites that provide users with a positive experience, compared to sites that fail to meet user expectations. » Therefore, 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 in their topic. Therefore, it is important to highlight content authors and call on experts, rather than spin content or content bought cheaply on specialized platforms.
Google will also rely on signals abroad, and in particular in the analysis of networking and press relations. Therefore, quality links will still be essential to be authoritative with Google.
The importance of EAT elements in making content visible has so far been specific to healthcare and finance, but it will also impact e-commerce. According to Yooda, we need to reflect on the importance of branding and link communication, social media actions, PR, etc., with the SEO strategy.
3. Better understand the Customer Journey of their target customer
Another fundamental topic that will be at the center of the debates in 2023 about SEO: understanding the The customer journeyhow your customers interact with your content and at which touchpoints.
Understanding the purpose of research
According to Yooda, a big challenge lies in understanding your target’s research intentions. To answer this, you’ll need to group and analyze your keywords by search intent or similar topics. Thanks to this division and a tool like Yooda One, you will be able to know for example for each group:
- His research volume (and knowing which ones are most promising),
- The performance of your site and your competitors in these,
- Top pages on a particular topic (these are not always ones we know),
- The potential traffic each group can bring you,
- The type of Google display (ads, native, shopping, images, etc.) in which the group’s keywords appear most often.
Indeed, a search can have a different purpose depending on the season, and on Google, this is transcribed by different types of display.
In 2023, you will need to be able to tailor the content you offer by focusing on priority keyword groups. By improving and modifying existing, creating new content and promoting it in different ways. And all this according to the key periods of the year for your business.
Therefore, you will need to identify these priority keyword groups and monitor the traffic gain brought to your site by them, in order to check if your work is paying off.
Discover is Google’s service that selects quality content for mobile or tablet users. Accessible from the Google home page or the app, Discover makes it possible to deliver content that corresponds to the user’s centers of interest. It has become a very important issue, especially for the media, because of the very high traffic that this channel can bring. If you’re reading this article, it’s also very likely that BDM appears in your Discover feed from time to time.
Google Discover will always be at the center of strategies in 2023. You must succeed in anticipating users’ needs to position yourself before they need to search for information. It is obviously a channel at the moment very focused on the press, but it can be extended to other sectors and contribute to the proposition of a “web fully adapted to users”.
4. Use data to define your digital strategy
Companies today have a wealth of data at their disposal, but they don’t necessarily know how to use it. This data is also often focused on one business or expertise, without a global vision. Thus, many SEO tools are geared towards SEO experts and focus on very micro analysis. For Yooda, good performance will require an ability to “zoom in” and take a macro view of her strategy.
Therefore, the big market trend will be the ability to use data to get real decision support. Marketing strategy as a whole should be data-driven (data-driven), and SEO should be integrated into this logic and feed into strategic analysis.
The objective will be the exit from the expert vision with micropoints of analysis. You will need to equip yourself with tools that will give you a more global view of your site’s visibility and that will take into account the market in which it operates.
SEO today is no longer limited to organic results in the SERP, but it is also Google Image, YouTube, Google News, local packs, Discover… There are tremendous opportunities to gain traffic and a tool capable of analyzing the most profitable channels is needed. This is what the Yooda One tool provides with a detailed analysis of your data to make relevant marketing decisions.
Yooda One allows you to gain height in the real visibility of your website. It collects and interprets your data and translates it into relevant information for your business, which saves you time. Thanks to daily updates, you will be able to monitor the winning marketing strategies of your marketing competitors, but also of the most visible pages on your keywords. You get concrete actions to decide on, as well as reports on your past actions.
All actions offered by Yooda One are based on possible profits and results. There is therefore an approach that tends towards predictive SEO: the tool tells you which actions will have the best ROI. Note: the tool not only focuses on SEO, but also SEA, with analysis and recommendations for 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 navigation data will be essential for competitive queries. Some signals will indeed be analyzed by Google to know if the SERP results are relevant to the user.
If in a typical query, Google shows BDM and a competitor in the SERPs, but 80% of visitors leave the BDM page after they click, Google will remove BDM from the SERPs. If the information provided does not correspond to the search behavior, Google will make decisions and based on multiple data (demographics, gender, CSP, residence, etc.), adjust the search results.
Therefore, Google will be able to adjust its SERPs according to the user to be close to their expectations. It will be necessary to be able to understand the target, their personalities and their market. SEO will also need to have a very “macro” marketing vision, and no longer just technical (optimization of content or links). It will be necessary to put people at the center of strategies, and not just put keywords!