SEO in 2023: new trends and best practices
Google's algorithm is constantly evolving. Voice search, user experience, quality content — here are the SEO trends defining best practice right now.
Idrissa Guiro
Lika Groupe · Dakar
Google's 2023 updates (Helpful Content, Core Updates) reinforced a clear message: useful, human, original content wins. Sites built for search engines rather than for users got penalized.
1. E-E-A-T as a core criterion
Experience, Expertise, Authoritativeness, Trustworthiness (E-E-A-T) — Google evaluates the credibility of both the author and the site. Credit your authors, showcase their expertise, cite your sources. An article signed by a recognized expert ranks better.
2. The rise of voice search
30% of mobile searches are voice searches. Optimize for conversational queries: 'How do I find an accountant in Dakar?' rather than 'accountant Dakar'. Featured snippets and the Knowledge Panel answer these queries directly.
A strong signal from Google
The 2023 'Helpful Content System' heavily devalues content produced purely for SEO with no real value for the user. Quality is the only viable long-term strategy.
3. Core Web Vitals remain critical
LCP (load speed), INP (responsiveness), CLS (visual stability) — these three metrics factor into Google's ranking. Test regularly with PageSpeed Insights and Google Search Console.
4. The Search Generative Experience (SGE)
Google now shows AI-generated answers at the top of results. To appear in these answers, your content needs to answer questions directly and precisely — pillar articles structured as FAQs benefit most.
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