The Next Big Thing in SEO: Expectation vs. Reality

Praneeth Ponakala 
October 9, 2023

Search engine optimization (SEO) is an ever-evolving field, and the landscape is in constant flux. What was considered the gold standard in SEO a few years ago may hold a different weight today. As the digital world continues to evolve, it’s essential for businesses and SEO professionals to stay ahead of the curve and adapt to the changing SEO landscape.

In this article, we’ll explore the following significant trends and expectations in SEO and compare them to the reality on the ground. By understanding what’s on the horizon and what’s practical, you can formulate a strategy that will keep you competitive and yield results in the dynamic world of SEO.

The Expectations: What’s Hyped in SEO

1. Voice Search Optimization

Expectation: Voice search was predicted to revolutionize SEO. With the rise of virtual assistants like Siri, Alexa, and Google Assistant, optimizing for voice search was expected to be a game-changer.

2. Artificial Intelligence (AI) and Machine Learning

Expectation: AI and machine learning were anticipated to be at the forefront of SEO. Many believed these technologies would make SEO more efficient by automating various tasks and predicting search engine algorithm changes.

3. Mobile-First Indexing

Expectation: As mobile device usage continued to surge, mobile-first indexing was expected to be a top priority for SEO. Websites optimized for mobile were predicted to rank higher in search results.

4. Video Content Dominance

Expectation: Video content was hailed as the future of SEO. Businesses were eager to invest in video production, believing it would drive significant organic traffic.

5. E-A-T (Expertise, Authoritativeness, Trustworthiness)

Expectation: The E-A-T principle, which Google uses to evaluate the quality of content, was anticipated to become even more crucial. SEOs and content creators were expected to focus on demonstrating expertise, authoritativeness, and trustworthiness in their content.

The Reality: What’s Making an Impact on SEO

1. Voice Search Optimization

Reality: Voice search created a buzz but didn’t become the game-changer many anticipated. While it’s essential to consider voice search in your SEO strategy, it has yet to alter the SEO landscape drastically. People search using voice is often similar to text-based queries, focusing on natural language.

2. Artificial Intelligence (AI) and Machine Learning

Reality: AI and machine learning have made significant strides in SEO, especially in content generation and analysis. While they’re not replacing SEO professionals, these technologies are assisting in automating routine tasks and providing insights for more effective strategies. SEO professionals who embrace AI tools can gain a competitive edge.

3. Mobile-First Indexing

Reality: Mobile-first indexing has indeed become a significant factor in SEO. Google prioritizes mobile-friendly websites, but it doesn’t mean desktop sites are irrelevant. Responsive design and mobile optimization remain crucial for ranking success.

4. Video Content Dominance

Reality: Video content is on the rise and is an effective way to engage audiences. However, it has yet to overtake traditional content forms entirely. A balanced approach that includes both video and written content is often the most effective strategy for SEO.

5. E-A-T (Expertise, Authoritativeness, Trustworthiness)

Reality: E-A-T principles continue to be a critical component of SEO. Google places a high value on content demonstrating expertise, authoritativeness, and trustworthiness, particularly in health, finance, and other YMYL (Your Money or Your Life) topics. Prioritizing E-A-T in your content and website is a reality that cannot be ignored.

The Next Big Thing in SEO

Now that we’ve explored the expectations vs. reality of some recent trends in SEO let’s consider what might be the next big thing in the SEO landscape.

1. Core Web Vitals and User Experience

Google’s Core Web Vitals have gained prominence, emphasizing the importance of website speed, interactivity, and visual stability. Focusing on user experience and improving page load times will likely remain a critical aspect of SEO.

2. Schema Markup and Rich Snippets

As search engines continue enhancing the user experience, schema markup, and rich snippets are vital in providing more detailed and visually appealing search results. Implementing schema markup can improve your website’s visibility and click-through rates.

3. Content Quality and Relevance

The future of SEO will continue to revolve around content. High-quality, relevant, and valuable content will always be the foundation of a successful SEO strategy. As search engines become more sophisticated, they aim to provide users with the most relevant and informative content.

4. Local SEO and Google My Business

Local search is growing, and Google My Business optimization is becoming increasingly important for businesses with physical locations. Optimizing your online presence for local searches is a powerful way to connect with potential customers.

5. Data Privacy and User Security

User privacy and data security are paramount. Search engines and users prioritize websites with secure connections (HTTPS) and stringent data privacy measures. Implementing these security features is essential for SEO and user trust.



The world of SEO is ever-changing, and businesses and SEO professionals must adapt to the evolving landscape. While certain expectations in SEO may not have fully materialized, they have influenced the direction of the field. To stay competitive and make the most of the next big thing in SEO, focus on user experience, content quality, local SEO, and data security. By staying informed and implementing effective strategies, you can navigate the dynamic world of SEO and achieve better online visibility and success.



Praneeth Ponakala 

Published On – 9th Oct 2023

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