Search engine optimization is a never-ending game. When you think you have figured it out, Google releases an update that throws most of your work in the trash. Either the trends no longer work, or the algorithm favors something else. And then it’s back to the drawing board.
Add the launch of ChatGPT and the integration of AI into everything on top of that, and every digital marketer feels like they’re one step behind everyone else. The only way to reverse this situation and get one step ahead of everyone else is to know what the future holds. That’s impossible unless you know and use some proven to-work SEO strategies.
Some of the things every SEO expert agrees on are that Google will be favoring user-centric and human-first types of content, which AI can help with. The only thing you need to do is focus on these tactics and reap the benefits.
Prepare For Search Generative Experience (SGE)
The SEO world will change very, very soon. There is a pending update for an SGE, and no one knows when it will happen or how it will influence the entire niche. Google already started showing AI results and overviews from their SGE for specific keywords. But when that expands to everything, SEO and SERPs will change. If clicks don’t directly lead to the website that provided it, how could it spiral? The truth is, no one knows, but you need to prepare for it nonetheless.
Prepare for SGE by ensuring your website uses the best SEO practices and structured data and is optimized for indexing, crawling, and discovery. You shouldn’t rely on any SERP analysis based on the recent SGE experiments because no one knows what’s coming. No one knows the impact it will have when AI leaves Google’s lab, so stay clear from those reports and analyses.
What strategies should you use?
With the impact of Google’s SGE still unknown and the overflow of AI-generated content, the only way to stay ahead is to go back to the basics. You need to use the tried and battle-tested tactics. They have always worked and keep capturing attention in a digital landscape filled with low-quality content.
1. Quality over quantity
There’s one rule you should engrave in your mind when it comes to SEO. More content doesn’t equal higher rankings. Better quality content equals higher rankings. That’s the equation. Users see ChatGPT content everywhere and don’t stick around to consume it.
If you were to go to a museum, would you spend time in a section where computers created art? Or would you be inspired by marble sculptures created by people who made them 500 years ago with a hammer and a nail?
People feel the same psychological pattern when they notice AI-generated or low-quality content. Users want content created for humans by humans. And they want their problems solved. If you have first-hand experience, show it. That will be the differentiator for your success.
2. Use AI as a support
AI should not be writing your content. But it can help you. Last year, everyone was spreading the news that writers would lose their jobs and SEO would not be important anymore. But the reality is the opposite. Google made a core update in March, and their message is clear. AI cannot replace humans when it comes to long-form quality content. And search engines will penalize you if you try.
Instead of trying to create the perfect ChatGPT prompt, use AI in your content creation workflow. Use it for outlines, make it do your keyword research, ask it to optimize some parts, and reduce the time it takes to create a single piece. You can consider AI your helper. Just be strategic about it. AI will not take your job, but people who know how to use AI will.
And that holds for every tool that can help you, not just AI. For example, you can use a VPN to test how your website responds in other parts of the world. Connect to every country in the world and look up your page to ensure the server has a memory of the site. The next time a user clicks on your site, they will have a faster load time. Simple tricks like these will lead to a better user experience, which gets you greater rankings.
If you’re looking for the best VPN to improve site speed and privacy, it’s worth exploring your options.
Beyond speed, the best VPN is also essential for securely conducting market research in different regions. It allows you to view content as local users do, ensuring you’re not missing out on insights that could optimize your content for a global audience. Consider integrating a VPN for a competitive edge.
What strategies should you avoid?
These are the strategies you should ignore or stop wasting money on.
1. Voice search
By now, mainstream adoption of voice search would have already happened. However, all those SEO experts who made predictions turned out to be wrong. Voice search will not change SEO because it will dial back down to a text search. Either you type a query into Google or use voice, which types the query into Google. Since it can’t be adequately measured, voice search shouldn’t be on your mind or focus for now.
2. Evolving ranking factors
The good thing about Google’s algorithm is that it’s entirely based on machine learning. The bad thing about the algorithm is that it’s entirely based on machine learning. You can’t make a single tweak and expect the ranking factor to change. Instead, focus on the bigger picture and EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). Generative AI will come into the mix. Don’t be like the Internet Explorer meme that focuses on trends that used to be popular years ago.
Conclusion- What Else Lies Ahead?
The future of SEO is simple. It will cater more to human users and promote EEAT content. From your end, the strategies you can use include doubling down on high-quality content, using AI to help you, and staying on top of the newest trends, not just the hype.
