Search Engine Optimisation has always been the dynamic area of digital marketing that marketers on the internet are always fascinated by.
Coupled with the fact that Google changes its search algorithm now and then to retain a high user experience, marketers and SEO-ers on the internet always have new ways and opportunities to rank better using certain trends.
And that’s what today’s guide is all about. We’re here to help you in your journey to Google’s page 1 and guide you about the recent SEO trends that you need to optimise your website for.
Make sure to read till the end – you certainly won’t regret it!
Top Trends To Optimise For In 2023
As 2023 rolled out, it became clear, according to Google Insights, that creative people first content, having expertise, having faster page load speeds, and various other things that genuinely help readers online is the way to go, and that’s how the big fishes get ranked on top.
However, there are a lot of tricks and techniques that you can use, and implement for your online business and blog that will help you get that page one status.
So without further ado, let’s jump right into it, and elaborate on the SEO trends you need to hop on this year.
Experience (The New E in E.E.A.T)
Google rolled out a new “E” in their popular acronym of E.A.T (Expertise, Authority and Trust), which stood for Expertise. This means that in addition to having expertise, domain authority and trust with the readers, Google’s algorithm now looks for author expertise in the niche, and uses it to rank certain pages at certain positions.
This means that if you have a blog in Gut Health, and you start to divert your audience into a new niche, let’s say, Postpartum health, Google won’t rank them as high as your gut health blogs, solely because you don’t have the necessary experience in that niche.
So what does this mean for you? Well, this means that you need to put a lot more focus and effort into your content, and where it’s headed. It’s not enough to just look into who the content creators are, but what topics they’re focusing on.
Creating Value For Readers
Creating value for readers has become an essential trend in Search Engine Optimisation (SEO) due to the evolving nature of search engines and the increasing focus on user experience.
Search engines, such as Google, aim to provide the most relevant and valuable results to their users. That’s why, as we explained before, they continuously refine their algorithms to prioritise high-quality content that satisfies user intent.
In the past, SEO strategies often involved keyword stuffing and manipulative tactics to rank higher in search results. However, search engines now prioritise websites that genuinely provide value to their readers. The reasons behind that include :
- User-focused ranking factors: Search engines analyse various factors to determine the relevance and quality of a website, which includes bounce rate metrics, CTR (Click-Through Rate), and more.
- Improved user experience: Creating value for readers involves offering informative, engaging, and well-structured content that addresses their needs and queries.
- Earning quality backlinks: Valuable content naturally attracts backlinks from other websites, indicating its credibility and authority.
- Social sharing and amplification: When content delivers value, readers are more likely to share it on social media platforms, increasing its reach and visibility.
- Enhanced expertise and authority: By consistently providing valuable content in your niche, you establish yourself as an expert and a trusted source of information
Author Authority
As the use of AI software like ChatGPT and Jasper increases, having author authority, which negates the fact the content was auto-generated, is a trend that most businesses on the internet are missing out on.
Google desperately wants to make sure that the content is authentic, written by real people for real audiences that gain something from their content, and that’s why it searches for author authority in the SERPs and ranks them accordingly.
Here are a few things you can do to establish author authenticity and authority, and let search engines know that you’re here for a long time, and aiming for page one:
- Create separate author pages, and enter their details like profession, experience, and expertise
- Make interactive author bios at the end of each blog/page, giving users an identity to tie the content with. This allows you to establish not only a positive connection with your readers but also with Google.
Skyscraper/Topic Cluster Techniques
Skyscrapers and the content pillar techniques have been around for a while, but it’s only recently they’re being actively used. It involves creating one long blog/guide, termed the skyscraper, and then creating topic clusters, also called silos, that talk about the same thing in a different way, and link back to that skyscraper.
What this does is let Google know that you’re an expert in that particular domain, which works well in making you a topical authority on any given topic.
However, this technique requires good keyword research, as you need to tap into relevant topics to reap the benefits of this technique.
Using Artificial Intelligence Safely
AI becomes inevitable in online content, and Google realizes this. If you’re not using AI to boost and optimise your workflow, you’re going to get left behind by a stream of individuals and businesses that do.
However, when using AI-generated content, make sure that it matches the tone of your overall content, and still adheres to Google’s E.E.A.T guidelines, so that Google knows you’re creating for your audience.
Bottom Line
In the end, it’s clear that Google is always looking for valuable content to rank on the top, and for that to happen to you, you need to stay updated with the trends and techniques that not everyone knows about.
Make sure to follow the above guidelines and catch these trends, and let us know down below if they helped you rank better on Google!
