Here are the top twelve tips and how you can apply them to improve your overall SEO strategy for 2023 and beyond.<\/p>\n\n\n\n
12 SEO Trends to Improve Your Strategy in 2023<\/h2>\n\n\n\n1. Don\u2019t spend all your marketing money on paid ads.<\/strong><\/h3>\n\n\n\nIf you\u2019re reading this blog, the chances are high that you\u2019re wondering how you can make your marketing dollars go further. If that\u2019s the case, then don\u2019t spend all of your marketing money on paid ads<\/a>. While this may seem like a no-brainer, too many companies devote all of their marketing budgets to paid advertisements.<\/p>\n\n\n\nThe data says that this might not be as effective. According to the Semrush report, search ads (essentially any paid advertisement that\u2019s meant to show up on the results page of a search engine) showed up less frequently in 2022 than in 2021. Here\u2019s what this means for brands: Paying to get your website ranked on one of the top search engine results pages may not be the best use of your money. If those ads appear less frequently across the board (as indicated by the research), their effectiveness decreases. If you\u2019ve devoted all of your marketing tactics<\/a> to paid ads and neglected your organic search initiatives, it\u2019s time to rethink.<\/p>\n\n\n\n2. Keep investing in mobile and desktop web development.<\/strong><\/h3>\n\n\n\n\u201cMobile first!\u201d Marketers have been shouting that message from the rooftops for years, but does it still hold true? Apparently not. Data shows an 8% year-over-year decrease in mobile traffic. This directly contradicts the \u201cmobile-first\u201d message marketers have been touting for years. On top of that, desktop traffic has been on the rise since 2020. So what does this mean for you? Should you abandon your mobile-first approach? Not necessarily. This metric shows us that it\u2019s important to invest in both sides of your digital marketing<\/a> strategy\u2014mobile and desktop\u2014to ensure that your users\u2019 experiences are positive across the board. With so many leaders promoting the mobile-first method, some brands let their desktop experience lapse. It\u2019s time to revamp.<\/p>\n\n\n\n![\"\"](\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/06\/3-1024x398.jpg\")
<\/figure>\n\n\n\n3. Most e-commerce traffic isn\u2019t organic.<\/strong><\/h3>\n\n\n\nIf you\u2019re an e-commerce brand, you might want to invest a little more in marketing and adjust your strategy as buyers return to a normal purchasing process in a post-pandemic world. According to a survey by the Search Engine Journal, 20% of respondents saw an increase in their organic marketing budgets in 2022. Another 86% of organizations surveyed said they expect to increase their organic marketing budget next year. And if you want to support your organic traffic, ultimately leading to conversions, you\u2019ll need SEO to support it. This is great news for companies looking to capitalize on SEO techniques and trends in 2023. <\/p>\n\n\n\n
Related reading: <\/em>4 Effective B2B eCommerce Marketing Strategies<\/em><\/a><\/p>\n\n\n\n4. Companies are investing in organic marketing.<\/strong><\/h3>\n\n\n\nWhat is \u201cinformational SEO?\u201d It\u2019s a way of classifying top search queries by their intent. Semrush breaks search queries into four categories: informational, transactional, navigational, and commercial. Informational search queries rank at the top. This means that internet users are searching for information more than half of the time, and they want answers to key questions or data and insight about a particular issue. <\/p>\n\n\n\n
This is critical information about B2B buyer behavior<\/a>. Marketers and brands should take note. As you\u2019re assessing your company\u2019s website for effectiveness, look at the information you share. Have you answered frequently asked questions? Do you define or clarify the nuances of your industry, product, or services? These pieces of basic information can help you win traffic and engage your prospects.<\/p>\n\n\n\n5. Focus on informational SEO.<\/strong><\/h3>\n\n\n\nWhat is \u201cinformational SEO?\u201d It\u2019s a way of classifying top search queries by their intent. Semrush breaks search queries into four categories: informational, transactional, navigational, and commercial. Informational search queries rank at the top. This means that internet users are searching for information more than half of the time, and they want answers to key questions or data and insight about a particular issue. This is critical information about B2B buyer behavior. Marketers and brands should take note. As you\u2019re assessing your company\u2019s website for effectiveness, look at the information you share. Have you answered frequently asked questions? Do you define or clarify the nuances of your industry, product, or services? These pieces of basic information can help you win traffic and engage your prospects.<\/p>\n\n\n\n
6. People want answers to questions and information.<\/strong><\/h3>\n\n\n\nOn a related subject, one of the biggest findings of the Semrush research is related to user intent. Not only does informational SEO have the highest search volume, but it also supports the notion that internet users are motivated by the search for information. We\u2019ve already discussed the importance of answering critical FAQs or providing basic information, but this data should influence your strategy at a higher level as well. Every brand should be creating content to boost its website ranking, improve its reach, and serve its customers. However, some types of content are more beneficial than others. Based on this recent data, educational content will be most impactful for your brand. <\/p>\n\n\n\n
Look at your existing B2B content marketing<\/a> strategy across channels (from your website to social media accounts) and determine what kind of approach you\u2019ve taken. Do you provide educational resources? Are you equipping your audience and prospects with the information they need to understand your industry, offerings, or services? If not, it\u2019s time to make a switch, and an educational content strategy will help you build trust with your readers and grow your audience<\/a>. Be sure to incorporate this strategy into your B2B social media marketing<\/a> strategy, your blogs (yes, you should be writing regular blogs for your company website!), and the copy on your website. <\/p>\n\n\n\n7. Short search queries are more common.<\/strong><\/h3>\n\n\n\nAnother very specific SEO tidbit: Most users prefer short search queries. The data shows that 67.1% of searches use three to five words in total. One key note that Semrush makes is the impact of the \u201cPeople Also Ask,\u201d \u201cPeople Also Search For,\u201d and \u201cRelated Searches\u201d features. Think about the last time you searched for something online. Did the second half of your search question pop up in a drop-down menu below the search bar? That\u2019s the related search feature helping you figure out which question you\u2019re asking and providing you with that information more quickly.<\/p>\n\n\n\n
If you\u2019re reading this blog, the chances are high that you\u2019re wondering how you can make your marketing dollars go further. If that\u2019s the case, then don\u2019t spend all of your marketing money on paid ads<\/a>. While this may seem like a no-brainer, too many companies devote all of their marketing budgets to paid advertisements.<\/p>\n\n\n\n The data says that this might not be as effective. According to the Semrush report, search ads (essentially any paid advertisement that\u2019s meant to show up on the results page of a search engine) showed up less frequently in 2022 than in 2021. Here\u2019s what this means for brands: Paying to get your website ranked on one of the top search engine results pages may not be the best use of your money. If those ads appear less frequently across the board (as indicated by the research), their effectiveness decreases. If you\u2019ve devoted all of your marketing tactics<\/a> to paid ads and neglected your organic search initiatives, it\u2019s time to rethink.<\/p>\n\n\n\n \u201cMobile first!\u201d Marketers have been shouting that message from the rooftops for years, but does it still hold true? Apparently not. Data shows an 8% year-over-year decrease in mobile traffic. This directly contradicts the \u201cmobile-first\u201d message marketers have been touting for years. On top of that, desktop traffic has been on the rise since 2020. So what does this mean for you? Should you abandon your mobile-first approach? Not necessarily. This metric shows us that it\u2019s important to invest in both sides of your digital marketing<\/a> strategy\u2014mobile and desktop\u2014to ensure that your users\u2019 experiences are positive across the board. With so many leaders promoting the mobile-first method, some brands let their desktop experience lapse. It\u2019s time to revamp.<\/p>\n\n\n\n If you\u2019re an e-commerce brand, you might want to invest a little more in marketing and adjust your strategy as buyers return to a normal purchasing process in a post-pandemic world. According to a survey by the Search Engine Journal, 20% of respondents saw an increase in their organic marketing budgets in 2022. Another 86% of organizations surveyed said they expect to increase their organic marketing budget next year. And if you want to support your organic traffic, ultimately leading to conversions, you\u2019ll need SEO to support it. This is great news for companies looking to capitalize on SEO techniques and trends in 2023. <\/p>\n\n\n\n Related reading: <\/em>4 Effective B2B eCommerce Marketing Strategies<\/em><\/a><\/p>\n\n\n\n What is \u201cinformational SEO?\u201d It\u2019s a way of classifying top search queries by their intent. Semrush breaks search queries into four categories: informational, transactional, navigational, and commercial. Informational search queries rank at the top. This means that internet users are searching for information more than half of the time, and they want answers to key questions or data and insight about a particular issue. <\/p>\n\n\n\n This is critical information about B2B buyer behavior<\/a>. Marketers and brands should take note. As you\u2019re assessing your company\u2019s website for effectiveness, look at the information you share. Have you answered frequently asked questions? Do you define or clarify the nuances of your industry, product, or services? These pieces of basic information can help you win traffic and engage your prospects.<\/p>\n\n\n\n What is \u201cinformational SEO?\u201d It\u2019s a way of classifying top search queries by their intent. Semrush breaks search queries into four categories: informational, transactional, navigational, and commercial. Informational search queries rank at the top. This means that internet users are searching for information more than half of the time, and they want answers to key questions or data and insight about a particular issue. This is critical information about B2B buyer behavior. Marketers and brands should take note. As you\u2019re assessing your company\u2019s website for effectiveness, look at the information you share. Have you answered frequently asked questions? Do you define or clarify the nuances of your industry, product, or services? These pieces of basic information can help you win traffic and engage your prospects.<\/p>\n\n\n\n On a related subject, one of the biggest findings of the Semrush research is related to user intent. Not only does informational SEO have the highest search volume, but it also supports the notion that internet users are motivated by the search for information. We\u2019ve already discussed the importance of answering critical FAQs or providing basic information, but this data should influence your strategy at a higher level as well. Every brand should be creating content to boost its website ranking, improve its reach, and serve its customers. However, some types of content are more beneficial than others. Based on this recent data, educational content will be most impactful for your brand. <\/p>\n\n\n\n Look at your existing B2B content marketing<\/a> strategy across channels (from your website to social media accounts) and determine what kind of approach you\u2019ve taken. Do you provide educational resources? Are you equipping your audience and prospects with the information they need to understand your industry, offerings, or services? If not, it\u2019s time to make a switch, and an educational content strategy will help you build trust with your readers and grow your audience<\/a>. Be sure to incorporate this strategy into your B2B social media marketing<\/a> strategy, your blogs (yes, you should be writing regular blogs for your company website!), and the copy on your website. <\/p>\n\n\n\n Another very specific SEO tidbit: Most users prefer short search queries. The data shows that 67.1% of searches use three to five words in total. One key note that Semrush makes is the impact of the \u201cPeople Also Ask,\u201d \u201cPeople Also Search For,\u201d and \u201cRelated Searches\u201d features. Think about the last time you searched for something online. Did the second half of your search question pop up in a drop-down menu below the search bar? That\u2019s the related search feature helping you figure out which question you\u2019re asking and providing you with that information more quickly.<\/p>\n\n\n\n2. Keep investing in mobile and desktop web development.<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\n3. Most e-commerce traffic isn\u2019t organic.<\/strong><\/h3>\n\n\n\n
4. Companies are investing in organic marketing.<\/strong><\/h3>\n\n\n\n
5. Focus on informational SEO.<\/strong><\/h3>\n\n\n\n
6. People want answers to questions and information.<\/strong><\/h3>\n\n\n\n
7. Short search queries are more common.<\/strong><\/h3>\n\n\n\n