Oli Sissons, Head of SEO, Reboot Online
Content and SEO trends
There are many content trends that marketing and SEO agencies need to be aware of going into 2023 and in the years ahead.
You only need to open up SEO Twitter or Linkedin for 2 minutes before you see at least a few posts discussing the importance of E-A-T, concerns surrounding AI content creation and the ever increasing importance of content and link relevancy in SEO and digital marketing campaigns.
Each of these are trends which agencies should pay close attention to, if not for different reasons.
We’ll refine our content with E-A-T
Since expertise, authority and trustworthiness (E-A-T) is something mentioned by Google in their own search quality guidelines, anybody looking to rank their content and websites highly in the search results would be wise to read up on the topic.
The main takeaway being that it is vital that topic experts write (or at least fact check and help create) the content published on your website, and that who can be considered a topic expert will depend largely on the topic being discussed. Topic experts aren't always doctors and lawyers, but often just someone with real first hand experience of any issues, challenges, products and ideas being written about.
Covering your target topic comprehensively and accurately has never been more important, and we know that search engine algorithms are only getting better at identifying when writers are promoting inaccurate and/or misleading ideas, concepts and arguments.
Although not a new trend, links are also as important as ever when thinking about E-A-T.
Pretty much all SEOs and content marketers will agree that positioning yourself or your client as an expert within your chosen industry is a good idea and something worth pursuing.
We’ll prioritize content & link relevancy
You would be correct in thinking that content and link relevancy has always been important, however recent developments do suggest that these things are only becoming more important going into 2023 and beyond.
It could be argued that it has never been easier to earn links from powerful news outlets and websites, in large part thanks to powerful content marketing tools like BuzzSumo. The same could be said about crafting a targeted and original content strategy using these same tools.
It’s important to note that these days a narrower focus, even on a smaller scale, can outcompete even the biggest competitors who aren't nearly as specialized in their approach to content creation and link earning.
Using advanced strategies like hyper relevant digital PR, comprehensive content hubs, and contextually targeted internal links will help you really stay on top of the content creation game now and well into the future.