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Unlock Expert Predictions for the Future of SEO & Google Algorithm in 2023

In 2022, the SEO industry has continued to be volatile, with Google releasing eight confirmed and unconfirmed updates so far. This can make it difficult for businesses to keep their SEO strategies fresh and relevant. In a recent webinar, Pat Reinhart, VP of Customer Success at Conductor, shared some expert predictions based on this year's algorithm updates and discussed how they may affect SEO strategy in 2023.


One prediction is that Google's volatility will continue to intensify, with updates rolling out on top of each other and at a faster pace. Another prediction is that visual search will become more prominent, and businesses should pay attention to their images and video content, as well as other search engines besides Google.


Technical SEO is also expected to become more important for businesses, who should focus on their site health, approach, and the algorithms they are targeting. Reinhart also cautioned against investing in the Metaverse, an immersive, virtual shared space, as it is currently unproven and not yet ready for widespread use.


Finally, Reinhart predicted that many companies will forget about Universal Analytics going away, as it is being replaced by Google Analytics 4. It will be important for businesses to pay attention to this transition and make sure they are prepared.


Prediction #1: Google will continue to be volatile

This means that we can expect more algorithm updates to be released in shorter intervals, with some updates rolling out on top of each other. This level of volatility is likely to be the new normal for the SEO industry.


To prepare for this, businesses should pay attention to three key things:

  • Updates rolling out on top of each other and at a faster pace

  • Google's focus on testing new features and result types

  • Google is not concerned with how businesses feel about these changes.


In the coming year, we can expect more testing and data requests from Google, particularly due to the shifting preferences of younger generations. It will be important for businesses to stay up to date with these changes and adapt their SEO strategies accordingly in order to remain competitive in the ever-evolving world of search engine optimization.


Prediction #2: Visual Search Will Become More Prominent

Visual search has been on the rise for a while, but it’s expected to become even more prominent in the coming year. With the increasing use of virtual and augmented reality, as well as the popularity of visual social media platforms like Instagram, it's important for businesses to pay attention to the visual aspects of their online presence.


3 Things To Pay Attention To:

  • Take care of your images. Make sure they are high quality, properly sized, and optimized for search engines.

  • Make video content. Video is becoming increasingly important for businesses, as it can help to engage and convert viewers.

  • Know that Google isn’t the only search engine. While Google is still the dominant search engine, it's important to consider other platforms like Bing and DuckDuckGo as well.


By paying attention to the visual aspects of their online presence, businesses can improve their search engine rankings and reach a wider audience.


Prediction #3: More Companies Will Take Technical SEO Seriously

Technical SEO refers to the underlying structure and performance of a website. It's an important aspect of search engine optimization that is often overlooked, but it's expected to become a bigger focus for businesses in the coming year.


3 Things To Pay Attention To:

  • Your site health. Make sure your website is fast, mobile-friendly, and free of technical errors.

  • Your approach. Consider implementing best practices like using header tags, alt tags, and proper URL structure to improve your search engine rankings.

  • The algorithms you are specifically targeting. Keep an eye on the latest algorithm updates and adjust your strategy accordingly.


By focusing on technical SEO, businesses can improve the performance and usability of their website, which can help to attract and retain customers.


Prediction #4: Companies Will Waste Money On The Metaverse

The Metaverse is an immersive, virtual shared space that is expected to become more popular in the coming years. While it may seem like a promising opportunity for businesses, Reinhart advises against investing in it too heavily just yet.


3 Things To Pay Attention To:

  • It’s not ready. The Metaverse is still in its early stages and is not yet widely used.

  • It’s not clear who is using it. There is not yet a clear demographic of who is using the Metaverse, making it difficult to target specific audiences.

  • It’s probably going to get super weird, super fast. The Metaverse is a relatively untested concept, and it's difficult to predict how it will evolve over time.


While it's important for businesses to pay attention to emerging trends like the Metaverse, it's wise to wait until it becomes more proven and widely used before investing heavily in it.


Prediction #5: Everyone Is Going To Forget About Universal Analytics Going Away

Universal Analytics is being replaced by Google Analytics 4, and it's important for businesses to make the transition as soon as possible. However, Reinhart predicts that many companies will forget about this change and be caught off guard.


3 Things To Pay Attention To:

  • The deadline. Universal Analytics will be phased out by October 2021, so it's important to make the transition before then.

  • The differences. There are several key differences between Universal Analytics and Google Analytics 4, including data collection, user ID tracking, and event tracking.

  • The potential disruptions. Failing to make the transition to Google

Overall, SEO is a crucial tool for businesses looking to grow and succeed online, and it's important to stay up to date with the latest trends and algorithm updates in order to maintain a competitive edge. By paying attention to technical SEO, visual search, and emerging trends like the Metaverse, businesses can adapt their SEO strategies to meet the changing needs of the digital landscape.

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