Building authority has an added effect on brands’ performance in organic search. And the acceleration of AI in research is only increasing the importance of developing authority, trust and credibility as a signal about the topics or areas for which it is known to be useful.
That’s according to new research from enterprise SEO platform BrightEdge.
Why we care Economic uncertainty has kept marketing budgets flat (or even reduced) and a greater focus on SEO this year. But this also means that SEOs are being asked to generate more revenue and conversions without a larger investment in SEO.
58% plan to use AI for content and SEO in 2023. Search marketers want to use AI-generated content, but haven’t quite figured it out yet how however, according to BrightEdge:
Not more 10% of marketers use AI for SEO content generation, however 58% goal this year.
One of the reasons for this 10% figure is probably a great deal of caution. ChatGPT and similar tools can generate content quickly, but quality remains a concern due to AI “hallucination” and many SEOs fear that Google may detect and penalize AI content.
Google has warned against using AI-generated content for years, although that guideline has been relaxed in 2023. Now Google could care less if a human or AI writes your content, as long as your content is useful for people and not created to manipulate search. results
Why this change? Most likely because Google plans to add generative AI to its search experience soon.
90% of organizations prioritize SEO by 2023. Building expertise and brand authority delivers what BrightEdge refers to as “added value.” Basically, this means that websites that are winning in their industry/niche continue to increase their search share.
“As a result of SEOs focusing on high-value, high-impact job success by 2022, we’re seeing increased adoption by organizations, with 90% of organizations prioritizing SEO by 2023,” said the CEO of BrightEdge, Jim Yu.
For every $1 invested in SEO today, organizations can find added benefits over time, resulting in higher ROI, Yu said.
This reminds me of Mike Grehan’s classic “dirty rich link” concept: that popular places become more popular. Or, the better you do in SEO, the better you perform in organic search. Are you ranking in position 1 because you have all these links or do you have all these links because you are ranking in position 1?
Top 4 Business SEO Concerns in 2023. BrightEdge also revealed the challenges that SEOs focus on:
Search engine updates (41%) Changing consumer behavior (33%) Technological advances (14%) Competitors (12%)
You deeper Organizations are turning to SEO nowBrightEdge White Paper.
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