SEO trends for 2023: What to expect?

We can anticipate some significant changes in 2023. For example, Google declared that the search results page (SERP) would become more interactive and user-friendly at the Search On 2022 event. Your SEA strategy will be significantly impacted by these kinds of significant improvements as well as the many tiny adjustments that constantly improve the algorithm. The most important changes are explained in this article. So, what are the SEO trends for 2023? Are you prepared for SEA?

1. Broad-match keywords are the new standard.

Change the match type of your exact or phrase keywords to broad match keywords. You may already see this reflected in the Google Ads account recommendations. According to Google, general match keywords are crucial, especially if you employ clever bidding techniques. Broad-match keywords are beneficial to the Google algorithm. You leave it unconstrained and allow it to consider all the various context signals present during the auction. By using broad match keywords, you are eligible for any and all searches containing your designated term.

It was revealed a week ago that Google was experimenting with “wide match only” advertisements. In response, Google stated that this was only a short beta test and that the other match types would not be eliminated at this time. However, I wouldn’t be shocked if this changed in a few years. Maybe only broad keywords will be left, and the other match kinds will vanish.

2. Performance Max marketing is becoming more intelligent and significant.

In 2022, Performance Max will be famous and in demand. September 2022 will transition to Performance Max for our top-performing local and intelligent retail initiatives. This campaign style has drawn much criticism because few reports could be printed. Numerous inquiries followed, including: Where would my advertisements appear? How can I optimize this campaign for specific keywords? Google has been putting a lot of effort into various features lately. The campaign type now has a little more confidence, which will help them be employed more successfully. A few important new features:

1. Integration with Performance Planner
2. Rules for automatic asset scheduling (pause and activate);
3. A description of campaign performance to round up your analysis
4. Include audience insights in the data segments.
5. Adjust for seasonality

Google is also increasingly automating this type of marketing. For instance, if the Final URL expansion functionality is turned on, Google will now have the option to modify the descriptions of your advertising automatically.

3. Multi-Search

Users of multi-search can conduct searches using both text and images. Google Lens makes it feasible to do this. Users can inquire about an item before them and narrow their search, for instance, by brand or color. We must adapt our SEA strategy because every user conducts their examinations differently. To be seen, utilize adequate picture extensions and concentrate on long-tail keywords. Working on your product feed is also beneficial; make sure it has the most details (and photographs) feasible.

4. Interactive SERP Lowers Click Through Rate (CTR)

Google will progressively strive to answer questions in the SERP itself without the user needing to navigate to a specific website to read the material or make a purchase, according to information shared at the Search On 2022 event. This will also impact SEA advertisements. Users are predicted to click on search results less frequently (ad or organic SEO test results). A decreased click-through rate will need to be considered by advertisers (CTR). This does not imply that you should give up on hope. Use picture extensions, concise headlines, and other applicable (dynamic) extensions to ensure your advertising continues to stand out.

5. Importance of a richly filled feed

Along with the SERP, Google’s user shopping experience is also being updated. Google stated during the Search On 2022 event that the shopping experience is improving: it will be more visual, product photos can be displayed in 3D, there will be more filters introduced, and customers will even see personalized recommendations.

For advertisers who conduct Performance Max campaigns, this is significant. A nutritious, nutrient-dense meal is crucial. Utilize all the feed’s properties and offer Google as much information as you can on the goods you sell so that it has all it needs to display the most comprehensive advertisement. Also, ensure you upload multiple product images in your feed to be eligible for 3D images.

6. Video and audio play a more significant role

Although YouTube advertisements were significant last year, they will be even more critical in 2023. Consider unpacking videos, films where individuals seek guidance from others, reviews, and feedback videos. We observe that more and more consumers watch videos as part of the customer journey. Google is boosting its selection of video advertising choices as a result. This is also a cue to begin running video adverts. Test it out to discover what extra benefits it can provide your consumers.

A few new features are:

• Advertisements within YouTube shorts
• Video ads on Google Discover
• The trim tool that converts a long video into a 6-second bumper ads
• Add a voice-over to your YouTube video ad

In addition, it has recently become possible to use audio ads. You can also reach people on the road who don’t have a screen to watch a video. This is how you also get podcast listeners.

7. Voice search

Long on the list of SEA trends is voice search. Without a doubt, we shouldn’t forget it before 2023. Given multi-search availability, I predict that voice search will also expand. But when speaking versus typing, people search in various ways. As an illustration, you’ll see that users are more inclined to ask inquiries than to enter a few keywords. Therefore, selecting long-tail keywords is crucial when creating a keyword strategy for voice searches. But, again, using broad terms may be beneficial. As a result, the algorithm keeps looking for queries pertinent to your selected keywords.

Wouter Maatman

Digital Marketing Manager at Icecat N.V.