3 Major SEO Changes in 2025 and How To Optimise in 2026
7 Major Events to Look Back in SEO World 2023
December 30, 2023
Marketing
2023 has marked one of the most significant periods of change in the landscape of search engine optimisation (SEO). It’s clear that the AI developments have reshaped the SEO world, with Google still leading the way but facing the challenge of Microsoft’s latest AI technology.
1. Microsoft's AI Bing Chat
One of the most groundbreaking news this year was that Microsoft entered the AI-powered search arena with the addition of ChatGPT features to Bing. The new Bing search has disrupted the traditional search landscape and triggered Google to declare “Code Red” over the threat to the company. Despite getting recognition for its speed and quality responses, Bing failed to gain significant market share from Google over time. Nonetheless, the later rebranding of Bing Chat to Copilot in November indicated Microsoft’s efforts and commitment to compete with Google in the Search landscape.
2. Google's Search Generative Experience (SGE)
In response to Microsoft’s Bing Chat, Google has introduced its Search Generative Experience (SGE). Officially unveiled on May 10, SGE represents a paradigm shift in AI-powered search. Utilising large-language models such as PaLM2 and MUM, SGE provides users with AI-generated answers in various formats, including snapshots, links, images, and videos. The expansion of SGE to over 120 countries and ongoing feature updates have made it a key player in the AI search technology.
Note: In 2024, Google renamed the Search Generative Experience (SGE) to AI Overview. Here’s our blog on how to optimise for AI Overview.
3. Google's Conversational AI - Bard and Gemini
Running parallel to SGE was the evolution of Bard, Google’s experimental conversational AI service. However, Bard faced criticism for a lack of source citations, hallucinations and other issues at the early stage. Then it received a significant upgrade with the introduction of Gemini as Google’s commitment to advancing conversational AI. The introduction of Assistant with Bard added a personal touch, though initial reception was mixed among SEO professionals.
4. AI Content and SEO Concerns
The arrival of generative AI also led to a surge in experimentation with AI-generated content by brands. Consequently, there was a shift in Google’s stance on AI content that emphasises the importance of quality over the production method. However, concerns among content creators about AI-generated content stealing traffic and revenue were evident, leading to legal disputes and increased scrutiny.
5. U.S. vs. Google - Anti Trust Trial
In short, the revelations about how Google ranks pages in the court case has provided valuable insights for the SEO practitioners. Google’s Chief Scientist for Search, Pandu Nayak shed light on their indexing, algorithms, and user interaction signals. Besides, former Googler Eric Lehman’s testimony also uncovered the usage of click data in the mysterious Google’s ranking algorithm.
6. Google's Search Ranking Algorithm Updates
This year, we saw nine official Google algorithm updates, which made it a vibrant year for SEO. These updates focus on core ranking system in terms of product reviews, spam detection, and content helpfulness. Despite the controversial impacts, Google has launched the updates with increasing frequency and coverage to provide a more accurate and user-friendly search experience.
7. Small Players - Yandex Leaks and Yahoo's Resurgence
Last but not least, a significant event that broke out on the other side of the world was the leak of source code from Yandex, the Russian search engine, revealing an astonishing 1,922 search ranking factors. This news highlighted the complexities of search algorithms including Google’s. On the other hand, Yahoo also announced its return to the search engine market, with a new search experience expected to be launched in 2024.
Conclusion:
In 2023, we witnessed the influence of AI technological advancements, algorithmic updates, and shifts in content creation. These significant events have set the stage for the ongoing evolution of SEO practices and the search landscape. As we enter 2024, we expect these developments will persist and act as a crucial foundation for navigating the new AI-powered search experience. At Top Notch SEO, we wish everyone had a great successful 2023 and feel free to follow our blog and stay informed in 2024.
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