Trends to look out for in 2023
Google is becoming more predictive than passive
Google Discover aggregates new content they think you’ll enjoy. Taking suggestions from content you’ve interacted with and your search history to deliver new items to you, it works using people’s data to get one step ahead.
Google is no longer waiting for users to make the first move, a content strategy that covers everything equally is the best way forward. These days, users expect to have content stream-lined to their devices all the time. Creating content that can be delivered to users at all touchpoints whenever they’re online is the main focus for 2023 content creation.
Interactive content
Leaving static content behind is the way for 2023. Telling a story and engaging your audience in new, exciting ways will be the way to go. Backing expertise with data in an article will grow your trustworthiness across searches. Content like infographics or quizzes is the quickest way to engage users. Exploring virtual or artificial intelligence as fun new ways for audiences to engage with your brand could be highly beneficial.
AI content
At the end of 2022, AI was taking the internet by storm but it took a few hits from people online. With content ripped from others, artwork, and writing taken from different unreferenced sources it’s hard to support AI content. Google has always asked content creators to write with a people-first approach and is apprehensive of creative assets made by AI. As a gimmick, AI content is fun but it shouldn’t take over any content marketing roles anytime soon.
Uploading content in different formats
Organic content always needs to add value to the end user. Utilising different formats to display content or drive traffic to longer articles is essential. Your content needs to be in front of users in these various forms all the time so that users can interact with your business much easier.
TikTok and Instagram as Search Engines
Social platforms are gaining ground as the go-to search option amongst Gen Z. According to Google, 40% of this young generation are choosing to search elsewhere. Google will be focusing on regaining this powerful segment, bringing them back to search on Google. Making sure your useful expert information is available on your site and social channels means you’re covering all potential eyes on your business.
Video content
Video content, mostly short form, is still the preferred content type. Considering how your brand uses video content will make up a good strategy for 2023. You should be looking at where you want to show up, whether it is TikTok or Instagram Reels. YouTube shorts are similar to TikTok and Reels but are Google’s answer to providing short-form content. Similar to YouTube videos these have the potential to appear in search results. Adding this element to your strategy has the potential to increase engagement across the web.
GA4 takes over
2023 proves to be GA4’s year. There’s still work to be done sorting out metrics, reports, and more but teams at Google are chipping away at this task every day. By the end of 2023 we predict GA4 will be at peak performance and any issues will have been ironed out. However, we won’t be putting money on that!
If you’re interested in stepping up your digital marketing efforts in 2023, we’d love to hear from you!
