As we head into a new year, SEOs are keeping a close eye on potential algorithm updates from Google that could impact their clients' websites and search visibility. While we don't have any confirmed changes from Google yet for 2023, based on past behavior we can make some educated guesses about what might be on the horizon.
In this article, we'll look back at some of the major algorithm updates over the last couple of years to identify trends and patterns. We'll then discuss possible areas Google may focus on next year based on those learnings. Finally, we'll provide tips for what SEOs and website owners can do now to prepare their sites for whatever algorithm changes Google has in store.
Major Past Updates Establish Trends
Taking a look back at recent years gives us insight into the types of updates Google has prioritized and trends they seem focused on addressing. Here are a few of the most impactful algorithm changes of the past couple years and how they help point towards what's next:
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Core Web Vitals Update – Launched in May 2021, this update specifically aimed to improve the user experience on websites by ranking pages higher that had stronger Core Web Vitals metrics like LCP, FID, and CLS. It indicated Google's continued emphasis on optimizing the user experience online.
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Page Experience Update – Rolled out in late 2021, this expanded the focus beyond just Core Web Vitals to also considering HTTPS security, intrusive interstitial guidelines, and other page experience factors. Again showcasing Google's commitment to user-centric search results.
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Helpful Content Update – Released in January 2022, this aimed to reduce the presence of content considered low-quality, non-informative, or irrelevant in search results. It signaled Google will prioritize pages offering real value to users.
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Broad Core Update – The biggest update of 2022 dropped in July and impacted 10-15% of global queries according to Google. While not well defined, it likely continued enforcing the changes brought by prior updates around user experience and content quality.
So in summary, over the past two years Google's major algorithm updates have focused on user experience factors like speed and intrusiveness as well as promoting higher quality, helpful content over low-value or irrelevant pages. These trends point towards areas that may see continued refinement and enforcement in 2023.
Potential Areas of Focus for 2023
Based on Google's demonstrated priorities in recent years, here are some areas that could see algorithm changes or refinements in 2023:
User Experience Optimization
We may see Google place an even stronger emphasis on page speed, functional interactivity, and core web vitals metrics as indicators of a positive user experience. Sites will need strong LCP, FID and CLS scores across all page types to stay competitive.
Mobile-First Indexing Enforcement
With mobile searches now exceeding desktop, Google may get tougher on sites that don't provide optimized mobile versions of content or prioritize responsive design. Greater mobile indexing could impact those without responsive sites.
Helpful, Original Content
Rewrites, spinners and other low-value content tactics may see reduced visibility. Google will likely favor unique, human-written pages proven to provide useful information to searchers through analytics data.
Local Search Optimization
With Google Maps integrations expanding, local SEO factors could rise in importance. Elements like citations, business profiles, localized content and visibility in Maps may impact local organic results.
Semantics and Understanding
As AI abilities advance, Google may start evaluating semantics and conceptual understanding of content at a deeper level. Topical expertise and comprehensiveness could edge out shallow or irrelevant pages.
Privacy and Security
From HTTPS to privacy policies to limiting tracking, Google continues tightening regulations around user privacy and security online. Compliance will remain imperative for trusted search placement.
Video Content Optimization
With YouTube Search growing exponentially, optimizing videos for discovery and engagement across Google properties may bring new elements into play. Transcripts, closed captions and more user-friendly formats could influence relevance.
International Growth Markets
Areas like India, Southeast Asia, Africa and South America represent massive future user growth. Adapting content and sites to these emerging markets early may provide advantages as their influence rises.
Whatever specific changes Google unleashes, focusing on clean, validated structured data; positive, helpful site experiences; and in-depth, unique content should keep websites well prepared for algorithm rule updates in 2023 and beyond. Continually monitoring metrics and the user experience will also help identify and address issues promptly.
Preparing Websites for 2023 with SEO Strategy
To best position websites for success under any new algorithm patterns, SEOs and digital marketers should focus now on the following preparatory strategies:
Site Speed Optimization
Conduct thorough speed audits and implement solutions like lazy loading, image optimization, caching, browser preloading and CDN deployment. Focusing on LCP especially will be important.
Responsive & Mobile-First Design
Websites must provide optimized experiences across all modern devices and screen sizes. Ensure comprehensive responsive functionality and prioritize key sections for mobile.
Content Quality Initiatives
Develop a focused content guide and train writers. Implement fact-checking for accuracy. Refine editorial workflows to produce consistently helpful, human-written pages at scale.
Local SEO Foundations
Audit local visibility factors for client businesses. Optimize and claim profiles across local inventory listings and maps platforms while addressing any issues in local content or visibility.
Technical SEO Best Practices
Ensure adherence to web development standards through validation plugins and auditing tools. Address security, speed and usability issues to maintain trustworthiness.
Link Building Strategy
Diversify links from authoritative, highly relevant sources while establishing natural contextual mentions through content. Devalue obsolete tactics prone to devaluation.
User Experience Tracking
Closely monitor metrics tied to engagement, bounce rates and task completion with tools like Google Analytics. Address any UX issues uncovered.
Semantic Optimization
Through tools like Semrush or AI assistants, analyze content topics and related concepts for comprehensive coverage and identify gaps requiring expansion.
Video Content Roadmap
Develop video style guides addressing formats, transcript requirements and discoverability best practices. Create video-first strategic sections to capitalize on visual search growth.
International Growth Plan
Research keywords and content needs in targeted global regions to identify localized adaptations required as footprint expands internationally over time.
Staying Ahead of the Curve
TheSEO landscape remains in constant evolution. Continually researching updates and keeping up with Google representatives keeps strategies proactively adapted instead of reactively catching up once changes occur. Testing assumptions also mitigates risk from surprise algorithm shifts. With proper preparation, websites can stay well optimized for search relevance as Google's focus areas adapt over time.
While 2023 algorithm updates from Google remain undefined, examining past behaviors provides strong indications of areas the search giant will likely prioritize going forward. By implementing robust strategies now addressing user experience, helpful content, local visibility factors and more, SEOs can help future-proof client websites for whatever changes may come. An ongoing emphasis on metrics, continuous optimization and anticipating emerging trends will likewise support ongoing search relevance through any periodic Google algorithm dance steps. Staying informed and nimble positions digital marketers to succeed no matter what pattern the search rhythm follows next.