SEO lessons and predictions for 2023 from Brian Dean

Executive overview

Scaling content production requires a full team — writers, editors, designers, and a dedicated content updater. Solo publishing builds a personal brand but cannot scale.

Google's helpful content direction will intensify: expert-written, first-hand content will be rewarded; thin, regurgitated content will not.

Getting a coach — in any domain — accelerates growth far faster than solo practice.

Building a content team to scale

• Solo writing limits output no matter how productive the individual
• A full team includes writers, editors, designers, and a dedicated content updater
• Publishing your own work matters for personal brand, but a team is required to scale

Google's helpful content trajectory

• The 2022 Helpful Content Update signals Google's intent to reward expert, first-hand information
• Thin, regurgitated, or third-hand content will be increasingly penalised
• Expect a Helpful Content 2.0 (and possibly 3.0) update in 2023
• Google appears to have developed technology to identify genuine expertise at scale