Have you ever wondered what SEO looks like in 2023?
I’ve thought about it a lot. It’s a bit like trying to imagine what it’s like to live on Mars—impossible to predict how search engines will evolve over time.
I’ll walk you through the key trends and changes that I personally expect to shape the SEO landscape in 2023.
My first blog post about SEO has been one of the most read articles on the site ever. Many of the terms, techniques, and strategies are still relevant today, but I felt it was time for an upgrade.
So grab your favorite coffee mug (or tea, if that’s your thing), sit back, and let’s dive into this year’s hot summer destination: SEO trends 2023!
As 2023 moves forward, the never-ending labyrinth of SEO continues to evolve with exciting transformations and new opportunities waiting to be explored.
From Google’s shift toward user experience, to the rising importance of voice search, AI’s revolutionary influence, and of course, the ever-growing focus on mobile search—there’s always something new to learn in SEO’s unpredictable landscape, and I’m here to help you navigate it.
SEO has always been a constantly changing discipline since I started my journey in 2009, and 2023 is no exception.
But unlike past years, where one trend might dominate the spotlight, this year we’re seeing a synergy of multiple trends that all have one thing in common: creating a better experience for the user.
User experience: your most important task
Let’s start by diving into user experience, or UX as we call it in the industry.
Google has really ramped up its focus on user experience this year. It’s not a new idea—we’ve always known that a great user experience is key to keeping visitors on your site. But in 2023, Google has increased the weight of UX in its ranking algorithm.
That means your site needs to be fast, easy to navigate, and visually stable and appealing. This includes everything from page load speed and intuitive navigation, to how your website looks across all devices.
This is where Google’s Core Web Vitals come into play.
These are specific factors that Google uses to assess the overall user experience of your site.
They include Largest Contentful Paint (LCP), which measures load time, First Input Delay (FID), which measures interactivity, and Cumulative Layout Shift (CLS), which measures visual stability.
If you haven’t already focused on these metrics, now is the time.
Sorry—it got a little nerdy again! But don’t make it harder than it is. It’s all about creating the best possible experience for the user.
Semantic search: make your keywords meaningful
Now that we’ve covered user experience, let’s talk about something just as important: semantic search. Google has become incredibly good at understanding what users actually mean when they search. That means we can no longer rely on keyword stuffing and hope for the best.
Now, it’s essential to write natural, human-centered content that genuinely helps users.
Avoid old-school keyword stuffing. That strategy simply doesn’t work anymore. It’s all about focusing on your users—not the search engines.
This applies to both your content and the keywords you choose. Think of it like a conversation with your audience.
What do they want to know?
How can you best answer their questions?
This requires a deep understanding of your topic and your audience’s intent.
Voice search: optimizing for spoken queries
From semantic search to voice search—a trend that’s gone from “future talk” to a natural part of daily life. With the rise of smart speakers and voice-controlled technology like Siri, Alexa, and others, it’s crucial to adapt your SEO strategy to this new way of searching.
People don’t talk the same way they type.
When using voice search, they often ask longer and more specific questions—and your SEO needs to be ready to meet that.
Understanding natural language processing (NLP) is now a key success factor. So how do you adapt your content for voice search? Focus on long-tail keywords and write in a natural, conversational tone.
Some of the digital devices we now need to optimize for include:
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Apple iPhones and iPads (Siri)
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Android smartphones and tablets (Google Assistant)
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Amazon Fire tablets (Alexa)
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Amazon Echo devices (Alexa)
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Google Home devices (Google Assistant)
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Apple HomePod (Siri)
And with the rise of artificial intelligence, this area will only grow larger in my view.
The impact of AI: from science fiction to everyday life
When we think about AI, it’s easy to imagine dystopian futures where robots take over the world (hello, iRobot). B
ut in reality, AI has taken over the SEO world in a far less dramatic—but no less revolutionary—way.
Not only because it has, for the first time, given Google some serious competition.
Google Bard, ChatGPT, and SEO
Google’s AI algorithm, Bard, has become a game-changer for SEO. With advanced machine learning, Bard can understand the context and intent behind searches, providing a more accurate and user-friendly experience.
Although Bard hasn’t rolled out in Denmark yet, it’s coming. And AI will soon be integrated directly into Google’s search results.
Below is a screenshot of what Google Search could look like in the future:
Source: Google
This will likely influence SEO rankings and even the effectiveness of Google Ads, as there will be less visible space in search results.
I’m also very curious to see whether Bing will finally become a real competitor to Google. Microsoft owns Bing and has invested 49% in OpenAI, the creators of ChatGPT. With AI integrated directly into Bing’s search engine, we might—finally—see a real shift in search behavior.
ChatGPT – your personal assistant?
If you’ve ever wished for a loyal sidekick to help with your SEO strategy, meet ChatGPT.
ChatGPT is an AI chatbot developed by OpenAI, and it’s made huge strides in content optimization and generation.
How is that relevant for SEO?
Well, with ChatGPT, you have access to an incredibly powerful text generator. It’s also constantly being expanded because OpenAI has made it partially open-source—so more developers can build plugins for the platform.
ChatGPT can not only write content that follows SEO best practices, but also help identify relevant keywords, generate compelling meta tags, and suggest SEO strategies based on data.
Think of it as a digital assistant that helps with the heavy lifting—so you can focus on strategy.
However, I’d be cautious about using ChatGPT to write long blog posts or copying its content directly to your website—especially if you get a lot of traffic or have high rankings. Use it more as a research and inspiration tool, not as your new copywriter. That’s just my personal opinion.
I suspect Google will eventually update its algorithm to detect AI-written content. Otherwise, we’ll end up with an internet generated entirely by AI—and what’s that really worth?
This creates major challenges for Google—but I’m sure the world’s biggest search engine has a few tricks up its sleeve.
Mobile-first indexing: from bonus to necessity
Just a few years ago, having a mobile-optimized website was a bonus.
Today?
It’s a necessity.
Google has shifted to mobile-first indexing, which means if your website isn’t mobile-friendly, you’re already at a disadvantage. Google now evaluates your site’s mobile version before even looking at your desktop site.
Many still design “desktop first.”
You can do that—but I’d actually recommend putting more effort into your mobile site.
Especially if you run an online store, review your entire checkout process. There are often big conversion wins to be had there.
This doesn’t mean you should neglect your desktop version—but your main focus should be mobile-friendliness. From design to speed, navigation to content—everything must work well on mobile.
And remember: thumbs are bigger than cursors. Design for small screens.
You can also use Search Console to monitor your site’s mobile performance—it’s free and fairly user-friendly.
Local SEO: from global to backyard
If you thought SEO was only about competing with businesses worldwide—think again. In 2023, local SEO is more important than ever.
So what is local SEO?
It’s what helps your neighborhood bakery get found by hungry customers nearby.
Google’s “Near me now” function helps users find local businesses. For companies with a physical location or that serve a specific area, local SEO can make a big difference in visibility.
From optimizing your site for local keywords to ensuring your name, address, and phone number are listed correctly in Google My Business—these steps can really pay off.
E.A.T: do you have the right expertise?
Google hasn’t become a diet guru—yet. But one of their latest content updates centers around E.A.T: Expertise, Authority, and Trustworthiness.
They’ve even added a new “E” for “Experience,” so now it’s E-E-A-T.
That means Google looks at the quality and credibility of your content when deciding how to rank your site.
- Do you have solid experience in your field?
- Is your content written by a subject authority?
- Are your facts accurate and trustworthy?
All of this affects how Google sees your site.
It also makes sense to link to any certifications, diplomas, or other credentials that support your trustworthiness.
And of course—it helps give your users peace of mind too.
Link building in 2023: quality still matters
One thing that has stayed relevant over time is link building—despite its bad rep.
Having high-quality, relevant backlinks is still a major ranking factor for Google. But it’s not about quantity—it’s about quality, relevance, and natural placement.
Gone are the days of link-swapping and spammy backlinks.
Today, it’s all about genuine relationships, PR value, and partnerships that lead to organic links.
Video SEO: everything counts in modern optimization
Last but not least—let’s talk about video SEO.
Optimizing your YouTube videos is crucial for visibility and reach. It involves strategies that boost your rankings both on YouTube and external search engines like Google.
Start with strong keyword research. Use relevant keywords in your title, description, and tags—but don’t go overboard.
Treat your YouTube titles like meta titles—they should entice users to click, not just stuff in keywords.
Also, Google owns YouTube, which means videos often show up in search results—especially for “how,” “what,” or “why” questions.
Watch time and engagement (likes, shares, comments) are key. These metrics tell YouTube that your video is high-quality and relevant, helping it rank better.
And don’t forget: your thumbnail matters. A compelling thumbnail boosts click-through rates and visibility.
That’s all I had on my mind this time.
Did I miss anything? Overlook any trends?
As always, I’m open to your comments, insights, and SEO hacks—feel free to share them below.
Good luck with your marketing journey!
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