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What It Is & What to Do About It

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What It Is & What to Do About It

Pogo-sticking is an SEO term used to describe a situation where a searcher quickly navigates back and forth between pages in search results.

It’s a situation dreaded by some SEOs. They believe this user behavior is tracked by Google and results in websites being penalized.

But is Google actually penalizing pogo-sticking? And should you really worry about it? In this article, you’ll learn the following:

Pogo-sticking vs. bounce rate

First, let’s make things a bit clearer and draw the line between pogo-sticking and bounce rate, as people often get them confused:

  • Pogo-sticking, as defined in the intro, is when a user enters a site from a SERP (search engine results page) and quickly leaves it to go back to the SERP.
  • Bounce rate is when a user enters a site from any source and doesn’t perform any action on it (e.g., clicking a link, filling a form, or putting an item in a cart). So if someone opens this article, reads it entirely, and doesn’t do anything else before leaving—that counts as a bounce. 

Recommended reading: What Is Bounce Rate? How to Interpret and Work With It

What causes pogo-sticking?

There are many possible causes of pogo-sticking. Do note that not all of them are caused by poor content or bad UX (user experience).

Clickbait content

In this scenario, a searcher enters a site that overpromises and underdelivers. In other words, the searcher comes across clickbait content.

We’ve all seen such content on the web, and we all instantly regret clicking on them: “You’ll Never Believe This (…),” “Do This One Thing for 6 Weeks and (…),” “They Don’t Want You to Know This (…),” and so on. And when we do, we feel tricked, so we “pogo” back to the SERP.

To illustrate, let’s assume you want to check what the internet has to say about the opinion that SEO is dead. You come across something like this:

Google search results for "seo is dead"

OK, let’s learn about the “new SEO” then.

Excerpt of blog article saying "old SEO" doesn't work anymore

So SEO seems to be dead. This sounds like big news. And instead of a 10-step course on “old SEO,” this site offers a five-step course on “new SEO.” But to your surprise, you discover that “old SEO” is not that dead after all.

Excerpt saying "old SEO" is important but not as much as "new SEO"

That’s clickbait—you’d want to leave as soon as possible and never come back.

Buried or locked information

In other words, the searcher can’t find what they are looking for even though the information may actually be there. The problem is the information is buried under tons of text, obscured by confusing language, or unavailable to some users.

Here’s an example. This screenshot comes from a webpage that was one of the top results for “turbocharger failure symptoms.” We’ve got a wall of text of probably valid information. But there’s no mention of the symptoms.

Excerpt of blog article not addressing symptoms

Well, the symptoms we want to see are actually there but way lower on the page. Before you can get to the symptoms, you are expected to read about how a turbo works and a list of causes of a turbo breakdown. Since there is no immediate solution to the query, the searcher simply goes back to the SERP to try some other page.

A similar thing happens when the content is only available to signed-up users or put behind an “email wall.” The website may be good and offer the information the searcher needs. But since it’s not immediately available, the searcher returns to the SERP.

Paywall asking user to subscribe for a fee

Poor UX

In this scenario, the searcher gets immediately frustrated (or suspicious) by how the site looks and works, so they return to the safety of the SERP.

Let’s see an example. Here, not only does the website load slowly, but we also get a pretty annoying interstitial pop-up.

Website loads slowly and then shows pop-up

Poor UX can be caused by a number of things:

  • Slow site speed
  • Annoying ads
  • Pushy sign-up forms that cover the content
  • Confusing website layout
  • Website not optimized for mobile devices

The searcher is just browsing around

Pogo-sticking may also happen when the searcher is simply browsing around; they may not intend to stay long on one particular page. They could be looking for some inspiration, comparing prices, or trying to recall a site they saw the other day.

Search results showing list of articles about "best gifts"

It is irrational to penalize these sites just because the searcher was quickly looking around for something that could catch their attention.

Other reasons

To further illustrate the complexity of scenarios that can lead to pogo-sticking, let’s consider this situation. Let’s say someone told you that you can put WD40 on car door seals in winter to prevent them from freezing. Logically, you’ll want to verify that information. So you Google it.

Google SERP for "does wd40 prevent door seals from freezing"

So… which website offers the best advice here?

Just by reading the descriptions under the blue links, you can see the searcher gets different answers. This may “trigger” pogo-sticking but for different reasons. And sometimes, that could be kind of Google’s fault.

  • If the searcher clicks the first result, they’ll probably bounce back quite fast because that site is about frozen car locks and not seals. They may come back to the SERP, but that definitely isn’t the content’s fault.
  • How about result #4? It says that you can use WD40 to prevent seals from freezing. However, you shouldn’t do it too often. After seeing this, the searcher may come back to the SERP and try another result to verify that information. Again, this is pogo-sticking, but penalizing anybody here is unfair.
  • And if the searcher clicks #6 first? Maybe that’s because they first read the snippet in result #5. If they get to number #6, they’ll get the answer quite fast. Don’t put WD40 on car door seals (which is probably the correct answer here). Then, they may return to the SERP to find another site with this kind of information to double-check, or they may perform a new search.

Is pogo-sticking a ranking factor?

Now for the big question: Is pogo-sticking a ranking factor? Tl;dr: Pogo-sticking is almost certainly not a ranking factor. A few years back, John Mueller confirmed that in a Google Webmaster Central hangout, saying:

We try not to use signals like that when it comes to search. So that’s something where there are lots of reasons why users might go back and forth, or look at different things in the search results, or stay just briefly on a page and move back again. I think that’s really hard to refine and say ‘well, we could turn this into a ranking factor.’

So I would not worry about things like that. When we look at our algorithms overall, when we review which algorithm changes that we want to launch, we do look into how users react to these changes. But that’s something we look at across millions of different queries, and millions of different pages, and kind of see in general is this algorithm going the right way or is this algorithm going in the right way.

But for individual pages, I don’t think that’s something worth focusing on at all.

Should you worry about pogo-sticking?

From an SEO perspective: not necessarily. Since there can be many reasons why searchers may jump between sites, Google almost certainly doesn’t treat pogo-sticking as a ranking factor. So don’t worry about it specifically.

From a business perspective: It may be something to look into. Ranking factors or not, you probably want your readers to stick around longer than a few seconds and engage with what you offer.

How to make content more engaging

Here are a few tips that can help you help your readers.

Fix site UX. Also on mobile

Not every website has to participate in design contests. If you want to provide the best experience for the reader, just keep things simple with minimum distraction. Everything that is not the content the searcher is looking for should support the reading experience. In practice, this means it should stay out of the way.

A direct way to improve your site’s UX is to fix the UI (user interface). Here are some ideas:

  • Get rid of pop-ups  These include sign-up forms, exit forms, etc. Do the same for any banners that shift the layout.
  • Make sure your website’s layout is clear, consistent, and usable – This is especially true for your website’s navigation. Having a beautifully designed site is great. But it’s more important not to overload the user’s cognitive capacity with elements that don’t serve any practical purpose.
  • Optimize your website for mobile devices – Website traffic coming from mobile devices accounts for a bit more than 50%. On top of that, Google indexes and ranks content based on mobile versions of the websites (mobile-first indexing).

Keep your site fast

Obviously, nobody likes to wait for a site to load. But more importantly, some people will just leave if loading takes too long or if your site is slow in general. Some people will likely avoid slow pages if there are competitors that provide content faster. And in this competition, every second matters.

Moreover, if you want your content to rank high in SERPs, you need to provide users content as fast as possible. That’s because one of Google’s ranking factors is site speed.

You can check the loading time for any webpage using services like PageSpeed Insights.

PageSpeed results of bbc.com

For checking multiple webpages at scale (even for third-party websites), you can use Ahrefs’ Site Audit. Apart from showing metrics like Time to First Byte, it also supports Core Web Vitals (through Google’s PageSpeed Insights API).

Four pie charts showing respective metrics: time to first byte distribution, load time distribution, file size distribution, and content encoding distribution

The numbers in blue indicate the pages that fall into the categories shown in the reports. Clicking those numbers will direct you to a report showing those pages with additional data.

Use the inverted pyramid method

The inverted pyramid is a tried and tested journalistic method that puts the “need to know” before the “nice to know.” Following this rule will help your readers find information quicker. It will certainly help the website about turbocharger failure symptoms, which we discussed earlier.

Inverted pyramid. "Need to know" at top, then "nice to know" at bottom

For example, if you’re targeting a keyword where searchers are primarily looking for a definition, you’ll probably want to lead with that.

That’s what we did for our article on search visibility. 

Excerpt of blog article providing definition of search visibility in first paragraph

This is because it is clear from the SERP that most searchers want a definition:

Google SERP showing all top-ranking articles focus on defining search visibility

Use clear formatting and visual elements

Nobody likes a wall of text, especially online where most people skim content. Use these best practices to make your content easier to digest:

  • Keep within 85 characters per line
  • Limit paragraphs to three to four sentences
  • Use lists and bullet points to break up blocks of text
  • Use a legible font
  • Use a font color that contrasts with the background

You should also consider using visual elements to break up text where relevant, especially in educational content. In fact, one study found that people following directions with text and illustrations do 323% better than people following directions without illustrations.

To illustrate: Which version of the below article is more likely to get the reader’s attention? The one with the graph or the one without?

Two articles side by side. One with only text. The other with text and graph

Below is another great example of how to captivate the reader’s attention with visuals while making the content easy to skim and comprehend. Notice how the form of this article follows its function: telling the difference between the flu and COVID-19.

Article with captivating visuals and easy to read content

Use relevant internal links

Some search queries are meant to solve a single problem fast. Others are the beginning of a learning journey about a complex topic. And usually, one single piece of content can’t possibly cover such a topic. For these kinds of queries, you can create a whole series of content and interlink it to guide the user in the right direction.

For example, this guide on SEO for startups is over 4,500 words long. But even though this is a rather lengthy content format, we can’t possibly explain everything there is to know about the topic. However, we can link to articles that explain certain problems of SEO in detail, such as keyword research or technical SEO.

You can automate the process of finding internal linking opportunities to a large extent for free using Ahrefs Webmaster Tools. Just sign up, crawl your site with Site Audit, and go to the Internal link opportunities report. This will show you relevant internal linking opportunities across your site.

For example, you can see in the screenshot below there’s an opportunity to link the words “keyword research” in our post about the best rank trackers to our post on free keyword research tools.

Internal link opportunities report results

Demonstrate E‑A-T

E‑A‑T stands for expertise, authoritativeness, and trustworthiness. It comes from Google’s Search Quality Rater Guidelines, a document used by human quality raters to assess the quality of Google’s search results.

E‑A-T is a concept from the SEO world. But demonstrating expertise, authoritativeness, and trustworthiness is always a good idea when it comes to content. It’s a signal to the user that your content is worth reading (or watching). It’s even more important if your content revolves around YMYL (Your Money or Your Life) topics, such as money, health, and safety.

But what does it mean to demonstrate E‑A-T exactly?

  • Expertise means having a high level of knowledge or skill in a particular field. In other words, it refers to content created by a subject matter expert. If you want to demonstrate that, have experts create your content. You can hire them or accept guest posts from people who know their stuff.
  • Authoritativeness is about reputation, particularly among other experts and influencers in the industry. There’s no other way to do this than to show your credentials. Think professional experience, academic credentials, speaking at well-known conferences, etc.
  • Trustworthiness is about the legitimacy, transparency, and accuracy of the website and its content. Simply put, you should check your facts and keep your content up to date.

To illustrate my point, which of these pages is a better source of information for the query, “What to do when your stomach hurts?” The top one or the one below?

Excerpt of article with TOC that guides users to the answer
Excerpt of article with no clear answer

There are a few more things you can do to demonstrate E‑A-T that are more about SEO than good content creation practices. If you want to learn more, check out our article on E‑A-T and why it’s important for SEO.         

Keep content up to date

Freshness is more important for some queries than others. After all, who wants 2011’s best headphones when they can have this year’s best?

Google SERP showing best headphones in 2021 or 2022

A snapshot of the query “best headphones.” Note the year in most of the titles.

Updating your content every year (or more often) to serve fresh content is a good idea if that’s what your readers expect. This tactic is something that you can repeat each year, just like what Digital Trends magazine does:

Digital Trends' headphones article. Data in top-right corner shows article has been updated since 2016

Digital Trends has regularly updated the headphones ranking every year since 2016.

At Ahrefs, we update content regularly too. Just look at the organic traffic spikes after we repeatedly refreshed one of our blog posts:

Line graph showing spikes after blog post was updated

Final thoughts

Don’t worry about pogo-sticking for SEO reasons. According to John, the so-called pogo-sticking is not a ranking factor. His statement makes total sense when you consider the possible reasons for searchers to jump back and forth between SERPs and websites.

If you really want your users to stick around longer on your website, try one of the tips listed above to make your content more engaging. Some of those tips may even help you rank higher in the SERPs.

Got questions? Ping me on Twitter.




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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 


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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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