‘Tis the season to peer into our crystal balls and extend what we know about Google and search engine optimization (SEO) in 2022 into 2023. These four trends in SEO are hot today and will only continue to gain importance in the coming year.
1. Meaningful Media
Google’s MUM algorithm update — that’s the Multitask Unified Model to you and me — can already extract meaning from text and images. Google can understand text in images and process the visual content to know what objects are present and relevant. But MUM is multimodal in that it can expand in the future to extract meaning from richer media like video and audio.
That means that video will no longer be just the eye candy that helps increase visitor engagement on a site; it should be part of your SEO strategy. It also means, though, that videos need to have something to say.
For example, a video that’s purely still images transitioning from one to the next adds movement to the page to catch the eye, but it doesn’t say anything relevant for the MUM algorithm to convert to relevance signals. Add a voice overlay or text into the video to send those relevancy signals more clearly, especially as Google is figuring out how to understand video.
The same goes for audio: It’s important to speak the way your audience speaks, including natural keyword use, to weave the contextual relevance needed to send strong signals to Google.
2. Content Helpfulness
I’ve said it before, and I’ll say it again (and again) — no “SEO content.”...
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