Anticipating the Future of SEO: Data Insights and Expert Recommendations
The world of SEO is on the brink of significant transformations, and at HubSpot, we’re both excited and ready for the changes ahead. As we look to the next year, several pivotal shifts are poised to reshape the SEO landscape. Google’s integration of generative AI into its search algorithm stands out as a game-changer. This development will revolutionize how users access information, prompting companies to reevaluate and adapt their end-to-end SEO strategies. Simultaneously, the SEO community is witnessing a growing trend of web analysts, SEO strategists, and writers harnessing AI to create more potent websites and content. This shift will not only influence how your competitors approach content creation but should also inspire you to reassess your own strategies.
Intriguingly, Google has introduced a subtle but significant alteration in its search ranking factors, evolving from E-A-T (Expertise, Authoritativeness, Trustworthiness) to E-E-A-T. The additional “E” underscores the increasing importance of expertise in ensuring your website’s visibility in search results. To help you navigate these challenges and seize opportunities, we’ve consulted experts from Semrush, Search Engine Journal, and within HubSpot itself. In this article, we’ll delve into the insights and recommendations of SEO strategists and web analysts to prepare you for the SEO landscape in 2023 and beyond.
**Predicting the Impact of Google’s AI-powered Snapshot**
One of the most anticipated changes in the SEO world is the introduction of Google’s AI-powered snapshot. This innovation is expected to dramatically alter user behavior. Similar to the introduction of featured snippets, it’s anticipated that click-through rates will decrease as users find answers directly on the generative AI-powered search results page. Aja Frost, HubSpot’s Director of SEO Global Growth, shares her insights, stating that the AI-powered snapshot, available in beta to some HubSpot SEO team members, occupies a significant portion of the page and is highly interactive, enabling users to obtain answers without clicking through to a webpage.
Consider a scenario where a user searches for “best hikes near me” and the AI-powered snapshot provides comprehensive information, such as trail lengths and mountain conditions, without the need to visit any websites. In this context, websites supplying such local information may not receive the traffic they once did. Surprisingly, despite these anticipated changes, around 70% of web analysts expect their blogs to experience increased traffic with AI integration into search engines, while only 9% predict a decrease. This optimism stems from the belief that a better user experience will drive more people to use search engines, translating into increased traffic.
Moreover, web analysts rightly emphasize that the type of content you create will be pivotal in determining your success. Content that adds a unique perspective or human touch to a topic will become indispensable, as AI can’t advance conversations or provide original viewpoints—it can only reiterate existing information.
**The Rise of Personality-Driven Content**
With the evolution of AI, there has been an exponential increase in AI-generated, low-value content. In response, Google is giving preference to first-person, credible, personality-driven content. This shift aligns with the understanding that content generated by AI lacks resonance with the audience, and AI models require fresh, valuable information to learn and adapt.
For SEO, this shift calls for a significant emphasis on authoritative, human-driven perspectives. At HubSpot, this has prompted a reevaluation of their content strategy, with a stronger focus on perspective-driven content and emerging channels. Frost emphasizes that there’s no longer a distinction between SEO and editorial—every piece of content must be unique, compelling, and written by someone with unique expertise on the topic.
We see this change as a positive development for both businesses and search users, albeit one that poses challenges. Depending on your historical content strategy, you may need to revamp your SEO approach. For example, while straightforward educational content may not perform as well when AI answers those queries, content with human-led conversations and unique insights will thrive.
**Trustworthiness: The Top SERP Ranking Factor**
Web analysts are predicting that Trustworthiness will emerge as the most crucial ranking factor in Google’s E-E-A-T framework, followed by Expertise, Experience, and Authoritativeness. This shift makes sense since Trustworthiness essentially aggregates the other three rating factors. Your website’s trustworthiness hinges on its ratings for expertise, experience, and authoritativeness, collectively influencing how trustworthy your site appears to Google.
To gain insights into enhancing trustworthiness, we spoke with Katie Morton, Search Engine Journal’s Senior Managing Growth Editor. Morton emphasizes the interconnectedness of Expertise, Experience, and Authoritativeness in supporting Trust. She advises a holistic approach, focusing on all aspects of the E-E-A-T concept rather than fixating on one component.
However, Morton highlights specific strategies that can bolster trustworthiness:
**1. Expert Authors:** Source content from authors with direct experience, deep knowledge, and expertise in their subject matter. Having recognized experts as authors can enhance your website’s credibility. Provide author bios that showcase their expertise, experience, and credentials.
**2. Accurate Content From Trusted Sources:** Publish truthful and well-researched content that cites credible sources. Support claims with first-hand knowledge, research, and statistics from trustworthy sources.
**3. Originality and Value:** Ensure your content is original, comprehensive, and provides valuable insights. Valuable content is more likely to be shared and cited as a trusted source.
In conclusion, while creating content that establishes E-E-A-T can be demanding, it’s a worthwhile effort in the evolving SEO landscape. Trustworthiness will play a pivotal role, and a focus on human-driven, authoritative content will be the key to success. As AI continues to shape the SEO landscape, businesses and users alike can look forward to a more dynamic and engaging digital environment.
