Search engine optimisation continues to evolve at a rapid pace. As search algorithms become more sophisticated and user expectations change, staying current with SEO best practices is essential for maintaining and improving your website's visibility. In 2023, we're seeing significant shifts in how search engines evaluate content quality, user experience, and technical optimisation.

This comprehensive guide covers the most critical SEO practices you should implement this year to ensure your website performs well in search results and provides genuine value to your audience.

1. User Experience and Core Web Vitals

Google's Page Experience update has made user experience metrics more important than ever. Core Web Vitals have become key ranking factors that every website owner needs to prioritise.

Key Core Web Vitals to Focus On:

Largest Contentful Paint (LCP)

This measures loading performance—how quickly the largest content element on your page becomes visible to users. For optimal user experience, LCP should occur within 2.5 seconds of when the page first starts loading.

• Optimise and compress images
• Implement efficient caching policies
• Use a Content Delivery Network (CDN)
• Reduce JavaScript execution time
• Minimise critical CSS

First Input Delay (FID)

This measures interactivity—how quickly users can interact with your page elements. Good FID scores are under 100 milliseconds.

• Break up long tasks into smaller ones
• Optimise your JavaScript and defer non-essential scripts
• Remove unused JavaScript
• Minimise main thread work

Cumulative Layout Shift (CLS)

This measures visual stability—how much layout shift occurs during page loading. Good CLS scores are under 0.1.

• Always include size attributes on images and video elements
• Reserve space for ads, embeds, and iframes
• Add new UI elements below the viewport
• Preload critical fonts

2. Content Quality and E-E-A-T

Google continues to refine how it evaluates content quality through its E-E-A-T guidelines: Experience, Expertise, Authoritativeness, and Trustworthiness. In 2023, the addition of "Experience" emphasizes the importance of first-hand knowledge in content creation.

How to Strengthen Your Content's E-E-A-T:

Experience

• Showcase first-hand experience with products, services, or topics
• Include personal anecdotes and case studies
• Demonstrate practical application of concepts
• Share original research and data

Expertise

• Highlight author credentials and qualifications
• Provide detailed, accurate information
• Cite credible sources and research
• Explain complex topics in accessible language

Authoritativeness

• Build quality backlinks from reputable sites
• Obtain mentions from industry publications
• Feature testimonials from respected figures
• Participate in industry events and discussions

Trustworthiness

• Maintain transparency about who creates your content
• Include clear contact information
• Secure your website with HTTPS
• Publish and maintain privacy policies and terms of service
• Display trust signals like certifications and awards

3. Search Intent Optimisation

Understanding and aligning with search intent has become arguably the most critical aspect of SEO in 2023. Search engines have become exceptionally good at determining what users are looking for when they enter a query.

The Four Types of Search Intent:

Informational Intent

Users are seeking information or answers to questions.

Example queries: "how to improve website SEO," "what is content marketing"

Content formats: How-to guides, explainers, tutorials, FAQs

Navigational Intent

Users are looking for a specific website or page.

Example queries: "Facebook login," "BBC news"

Content formats: Clear, easily navigable site structure

Commercial Investigation

Users are researching before making a purchase.

Example queries: "best marketing agencies London," "iPhone vs Samsung comparison"

Content formats: Comparison articles, reviews, buying guides

Transactional Intent

Users are ready to make a purchase or complete an action.

Example queries: "buy MacBook Pro," "subscribe to Netflix"

Content formats: Product pages, service pages with clear CTAs

How to Optimise for Search Intent:

• Analyse the SERP: Look at what's currently ranking for your target keywords to understand the dominant intent
• Match content format: Ensure your content type aligns with what users expect to find
• Address the specific question: Provide clear, direct answers to the queries users are asking
• Study featured snippets: Optimise content to capture position zero opportunities
• Monitor search trends: Use tools like Google Trends to identify shifting patterns in search intent

4. Mobile-First Indexing

Since March 2021, Google has used mobile-first indexing for all websites. This means it predominantly uses the mobile version of your content for indexing and ranking. In 2023, ensuring your site is fully optimised for mobile users is non-negotiable.

Essential Mobile Optimisation Practices:

• Responsive design: Ensure your site adjusts seamlessly to all screen sizes
• Fast loading speeds: Mobile users often have less patience for slow sites
• Touch-friendly navigation: Make buttons and links large enough for easy tapping
• Readable text without zooming: Use a minimum font size of 16px
• No intrusive interstitials: Avoid pop-ups that cover the main content
• Optimised images: Use responsive images that adjust to screen size
• Simplified design: Consider a streamlined version for mobile users

Testing Mobile Optimisation:

• Use Google's Mobile-Friendly Test
• Check mobile usability reports in Search Console
• Test across multiple devices and browsers
• Use Chrome DevTools to simulate various mobile devices

5. Semantic Search and Natural Language Processing

Search engines have become increasingly sophisticated in understanding the relationships between words, concepts, and user intent. With the implementation of BERT and MUM, Google can better understand natural language queries and the context behind them.

How to Optimise for Semantic Search:

Topic Coverage

• Create comprehensive content that covers all aspects of a topic
• Address related questions and subtopics
• Use natural language rather than keyword-stuffed content
• Implement a topic cluster model around pillar content

Schema Markup

• Implement relevant schema markup to help search engines understand your content
• Use FAQ schema for question-based content
• Add review, product, or service schema where appropriate
• Implement organisation and local business schema

Entity Optimisation

• Identify and include relevant entities (people, places, things, concepts)
• Create connections between related entities in your content
• Build entity authority in your specific niche

6. Technical SEO Fundamentals

While content and user experience are increasingly important, technical SEO remains the foundation of search visibility. In 2023, these technical elements deserve particular attention:

Core Technical SEO Elements:

Site Architecture

• Create a logical, hierarchical structure
• Limit the number of clicks to reach any page (ideally less than 3)
• Implement breadcrumb navigation
• Use descriptive URLs with keywords

Indexing Control

• Use robots.txt effectively to guide crawlers
• Implement appropriate meta robots tags
• Create and maintain an XML sitemap
• Use Google Search Console to monitor indexing status

Page Speed Optimisation

• Compress and optimise images
• Minify CSS, JavaScript, and HTML
• Leverage browser caching
• Reduce server response time
• Consider implementing AMP for certain content types

Structured Data

• Implement schema markup for rich results
• Test structured data using Google's Rich Results Test
• Monitor rich result performance in Search Console

Emerging Technical Considerations:

Core Web Vitals Optimisation

• Monitor and improve LCP, FID, and CLS metrics
• Prioritize server-side rendering where appropriate
• Consider headless CMS implementations for performance

Security

• Ensure proper HTTPS implementation
• Implement appropriate Content Security Policy
• Regular security audits and updates

7. Local SEO Enhancement

For businesses with physical locations or those serving specific geographic areas, local SEO has become increasingly sophisticated in 2023.

Critical Local SEO Practices:

Google Business Profile Optimisation

• Complete and verify your profile
• Add comprehensive business information (hours, services, attributes)
• Regularly post updates and offers
• Respond promptly to reviews and questions
• Add high-quality photos and videos

Local Content Strategy

• Create location-specific pages with unique content
• Develop content addressing local topics and interests
• Highlight community involvement and local events
• Include location-specific case studies and testimonials

Citation Management

• Ensure NAP (Name, Address, Phone) consistency across all listings
• Focus on quality over quantity for business directories
• Prioritise industry-specific and local directories
• Regularly audit and update citations

Local Link Building

• Partner with local businesses and organisations
• Sponsor local events and charities
• Join local business associations
• Seek coverage in local news publications

8. Ethical Link Building

Despite the evolution of search algorithms, backlinks remain a critical ranking factor. However, the focus has shifted decisively toward quality, relevance, and natural acquisition.

Effective Link Building Strategies for 2023:

Content-Led Link Building

• Create linkable assets (original research, studies, comprehensive guides)
• Develop visual content that others want to reference
• Publish expert interviews and roundups
• Produce original data and statistics

Digital PR

• Connect stories to current trends and news
• Develop newsworthy content and campaigns
• Build relationships with journalists and publishers
• Create and distribute press releases for significant company news

Relationship-Based Link Building

• Engage authentically in industry communities
• Collaborate with complementary businesses
• Offer expert contributions to relevant publications
• Participate in podcast interviews and webinars

9. AI and SEO: Working Together

The relationship between AI tools and SEO has become increasingly important in 2023. Understanding how to leverage AI while maintaining quality and authenticity is crucial.

Effective AI Implementation in SEO:

Content Enhancement (Not Replacement)

• Use AI tools to generate topic ideas and outlines
• Leverage AI for research assistance and data analysis
• Apply AI editing tools to improve readability and structure
• Always add human expertise, experiences, and insights

Technical Optimisation

• Implement AI-powered site audits to identify issues
• Use machine learning for log file analysis
• Apply predictive analytics for keyword opportunities

User Experience Enhancement

• Deploy AI chatbots for immediate user assistance
• Implement personalization based on user behavior
• Use AI to identify and fix UX issues

Maintaining E-E-A-T with AI:

• Always disclose AI usage where appropriate
• Ensure human review of AI-generated content
• Add unique insights, expertise, and experiences
• Focus on value-add rather than volume

10. Measuring SEO Success in 2023

As SEO becomes more complex, measuring its impact requires a more sophisticated approach that goes beyond rankings and traffic.

Key Performance Indicators to Track:

Visibility Metrics

• Organic search traffic (segmented by intent types)
• Keyword rankings (especially for strategic terms)
• SERP feature visibility (featured snippets, knowledge panels)
• Indexing status and coverage

Engagement Metrics

• Organic bounce rate and time on page
• Pages per session from organic visitors
• Scroll depth and content consumption
• User interaction with key page elements

Conversion Metrics

• Organic conversion rate
• Assisted conversions from organic search
• Revenue and leads from organic traffic
• Return on SEO investment

Technical Health Metrics

• Core Web Vitals performance
• Mobile usability
• Crawl stats and efficiency
• Site errors and issues

Conclusion: Implementing a Future-Proof SEO Strategy

As search algorithms continue to evolve toward understanding content the way humans do, the most sustainable approach to SEO is one that prioritizes genuine user value. In 2023 and beyond, successful SEO will focus on:

• Exceptional user experiences that make content accessible and enjoyable
• High-quality, comprehensive content that demonstrates expertise and addresses user needs
• Technical excellence that removes barriers to crawling, indexing, and rendering
• Strategic, ethical link building that establishes authority naturally
• Authentic brand building that creates trust and recognition

By implementing the practices outlined in this guide, you'll not only improve your current search visibility but also build a foundation that will continue to deliver results as search technology evolves. Remember that SEO is not a one-time project but an ongoing process of refinement and improvement based on user needs, technology changes, and business goals.