In 2022, SEOs have experienced changes impacting their work: the arrival of the “Helpful Content Update”, deprecated netlinking (John Mueller) and AI which is increasingly present.
The Helpful Content Update algorithm filter’s announcement and John Mueller’s announcement that the netlinking would have less impact among the SEO criteria of the American search engine have forced SEO specialists to rethink their strategies by placing much more emphasis on quality content than on netlinking (while referring domains and external links are part of the main pillars of popularity optimization for a website) for example.
The most significant SEO developments in 2022
Towards the end of 2022, SEO discussions focused a lot on artificial intelligence, in particular, on Open AI’s GPT3 (Generative Pre-training Transformer 3).
As a reminder, the GPT3 is a model of deep learning composed of algorithms capable of recognizing patterns in data and which can teach through examples.
It should be noted that the GPT3 is becoming more and more qualified and it uses its algorithms to generate textual content in different languages (English, French, Spanish, etc.).
Some SEO experts believe in the future of AI to facilitate their daily work, others do not, believing that robots cannot replace human brains with nuances, emotions and semantic connections.
Various tests and debates between experts have emerged on the quality of the results produced by the textual and visual generation AIs which are developing more and more and more and more quickly. The threat of artificial intelligence does exist for certain professions in digital and site referencing. There will certainly be more and more elements that can be easily automated.
From our point of view, we believe that we SEOs will have no choice but to adapt to developments in AI as we have always done (whether for the launch of web signals with Core Web Vitals, UX optimization, mobile criteria, load times, etc.).
During 2022, topics related to video and audio SEO have also been quite important with Shorts on YouTube, TikTok videos as well as Podcasts. On the other hand, the Search through the metaverse tends towards a kind of flop in Europe, in France in our opinion (while in Asia, especially in China, it is quite the opposite. Baidu has launched its metaverse with XiRang and it seems to work rather well). In Europe, we see less discussion around this topic.
SEO developments for 2023: AI on the agenda?
Among the SEO developments that will certainly be very popular from the start of 2023, these will be all topics related to artificial intelligence, as we mentioned in the previous part of this column. These developments will need to be monitored very closely.
With the evolution of GPT3 and other AIs to generate textual and visual content (like DALL.E), we have to wonder how SEOs can integrate artificial intelligence into their daily lives.
We see AI as a kind of assistance to help us produce faster and more efficiently.
AIs remain robots and they do not have the possibility of qualifying and putting emotions into the content produced. It is up to us, web referencing specialists, to gauge the degree of use of artificial intelligence and to measure the extent to which we wish to integrate AI into our product work.
At the same time, we believe that in 2023, the referencing of podcasts and videos could also grow strongly as these are increasingly popular formats in terms of portability (especially on mobile) compared to written articles or publications. textual.
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SEO Trends 2023: Could AI Replace Humans in SEO Jobs?
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