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Where Is Search Engine Optimization Going In 2023 – Key Trends

Search Engine Optimization has been a constantly evolving field, and 2022 was no exception. With major changes to search algorithms and user behavior, businesses and marketers had to adapt their SEO strategies accordingly. As we move into 2023, we observe the growth of the search engines really high with Google ranking at the top followed by competitor engines, it has become important more than ever to look back at what we learned in 2022 and what we can expect in the coming year.

In this blog, we are going to share with you some of the key trends in SEO that will continue to flourish throughout the year. So here you go, dive in.

#1 Artificial Intelligence and Machine Learning Will Play a Bigger Role

Artificial intelligence (AI) and Machine Learning (ML) have been rapidly advancing in recent years, and search engines are leveraging these technologies to improve their search algorithms. In 2022, we saw several updates from Google that incorporated AI and ML to better understand user intent and deliver more personalized search results. In fact, in the latest survey by Statista, top SEO professionals claimed ML and AI as the leading shifts in the SEO industry.

One of the most significant updates was the launch of the MUM (Multitask Unified Model) algorithm, which Google described as a "major breakthrough" in natural language processing. MUM is designed to better understand the nuances of user queries and provide more accurate and relevant results.

In 2023, we can expect search algorithms to become even more sophisticated in their ability to understand user intent and deliver personalized. This means that businesses and marketers will need to focus on creating high-quality content that is optimized for both humans and search engines. This includes using search engine optimization techniques like natural language, relevant keywords, and providing value to users in order to rank higher in search results.

#2 Voice Search Will Continue to Rise

The popularity of smart speakers and virtual assistants with a market volume of 171 million units in 2022, they have made voice search an increasingly important consideration for businesses and marketers. In 2022, we saw a significant increase in voice search queries, and this trend is expected to continue in 2023.

To optimize for voice search, businesses and marketers need to focus on using conversational language and long-tail keywords that match how people speak. It's also important to consider that many voice searches are done on mobile devices.

One way to optimize for voice search is to use structured data to provide more context about your content. This includes using schema markup to provide information about your business, such as your address, phone number, and business hours. Structured data can also be used to provide more detailed information about your products and services, which can help your content appear in featured snippets and other rich results.

#3 User Experience Will Be a Key Ranking Factor

As we mentioned earlier, user experience (UX) has become a critical ranking factor in search algorithms. This means that search engine optimization now means looking at various UX signals to determine how user-friendly and accessible a website is to visitors. Some of the most important UX signals that search engines look at include:

  • Page load speed:

Websites that load quickly tend to offer a better user experience than those that are slow to load. Therefore, search engines prioritize websites that load quickly in their search results.

  • Mobile-friendliness:

With more people accessing the internet via mobile devices than ever before, search engines prioritize websites that are optimized for mobile viewing. This means using responsive design to ensure that your website looks and functions well on all devices.

  • Ease of navigation:

Websites that are easy to navigate tend to have lower bounce rates and higher engagement levels. Therefore, search engines prioritize websites that have clear, intuitive navigation menus.

To optimize for user experience, businesses and marketers need to focus on creating websites that are fast, responsive, and easy to navigate. They should also ensure that their website content is accessible and easy to read, with clear headings, subheadings, and relevant imagery.

#4 Content Quality Will Matter More Than Ever

Another key trend in SEO is the shift towards high-quality, informative content that provides real value to users. This means moving away from old-school tactics like keyword stuffing and focusing on creating content that is genuinely helpful and engaging to visitors. Some of the key elements of high-quality content include:

  • Relevance:

Content that is relevant to your target audience is more likely to engage and inform them. Therefore, it's important to understand your audience's needs and interests when creating content.

  • Informative:

High-quality content provides users with useful information that helps them solve a problem, learn something new, or achieve a specific goal.

  • Engaging:

Content that is engaging and well-written is more likely to be read and shared by users. This means using natural language, telling stories, and using relevant images and multimedia.

To optimize for content quality, businesses and marketers need to focus on creating content that is informative, engaging, and relevant to their target audience. They should also focus on using natural language and avoiding any kind of spammy or low-quality content.

#5 E-A-T Will Be a Key Consideration

Finally, there is a trend towards expertise, authority, and trustworthiness (E-A-T) as key considerations in search rankings. This means that search engines are looking for signals that demonstrate a website's expertise, authority, and trustworthiness. Though this one has been a significant part of SEO for a while now, the trend will see more consideration in the coming year with the involvement of Search Quality Raters. Some of the key elements of E-A-T include:

  • Expertise:

Websites that demonstrate a high level of expertise in their niche tend to be viewed as more authoritative and trustworthy by search engines. This means providing detailed, accurate information and citing reputable sources.

  • Authority:

Websites that are viewed as authoritative in their niche tend to have a strong online reputation, with lots of backlinks from reputable sources. This means building relationships with other authoritative websites and creating high-quality content that others want to link to.

  • Trustworthiness:

Websites that are viewed as trustworthy tend to have a strong reputation for honesty and integrity. This means being transparent about your business practices and policies, and providing users with a secure, safe online experience.

To optimize for E-A-T, businesses and marketers need to focus on their search engine optimization techniques by creating high-quality, informative content that is backed up by reputable sources. They should also focus on building a strong online reputation by getting positive reviews, building backlinks from authoritative sources, and being active on social media.


In conclusion, SEO is an ever-evolving discipline that requires businesses and marketers to stay up-to-date with the latest trends and best practices. But you know what, you don’t really have to take any worries to keep up with these trends as we do it all for you. The SEO team at Design Process make sure to give you an edge over the competition with their expertise in implementing up-to-date search engine optimization strategy for your D2C brand.

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