30 second summary:
- As the content battlefield undergoes tremendous upheaval, SEO insights will continue to become more important
- ChatGPT can help content marketers gain an edge over their competition by efficiently creating and editing high-quality content
- Making sure your content is high enough to engage the target audience requires strategic planning and implementation
Google is constantly testing and updating its algorithms in pursuit of the best possible search experience. As the search giant explains in its ‘How to Search for Jobs‘ documentation, this means understanding the intent behind the query and returning results that are relevant, high quality and accessible to consumers.
As if the ever-changing search landscape isn’t difficult enough to navigate, content marketers also struggle with an increasingly technology-laden environment. Competitors are upping the ante with tools and platforms that generate smarter, real-time insights and even enable content optimization and personalization on the fly based on audience behavior, location and data points.
Set-it-and-forget content optimization is a thing of the past. Here’s what you need to know to help get your content found, engage your target audience, and convert searchers to customers in 2023.
AI automation is going to be integral to content optimization
As the content battlefield heats up, SEO insights will become increasingly important as a key source of intelligence. We optimize content for people, not search engines – we better have a good understanding of what those people need and want.
While I am not advocating automation for complete content creation, I believe next year – as resources are stretched, automation will have a greater impact in helping with content optimization of existing content.
ChatGPT, developed by OpenAI, is a powerful language generation model that uses the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or driving research initiatives – it can be an invaluable asset to any Natural Language Processing project.
The introduction to ChatGPT has generated considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can gain an extra edge over their competition by creating and editing high-quality content efficiently. It offers help in generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.
However, it is important to remember that this technology should be used to enhance human creativity rather than completely replace it.
For many years, AI-powered technology has been helping content marketers and SEOs automate repetitive tasks like data analysis, scanning for technical issues and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analytics, opportunity forecasting, real-time content recommendations, and more.
With so much data in play and recession concerns already affecting 2023 budgets in many organizations, content marketers will need to do more with less this coming year. You will need to carefully balance human creative resources with AI assists where it makes sense to remain flexible, agile and ready to respond to the market.
It’s time to look at your content as a whole
Google’s Useful Content Update, which rolled out in August, is a site-wide signal that targets a high proportion of thin, unhelpful, low-quality content. This means that the exceptional content on your site will not rank to their greatest potential if they are lost in a sea of mediocre, outdated assets.
It might be time for a reload content – but don’t get carried away. Before you start depublishing and redirecting blog posts, lean on automated site auditing technology and see what you can fix first. AI-powered technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects and 404 errors that can support you content refreshing strategy.
Focus first on your highest traffic and most visible pages, ie: those linked from the homepage or main menu. Google’s John Mueller recently confirmed that if the important pages on your site are of low quality, it’s bad news for the entire site. There’s no percentage by which it’s measured, he said, urging content marketers and SEOs to instead think about what the average user would think when they visit your website.
Take advantage of location-based content optimization opportunities
Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all affect your search traffic in various ways and present opportunities for location-based optimization.
AI-powered technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it happens.
Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it on your website, local landing pages, social media profiles and Google Business Profiles for each location. For example, Google Posts is a fantastic and underutilized tool to improve your content’s visibility and interactivity right on the search results page.
Optimize content with conversational and high-volume keywords
Also look for conversational and trending terms in your keyword research. Top-of-funnel keywords that help generate topic awareness and drive conversations in social channels provide great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.
Conversational keywords are also a good opportunity to improve that content’s visibility in search. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers into your content to naturally optimize for these and voice search queries.
It is important that you use it SEO insights and real-time data correctly; you don’t want to target what was trending last month and is already over. AI is also a great help here, as an intelligent tool can constantly scan and analyze, sending recommendations for new content opportunities as they arise.
Consider how you optimize content based on intent and experience
The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem did they experience or what need did they have that caused them to search for your content in the first place? And how does your blog post, ebook or landing page copy improve their experience?
Look at the search results page as a door to your “home”. How’s your curb appeal? What do potential customers see when they come across one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?
The best content meets visitors where they are with relevant, high-quality information presented in a way that is accessible, fast loading and easy to digest. This is the case for both short and long form SEO content. Make sure your content includes calls to action designed to give people options and help them discover the next step in their journey versus trying to sell them on something they may not be ready for yet.
2023, the year of SEO: why brands are getting involved and how to prepare
The audience is king, queen, and the whole court as we enter 2023. SEO and content marketing give you countless opportunities to connect with these people, but remember that it’s a means to an end. Keep the searcher’s intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.