{"id":27220,"date":"2023-01-03T11:47:40","date_gmt":"2023-01-03T11:47:40","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/03\/how-to-optimize-for-search-in-2023\/"},"modified":"2023-01-03T11:47:40","modified_gmt":"2023-01-03T11:47:40","slug":"how-to-optimize-for-search-in-2023","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/03\/how-to-optimize-for-search-in-2023\/","title":{"rendered":"How To Optimize for Search in 2023"},"content":{"rendered":"

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\"\"<\/a>Don\u2019t expect Google to take a sabbatical this year.<\/p>\n

Do expect SEO to be more nuanced than ever in 2023.<\/p>\n

My best advice? Track your SEO key performance indicators (KPIs) more often to identify positive or negative trends in your organic results.<\/p>\n

But don\u2019t worry about every shift in search rankings because they fluctuate. Pages that drop could quickly rebound a month later, even if the fall happened because of one of Google\u2019s frequent algorithm tweaks<\/a>.<\/p>\n

Instead, focus your SEO strategy on producing as much useful and original content as possible.<\/p>\n

<\/span>I stop short of saying \u201cquality\u201d content because that\u2019s subjective. Google doesn\u2019t give a good explanation in its guidelines championing quality content. Does \u201cquality\u201d refer to exceptional writing, the depth of content on a page, the design of a page, or other factors?<\/p>\n

If you provide relevant, original content that answers searchers\u2019 questions and addresses their concerns, you\u2019ll be fine. Though companies may offer similar products and services, you still can create content that offers fresh insights, and perspectives only your brand can share (i.e., case studies, in-depth FAQs, etc.).<\/p>\n

Of course, any website can suffer when Google algorithm updates lead its rankings to take a hit. That most likely happens when websites fall short of Google\u2019s guidelines<\/a> about avoiding hidden text, keyword stuffing, and other spammy practices. The helpful content update<\/a> in August 2022 focused on the worst offenders.<\/p>\n

TIP: <\/strong>This Search Engine Land<\/a> article explores Google\u2019s crackdown on websites that try to get around its spam policies. And make sure to read the October 2022 updated webmaster guidelines, now called Google Search Essentials<\/a>.<\/p>\n

Expect #SEO to be more nuanced than ever in 2023, says @MikeOnlineCoach via @CMIContent. <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

SEO rankings can drop even when you follow the rules<\/h2>\n

Unfortunately, websites can lose favor with Google even if they don\u2019t intentionally violate any search guidelines. Some of my clients suddenly have seen a massive drop in many rankings even though the SEO elements on affected pages hadn\u2019t changed.<\/p>\n

No one knows the precise weight Google places on each ranking factor, from HTML headers to image optimization. In November, the search giant published a roundup document of its ranking systems<\/a> (what\u2019s in effect and what\u2019s part of search history) that offers some insight.<\/p>\n

You also could find several potential solutions to a drop in rankings in my article, How the Right SEO Plan Can Revive Website Rankings and Traffic<\/a>.<\/p>\n

Another potential boost to your rankings comes from Google\u2019s introduction of continuous scrolling<\/a> in December. Desktop searchers in the United States can now read up to six search result \u201cpages\u201d before a searcher has to click \u201cmore results.\u201d Google rolled out this feature for searches on mobile devices in 2021.<\/p>\n

It will be interesting to see whether searchers scroll past the traditional first 10 results. You may see 11th<\/sup> through 20th<\/sup> ranking results get extra clicks. Let\u2019s hope so.<\/p>\n

As you start the new year, try these eight tips to keep your SEO thriving.<\/p>\n

1. Review your SEO KPIs<\/h2>\n

Rankings and organic search traffic data are relative. Consider adding critical metrics like leads, sales, and PDF downloads as key performance indicators. Even if a few pages aren\u2019t at the very top of search engine results pages (SERPs), any reasonable ranking may prompt better conversion numbers.<\/p>\n

If you monitor the competition, look across the industry\u2019s content landscape. You may be tempted to evaluate only known business competitors. But think about your content competitors, too.<\/p>\n

Any website ranking better than your site for your targeted keywords can be a digital marketing rival. Study the content of any website that takes a higher spot in the SERPs. What are they doing that you\u2019re not?<\/p>\n

Study any #Content that takes a higher #SERP spot than yours. What does it have that yours doesn\u2019t? @MikeOnlineCoach via @CMIContent. <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

2. Track your presence in SERPs<\/h2>\n

Pay attention to your changing SERPs. I call them shapeshifters. They don\u2019t change right before your eyes, but they vary significantly from keyword to keyword.<\/p>\n

It\u2019s not uncommon for SERPs to appear differently for the exact keyword phrase from one day to the next. It happens when Google decides what snippets to show \u2013 everything from featured snippets to People Also Ask to videos to the Local Pack could appear.<\/p>\n

Monitor whether your organic result falls below one or more of the snippet features on a SERP. In other words, your No. 4 ranking\u00a0may not appear in the same position on the page\u00a0when those prominent features push it lower.<\/p>\n

You can get some insights from RankRanger<\/a>, which\u00a0charts trends in its Google\u00a0SERP Features tool<\/a>. The chart below shows how often each element appeared in Google SERPs between November 24 and December 22.<\/p>\n

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Click to enlarge.<\/p>\n<\/div>\n

Here\u2019s how it breaks down:<\/p>\n