25 Web optimization Trends to Leverage in 2023 [+Data]


Keeping track of Web optimization trends is like hitting a moving goal. From algorithm updates to evolving innovation, it might feel just like the goalpost is at all times moving.

And while the goal of Web optimization stays the identical — to spice up your presence in relevant search results — the tactics for getting there look different from yr to yr.

Here, we’ll cover the highest Web optimization challenges facing marketers in 2023 and the 25 biggest trends to observe this yr.

SEO Challenges in 2023

25 SEO Trends to Leverage in 2023

Web optimization Challenges in 2023

A HubSpot Blogs survey identified the highest three challenges of Web optimization marketing:

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1. Algorithm Changes

The primary challenge for marketers is maintaining with algorithm changes. That’s unsurprising. In 2021 alone, Google ran greater than 800,000 experiments that led to 4,000+ changes to look.

Should you’re like most marketers, this stat can feel pretty overwhelming. In spite of everything, how will you succeed when Google keeps rerouting the trail to success?

The secret’s to answer these changes strategically. For one, this implies staying on top of industry news. If there’s a major algorithm change, the Web optimization industry will likely comment on it.

The second strategy may sound counterintuitive: Wait until the dust has settled after an update. Why? In some cases, Google discovers a change has not panned out as expected, and so they revert back.

2. Not Rating

Web optimization is a long-term game. Unlike paid search, organic results take time to point out results. It’s often a culmination of small efforts.

To make use of a metaphor, Web optimization is sort of a mutual fund slowly constructing over time. It’s not the stock market, where you see gains and losses in real time. This could be helpful to say when clients expect quick results.

Some “solutions” to repair a low rating include technical Web optimization and content marketing. Nonetheless, developing a long-term strategy that focuses on three to 4 initiatives at a time is much more necessary.

3. Keyword Research

Keywords are the muse of Web optimization. But today, moderately than scanning for only a keyword, Google takes a high-level take a look at your website to get an overall sense of its tone, scope, and relevancy.

Because of this keyword stuffing is out. As a substitute, the goal is to know user intent, or the deeper problem your users hope to resolve. With this understanding, you may perform higher keyword research and write content based on this insight.

Take a look at this useful article on methods to add user intent to your keyword strategy.

25 Web optimization Trends to Leverage in 2023

1. Voice and Mobile Search

Hey Google, what’s a superb substitute for heavy cream?

This was a matter I asked my Google Assistant last week while baking a cake, hands covered in flour. It looks like I’m not the just one using voice search. By 2026, more than half of web users within the US will use a voice assistant.

There’s no denying that voice search is becoming a component of our each day lives. But how can we optimize our content for people searching with their ears — not their eyes?

The reply is evident: Optimize your site for mobile. Since most voice searches occur on mobile and smart devices, it is smart that Google prefers mobile-friendly sites with fast speeds.

One other strategy is reworking your content to incorporate common questions users may ask. For instance, discover long-tail query keywords and include them in your H2 or H3 headers.

2. Tightened Page Headers

In 2021, Google rolled out a latest search rating feature called Passages. This feature lets Google rank specific sections of a page (or “a passage”) semi-independently from the page itself.

In other words, as an alternative of rating a whole page on relevancy, Google will now rating for relevance in specific sections of a page.

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This alteration isn’t any cause for alarm — assuming your pages are organized.

If not, it’s a superb idea to tighten your page headers to supply more context for various sections, enabling Google to know your content whatever the markup.

Take into account that other page-ranking aspects still apply. Don’t skimp on backlinks, Web optimization-optimized copywriting, and other rating strategies.

3. Emotionally-Charged Headlines

Have you ever ever clicked on a headline that was too compelling to withstand? Seems, plenty of research has gone into identifying a formula for clickable titles.

Based on one recent study that analyzed 5 million headlines, emotional titles — either positive or negative — had a better click-through rate than neutral titles.

Titles with a positive sentiment had a 7.4% higher CTR, while those with a negative sentiment had a 7.2% higher CTR.

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That said, emotionally-charged titles can drive clicks only to some extent. Go any further, and also you quickly enter clickbait-land.

As an illustration, the identical study found that “power words” — or words specifically designed to grab attention — can negatively affect CTR.

Power words include terms like unbelievable, insane, and crazy. While these may match on social media, they’ll hurt your organic CTR. Use them sparingly, if in any respect.

4. Video in Search Results

You’ve likely come across a YouTube video in a Featured Snippet. These are inclined to appear for “how-to” searches where the reader is searching for step-by-step instructions.

As an illustration, imagine you’re stuck on the side of the road with a flat tire. One Google seek for “Tips on how to fix a flat tire” will lead you to the next video:

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Video Snippets are just the start. We predict Google will proceed to include video into search results. With that in mind, optimizing your videos for search is crucial.

Listed here are a couple of ways to get there.

  • Add chapters to your YouTube videos. Chapters break up your video into sections, often by topic. This layer of context allows viewers (and Google!) to know the contents of a video. 

It also makes it easy for Google to make use of different clips out of your video for Featured Snippets.

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  • Include closed captions (CC). Closed captions help YouTube and Google understand every word in your video. While YouTube can robotically generate captions, these aren’t at all times accurate, so adding your individual manually is healthier.
  • Optimize your title, tags, and outline. Videos are like webpages — they’ve titles, descriptions (like meta descriptions), and tags (like meta tags). Optimize these using Web optimization best practices.

Lastly, it doesn’t hurt to embed videos into your website and blog posts, which may improve bounce rates.

5. Tweaking Content for “People Also Ask”

While browsing Google, you’ll have noticed something latest: People Also Ask (PAA). In actual fact, 43% of search queries now include a PAA box.

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With a outstanding position at the highest of the SERP, everyone desires to rank on this highly-coveted feature. Luckily, you may increase your probabilities by making some minor tweaks to your content.

Since the majority of PAA boxes start with query words, like “what,” “why,” and “when,” it’s a superb idea to include questions and answers into your content.

You should utilize a keyword research tool to discover long-tail query keywords, then include these questions in your page headers.

Or, consider adding a FAQ section at the underside of your web pages. Not only does this summarize key points for the reader, however it also has useful Web optimization advantages.

6. AI-Generated Content

AI content writing tools like Jasper and Copy.AI already gained traction last yr, but none blew up the way in which ChatGPT did.

SEO trends, AI content writing tool - Jasper example.

Now the fastest-growing consumer app in history, ChatGPT can aid you create copy that reads almost as if an actual person wrote it. In February 2023, Google countered with its own AI chatbot — Bard.

Nonetheless, Google still attempts to squash AI content with its helpful content update. This update rewards content that offers users a satisfying experience, resulting in the query: To what extent do you have to use AI?

Easy: Speed up your process, don’t replace it.

Thin long-form content entirely generated by AI shall be difficult to pass. As a substitute, use AI to create short-form content like FAQs. Use it to create general content and infuse the gaps together with your insights.

Incorporate AI into different stages of your content production process, resembling research. AI can also be useful in summarizing existing content. Take an existing piece of content and repurpose it for various channels.

And do not completely depend on AI to create your copy. Complement the production process with an experienced human author who can edit and add priceless insights.

7. Digital Accessibility

Only 3% of the internet is currently accessible to individuals with disabilities. Accessibility isn’t yet a direct rating factor for Google, but that doesn’t mean it won’t be in the long run.

Google Search Trends and Glimpse Trajectory highlighted how, in 2022, there was a rise in search demand for “digital accessibility” by +69% and “Web optimization accessibility” by +124%.

seo-trends-accessibilityImage source

Accessible web sites aren’t just good for Web optimization, additionally they help construct reputational trust with users, generate more business, and improve customer experience.

Web accessibility is extensive. Use a checklist to discover any areas you’ll have missed. Review examples of other accessible content, and check the Web Content Accessibility Guidelines (WCAG).

Listed here are five ways you may improve the experience for all visitors:

  • Include image alt-text that describes the image’s content.
  • Optimize video content with closed captions and transcripts.
  • Create headers and structure elements with HTML, not images.
  • Add zoom and magnification capabilities.
  • Test your website with an automatic accessibility testing tool, resembling Wave or DYNO Mapper.

And lastly, involve accessibility experts and users who can provide feedback in your design and content.

8. Featured Snippets and Zero-Click Results

“Tips on how to cure a fever.”

That’s what I Googled after I was down last week and didn’t know what to do.

My answer? A featured snippet from Mayo Clinic with no clicks needed.

SEO trends, zero-click results - example from Mayo Clinic.

Of search queries, 12.29% have featured snippets of their search results. Moreover, two-thirds of Google searches end and not using a click, and the race for zero-click search domination is on.

Featured snippets and zero-click results will rule the SERPs. Users even have a better likelihood of clicking content above the fold since they’ll see a preview of the reply.

Five tricks to grab the featured snippet spot.

  • Use relevant keywords. You desire to include your primary keyword but in addition seek for related keywords. Check with content optimization tools for his or her suggestions, but in addition follow your individual judgment.
  • Add headers. Break your content into sections with H2 and H3 tags. These tags make it easier for search engines like google and yahoo to crawl your content and discover points of interest.
  • Keep it short. Limit content to 40 to 60 words. It may also help to incorporate a “what’s” header.
  • Include an inventory. Featured snippets love lists. Include steps, recipes, or other relevant info in a numbered list.
  • Format your content. The more your content looks like a featured snippet, the more likely it’s to turn into one. Use tables and pictures when possible.

9. Topical Authority

Are you going to trust the web site that talks about 50 vastly different topics or the one which focuses on just a couple of?

The reply is apparent — and that’s exactly why topical authority is crucial.

Topical authority signals to search engines like google and yahoo the depth and quality of your content. If you focus your content around a selected topic, Google understands the expertise and trustworthiness of your website.

This expertise is very crucial considering Google’s helpful content update. Topical authority tells the algorithm which content provides value and which it should rank higher.

Give attention to topic clusters to construct authority. Discover the topics you wish to deal with, research related terms and phrases, and create content for every cluster.

Also, goal multiple keywords at the identical time to construct online authority. Create content around a certain topic, link internally to other related pages, and cross-link between clusters.

In the instance below, if you wish to rank for the keyword “design software,” consider creating content across the clusters resembling “design posts,” “graphic design examples,” “what laptop is best for graphic design,” or “suggestions for designing.”

Constructing topical authority is a time-intensive process that’s well well worth the effort.

SEO trends, topical authority - example chart of cluster topics for a design company blog.

10. Firsthand Experience

Have you ever ever read an article and thought, “This person really doesn’t know what they’re talking about”?

That’s since the content didn’t come from firsthand experience, and Google’s ready to vary that.

In December 2022, Google rolled out an update to its E-A-T (Expertise, Authority, Trust) algorithm and added one other E for Experience.

The brand new E-E-A-T algorithm will now consider the author or creator’s experience when evaluating content quality.

With this extra ‘E,’ we’ll see content creators investing more effort to access practitioners or subject material experts when creating search content.

Unique insights will turn into more critical. Whether in the shape of original data, contrarian takes, content driven by subject material expertise, and even content written from other perspectives, resembling consumer reviews.

Such insights are difficult to duplicate and can, in turn, lead to greater returns in 2023.

When everyone has access to the identical AI writing and keyword research, it’s the “hard” path of including unique insights that may turn into essentially the most successful.

11. Content Optimization Tools

Rating for Web optimization isn’t about stuffing your primary keyword a few times and calling it a day.

It’s about creating semantically wealthy content that explores a subject in-depth and provides value to the reader.

That’s where content optimization tools resembling Frase, Clearscope, and SurferSEO are available.

These tools use Natural Language Processing (NLP) to investigate your content and offer suggestions on keywords, common phrases, subtopics, and continuously asked questions.

The suggestions they provide help search engine bots understand the context of your content and rank it higher.

Featured snippets, first-page rankings, and high visibility are all outcomes of optimizing your content. Here’s an example of how Surfer Web optimization’s Content Editor suggests optimizing content for the keyword “marketing insights.”

SEO trends, content optimization tools - example from Surfer SEO.

12. Multiple Content Formats on Multiple Channels

You’re searching for a latest pizza place to try. You switch to Google to search out one of the best places in your area. That looks as if the one path to take, right?

Well, Gen Z is taking a distinct approach.

SEO trends, multiple content formats on multiple channels - example of pizza in Toronto.

Of Gen Z, 40% prefer TikTok and Instagram to look over Google. While Google stays the world’s largest search engine, we’re seeing a shift.

Digital search is expanding as different discovery tools emerge. NLP algorithms have never been higher, and users have more options to search out the knowledge they’re searching for.

Your audience is in all places, and it’s good to meet them at multiple touchpoints.

Create content for various platforms and goal multiple channels and audiences concurrently. Have one long-form blog post? Break it into two videos, five social posts, and two podcasts.

You’re investing plenty of time, effort, and money into your content assets. Repurpose content for multiple channels and squeeze essentially the most out of it.

Set benchmarks and determine how your audience consumes content. Do younger people scroll less? Do older people watch more videos?

Optimize your content for various platforms and devices to achieve the appropriate audience. Make sure you’re not missing a chance to have interaction users across various channels.

13. User Experience

Even a one-second delay in mobile load times can reduce conversion rates by up to 20%.

Slow, laggy web sites frustrate visitors and might prevent Google from crawling your pages.

Google’s Core Web Vitals remains to be crucial to envision whether your website meets the speed and responsiveness requirements.

SEO trends, user experience - Google’s Core Web Vitals performance calculator example of HubSpot website.

Reducing server response time, improving site navigation, eliminating render-blocking resources, and compressing images all play a task in improving your website load times.

Content quality and technical Web optimization go hand in hand. Optimize website performance on desktop and mobile to enhance the experience for visitors and make it easy for Google to index your pages.

14. Writer Authority

Adding one other E to its E-A-T acronym hasn’t just increased the demand for unique insights. It’s also increased the demand for authoritative creators and writers.

AI content has never been this popular, and Google’s on a mission to make sure whoever’s behind the content is a professional, experienced, and real person.

For starters, ensure experienced creators churn out the content. Have them write about their very own experience and research as an alternative of counting on AI-generated or outsourced content.

Then, construct their profiles further with writer bios. Listed here are a couple of elements to deal with:

SEO trends, author authority - HubSpot checklist for writing an author bio. List items: Write in third person, tell the reader how or why you will help them, establish credibility, explain what you do, be (appropriately) personal, focus on value, don’t be afraid to brag, keep it short and sweet, customize it for different outlets, seasons, etc., include a CTA, and steer clear of the word “freelance.”Image source

After making a bio, create an writer page that compiles all of their work in your website. Link the writer’s social media accounts and private website so Google understands the creator is an actual, authoritative person.

15. Web optimization Automation

Two threats loom over businesses in 2023: Google’s rapid algorithm updates and the recession.

Sustainable Web optimization growth strategies that let you reply to these changes and spend fewer resources on manual processes are key this yr. Long-tail keywords that compete for lower search volumes are your friend.

Go for automation tools like SEMRush to observe and improve SERP rankings, analyze competitors, discover internal link opportunities, and monitor social media.

AI-driven technologies can aid you complement your Web optimization efforts and increase efficiencies by suggesting relevant keywords, content ideas, and backlinks.

These algorithms learn from experience and detect opportunities for optimization more quickly than manual processes.

Put money into automation to hurry up Web optimization tasks and fill those time gaps with strategic decisions that aid you navigate difficult times.

16. Local Web optimization

Rating for general keywords is tempting. Why shouldn’t you go after keywords everyone seems to be searching for?

That’s since it’s harder and harder to compete with global brands — unless you concentrate on local Web optimization.

First, conduct an area Web optimization audit. Then, optimize your website for local, long-tail keywords, update your Google My Business and other local listings, add photos, and create content focused on topics related to city-specific or regional needs.

SEO trends, local SEO - example of Google SERP for spas in Santa Clara.

Of Millennials, 42% who perform an area search will visit the business more often than not. As customers become more frugal in 2023, they’ll value in-person visits much more to guage the standard of your product.

Online reviews are also one of the critical aspects that affect organic search results. In actual fact, 63.6% of consumers say they’re likely to envision reviews on Google before they visit a location.

Encourage customers to go away reviews in your website or through Google My Business.

And don’t forget mobile — 57% of local search queries are submitted using a mobile device or tablet. People want solutions, and so they want them quickly. Mobile-friendly content directs users to your online business after they need it essentially the most.

17. Historical Optimization

Have you ever ever found an interesting article only to see it was published and updated three years ago?

That’s a missed opportunity.

SEO trends, historical optimization - example from sproutsocial.

Not updating your old blogs is like forgetting to water your plants. You’re missing out on tons of potential growth.

Historical optimization is the means of going back and updating your old blog posts. To start out, you may conduct a content audit to discover old posts that need a revamp.

Give attention to articles with declining traffic, high bounce rates, or ones that need fresh insights. Analyze content based on Google’s helpful content and see in the event you can add anything to make it more comprehensive and up-to-date.

Five elements you may deal with:

  • Stats. Add recent and relevant stats that support your claims and make your content more credible.
  • Links. Remove broken links and discover internal and external links you should utilize so as to add value.
  • Images. Replace outdated images or graphics with latest ones that fit current design trends.
  • Keywords. Search for missing high-intent keywords and use them naturally in your content.
  • Expert insights. Discover content gaps that may benefit from quotes from subject material experts.

18. Search Intent

The most effective content isn’t created for search engine crawlers. It’s created in your audience.

Search intent focuses on why people search and what they’re searching for after they type a question into the search engine.

What pain points were they trying to resolve after they decided to type in a keyword?

Are they searching for product reviews, educational content, or just interested by something specific?

Creating content that meets user search intent means creating content that answers their questions. It’s so simple as that.

SEO trends, search intent - Google SERP for “features to look for in a blender.”

There are 4 forms of search intent:

  • Navigational. When users are searching for a selected website or page. For instance, after they type “Walmart” into the search engine.
  • Informational. When users are searching for more information on a subject, like after they type in “features to search for in a blender.”
  • Transactional. When users are able to buy something or take an motion, like after they type in “order Black and Decker blender online.”
  • Business. When users compare services or products before making a purchase order, like after they type in “best blender under $100.”

Give attention to content that matches users’ queries and expectations moderately than simply optimizing your content with the appropriate keywords.

19. Link Constructing

Google’s December 2022 link spam update detects spammy links and penalizes web sites with an unnatural link profile.

Its AI-powered SpamBrain will now “detect each buying and selling links and sites used for the aim of passing outgoing links.”

What does this mean for Web optimization?

While link constructing could be an ideal strategy to improve your organic search visibility, specializing in quality moderately than quantity is crucial.

As Google gets higher at detecting manipulative links using AI, link farms will turn into less effective. From Google’s perspective, neutralizing links algorithmically across the net is way more efficient than issuing manual actions.

Give attention to white-hat, link-building tactics and avoid quick-fix solutions. Earn links by responding to media calls and position yourself as an industry expert.

SEO trends, link building - webpage entitled “Connecting B2B writers with top-quality sources.”

Web sites, resembling HARO, Help a B2B Author, and Terkel, have latest opportunities each day. Give quotes drawn from firsthand experience that journalists can use right away without further research.

20. Reverse Outreach

Link constructing could be tricky. Constructing backlinks without sending countless outreach emails that the majority people ignore is difficult.

That’s where reverse outreach is available in.

Reverse outreach is a content marketing technique invented by Brian Dean of Backlinko, who built 5,660 backlinks in 30 days. The technique involves creating buzzworthy content designed to be linked or shared.

Think listicles of stats, research, creative infographics, and helpful guides.

SEO trends, reverse outreach - example of a HubSpot blog post.

The secret’s to search out a “journalistic keyword” other web sites or blogs use to cover stories just like yours. Then, create a narrative around that keyword, collect data, create the content, optimize it, and publish it.

When you’ve published the content, the domino effect kicks in. High-authority sites link back to your site, boosting your domain authority and increasing organic website traffic.

21. Product Web optimization

SEO trends, product SEO - Amazon page for “women’s sports shoes” search.Today, 61% of US consumers begin their product hunt on Amazon. Google knows how fiercely it competes with Amazon within the ecommerce space, and it’s taking steps to make sure it doesn’t lose out.

In 2022, Google made several changes to product search results, including adding Pros and Cons to product review snippets and expanding eligibility for Merchant Listing Experiences with Product Structured Data.

Add structured data to product pages to assist Google Images and Lens detect and display your product information. Include other information, resembling FAQs and drop-down menus, to make your product page richer.

As a substitute of optimizing for Web optimization alone, consider other helpful information that improves customer experience. Include product specifications, high-quality images, and 3D modeling to make it easier for patrons to make decisions.

Lastly, deal with customer reviews. They’re extremely powerful in influencing purchase decisions.

Product reviews linking to multiple sellers might also boost rankings over reviews linking to at least one. If you’re giving customers the choice to buy from different vendors, you’re being helpful, and that’s what Google rewards.

22. Zero Volume Keywords

Search volume has traditionally been a key factor for deciding which keywords to focus on. But what in case your goal keyword has no search volume?

Zero search volume (ZSV) keywords are exactly that — they’re specific long-tail search queries that hardly anyone searches for or tools don’t pick up on.

But because these keywords have a hyper-focus, they’ll aid you attract more qualified leads and achieve higher conversion rates, especially on the bottom-of-the-funnel (BoFU) stage.

Keyword tools like Surfer and Ahrefs won’t display the quantity accurately. Listed here are a couple of checks that may aid you discover whether a ZSV might generate traffic:

  • Forum activity. Does the seek for the ZSV keyword draw up forum or UGC activity? Are the outcomes relevant? If yes, then individuals are interested.
  • Incognito mode. Start typing the keyword on Google. Does Google autosuggest the remaining phrase? If yes, then people have looked for this.
  • Related searches. Does Google display related searches on the outcomes page? If that’s the case, the subject generates enough interest for Google to drag in related queries.

ZSV keywords provide small businesses, especially with little-to-no competition for search engine exposure. Less competition, a targeted approach, and the prospect to construct awareness in your area of interest can aid you construct traffic and rankings.

23. Image Web optimization

Image Web optimization has at all times been necessary, and for some niches, it might make or break a visitor’s decision to remain in your site.

Give it some thought: Would you trust a recipe blog where all the pictures are blurry and grainy? Would you be comfortable booking a hotel without photos of its amenities?

The reply might be no.

Images make up 62.6% of all Google searches. Google understands how crucial visual results are to a user’s experience, and search results now feature image carousels and visual results more.

For instance, an easy seek for Bali on Google draws images of its map, pictures of various places to go to, and previews of hotels.

SEO trends, image SEO - images on SERP search for “Bali.”Google loves accessibility and sites optimized for visuals. To be certain your images are Web optimization-friendly, listed here are six suggestions:

  • Give each image a descriptive filename.
  • Compress the file size to enhance loading times.
  • Add alt-text and descriptions to make them accessible.
  • Use captions and titles along with the alt-text.
  • Create a picture sitemap to assist Google crawl and index images.
  • Include semantic keywords to assist Google understand their context.

24. Structured Data Markup

The more organized your content is, the better it’s for search engines like google and yahoo to read and evaluate it — which is why structured data markup stays necessary in 2023.

Structured data markup tags are added to web pages to supply additional context concerning the page’s content.

These tags help search engines like google and yahoo understand the page higher, which helps them display it for the appropriate queries and supply essentially the most helpful information to users.

Structured data also helps generate wealthy results, and these results stand out from regular search results and may aid you get more clicks.

Rotten Tomatoes, for example, added structured data to 100,000 unique pages and measured a 25% higher click-through rate (CTR) than those without. Nestle also measured an 82% higher CTR for wealthy results than regular search results.

Add relevant schema markups, resembling recipes, videos, or Q&As, to assist Google’s crawlers understand the context of your content. Here’s how you may make sure you’ve marked up your content accurately:

  • Use schema.org vocabulary when creating tags.
  • Test structured data using Google’s Wealthy Results test tool.
  • Monitor errors with Google Search Console.

25. Interactive Content

You’ve probably come across boring, monotonous web pages full of countless text. Most users won’t spend greater than a couple of seconds reading them before they leave the page.

That’s why interactive content is so necessary. In easy terms, interactive content engages users and encourages them to interact with it.

Interactive content elevates an otherwise static page to attract more engagement, time on site, and potentially conversions.

Based on 88% of marketers, interactive content helps brands differentiate themselves.

And why not?

Content resembling quizzes, polls, games, surveys, or virtual reality is memorable for users. It captures your audience’s attention and conveys priceless information in a fun, entertaining way.

Back to You

The one constant within the Web optimization world is changing. While it could feel like these changes are out of our control, a lot is in our control — namely, how we react.

Start by watching trends and following one of the best practices in this text to aid you navigate the changing landscape.


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