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.
SEO will be less important in 2023 than ever before. Anyone with the right tools, technology, and AI can become an SEO expert.
Revenue and ROI really matter. This is what gives businesses value. SEO will remain a commodity as long as it is based on limited KPIs (rankings, traffic) 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 for incoming traffic to offset paid media expenses.
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 your business and creating strategies that help you achieve those goals.
Why marketing is important for SEO
Although the availability of SEO tools and technologies is now at its highest level, there are still not enough marketers who use SEO as a real marketing channel.
If we look at Google’s evolution, the 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.
Content has always been king, but search intention is now a major consideration. 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 consider Google’s future a ranking factor, but they do not consider Google’s intent.
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. Then, using SEO data, a plan is created 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
SEO technology has evolved from a handful of core tools to an enormous selection, including all-in-one tool sets and specialized software.
Everyone has the tools to execute SEO tactics.
chatGPT has been on everyone’s minds recently, and the content race is in full swing.
How will this affect SEO? The Internet will become flooded with the Internet that Internet 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 consensus on the Internet and a common text response. Technology isn’Internetaway. 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 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 strong marketing ties. To get things done, we need to align Business, Product, Marketing, and IT. 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 often where a business’s real success is 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 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 would not have happened without Google or other external factors forcing it, so the change must have occurred in the market.