Driving potential customers to your website isn't something that happens instantly in a blink of an eye. 2023 is the revival year of the business losses that occurred because of the pandemic—considering that in mind, every organization's focus is to drive more traffic to its website by preparing a modern SEO strategy. To generate organic traffic to the website, one needs to well-aware of the SEO tips and tricks. With the cut to cut competition between the organizations, optimization is a must for the conversion of the traffic into sales. As Google algorithm changes, SEO practices need to be continuously evolved. 
These are some of the trends to follow in 2023  for the optimization of your websites: 
Google's AI-Based Algorithm: It's been a long time since Google has disclosed the AI-Based algorithm RankBrain plays a major role in determining the web pages' ranking. Though there has been no revelation on the optimization criteria to match the RankBrain, it has been found that it can depend on the factors such as page responsiveness, time spent on each page, click-through rate, and user engagement. 

Voice Search: With the help of Google Assistant and AI-based assistants, which includes Amazon Alexa, audiences tend to search for anything with the help of these applications too. In 2023 organizations should make sure to rank long-term keywords because of voice-search and not just only short-term keywords used while typing. 

Mobile-Friendliness: As users are more concentrated on mobiles these days, it is necessary to optimize your website by ensuring that it is mobile-friendly. The search-engine ranking depends on the mobile responsive website. The primary focus of the website should be mobile adaptive as distinguished from the desktop version. There are a number of ways where you can use google's mobile test to check the responsiveness of your website. 

Quality of your content matters: Google ranks the website considering the principle of "EAT," which means a website should feature the characteristics of "Expertise, Authoritativeness, and Trustworthiness." The ranking majorly depends on how valuable the content is for the audience. Further, the content must be really unique and distinctive from other websites in its own way. Your content must match the search intent of the target audience. 

Long Content: Long content around 3000 words is likely to drive more traffic than the one with short content. There should also be additional backlinks to improve the search engine ranking. Apart from the content-quality other features like on-page optimization ( suitable heading, subheadings), proper keyword research should also be considered.

Video Marketing and Image optimization: It has been analyzed that marketing with videos using proper keywords and tags is more user-intended than text. Further, the images used should be of high-quality, and a proper alt text should be defined so that it is easy for the crawlers to track down your pictures quickly. 

Featured Snippets: A featured snippet is the one that is shown even before the organic results and typically is a mixture of websites' URL, title and a short description. Usually, having chunks of information often viewed in the form of Q&A or brief bullet points featured snippets are great to improve the page ranking. 

Artificial Intelligence: Google makes use of Artificial Intelligence while displaying the results to the end-users. It takes a lot of hard work and patience to realize the search engine algorithms used to rank web-pages. Efficiently implementing the strategies with the utilization of Machine learning and Artificial Intelligence can indeed be a game-changer to rank your website. 

The optimization process has become more complex; gone are the days when a website could rank only on the basis of keyword and meta titles. It is imperative to stay updated with the ever-evolving tips and tricks in context for SEO to rank highest. Ranking on the top with SEO can surely drive more traffic and a guaranteed Return On Investment.