Top 5 Search Trends for 2023

Written By Otilia Crizbasan | 19 December, 2022

Future-proof your SEO strategy

The future of search is here. Are you ready to stay ahead of the game and discover the top 5 search trends that will shape 2023? 

In this blog, we dive into the latest and greatest search trends that you need to know about to stay ahead of the competition and boost your online visibility. 

Here are our top 5 predictions for the trends influencing search engine optimisation in 2023:

  1. Multisearch
  2. Helpful content
  3. Omnichannel experience
  4. Personalisation and localisation
  5. Data and attribution

As we go into the new year, we are also keeping a close eye on AI. The potential applications in search marketing are vast and exciting. Once AI becomes accessible to more and more people, we can expect to see more advanced AI-powered search marketing tools and strategies emerge.

Trend 1: Multisearch

In today’s fast-paced digital world, consumers have high expectations for quickly and easily finding the information they need. In fact, over 82% of their time is spent on discovery. 

To meet this demand, businesses and marketers must take note of the emerging trend of multisearch, which is poised to become one of the most important search methods of 2023. 

One example of multisearch is Google Lens, which has recognised a billion different items and answered over a billion questions by allowing users to search using both text and images. 

By future-proofing digital assets for discovery, companies can unlock doors and achieve success in the upcoming year.

Phone screen shows the ability to search for a green version of an orange dress using both text and images

Trend 2: Helpful content 

Recently, Google has updated its guidelines and evaluation system for assessing the quality of content, also known as helpful content. To ensure that your content meets this standard, it must be easily accessible on all digital touchpoints, reducing the need for customers to look elsewhere. 

Google’s machine learning algorithm, which is trained based on search result data, has been updated as part of this initiative. This can negatively impact a website’s organic search performance if too many pages are of low quality.

As we move into 2023, it is critical for businesses to focus on two content goals. 1. They must prioritise the creation of relevant, informative, high-quality, and engaging content. 2. This content must cover a wide range of media formats, including videos and images. 

To succeed, it’s essential to map out current content across all customer journey touchpoints and work to fill any gaps in content. 

Google search page

Trend 3: Omnichannel experience

Omnichannel is anything but new yet it remains an important aspect of a successful content and search strategy in 2023. 

Consumers interact with businesses across a multitude of channels, including social media, email, websites, mobile apps, and physical stores. Up to 70% of customers said they now use omnichannel shopping options including social media. 

To succeed, businesses will need to provide a consistent and unified experience across all these channels and touchpoints. This can be achieved by centralising important information about the business, such as product descriptions, pricing, and customer service information, and distributing it consistently across all marketing channels. 

A well-executed omnichannel strategy helps to build a cohesive and memorable brand experience which can lead to increased customer satisfaction, loyalty, and retention, as customers are more likely to engage with and return to businesses that provide a seamless and convenient experience. 

Trend 4: Personalisation and localisation

Personalisation and localisation are crucial aspects of creating an effective and successful marketing strategy in today’s digital landscape. Consumers expect businesses to understand their needs and preferences and provide personalised experiences that cater to their interests and location.

As consumers search for information, they take into account their interests, location, and other known and unknown criteria. Therefore, it’s important for businesses to customise their global search marketing strategies for specific locations. 

To improve local presence, businesses should focus on answering frequently asked questions and providing relevant local information such as store locations, opening hours, pricing and images.

Personalisation involves tailoring content and messaging to individual consumers based on their behaviour, preferences, and interests. Research has shown that when customers are provided with a personalised experience, such as tailored discounts based on their recent browsing behaviour, 80% are more inclined to make a purchase.

Overall, businesses that prioritise personalisation and localisation in their marketing strategies are likely to see increased engagement, loyalty, and sales from consumers in 2023 and beyond.

Trend 5: Data and attribution

One major development that is currently underway is third-party cookie deprecation. This will bring significant challenges related to data privacy and consent management and how advertisers and marketers track and target users online.

In the very near future, cookies will exist in two different forms: cohort-based marketing and first-party relationships. Both present great opportunities that should be considered when planning an effective marketing strategy. Businesses can prepare for the post-3rd party cookie era by embracing first-party relationships and behavioural targeting. We also have Google Analytics 4 (GA4) which will offer new possibilities for data-driven insights and strategy. 

Businesses must adapt to changing technologies and regulations to maintain a competitive edge and drive success in the ever-evolving landscape of search marketing.

Final thoughts

As we move forward into 2023, it’s essential for brands and businesses to stay informed about the latest search trends. Whether that be multisearch, localisation or new AI and machine learning algorithms that are sure to enter the space. 

By closely monitoring trends, businesses can optimise their online presence and maintain their visibility amongst their target audience. 

With the right approach and the right tools, businesses can further strengthen their customer engagement, drive conversions, and ultimately achieve their goals. Get in touch with our team to discover how we can help you own page one.