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Search engine optimization(SEO) holds a key place in most companys digital marketing strategy. Grappling with the Internet is one of the typical digital marketing campaigns most dynamic parameters, not least because Google frequently changes its policies. Hence, companies must keep up to stay competitive in the race to rank highly on SERP (search engine result pages).

According to a Michigan SEO company, there will be many changes occurring in 2023 owing to changes in Googles policies and shifts in customer behavior. A spokesperson for Detroit Internet Marketing has explained to Digital Journal why businesses must be on their toes to remain visible and relevant on search engine results pages.

The advice provided is that while the nature of SEO is such that it is constantly evolving, and no one knows the exact formula to ace the Google search result pages, thorough research can reveal the trends that bear the most fruitful results.

This advice in relation to the optimal SEO trends is:

The E-A-T philosophy is one parameter by which Google ranks different web pages on its search engine results pages. Here E represents expertise meaning the webpage writing the content must be content-specific. It means a health blog shouldnt be writing about sports or politics just to fill in keywords to rank higher on SERP. Then comes authoritativeness and trustworthiness, which also relate to specific and trustworthy content.

Google introduced the EAT concept in its Search Quality Evaluator Guidelines to guarantee the top-ranked search results are the ones with the highest quality of content rather than the highest frequency of keywords. E-A-T is used as a ranking factor in Googles algorithm and is particularly important for websites that provide health, finance, and legal information. The guidelines measure the quality and credibility of the author and, thus, the content itself, meaning high-quality content will likely rank higher.

Featured snippets and zero-click snippets appear at the top of SERPs. Googles recent inclination to prioritize such snippets underscores other organic content, but it is one of the many things that make SEO difficult to master fully. These snippets offer quick and direct answers to users queries by displaying a brief excerpt from a webpage that directly answers a users query. Featured snippets are typically displayed in a box format and often include images or other multimedia elements.

Websites that provide optimized content for featured snippets have benefited from increased visibility and traffic to their site. Meanwhile, zero-click snippets offer users the required information without visiting the source webpage. These snippets sometimes include weather forecasts, sports scores, or basic facts and definitions. Websites that prioritize providing valuable, informative content have reaped the benefits of frequent spots in the featured snippets section.

Video content is becoming increasingly popular, and search engines are giving more weight to video content in their algorithms. Google is also responding to this large intake by customers of video content by including many search results in the form of videos. Thus, its been noticed that optimizing video content on web pages in a way that is picked up by search engines has been critical to a brands success. This has been possible by adding necessary keywords to the video along with a concise yet explanatory description of the video.

AI-powered tools and techniques are already used in SEO, and their importance will only increase in 2023. The recent updates by Google look to stem the flow of AI-generated content, but many organizations are leveraging AI without sacrificing the human element. AI is now being looked up to as a content idea creator rather than a content creator in itself.

Using AI tools for idea generation, content briefs, and outline creation and, ultimately, generating helpful blog ideas is something many brands have used to churn out high-quality content. Google looks for content designed for humans and not machines and that is why working on AI-generated ideas but using human authors has given desired outcomes. Using AI tools has saved much time, otherwise consumed by writers block for many authors.

The spokesperson for Detroit Internet Marketing concludes: As search engines evolve and consumers online behaviors change, SEO trends will continue to shift. With the predicted changes in SEO trends for 2023, businesses will be staying on top of their game to remain visible and relevant on search engine result pages. Businesses will be adapting their SEO strategies per the latest guidelines to improve their rankings and stay ahead of the competition.

Read more:
New research signals the SEO trends that are set to pick up - Digital Journal