SEO has undergone a number of phases since the advent of search engines and their widespread commercial use, from the early days when web admins controlled the SERP by building a large volume of links to the recent era where tools and technology are the driving force behind SEO.
In 2023, SEO will be less important than ever before. Anyone with the right tools, technology, and AI can become an SEO expert.
Revenue and ROI are what really matter. This is what gives businesses value. SEO will remain a commodity as long as it is based on KPIs that are limited (traffic and rankings) and uses the same tools and processes.
SEO strategies that are based on marketing and business goals will deliver results in the modern world.
Business-Centric Search Engine Optimization
SEO must be approached from a business perspective if we are to achieve real business results. Rankings and traffic are both important KPIs but should not be used as the sole measure of success in SEO.
What is the most important thing to a business?
SEO should either increase revenue or meet larger business needs. This could be growing MQLs or driving ecommerce purchases. It can also become a greater percentage of opportunities to offset the costs associated with paid media.
SEO can be used to support an area of a business that is struggling or has higher margins. It may also address a different need, such as aligning the purchase behavior of a company in advance of a sale or acquisition.
SEO’s potential is more than just keywords and rankings. SEO’s future lies in focusing on what matters to a business and then developing meaningful strategies to achieve those goals.
Why marketing is important for SEO
Though SEO technology and tools are at an all-time low, there is still a lack of marketers who use SEO to its full potential.
If we take a look at Google’s evolution, many algorithm updates, and the AI components that have been added, it is clear that we must focus more on the user if we are to keep up with the direction of search.
For a long time, search intention has been an important factor. This is how SEO ties in with the buyer journey: it takes into account what the person searching for wants to achieve.
Many SEO practitioners look at Google’s future as a ranking factor, but they don’t consider the intent of their search.
Google recently released its helpful update. This update aims to lower the visibility of content that is created more for search engines than for people. Google sends a clear message that SEO should move away from rankings to real solutions for people.
Marketing is the solution.
SEO marketing is a marketing strategy that starts with customers, analyzing who they are and what they’re trying to achieve, and then, using SEO data, creating a plan to reach them at the right moment with the best content.
This is how we engage; ultimately, real success is linked to business activity.
Technology and AI
The SEO technology has evolved from a handful of core tools to an enormous selection, including all-in-one SEO toolsets and specialized software.
Everyone has the tools to execute SEO tactics.
chatGPT has been on everyone’s minds recently, and a content arms race has begun.
How will this affect SEO? The Internet will become flooded with content that is “pretty decent,” and higher-quality material will rise to prominence. The value of original and innovative ideas will increase if they can’t be gathered by AI using the consensus on the Internet and a common text repository.
Technology isn’t going away. How we use this tech to improve SEO is now more important than ever.
SEO marketers who try to achieve rankings by posting content generated automatically that only takes up space in the SERPs will ultimately lose. Instead, if we guide users to solutions that are valuable and help them fulfill their intended actions, then the user, business, and search engine all win.
The results of practitioners who apply modern SEO technology to deliver marketing-focused business strategies will be more significant and set them apart.
SEO that is based on processes will probably be automated and become more commoditized. It’s now time to use more human creativity and get advanced.
Enterprise SEO
The enterprise SEO solution has evolved over the years, but one fundamental challenge never goes away. A successful strategy for enterprise SEO demands alignment across departments.
The most successful approach is a business-centric one with a strong marketing component. To get things done, we need to align Business, Product, Marketing, and IT. The tech alone will not solve this challenge.
SEO Expertise and Experience
SEO tools have allowed many new people to enter the SEO world. According to a recent industry study by Search Engine Journal, nearly one-third (33%) of SEO professionals have less than two years of experience.
The modern approach is heavily reliant on technology. Many SEO strategies start with tools and keywords and never get to the nuance of the business. These nuances are where the real success of a company is often found.
A smaller workforce makes it even more difficult for larger agencies to rely on business expertise and experience. This cycle continues, with a focus on traffic and rankings as reliable metrics that can be delivered through processes in order to scale.
SEO in the Future
The landscape of SEO is evolving. The technology is accelerating. SEO is becoming more important for many organizations. Budgets are growing, and a less experienced workforce is focusing on SEO over the success of their business.
SEO is a field that offers both huge risks and opportunities.
AI will continue to accelerate, and process-driven search engine optimization (SEO) will become largely automated – and further commoditized.
SEO has the opportunity to evolve into a channel more aligned with marketing and business. This major shift will not happen without Google or other external factors forcing it, so the market must drive it.
Businesses that adapt and grow will succeed. The demand for higher-level SEO services will move the industry forward.