What the Future of SEO Won‘t Be

The world of search engine optimization (SEO) is constantly evolving. What worked to get websites ranking highly in Google search results 10 or 20 years ago is vastly different from today‘s SEO best practices. And the future of SEO is guaranteed to look very different as well, thanks to advancements in artificial intelligence (AI) and machine learning.

While we can‘t predict exactly what the SEO landscape will look like down the road, we can say with certainty what it won‘t involve. Outdated tactics like keyword stuffing, link schemes, and low-quality content pumped out at scale simply won‘t cut it.

As Google‘s algorithms get smarter and more sophisticated, gaming the system will become increasingly difficult, if not impossible. Instead, the future of SEO will prioritize creating people-first content—helpful, relevant information that addresses searchers‘ needs. Let‘s dive deeper into how SEO has changed over time and what you can expect going forward.

The Evolution of SEO

SEO has come a long way since the early days of the internet. In the beginning, it was like the wild west – there were no real rules and nearly anything went. Webmasters could stuff their pages full of keywords, often hidden in the code or in invisible text, to manipulate search rankings. Participating in "link farms" and trading or buying spammy backlinks was also a common practice.

But as Google grew in popularity, so did its efforts to deliver the most relevant and trustworthy search results to users. The search engine rolled out a series of algorithm updates aimed at combating webspam and black hat SEO tactics:

• 2003 – Florida update cracks down on keyword stuffing and hidden text
• 2011 – Panda update targets thin, low-quality content
• 2012 – Penguin update penalizes link schemes and spammy link building
• 2013 – Hummingbird update focuses on semantic search and conversational queries
• 2015 – RankBrain update introduces machine learning into search algorithm
• 2019 – BERT update improves understanding of natural language and search intent

These are just a few of the major algorithm changes that have shaped SEO over the last two decades. Today, Google‘s search algorithm uses over 200 different ranking factors and is updated thousands of times per year.

Rather than just analyzing keywords, Google can now comprehend content at a much deeper level. It knows if content is unique and substantial, if it fully answers the searcher‘s question, and if it was clearly written by an expert on the topic. Google also looks at user engagement metrics like organic click-through rate, bounce rate, and dwell time to determine if searchers find a piece of content valuable.

As a result, many shady SEO tactics that used to work are completely obsolete now. Keyword stuffing will get your page penalized, not rewarded. Participating in private blog networks (PBNs) and other link schemes is more likely to hurt your rankings than help. Even having "exact match" keywords in your domain name is no longer a significant ranking boost.

How AI is Changing the SEO Game

AI is revolutionizing many industries, and the world of search is no exception. Google has been leveraging machine learning to improve its search algorithms for years now, but recent advancements in AI are taking things to a whole new level.

For example, Google‘s RankBrain algorithm uses machine learning to better understand complex and ambiguous search queries. By analyzing patterns and historical data, RankBrain can interpret the meaning behind a search and find the most relevant results, even if the query doesn‘t contain the exact keywords used on a page.

The 2019 BERT update expanded Google‘s use of natural language processing (NLP) to better understand the context and intent behind search queries. BERT allows Google to consider the full context of a word by looking at the words that come before and after it. This helps the search engine comprehend the meaning of homonyms and phrases with multiple meanings.

Google‘s AI-powered systems are also getting better at identifying and filtering out low-quality pages from search results. The search engine‘s spam algorithms can detect content that is stuffed with keywords, generated by AI tools, or copied from other websites. Sites with a high volume of spammy pages or unnatural linking patterns are at risk of a manual action or algorithmic penalty.

But AI isn‘t just changing things from the search engine side. It‘s also becoming an increasingly important tool for SEO professionals and content creators. AI-powered SEO tools can automate and enhance many parts of the SEO process, from keyword research to content optimization to link building outreach.

One area where AI is making a big splash is content creation. AI writing assistants like Jasper and Copy.ai can help content creators generate topic ideas, outlines, and even full drafts. When used correctly, these tools can help speed up the content creation process while still maintaining quality and originality.

However, marketers have to be careful not to overly rely on AI for mass-producing content. In its Search Quality Rater Guidelines, Google is clear that content primarily generated by AI and lacking original insights or value is considered "low-quality." The key is to use AI to enhance human-written content and make it more comprehensive and helpful, not to replace humans altogether.

7 Predictions for the Future of SEO

So what will SEO look like going forward? Here are our top predictions based on the latest search trends and Google announcements.

1. Content quality will be paramount

As Google gets better at semantically understanding content, the quality and depth of your content will matter more than ever before. Thin, surface-level blog posts won‘t cut it, and content primarily generated by AI is at risk of being devalued.

To rank well in the future, your content needs to fully address the searcher‘s question or problem with original insights, expertise, and supporting details. Long-form, in-depth content that covers a topic comprehensively tends to perform best in organic search.

A study by Backlinko found that the average Google first page result contains 1,447 words. But it‘s not just about hitting an arbitrary word count. Content that ranks highly also tends to be well-researched, written by subject matter experts, and includes helpful elements like visuals, statistics, and examples.

Google‘s "Helpful Content Update" in August 2022 further emphasizes the importance of people-first content. The update targets content that seems to have been primarily created for search engine rankings rather than human readers. Websites with a relatively high amount of unhelpful content are at risk of seeing their traffic decline.

To ensure your content meets Google‘s standards for quality, ask yourself these questions:

• Does your content clearly demonstrate first-hand expertise and a depth of knowledge?
• Does it provide a complete or comprehensive description of the topic?
• Does it provide substantial value compared to other pages on the topic?
• Would a reader find your content helpful for achieving their goal or learning about the topic?

2. Keyword optimization will take a backseat

This isn‘t to say keywords will become irrelevant. Keyword research is still an essential part of the SEO process for identifying topics and phrases your target audience is searching for. And naturally including relevant keywords in your content helps confirm to Google what your page is about.

But hyper-focusing on specific keywords and trying to hit an exact keyword density will become less important in the future of SEO. As Google‘s understanding of language and search intent improves, the context of a query will matter more than the specific keywords used.

To optimize for semantic search, focus on covering a keyword topic thoroughly, rather than just an exact-match keyword. Include synonyms, related keywords, and entities in your content to demonstrate your topical authority. Use natural language and variations in phrasing to capture long-tail and conversational searches.

You can use tools like Google Trends, SEMrush, and Keyword Planner to find related keywords and refine your content strategy. But the goal is to comprehensively cover a topic, not to unnaturally stuff in keywords.

3. Earning quality backlinks will still matter

Inbound links will remain one of Google‘s top ranking factors, as they are a key way of determining a page‘s credibility and authority. But the standards for what constitutes a "quality" link will get even higher.

Participating in link schemes like PBNs, buying links, or using automated link building tools will become increasingly risky. These unnatural linking patterns are easily detectable by Google‘s algorithms and can result in a manual penalty.

Instead, the future of link building will be all about earning editorial links naturally by creating link-worthy content and resources. Content that is truly valuable and unique will attract links from other reputable websites in your industry.

Digital PR, thought leadership, and original research reports will become more important link building strategies. Building relationships with journalists, influencers, and other content creators will also help earn high-quality links and brand mentions.

When evaluating your backlink profile, focus on quality over quantity. A single link from a high domain authority website will carry much more weight than a dozen links from low-quality directories or forums. Tools like Ahrefs, Moz, and Majestic can help you assess the quality and authority of referring domains.

4. User engagement signals will factor more heavily

Google has stated that user engagement metrics like click-through rate (CTR), bounce rate, and dwell time are not direct ranking factors. However, many SEO experts believe that these signals do impact rankings indirectly by demonstrating the relative quality and relevance of a page.

For example, if a high percentage of searchers click on your result and then stay on your site for several minutes, that sends a strong signal to Google that your content is valuable and satisfies user intent. On the flip side, if most searchers click the "back" button shortly after landing on your page, that could indicate that your content isn‘t meeting expectations.

A study by SEMrush found that pages with a higher than expected CTR tend to rank above pages with a below average CTR by as much as 10 positions. The study also found that bounce rate and time on page had the highest correlation with ranking position out of all user engagement metrics.

To optimize for engagement, focus on creating compelling title tags and meta descriptions that accurately reflect your content. Make sure your content is well-organized, easy to read, and provides a positive user experience on all devices. Improving page load speed and mobile responsiveness can also help reduce bounce rate and keep users on your site longer.

5. Voice search optimization will increase in importance

With the rise of smart speakers and virtual assistants, more and more searches are being conducted via voice rather than text. In fact, a study by Adobe found that 48% of consumers are using voice for general web searches.

To optimize for voice search, think about how people ask questions out loud compared to how they type. Voice searches tend to be longer, more conversational, and phrased as questions. For example, someone might type "best Italian restaurant near me" but say "What‘s the best Italian restaurant in downtown Chicago?"

Creating content that directly answers common questions related to your industry can help you rank for featured snippets, which are often read aloud by virtual assistants. Consider adding an FAQ section to your website that addresses the who, what, when, where, why, and how related to your topic. You can use tools like Answer the Public and BuzzSumo‘s Question Analyzer to find relevant questions to answer.

Optimizing for local search will also become increasingly important for brick-and-mortar businesses. Ensure your name, address, and phone number is accurate and consistent across your website, Google Business Profile, and online directories. Encourage customers to leave reviews on Google and other reputable review sites.

Finally, be sure to include relevant schema markup on your website to give search engines more context about your content. Using Question and FAQ schema can help your content stand out in voice search results.

6. Omnichannel SEO will be essential

In today‘s digital landscape, people are searching for and consuming content across a variety of different platforms and devices. From traditional web searches to social media to voice assistants, there are more ways than ever to discover and engage with content online.

To succeed at SEO in the future, brands will need to adopt an omnichannel approach. This means creating and optimizing content not just for your website, but for multiple channels as part of an integrated digital strategy.

For example, if you create a new blog post, you might also:

• Promote it on your social media channels
• Create a short video teaser for YouTube or TikTok
• Build a slide deck version for SlideShare
• Record a podcast episode on the topic
• Guest post a shorter version on another industry site

The goal is to maximize your organic reach and visibility by meeting your audience where they are. Different channels require different formats and optimization tactics, so it‘s important to tailor your content accordingly.

Omnichannel SEO also means focusing on building brand awareness and authority across multiple touchpoints. The more people see and engage with your brand across various channels, the more likely they are to think of you when they‘re ready to make a purchase.

Technical SEO considerations like structured data become even more important with an omnichannel approach. Using schema markup for articles, products, events, FAQs, and more helps Google index and surface your content in rich results across various experiences like Google Images, Google Discover, and Google Lens.

Prepare Your SEO for the Future

The only constant in the world of SEO is change. While we can‘t know exactly what the future holds, staying on top of key trends and best practices will help you stay ahead of the curve.

Ultimately, the future of SEO will center around creating exceptional content and resources that provide real value to your target audience. By staying true to this core principle, keeping up with Google‘s latest guidance, and judiciously leveraging AI tools, you‘ll be well-positioned to succeed with SEO both now and in the years to come.

As the famous saying goes, "the best way to predict the future is to create it." By putting in the work to create great content, earn quality links, and provide a stellar user experience, you have the power to shape your own SEO destiny.

Here are a few key action items to focus on as you plan your SEO strategy for the future:

1. Prioritize quality over quantity when it comes to content. Go deep on topics that matter to your audience and showcase your unique expertise.

2. Move beyond exact-match keyword optimization and focus on covering topics comprehensively. Use keyword research tools to find related entities and angles to include.

3. Build your brand authority and thought leadership to earn high-quality links naturally. Guest posting, digital PR, and original research are great link building strategies.

4. Optimize for user engagement signals by creating a fast, intuitive website experience and compelling content that matches searcher intent.

5. Consider voice search optimization tactics like answering common questions, optimizing for local search, and using schema markup.

6. Adopt an omnichannel mindset by repurposing content into different formats and promoting it across multiple channels as part of an integrated strategy.

By following these recommendations and staying agile as the search landscape evolves, you‘ll be ready to take on the future of SEO – whatever it may hold. Here‘s to your success!