For years, SEO professionals treated monthly search volume as the compass that guided every strategy. We picked topics, set priorities, and measured the potential of a keyword almost exclusively by that number.

But by 2025, that approach feels outdated. Google isn’t just showing blue links in the SERPs anymore. It now presents results through features like AI Overviews and AI Mode (already live in some regions), delivering direct, AI-generated summaries instead of a list of links.

Meanwhile, users are shifting their behavior. Increasingly, they’re asking questions directly to ChatGPT, Gemini, Claude, or Perplexity rather than typing into a search bar. In this context, searches aren’t keywords anymore, they’re conversational prompts. And right now, there’s no reliable public data to tell us the “volume” of those queries.

If you’re waiting for your SEO tool to catch up with the trend… you’re already behind.

Why Predictive SEO Matters

Predictive SEO doesn’t sit around waiting for data to confirm a trend. It takes the lead.

• It spots early signals using tools like Google Trends or AnswerThePublic.
• It creates content before the metrics are visible, by tapping into Reddit, X, Quora, Feedly, niche forums, or Google News.
• It’s optimized for conversations, thinking about how a user would phrase a question to a chatbot — or how Google might condense an answer in AI Overviews.

The First-Mover Advantage

In this new world of conversational search, being the first source cited by an AI model is a huge competitive edge.
Once a chatbot or Google references your content in its responses, dislodging it becomes extremely difficult.

How to Adapt Today

1. Keep an eye on forums and social platforms to spot weak signals early.
2. Write answers to complex questions that are clear, structured, and genuinely helpful, the way an AI assistant would.
3. Shift your focus to intent, not exact keywords: create content that solves problems, not just content that ranks.

Conclusion

Predictive SEO is the strategy that ensures your brand shows up in AI-driven answers.

It’s no longer just about hitting Google’s front page. It’s about becoming the trusted source that AI models cite when users ask questions. That’s the real visibility frontier in 2025.

At Making Science, our SEO & Content team has already made this approach to the foundation of how we create and optimize content.

👉 So let me ask you: are you making sure your brand — or your clients’ brands — appears in AI’s answers?

The eCommerce landscape is undergoing a seismic transformation, and at the heart of this change is artificial intelligence in ecommerce. From dynamic personalization to intelligent automation, AI is revolutionizing how online retailers engage with customers, streamline operations, and scale rapidly. But beyond functionality, AI also plays a pivotal role in optimizing ecommerce SEO by enhancing user experience, content performance, and search visibility. This article explores how AI is reshaping eCommerce, with a special focus on SEO applications, AI-powered content creation, and strategic implementation for sustainable growth.

The rise of AI in eCommerce

Once a futuristic concept, artificial intelligence (AI) is now a core driver of innovation in eCommerce. Technologies like machine learning, natural language processing (NLP), and computer vision enable online businesses to analyze behavior, predict intent, and personalize experiences at scale.

Several key factors are accelerating the integration of AI in eCommerce and SEO:

• Rising customer expectations: Shoppers expect seamless, personalized journeys. AI delivers relevant product suggestions, smart search, and real-time support, all of which improve engagement and SEO performance.
• Data overload: Every action online produces data. AI helps process this information to refine targeting, content, site structure, and user flow. These are essential elements of modern SEO.
• Accessible tools and platforms: AI-driven technologies for SEO, automation, and analytics are now widely available, even for smaller businesses.
• Competitive pressure: Businesses leveraging AI stay ahead in rankings, customer experience, and content strategy. Those who don’t risk falling behind in the SERPs.

Key applications of AI in eCommerce

AI is transforming every stage of the customer journey and its impact on SEO is tangible. Here are the most relevant use cases:

1. Personalized product recommendations

AI algorithms analyze browsing and purchase behavior to deliver product suggestions tailored to each user. This boosts click-through rates, conversion, and engagement.

2. Intelligent site search

AI-powered search understands natural language and user intent, delivering more relevant results. This improves UX and reduces bounce rates.

3. AI chatbots and virtual assistants

Chatbots offer instant assistance, helping users navigate, answer questions, and discover products. They increase time on site and reduce exit rates.

4. Fraud detection

While more focused on security, AI’s ability to detect fraud ensures business continuity and protects brand trust, which indirectly supports long-term organic reputation.

5. Inventory optimization

AI helps predict demand, manage SKUs, and automate reordering. This ensures product availability, prevents 404 errors, and supports healthy indexing for an SEO strategy.

6. Dynamic pricing

AI adjusts prices based on demand, competition, and behavior. When integrated with structured data, this can boost visibility in SERPs and AI platforms.

AI-powered content creation and optimization

One of the most disruptive innovations in SEO is AI-generated and AI-optimized content. AI is now capable of supporting the entire content lifecycle, from ideation to performance monitoring.

• Scalable content generation: AI can produce large volumes of SEO-friendly product pages, category descriptions, or blog content quickly and efficiently.
• Real-time SEO optimization: AI tools assist with keyword placement, heading structure, internal linking, and metadata optimization, all essential for ranking.
• Content refreshing and repurposing: AI can identify outdated or underperforming content and suggest updates based on current trends and algorithms.

Content remains king, but AI might be the strategist. For more on this topic, read our article AI Mode: What does it mean for SEO?.

Benefits of using AI for SEO in eCommerce

AI doesn’t just automate, it enhances your entire SEO strategy. Here’s how:

• Improved rankings and traffic: Smarter keyword targeting, optimized content, and enhanced UX drive stronger organic performance.
• Higher engagement signals: Personalized experiences and faster site interactions translate into better dwell time and lower bounce rates.
• Consistent content quality: AI helps maintain tone, structure, and SEO integrity across large-scale content production.
• Automated technical SEO: AI tools flag issues like broken links, duplicate content, or slow pages—and can sometimes fix them automatically.
• Better decisions, faster: AI surfaces actionable insights from SEO data, allowing marketers to test and iterate in real time.

How to implement AI in your SEO strategy

Integrating AI doesn’t require a full overhaul. You can begin with incremental changes:

• Set clear SEO objectives: Define KPIs such as impressions or ranking improvements and align your GEO strategy accordingly.
• Start with SEO quick wins: Use AI for content briefs, metadata generation, keyword clustering, or product copy creation.
• Choose scalable tools: Opt for AI platforms that integrate with your CMS, analytics, and SEO software stack.
• Leverage expert support: Collaborate with SEO and AI specialists to create a roadmap that balances automation with strategy.
• Continuously test and refine: Use testing and search performance data to evaluate impact and guide improvements.

The future of AI in eCommerce and SEO

AI is not just the present, it’s defining the future of how we search, shop, and grow digitally. Expect to see:

• Visual search optimization: AI allows users to search via images. Brands that optimize images with alt text and structured data will stand out.
• Voice search and conversational SEO: AI voice assistants are changing how queries are made, requiring long-tail and natural language content strategies.
• Immersive experiences through AR and AI: AI will support augmented reality shopping environments that are SEO-optimized and user-intent aligned.
• Hyper-personalized content: AI will tailor every interaction and content piece to individual users, increasing relevance and improving rankings.

Our AI and SEO approach at Making Science

At Making Science, we stay ahead of these shifts through a dedicated SEO and Content TECH & AI friendly strategy, powered by our proprietary technology Trust Generative AI. This platform transforms how we scale and optimize content, adapting it to current search engine demands and user behavior.

We guide our clients through this transition, helping them identify opportunities, scale content production, and strengthen long-term organic visibility with confidence.

Want to know how we can help your brand grow? Let’s talk.

Conclusion

Artificial intelligence in ecommerce is more than a trend, it’s the strategic engine behind personalization, automation, and search performance. From improving UX and engagement to optimizing content and metadata, AI empowers brands to scale efficiently and win in the SERPs. As AI continues to evolve, integrating it into your SEO strategy will be key to staying competitive in today’s digital economy.

I recently had the privilege of engaging with numerous travel industry professionals at Digital Travel Connect. The energy and insights were fantastic, and it’s always valuable to connect with people facing the same challenges and opportunities. My workshop, in particular, sparked some really important conversations, and I walked away with a renewed sense of the direction travel brands need to take.

One of the most persistent issues raised was the challenge of generic bidding. It’s a David vs. Goliath situation out there. Too many travel operators, especially smaller and mid-sized businesses, are consistently outbid by the major Online Travel Agencies (OTAs) for those crucial generic keywords. This dynamic creates a bottleneck, restricting these operators largely to branded search terms and severely limiting their ability to expand their reach and acquire new customers cost-effectively. We must find strategies to level the playing field and empower these brands to compete for valuable generic traffic.  

Closely related to this is the ongoing puzzle of SEO and landing page optimization. Driving direct bookings is the holy grail for travel brands, as it allows them to maximize margins and own the customer relationship. However, achieving this requires a sophisticated approach to SEO and the creation of compelling, high-converting landing pages. Many brands struggle with this, lacking the resources or expertise to consistently produce optimized content that ranks well and drives action. This is a missed opportunity, as users are searching for information, and we need to ensure our clients’ properties appear at the top of the search results.  

These challenges aren’t just abstract concepts; they have a real impact on the bottom line. Travel brands need actionable solutions that enable them to:

• Compete effectively for generic search traffic, breaking free from the constraints of branded search.  
• Optimize their digital presence to capture more direct bookings, increasing profitability and customer ownership.  
• Deliver personalized, relevant digital experiences that meet the evolving expectations of today’s travelers.  

This is where I believe Making Science can make a real difference. Our expert report, “How automated solutions can transform your performance marketing,” directly addresses these pain points. We delve into the power of AI and automation to revolutionize performance marketing strategies, with a particular focus on our ad-machina technology.

Ad-machina automates and personalizes SEM campaigns at scale. This is crucial for tackling both the bidding and the SEO challenges. By generating highly relevant ads tailored to specific search queries, ad-machina helps brands improve their visibility, increase click-through rates, and ultimately drive more conversions. It also enables the creation of personalized landing pages, ensuring a seamless user experience from search to booking.  

I left Digital Travel Connect energized and optimistic. The travel industry is dynamic and resilient, and by embracing innovative solutions, brands can overcome these challenges and achieve sustainable growth. I encourage everyone to explore our expert report; it provides a roadmap for navigating the complexities of digital marketing and unlocking the full potential of your travel brand.

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• RAISING combines the company’s business expertise in data science to develop advanced AI-based solutions.

• This new division includes technological tools such as ad-Machina, Gauss AI, and Trust Generative AI, offering innovative solutions for measuring and optimizing marketing strategies.

Chicago, IL, January 08, 2025 – Making Science, a technology and digital marketing consultancy specializing in e-commerce and digital transformation, has announced the launch of RAISING, its new technology division that combines the company’s business expertise with data science to develop advanced solutions based on Artificial Intelligence. This new venture aims to transform brands’ marketing strategies through predictive, generative, and automated AI technologies, optimizing results throughout the entire funnel.

AI-based solutions to transform marketing

RAISING integrates cutting-edge tools that reinforce its technology proposition. These include ad-machina, Making Science’s flagship technology that uses generative AI to automate the creation and multi-platform activation of personalized ads in real-time. The tool has proven its effectiveness on platforms such as Performance Max and Meta, achieving up to 30% more conversions compared to traditional methods. Its advanced functionalities allow the dynamic adaptation of text, image, or video ads to market and user needs, incorporating detailed data analysis, automatic translation, and large-scale optimization, ensuring more effective and profitable campaigns, which relevant companies such as Banco Santander or MediaMarkt have already integrated into their business plans.

Another key product of this new division is Gauss AI, which is designed to predict user behavior and optimize attribution, measurement, and media planning strategies. This system helps companies to identify the most relevant and profitable interactions, increasing the effectiveness of their campaigns. Trust Generative AI is positioned as a versatile and secure tool for content generation at scale, automating internal and external processes in areas such as marketing, SEO, and human resources while ensuring regulatory compliance and ultimate human control.

A step forward in technological innovation

The launch of RAISING reinforces Making Science’s position as a benchmark in technological innovation applied to marketing. 

According to José Antonio Martínez Aguilar, founder and CEO of Making Science: “With the launch of RAISING, we reaffirm our commitment to innovation and our ability to deliver disruptive technology solutions that transform how brands engage with their audiences. With this division, we want our clients to optimize their results and access new opportunities in an increasingly competitive and complex digital environment, offering technology (SaaS) so that their own teams can develop their business strategies”.

In conjunction with the launch of RAISING, Making Science also announced a fully paid capital increase of €10 million in its subsidiary Making Science Marketing & AdTech. This investment is part of the investment agreement with the SOPEF II fund (Spain Oman Private Equity Fund), managed by MCH, to enhance the company’s growth and expansion.

Google has long been at the forefront of technological innovation, consistently striving to meet the evolving needs of its users. This commitment is evident in their ongoing efforts to enhance the Google Marketing Platform, particularly Search Ads 360 (SA360).

In today’s fast-paced digital landscape, consumers demand immediate and relevant results that align with their search queries. SA360 is designed to equip businesses with the tools they need to deliver personalized and timely advertisements that resonate with their target audience.

By incorporating innovative features and improving platform usability, SA360 empowers marketers to streamline their workflows and achieve better results. With enhanced search engine and campaign support, marketers can accomplish more tasks from a single location, boosting efficiency and driving success.

What do we like about SA360?

1. SA360 offers a centralized platform for managing search campaigns across multiple search engines, empowering marketers to streamline their workflows and enhance campaign performance. With its advanced automation capabilities, you can automate tasks such as bidding, budget allocation, and structural modifications, saving time and effort.
2. The platform is designed for flexibility, supporting multi-advertiser workflows and offering customizable reporting options. This allows you to manage and analyze account activity across various levels, tailoring reports to your needs.
3. SA360 also provides enhanced support for search engines, paid advertising platforms, and third-party partners. This means you can benefit from new features and capabilities specific to each platform, such as Google Ads’ support for Local, Discovery, and Performance Max campaigns.
4. The user interface of SA360 is designed for intuitive navigation, making it easy to manage your campaigns and access key metrics. With a familiar look and feel, SA360 integrates views from Google Ads and Microsoft Advertising, providing a seamless user experience.

By leveraging SA360’s comprehensive features, you can achieve greater efficiency, improve campaign performance, and unlock the full potential of your search marketing efforts.

Google is always introducing new features to make their products better and more user-friendly. To stay ahead of the game and learn about the newest features being released by Google, subscribe to our GMP newsletter by clicking the button below!

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In the competitive world of e-commerce, standing out requires more than just good products. User experience, information accuracy, and the ability to attract and retain customers are crucial. This is where Trust Generative AI (TGAI), a generative AI platform designed to transform the way you run your online shop, comes in. In this blog, we will explore three key value propositions of TGAI: generating product descriptions, creating landings in multiple languages, and developing SEO-optimized category landings.

Product descriptions generation

One of the greatest challenges for an e-commerce business is maintaining accurate, engaging, and up-to-date product descriptions. TGAI uses generative AI to create detailed and persuasive descriptions in a matter of seconds.

Benefits:

• Scalability: Produces numerous product descriptions quickly, ensuring that each item has a complete and unique description.
• Accuracy: Generated descriptions are detailed, reducing errors and misunderstandings about the expected product.
• Attractiveness: By incorporating attractive keywords and phrases, descriptions capture the attention of the target customer.
• Time-saving: Frees up valuable time that can be spent on other critical areas of the business, for example, creativity.

With TGAI, you can ensure that every product in your catalog has a description that not only informs but also convinces and sells.

Landings in multiple languages

Global expansion is a goal for many e-commerce sites, but the language barrier can be a significant challenge. TGAI facilitates this process by generating landings in multiple languages with the same quality and effectiveness as the original versions.

Benefits:

• Global Accessibility: Reach a wider audience by offering content in their native language.
• Consistency: Maintain a uniform message and tone across all markets.
• Speed: Launch international campaigns quickly without the need for extensive translation.

Break down the language barrier and take your e-commerce to new horizons with TGAI.

SEO-optimized category landings

Landing pages are essential to attract traffic and convert visitors into customers. TGAI generates category landings that are not only visually appealing but are also optimized for SEO, ensuring maximum engagement with consumers.

Benefits:

• SEO Optimized: Landings are designed with SEO best practices, improving your search engine rankings.
• Maximized engagement: Relevant and engaging content that keeps users interested and increases conversions by selecting the keywords that drive the most conversions.
• Flexibility: Quickly adapt landings according to trends and consumer behavior.

With TGAI, you can be confident that each landing page will not only attract traffic but also keep visitors engaged, increasing conversion rates.

Conclusion

In the dynamic e-commerce environment, the ability to adapt and evolve is crucial. TGAI offers a comprehensive solution to improve the user experience, expand your global reach, and optimize your content to attract and retain customers. By integrating your strategy into your e-commerce, you not only simplify complex processes but also position yourself one step ahead of the competition.

Ready to take your e-commerce to the next level? Find out what TGAI can do for you and transform the way you manage your online storefront.

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The countdown to one of the season’s largest shopping holidays and the biggest sale of the year, Black Friday 2023 and “Black Week” has officially begun. In 2023, Black Friday falls on Friday, November 24, and Black Week extends over the 7-day period leading up to this date. The holiday marks the start of the Christmas shopping season and is an opportunity for people to shop digitally as well as in physical stores at favorable prices.

While Black Friday may seem a way off, now is the perfect time to begin your Black Friday digital marketing strategy and start optimizing your website. To see timely results, it’s crucial to focus on your digital marketing and SEO strategy early, aiming to enhance performance and maximize Black Friday sales. With heightened competition during the Black Friday sales period, SEO becomes paramount in improving visibility. If SEO isn’t yet part of your long-term plan, consider integrating it soon. It’s not just a quick solution but a strategic tool that consistently attracts quality traffic.

Make 2023 your Black Friday year with the help of Making Science’s top 5 tips! Let’s start with the basics:

What is SEO?

SEO stands for Search Engine Optimization and is a method that uses technical measures and content optimization to increase organic traffic and rank higher on the results page of search engines such as Google, Bing, and more.

How should I use SEO to prepare my Black Friday digital marketing strategy?

Review Website Performance

During Black Friday, customers are inundated with ads from numerous merchants. To excel, it’s not enough to offer great deals; your website must be fast and glitch-free. Poor website performance, whether on mobile or desktop, risks losing potential customers, especially during this peak shopping season. Ensure your website performs optimally by checking its performance in advance and making necessary technical adjustments. SEO isn’t just about text and keywords; technical SEO is crucial for higher search rankings. Typically, SEO professionals collaborate with developers to achieve this.

Optimize Landing Pages

For better visibility during Black Friday and Black Week, create optimized landing pages tailored for the occasion. Start early, as search engines require time to crawl and index. Landing pages for Black Friday, Black Week, and Cyber Monday can be reused yearly. Ensure they remain “evergreen,” meaning they stay relevant. Refresh and optimize existing landing pages on the topic. Update elements like Meta Titles, Meta Descriptions, H1 titles, and image tags. For instance, an electric toothbrush company might optimize their site as follows:

• URL: company.com/black-friday
• Meta Title: 40+ Black Friday Electric Toothbrush Deals 2023! Best in test & Black Week prices!
• Meta Description: Black Week & Black Friday electric toothbrush deals 2023! Discount on electric toothbrushes online, big savings. Rechargeable, efficient & affordable!
• H1 Title: Best Black Week & Black Friday Electric Toothbrush deals 2023.

Write text for humans – and for robots

SEO, when integrated into routines, becomes second nature for website content creation. The key is to structure text clearly, accurately, and with relevant keywords. While writing for search bots can boost organic traffic, it’s crucial to cater to human readers, who ultimately decide to make purchases. Balance SEO-friendly writing that appeals to both bots and your target audience. This approach is vital not just for Black Friday, but year-round.

Collect positive reviews

Search engines prioritize pages with high authority, which can be built in several ways. Product reviews, whether positive or negative, are seen by search engines as signals that can impact organic rankings. While it’s uncertain how many positive reviews directly affect your rankings, remember that manual graders will assess the Search Engine Result Pages to determine which results are most relevant and should be prioritized. Beyond search engine preferences, reviews can sway hesitant customers to finalize their purchases. Prioritizing reviews and customer satisfaction is vital year-round, but especially so for Black Friday and Black Week 2023 by integrating them into your pages.

Keyword strategy for Black Friday

A strategic keyword approach is essential from beginning to end, especially for Black Friday SEO. Emphasizing long-tail keywords, which combine two or more crucial keywords, helps guide customers to what they seek. “Black Friday” and “Black Week” are key terms to optimize. Combining them with terms like “Deal,” “Offer 2023,” or “savings” and product-related words yields targeted search results. See the examples below:

• Black Friday Electric Toothbrush Deal
• Black Friday Offer Airpods
• Black Friday savings Trainers

Cyber Monday

Black Friday, set for November 24th, 2023, always follows Thanksgiving. But don’t forget about Cyber Monday, which is on November 27th. While Cyber Monday originally catered to online shoppers, Black Friday deals are now widely available online too. When optimizing for Cyber Monday, it’s crucial to target specific keywords and phrases. Even though Black Friday and Cyber Monday are days apart, their search behaviors might differ. If unsure, tools like Google Keyword Planner, Google Trends, or SEMrush can help analyze search patterns and pinpoint key terms.

Black Friday is an incredible opportunity for all e-commerce businesses to boost their sales. Investing in SEO for the holiday season is a simple, cost-effective measure that continues to deliver results. 

Making Science is a full-service media agency with extensive experience in SEO optimization on different platforms. Contact us if you want to know more about how you can create a strategy to improve your Black Friday 2023 SEO!

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There has recently been a growing interest in AI technology and, more specifically, OpenAI’s ChatGPT product. In this week’s blog post we will learn what ChatGPT is and how to use it in SEO.

What is ChatGPT?

ChatGPT is a language model developed by OpenAI, a leading research organization in the field of artificial intelligence. It is a type of AI technology that uses deep learning algorithms to generate human-like text based on a large corpus of training data.

ChatGPT has been trained on a massive amount of diverse text data, making it capable of generating text in various styles and on a wide range of topics. This makes it a versatile tool that can be used for different applications, such as language translation, text summarization, question answering, and content generation. It has become a popular instrument for building conversational AI systems, such as chatbots, as it can generate coherent and contextually appropriate responses to different questions. Overall, ChatGPT is a powerful and sophisticated AI technology that has the potential to revolutionize the way we interact with computers and automate many language-related tasks.

Is ChatGPT good for SEO?

ChatGPT has the potential to be a useful tool for SEO (Search Engine Optimization), but it is not a silver bullet and has some limitations. ChatGPT can be used to generate optimized content for websites, such as product descriptions or blog articles. It can also assist with keyword research by generating suggestions for relevant keywords and phrases.

However, it is essential to remember that the generated content may not always be accurate or high-quality. It may lack the creativity and originality that is often necessary for effective SEO. Additionally, there may be ethical considerations to using AI to manipulate search engines, such as the impact on content creators and the overall quality of online content. It is also worth noting that search engines are constantly updating their algorithms to detect better and penalize manipulation, and they may be able to detect content generated by AI.

In conclusion, while ChatGPT has the potential to be a useful tool for SEO, it is not a guaranteed solution and should be used with caution and in conjunction with other SEO best practices.

How are SEO experts using ChatGPT?

SEO experts are using ChatGPT in various ways to improve their search engine optimization efforts. Some typical applications of ChatGPT in SEO include:

• Content Generation: ChatGPT can be used to generate high-quality, optimized content for websites, such as product descriptions, blog articles, and meta descriptions. The generated content is designed to be SEO-friendly, with a focus on incorporating relevant keywords and phrases.
• Keyword Research: ChatGPT can assist with keyword research by generating suggestions for relevant keywords and phrases. This can help SEO experts identify keywords they may not have considered and improve their content’s visibility in search results.
• Competitor Analysis: ChatGPT can be used to analyze competitor websites, identifying their strengths and weaknesses, and helping SEO experts to stay ahead of the competition.
• Chatbots: ChatGPT can be used to build chatbots for websites, which can help to improve the user experience and increase engagement. Chatbots can answer customer questions and provide information, reducing the workload for human customer service representatives.

It’s worth noting that ChatGPT is just one tool in an SEO expert’s arsenal and should be used in conjunction with other best practices and techniques. Additionally, as search engines continually update their algorithms, it’s important to stay up-to-date on the latest SEO trends.

 What are the drawbacks of Chat GPT and potential ethical considerations?

 There are several limitations to using ChatGPT for SEO:

• Accuracy: While ChatGPT is a very advanced language model, it is not perfect and may generate incorrect or unreliable information. This can be a concern when using it for SEO, as the accuracy of the information used to optimize websites and content is critical.
• Scalability: Depending on the model’s size, using ChatGPT for SEO on a large scale may require significant computational resources and be expensive.
• Lack of creativity: Although ChatGPT can generate human-like text, it may lack the creativity and originality that is often necessary for effective SEO.

In terms of ethical considerations, it is important to consider the potential consequences of using AI to generate optimized content and manipulate search engines. Some may argue that this practice undermines the integrity of search engines and could lead to the dissemination of inaccurate or misleading information. Additionally, there may be concerns about the impact on content creators and the overall quality of online content.

It is essential to carefully weigh the potential benefits and risks of using ChatGPT for SEO and ensure that it is used responsibly and ethically.

How to think about ChatGPT as an SEO expert

As an SEO expert, it is crucial to approach ChatGPT as just one tool among many in your arsenal, and to use it thoughtfully and strategically.

Here are some key considerations when thinking about using ChatGPT for SEO:

• Quality over Quantity: While ChatGPT can generate a large amount of content quickly, the quality of that content may not always be up to the standards you require. It is important to prioritize quality over quantity and carefully review the content generated by ChatGPT to ensure it meets your standards and is SEO-friendly.
• Context Matters: ChatGPT has been trained on a large corpus of text data, but it may not always understand the nuances and context of specific topics. It is essential to be mindful of this and to provide clear, detailed instructions when using ChatGPT for content generation or keyword research.
• Ethical Considerations: There may be ethical considerations to using AI to manipulate search engines, such as the impact on content creators and the overall quality of online content. It is important to be mindful of these considerations and to ensure that your use of ChatGPT aligns with your ethical standards and values.
• Algorithm Updates: Search engines are constantly updating their algorithms to detect better and penalize manipulation, and they may be able to detect content generated by AI. It is vital to stay up-to-date on the latest developments and trends in SEO, and to continually evaluate your use of ChatGPT in light of these changes.
• Integrating with Other Tools and Techniques: While ChatGPT can be a valuable tool for SEO, it should be used in conjunction with other best practices and techniques. This may include conducting keyword research, analyzing competitor websites, and building high-quality backlinks, among other things.

In conclusion, as an SEO expert, it is important to approach ChatGPT with a strategic and thoughtful mindset, and to use it as just one tool among many in your toolkit. Get in touch with our SEO experts to utilise AI effectively in your SEO campaign. 

PS: This article was written exclusively with the help of ChatGPT. A human reviewer corrected discrepancies and structured the content.

Since 2020 and the pandemic period, the SEO industry has been forced to evolve and improve due to a series of substantial changes and Google announcements. If you’re seeking insights on the latest SEO trends in 2023 and where to focus your resources, you’re in the right place.

It is important to keep your SEO strategy fresh and updated throughout the year, as it might have a crucial impact on your website’s rankings. So, buckle up, and let’s find out what changes we should await from the SEO industry and what are the predictions for 2023.

1. Online shopping

One of the key SEO trends in 2023 is online shopping. Because of the significant growth in online shopping, Google is trying to create a better online shopping experience. They have already made selling on their platform more attractive by removing commission fees and making it free for business to sell on Google.

Google has created a Shopping Graph to make it easier for sellers to put their products in front of more buyers. Shopping Graph also helps buyers find the products they are looking for with ease. It is an AI-enhanced algorithm that can sort out various products, prices, websites, reviews, brands, and data. In addition, Shopping Graph has the ability to find products through photos found in Google Photos.

To optimize your SEO with Shopping Graph, you need to create product listings with a fair number of keywords. Then Google will use this information to show buyers the products they are looking for.

For example, imagine that someone did an image search for a sign featured in a Christmas décor photo. If Google cannot find an exact match, it could determine that it was a Christmas sign. The visual matches would show product listings that both had the word “Christmas” in the picture of their sign and related keywords in the product title, like “Christmas sign” and “Christmas décor.”

2. Videos

According to statistics, users stay on pages with videos 88% longer. As more and more people rely on videos to make decisions about purchasing products, optimizing your SEO on videos is a must. Google is working hard to help its users get the information they are looking for faster through videos.

Keep the following features in mind:

Clip markup

You can highlight the main parts of the video so users can quickly find the specific tips they are looking for in your content.

Seek markup

You can check how your URL structure works with Seek markup. It transfers the specific information to an algorithm to display the key parts of the video.

When you post a video about recommendations on how to stay physically fit, do not just label your markups “rule N1” and “rule N2”; rather, use markup names like “Eating healthy,” “Working out,” etc.

This kind of markup will affect your rank in searches and it will definitely boost your engagement because users can instantly find what they are looking for.

3. Images

Optimizing photo content is a critical aspect of SEO, and as one of the SEO trends in 2023, Google plans to enhance the role of images in website rankings.

To align your website’s images with Google’s SEO requirements, you must:

• Serve images in next-gen formats
• Compress images 
• Use keywords for image files
• Give images unique alt text

4. Voice search

Google’s main aim is to make it easier for users to find the information they are looking for much faster. However, human language is extremely complex, as our colloquial language and keyword-oriented language are quite different.

To solve this problem Google has launched LaMDA. This is short for Language Model for Dialogue Applications, and it helps algorithms to understand natural language better. It can also learn user behavior – for example, how one uses Google to find things they are looking for.

Voice Search uses Natural Language Processing (NLP), which aims to understand how people search verbally versus when they input the text in the search bar.

To optimize content for voice search it is important to:

Target Phrasing

For example, if users are searching for a specific product by typing “BEST SHOE BRAND,” in voice search it is more likely for someone to verbally search “WHICH IS THE BEST SHOE BRAND?”

Have Short Answers

While optimizing conversational keywords, keep in mind to have your answers concise.

Consider vernacular

Different regions use specific texts and phrases to describe certain things, so knowing vernacular will definitely help you optimize for more keywords.

5. Reinforcing your EAT signals

As Google keeps being user-oriented, it continues to state the importance of EAT – Expertise, Authoritativeness, and Trustworthiness, in content ranking. The signals of E-A-T could be positive public reviews, social proof, links to respected sources, keeping content up to date, etc.

To properly create the content for your website, just keep EAT-ing:

• Back up your data by citing statistics and other publicly available information
• Link to authoritative websites (for example, .edu and .gov)
• Showcase awards and badges
• Display reviews and testimonials

and much more.

Don’t know where to start?

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As a Google Partner, we fully concentrate our work resources on maximum results, so you always know your goals will be achieved with the team of SEO experts.

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