Search engine optimization (SEO) continues to evolve at a rapid pace. With constant algorithm updates, emerging technologies, and changing user behaviors, it can be challenging for businesses to determine which SEO strategies are still effective and which have become obsolete.

The good news is that despite these changes, several core SEO strategies continue to deliver results. In this article, we'll explore five proven SEO techniques that remain effective in 2023 and explain why they continue to work despite the ever-changing digital landscape.

1. High-Quality, Comprehensive Content

Content has been king for years, and this remains true in 2023. However, what constitutes "quality" content has evolved significantly.

Today's successful content strategies focus on creating comprehensive, authoritative resources that thoroughly address user intent. Rather than churning out numerous short articles targeting different keywords, successful websites are consolidating their efforts into fewer, more in-depth pieces that cover topics comprehensively.

Why it still works:

Google's algorithms have become increasingly sophisticated at evaluating content quality and relevance. The introduction of updates like BERT and more recently Google's helpful content update have further emphasized the importance of creating content that truly serves the user.

These algorithm improvements mean Google can better understand:

• Natural language and context
• The true intent behind search queries
• The expertise, authoritativeness, and trustworthiness of content

Implementation tips:

• Focus on creating thorough, well-researched content that completely addresses the questions your audience is asking
• Incorporate relevant primary and secondary keywords naturally throughout your content
• Use clear headings and subheadings to structure your content logically
• Include supporting elements like images, videos, or infographics to enhance user experience
• Update your existing content regularly to keep it current and relevant

2. Technical SEO Fundamentals

While content and backlinks often get the spotlight, technical SEO remains the foundation upon which successful organic search performance is built. In fact, with the increasing emphasis on user experience signals, technical optimization is more important than ever.

Why it still works:

Technical SEO ensures that search engines can effectively crawl, index, and render your website. It also addresses critical user experience factors, which have become increasingly important ranking signals through Google's Core Web Vitals and Page Experience updates.

Implementation tips:

• Site speed optimization: Compress images, leverage browser caching, minimize CSS and JavaScript, and consider implementing AMP for certain content types
• Mobile optimization: Ensure your site is fully responsive and provides an excellent experience on all devices
• Core Web Vitals: Optimize LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift)
• Schema markup: Implement structured data to help search engines better understand your content and provide rich results
• XML sitemaps: Keep your sitemaps current to help search engines discover and index your content efficiently

For Canadian businesses, ensuring your technical SEO is solid provides a competitive advantage, as many local competitors may overlook these fundamental aspects.

3. Strategic Link Building

Despite many predictions about the demise of link building, backlinks remain one of the most important ranking factors in 2023. However, the focus has shifted from quantity to quality, relevance, and naturalness.

Why it still works:

Backlinks continue to serve as votes of confidence and authority signals for search engines. When a reputable website links to your content, it tells search engines that other experts in your industry find your information valuable and trustworthy.

"The best link building is invisible. It happens naturally as a result of creating exceptional content and building genuine relationships in your industry."

Implementation tips:

• Create linkable assets: Develop unique research, comprehensive guides, or tools that naturally attract links
• Digital PR: Share newsworthy stories about your business with journalists and industry publications
• Strategic outreach: Build relationships with influencers and complementary businesses in your industry
• Guest posting: Contribute high-quality content to reputable websites in your niche
• Reclaim unlinked mentions: Identify instances where your brand is mentioned without a link and request attribution

For Canadian businesses, focus on earning links from other Canadian websites, especially those with .ca domains, as these can provide additional relevance signals for local search.

4. Local SEO Optimization

For businesses serving specific geographic areas, local SEO has become increasingly sophisticated and important. With the growing prevalence of "near me" searches and Google's emphasis on providing locally relevant results, optimizing for local search is essential for Canadian businesses.

Why it still works:

Google continues to prioritize local results for queries with local intent. The introduction of the local pack, Google Business Profile (formerly Google My Business), and increasingly location-specific results demonstrates the ongoing importance of local signals.

Implementation tips:

• Google Business Profile optimization: Claim and completely fill out your profile with accurate information, regular posts, and photos
• Local citations: Ensure NAP (Name, Address, Phone number) consistency across all online directories
• Local content: Create content specifically addressing the needs and interests of your local audience
• Local link building: Earn links from local businesses, chambers of commerce, and community organizations
• Reviews: Actively manage and respond to reviews across platforms, especially on Google

Canadian businesses should pay particular attention to local directories specific to Canada, such as Yellow Pages Canada, Canada 411, and industry-specific local directories.

5. User Experience Optimization

User experience (UX) has shifted from being a complementary factor to a central component of SEO. Google now explicitly uses UX signals as ranking factors, making the user experience of your website directly tied to your search visibility.

Why it still works:

Google's goal has always been to provide the best possible results for users. With advances in machine learning and data collection, Google can now better measure how users interact with websites and use these signals to inform rankings.

Metrics like bounce rate, time on site, pages per session, and click-through rate provide Google with valuable insights into whether users find your content helpful.

Implementation tips:

• Intuitive navigation: Create a logical site structure that makes it easy for users to find what they're looking for
• Clear calls to action: Guide users through your site with strategic CTAs that enhance the user journey
• Readability: Use short paragraphs, bullet points, and clear headings to make content easy to scan
• Accessibility: Ensure your site is usable by people with disabilities by following WCAG guidelines
• Internal linking: Implement a strategic internal linking structure to help users discover related content

Conclusion: Consistency and Adaptability

While these five strategies continue to be effective in 2023, it's important to note that successful SEO requires both consistency and adaptability. The core principles remain the same: create valuable content, ensure technical excellence, build quality relationships, optimize for local relevance, and prioritize user experience.

However, the specific tactics within each strategy must evolve as search engines and user behaviors change. Stay informed about industry updates, regularly audit your SEO performance, and be willing to adjust your approach based on data and results.

At Digital Horizon, we help Canadian businesses develop and implement comprehensive SEO strategies that combine these proven techniques with emerging best practices. Contact us to learn how we can help your business improve its organic search visibility and drive meaningful results.