Search engine optimization (SEO) is still a relevant practice for improving the ranking of a website on Google in 2023. A higher ranking can boost the visibility of a website and attract more visitors. However, SEO is not a static or simple process. It requires constant adaptation to the following trends and factors that influence how Google delivers search results:
* Google’s algorithm updates: Google regularly changes its algorithm to provide better and more relevant results to users. Some of the recent updates that affect SEO are the Page Experience Update, which favors websites that offer a good user experience; the Multitask United Model, which uses natural language understanding to understand complex queries; and the Helpful Content Update, which rewards websites that provide useful and informative content1.
* Zero-click searches: Google is becoming an answer engine that answers people’s questions before they go to a website. This is done by using features such as featured snippets, SERP answer boxes, knowledge panels, and local packs. These features can lower the click-through rate (CTR) of organic listings, as users can get their answers without leaving Google. However, they can also create opportunities for SEO, as they can increase the exposure and authority of a website if it is featured in these results2.
* Search intent: Search intent is the goal or purpose behind a user’s search query. It can be classified into four types: informational, navigational, transactional, and commercial. Understanding and matching the search intent of users is essential for SEO, as it can help to create content that meets their needs and expectations. Google uses various signals, such as keywords, context, location, device, and history, to determine the search intent of users and provide relevant results3.
* Content quality: Content quality is one of the most important factors for SEO, as it can affect the ranking, traffic, and conversion of a website. Content quality refers to how well a content piece fulfills its purpose, provides value to users, and satisfies Google’s guidelines. Some of the aspects of content quality are originality, relevance, accuracy, comprehensiveness, readability, structure, format, and optimization.
* User experience: User experience (UX) is how a user feels when interacting with a website or product. It can affect the satisfaction, loyalty, and trust of users, as well as their behavior and actions. UX is also an important factor for SEO, as Google considers how users interact with a website when ranking it. Some of the aspects of UX that affect SEO are site speed, mobile-friendliness, security, navigation, design, layout, and functionality.
These are some of the reasons why SEO still matters in 2023. SEO is not dead, but it is evolving and becoming more complex and challenging. To succeed in SEO in 2023, you need to keep up with the changes in Google’s algorithm and user behavior, and focus on creating high-quality content and user experience for your website. I hope this helps you understand why SEO is still relevant for Google.