Search engine optimization (SEO) is in a state of constant change. Between emerging technologies and updates to Google’s ranking algorithm, keeping up with best practices can be difficult. Luckily, we’ve compiled a list of the top five SEO trends in 2023 to help you stay current.

1. E-E-A-T Guidelines

Most digital marketers are familiar with Google’s E-A-T (Expertise – Authority – Trust) guidelines, but Google’s recent update to search rater guidelines adds another “E” for Experience. The new E-E-A-T (or “double-E-A-T”) emphasizes quality content from a trusted source, as Google recognizes the value of first-hand, real-life experience and expertise with a given topic. The new E-E-A-T guidelines don’t directly influence ranking; however, they are used by human search engine raters to evaluate the performance of search ranking systems.

2. Google’s Helpful Content Update

Google launched the helpful content update in the latter half of 2022 to ensure users find the most original, helpful information for their online searches as quickly as possible. The update emphasizes content created for people, not search engines, by awarding higher search rankings to pages that meet visitors’ needs by giving them the most helpful and accurate information. Google recognizes that users are unsatisfied with pages strictly created to increase organic traffic. The helpful content update focuses on people-first content demonstrating knowledge, authority, and expertise. For more information on helpful content best practices, check out our free guide.

3. AI-Generated Content Spam Penalties

Despite Google’s efforts to reward content written by people, for people, AI-generated content is on the rise in 2023. With technologies like ChatGPT and Jasper.ai, more and more businesses are utilizing artificial intelligence to create anything from website and ad copy to meta titles and descriptions. Google maintains that, at the end of the day, the quality of the content is more important than how it was created; however, using AI to create content for the specific purpose of manipulating search rankings is against its spam policies. Websites that violate spam policies with AI-generated content are subject to penalties ranging from lower search rankings to not appearing in search results at all.

4. The Arrival of GA4

In July 2023, Google replaces Universal Analytics with Google Analytics 4 (GA4). Described as the next generation of analytics, Google Analytics 4 collects event-based data from both websites and apps to better understand the customer journey. GA4 also focuses on customer privacy in response to new privacy laws in Europe and the US, including privacy controls like cookieless measurement.

When Universal Analytics is retired, it will stop collecting data, so it’s important to migrate to GA4 as soon as possible. It’s also critical to export all historical reports from Universal Analytics, as that data will only be accessible until January 2024. If you need help making the switch to GA4, our team can help.

5. The Important of Content Structure

Between Google’s helpful content update and new E-E-A-T guidelines, content structure is more important than ever. The updates prioritize pages that give users a satisfying experience by answering their questions, so content should be structured to highlight useful information. Using header tags appropriately is one of the easiest ways to optimize content structure and improve readability. Improving readability not only helps users find the information they need but also helps search engine crawlers better understand a page.

Custom SEO Strategies with SiteCare

Constant algorithm updates and emerging technologies can be exhausting when you have a million other things on your plate; however, keeping up with trends is essential to maintaining a strong digital presence. If you’re feeling overwhelmed with the recent changes, contact SiteCare for help with creating your 2023 SEO strategy.