2023, the year of SEO: why brands are leaning in and how to prepare
Powerful brands plan to capitalize on opportunities now and prepare for future growth to endure the economic conditions in 2023
Powerful brands plan to capitalize on opportunities now and prepare for future growth to endure the economic conditions in 2023
With marketing budgets under more scrutiny than ever, savvy organizations are looking towards SEO for sustained growth. Incorporating organic search into the digital strategy offers rich rewards – both in terms of cost efficiency and improved brand equity – that can contribute to an entire organization. As such, marketers have embraced this approach to maximize returns on marketing and technology expenditure.
In this article, I explain why SEO is so hot, what has changed in 2022, and what to capitalize on in 2023.
According to research from Gartner, CEOs are doubling down on digital investment strategies as they maximize their marketing ROI. However, Google recently reported that ad spending is down.
At the same time, in a recent survey of over 1000 enterprise marketers, over 90% of marketers are planning to place a greater emphasis on SEO in 2023.
As marketing budgets inevitably tighten, the demand for cost-effective and dependable channels continues to increase — drawing much-deserved SEO attention from company leaders. In particular, they are finding that SEO insights give them a comprehensive view of consumer trends in times of volatility. It’s this invaluable knowledge that organizational and departmental heads know can help them drive their decisions today and tomorrow.
After two decades of sustained growth, search remains an essential channel despite marketplace volatility. It is a testament to the importance and effectiveness of search for connecting businesses with their target audiences.
Concerning enterprise organizations, some key benefit factors leading to the lean into SEO include:
SEO is rapidly becoming the key to unlocking a connection between businesses and customers. Organizations can get ahead of their prospects’ needs by understanding what they are looking for, why it matters to them, and how optimized content can best meet those requirements when needed most.
The focus on the (human) consumer and their experiences is something that Google focused heavily on in 2022. Some of the critical updates and algorithmic changes give marketers a heads-up on where to focus in 2023.
2022 has been an eventful year for organic search, with several significant updates impacting how SEO and marketing teams should focus and operate.
Below are a few key areas where Google has indicated where SEO, content, technical and online marketers need to change – adapt and become agile – and where to prioritize their focus in 2023.
The Page Experience Update and Core Web Vitals was rolled out (mobile and desktop) to ensure users receive results that load quickly and render within a certain time threshold.
Read more on SEW: Mobile-first and Core Web Vitals: Page Experiences
Google’s Product Algorithm Update was released to help users make informed decisions. This was in the form of a refreshed set of instructions and updates based on the annual performance of product reviews. It was designed to empower users with access to accurate information that will enable them to make sound product purchasing choices.
Multisearch was announced in April to enable searches using images and text. Powered by Google Lens, it allows people to use mobile cameras or photos to search relevant images and text to find the most relevant results they need. Connecting words & visuals to create an exciting array of possibilities for consumers.
Google’s Helpful Content Update was announced and recently rolled out to ensure users receive the most useful search results.
SEO and content marketers need to get better together.
Read more on Helpful Content here
At Google’s Search On event, they revealed some innovative developments that will revolutionize how we search online. For example, visual search results will provide an interactive and engaging experience with graphic cards of imagery directly integrated into every search result.
Additionally, users can also look forward to a new auto-complete feature for their searches as well as more tailored multi-search options designed for them to find meaningful answers quickly.
Googles Spam Update to help direct customers towards content with real purpose. As part of this effort, the search giant is improving the quality of results and expanding into new formats and mediums for delivering helpful information.
SEO teams are becoming indispensable for organizations looking to uncover fresh opportunities and build a durable business. Cost-efficient tactics not only save funds but add value across departments too.
In 2023 focus on the following;
SEO is no longer viewed as a stand-alone task; it is an integral part of your overall marketing plan. It enhances and bolsters other strategies in place while providing maximum reach for your business goals in 2023.
Be prepared for change and be flexible and agile. Slacking regarding optimization in terms of user experience, technical issue resolution, and speed can see you left behind competitors who are continuing their efforts without pause.
The days of set-and-forget SEO are over. Be prepared as organization look to utilize SEO in multiple ways
Change will be the main constant in the economy, with organizations and SEO next year!
Jim Yu is the founder and CEO of BrightEdge, the leading enterprise SEO and content performance platform. Find him on Twitter @jimyu.
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