The field of search engine optimization is constantly undergoing new developments.
Professionals in search engine optimization need to be alert and flexible to keep up with the rapidly advancing field of digital marketing.
As we cross the threshold into the year 2023, we are observing two seismic shifts that are fundamentally reshaping the SEO landscape.
The first development is that Google has included “Experience” within the framework of “E-E-A-T,” which stands for “Experience Expertise, Authoritativeness, and Trust.”
The second trend is the increasing impact of generative AI on SEO. This article delves into these up-and-coming trends and offers helpful insights into how search engine optimization (SEO) professionals can adapt to change and thrive in this fast-paced environment. An SEO expert in Kerala analyses the trend in SEO.
The ‘Experience’ Component of the E-A-T Formula
Google introduced the ‘E-A-T’ framework, which evaluates the quality of web content based on Expertise, Authoritativeness, and Trust as the driving force behind search engine optimization (SEO). SEO is also known as “search engine optimization.”
SEO professionals can better understand the key factors that Google considers when ranking content with the assistance of this framework. However, in late 2022, Google added a new wrinkle to the equation by appending an additional letter to E-A-T, which stood for “Experience.”
This change is Google’s response to the growing problem of spammy reviews and the prevalence of AI-generated content in search results. Both of these issues have been a challenge for Google in recent years. Google now gives content that reflects real-life experiences a higher priority. It places a premium on content produced by individuals who have direct experience with the topic or have had direct interactions with it.
This paradigm shift highlights the importance, for SEO professionals, of generating informative content that not only offers genuine value through real-world experiences but also answers users’ queries.
In other words, more than simply answering users’ questions is required. Although SEO practitioners who have already been concentrating on E-A-T factors will have a head start, they must now ensure that their content is not simply an accumulation of data but a reservoir of real-world wisdom to keep their advantage.
A Mutually Beneficial Relationship Between Generative AI and SEO
According to an SEO expert Kerla, Denying generative AI’s influence on various industries, including marketing, is impossible. On multiple occasions, Google has made it clear how important it is to produce content intended for human consumption rather than writing content solely to optimize it for search engines.
This principle applies to content authored by humans as well as content generated by AI.
However, Google is still working to perfect its strategy for integrating AI-generated content into the E-A-T framework. Currently, the company is in the process of refining this strategy.
During these shifts, Google has issued guidance suggesting that a human editor should review AI-generated content before making it public. Concerns about the factual accuracy of the results and the well-documented limitations of large language models (LLMs) led to the implementation of this preventative measure.
The search engine optimization (SEO) community must closely monitor the latest developments in generative AI. Whether content is produced by AI or by humans, the fundamental principle of offering genuine value to those conducting a search continues to serve as the most important factor in determining where a website falls in a search engine’s rankings.
The Coming of Age of Search Generative Experience (SGE)
With the PaLM LLM and the Bard chatbot, Google has established itself as a generative artificial intelligence technology development leader.
The industry leader in search is also developing a revolutionary new search experience called the Search Generative Experience (SGE). Microsoft recently released a new feature called Bing Chat that is very similar to what other companies have done.
This feature allows users to interact with a generative AI bot that provides natural language information and source links.
Google has taken a slower and more deliberate approach to adopting this technology, unlike Microsoft, which jumped on the bandwagon almost immediately.
SGE is undergoing rigorous testing, and early access is being provided to users in the United States through Google Labs, which is Google’s platform for experimenting with new features. Because SGE may result in significant shifts in SEO best practices, the SEO community should closely monitor these developments and give them careful attention.
Finding Your Way Through the Search Engine Optimization Seas in 2023 and Beyond
As we move closer to 2023, SEO professionals will need to acknowledge the additional ‘E’ in E-A-T, emphasizing the significance of firsthand experiences and knowledge gained from the real world in content creation.
With Google’s unwavering commitment to content that genuinely serves the needs of searchers, the influence of generative AI on search engine optimization (SEO) is continually evolving and expanding.
In addition, the introduction of the Search Generative Experience (SGE) has added yet another level of complexity to the landscape of SEO. Maintaining an informed and adaptable mindset is necessary for successful SEO in 2023 and beyond. Because of the constantly shifting nature of the SEO industry, professionals must be ready to accept change, capitalize on emerging technologies, and prioritize delivering content that authentically meets users’ needs.
These two developments, the addition of an extra ‘E’ to E-A-T and the growing influence of generative artificial intelligence, are not merely disruptions but opportunities. Those who can skillfully navigate these changes will be at the forefront of the always-exciting and always-challenging world of search engine optimization.
