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Four SEO trends that will boost company presence in 2023

  • 2023 will focus more on click-through rate (CTR) than ranking. CTR measures the number of clicks your link received vs. the number of people that saw it.

Search engine optimisation (SEO) is a must for businesses today. Enterprise Apps Today reports that 75 per cent of people never go beyond the first search engine results page. 

So, company websites must have excellent SEO to rank on the first page and improve their chances of acquiring new customers.

One way to do so is to follow trends. This grants you insight into the latest strategies, allowing you to rise above your competition. If you’d like to boost your company’s presence in 2023, keep reading for the latest SEO trends.

Link building is a standard SEO practice. It involves getting numerous websites to link to yours. In 2023, new link-building practices will emerge. One is getting a backlink from a website with fewer backlinks over a website with thousands of backlinks. Backlinks are more valuable because they point to your site. 

Thus, getting a backlink from a site with a limited quantity—including yours—tells the search engine that it is high-quality content.

J. Bence

Another practice is considering the linking domain’s quality and relevance to your site. Ayima Kickstart notes that incoming external backlinks from other websites are vital to SEO success because it improves credibility, thus raising your ranking. 

For instance, getting external backlinks from top retail sites if you’re in the retail industry. Increase backlinks by posting reliable content—such as statistics—to attract major sites and encourage them to link to your page.

Using TikTok for SEO

TikTok is a short-form video platform that has become immensely popular in recent years. This popularity is sure to continue in 2023. Because TikTok utilises quick videos, people consume more content in a shorter time. 

Fast Company reveals that TikTok SEO is an emerging trend because 40 per cent of 18-24 year-olds favour social media search over Google. For example, they’ll use TikTok to look for a restaurant rather than Google Maps.

Use hashtags in your TikTok captions to rank higher on the app. If you’re in the marketing industry, search for marketing hashtags and paste the top result onto your caption. It’ll also help to use specific hashtags, such as #smallbusinessmarketing. This allows you to reach a broad yet specific audience to discover your company.

Focusing on click-through rate

SEO’s past goal was ranking number one on the first page of search engine results. There was an impression that the first site was the most-clicked link. However, 2023 will focus more on click-through rate (CTR) than ranking. CTR measures the number of clicks your link received vs. the number of people that saw it.

Rank has a weak correlation with website traffic because advertisements, snippets, and question boxes litter the top portion of results. As such, ranking number one does not mean it will be the most-clicked site. 

To increase CTR, follow the title and meta description word counts. Using too many words will cut these off, preventing the person from knowing your page’s content.

Stick to 60 characters for your title and 180 for your description. Being straightforward compels people to click because you’ve shown what they want in your title and description alone.

Voice searches are becoming more commonplace. DBS Interactive finds that 41 per cent of adults use it daily, as it’s convenient for multitasking. 

BGR India states that smart speaker shipments were over 39.3 million in 2021. These speakers are interactive, allowing users to ask questions and make commands.

This is why you should optimise your content for voice searches. Target keywords in the form of questions, like “How do I debone a chicken?” or “Where is x restaurant?”. 

Create posts that answer common customer questions related to your business to rank higher on voice searches.

Following SEO trends put you at an advantage over your competition. 

Keep these trends in mind to boost your company’s presence in 2023. If you liked this article, read more of our work here at TechChannel News.

  • J. Bence is a freelance writer who specialises in topics on digital marketing trends – including SEO. With her pieces, she aims to help companies take advantage of what the post-digital transformation business landscape has to offer.

Digital transformation accelerates in India due to a surge in digital services

  • India public cloud services market to grow at a growth rate of 23.1% for 2021-26
  • Organisations are looking to increase investments in AI/ML, edge computing, blockchain, and IoT to improve customer experience and business efficiency.
  • Enterprises leverage cloud for streamlining operations, cost optimisation, accelerated innovation, increased flexibility, reliability, etc.

Digital transformation is gaining ground in India as there is a surge in digital services and organisations have realised the power of cloud to help them transform digitally

According to research firm International Data Corporation (IDC), public cloud services market is expected to reach $13 billion by 2026, growing at an annual growth rate of 23.1 per cent for 2021-26.

In the first half of this year, the India public cloud services (PCS) market, including infrastructure-as-a-service (IaaS), platform-as-a-service (PaaS) solutions, and software-as-a-service (SaaS), revenue totaled $2.8 billion.

SaaS continued to be the largest component of the overall public cloud services market, followed by IaaS and PaaS during the first half of 2022. The top two public cloud service providers continue to hold more than 45 per cent of the market.

Modernising legacy applications

Rajiv Ranjan, Associate Research Director, Cloud and Artificial Intelligence at IDC India, said that organisations are looking to bring new products and services to the market faster through digital streams and increase their investments in technologies like AI/ML, edge computing, blockchain, and IoT to improve customer experience and business efficiency.

“The market also witnessed increased consumption of platform-as-a-service tools as organisations invested in modernising their legacy applications to make them cloud native, highly scalable, and flexible as part of their digital transformation journey,” he said.

With India being a key growth market, cloud service providers continued to expand their presence in the country by unveiling new data centres/cloud regions, thus enhancing their service delivery capabilities. With verticals like BFSI, manufacturing, etc., leading the public cloud adoption, Ranjan said that service providers also continued to witness increased demand from other verticals like the public sector, media, gaming, etc.

5G opens opportunities

Collaboration applications, compute, storage, customer relationship management (CRM), enterprise resource management (ERM), security, etc., continue to be the most demanded public cloud service areas.

There was also a surge in the adoption of cloud-based AI platforms and cloud-native application development.

Harish Krishnakumar, Senior Market Analyst at IDC India, said that demand for public cloud services continues to rise with enterprises leveraging the cloud for streamlining operations, cost optimisation, accelerated innovation, increased flexibility, reliability, etc.

“With more Indian enterprises working on strengthening their digital and smart capabilities, public cloud adoption will continue to be driven by the demand for upgrading legacy systems, omnichannel customer expenses, real-time data analytics, connected platforms, and applications, etc.

“Further, the recent launch of 5G services is expected to open up a gamut of opportunities for enterprises undergoing digital transformation, thus accelerating cloud proliferation.”

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Organisations need to take risks when embarking on digitisation journey

  • Organisations need to do is to build layers on top of the silos and different architectures and these layers will become the translators between the complexity and the simplicity to achieve agility.
  • Where a truly connected enterprise succeeds with an integration layer is to allow free flow of data between applications – on-prem, private, public or on the edge.

Software AG, Germany’s second-largest software provider after SAP, said that it is imperative to take risks when organisations embark on a digital transformation journey.

“Risk is new in the cutting edge of innovation, so you [organisations] need to create cultures that accept failures. Adopting a connected culture is working towards becoming more digital and a journey of change. There has to be a lot of change in the management involved. There has to be a lot of incentives and disincentives,” Rami Kichli, Senior Vice-President for Middle East and Turkey at Software AG, told TechChannel News.

But he thinks that the main success criteria towards really driving the change have to come from the top.

“That is why I believe the region here is successful is due to the vision from the top and this vision has an execution pillar with measurable outcomes and measurable objectives during the journey. What organisations need to do is to build layers on top of the silos and different architectures. Then, these layers will become the translators between the complexity and the simplicity to achieve agility,” he said.

Eliminating the complexities

Smart Dubai and Abu Dhabi Digital Authority are some examples, he said, of truly digital entities in the UAE using smart technologies to connect all the silos and abstract all the technical complexities.

Every organisation, he said whether it is a government or a private entity or a city or a bank, has technology assets that they use to operate, processes and services.

“The combination of these three things results in products and services.  But this has created a lot of complexities for organisations for the past couple of years. This complexity has been a deterrent towards becoming a truly digital enterprise.

“What we do is, we do not eliminate the complexities but we help organisations and players play on top of the complexities so that they can be simple and which results in them being agile, offering better customer experience and helping them to react fast to the changing world,” he said.

Extraction of the complexity means, he said, acquiring capabilities, allowing organisations to manage data silos and application silos.

Digital hybrid integration hub

“We call that digital hybrid integration hub which also means acquiring capabilities to design in real time the services and products of the future,” Kichli said.

In a bid to simplify the connected world, Software AG helps prepare governments and enterprises to simplify the complex world by bringing consolidated, conformed hybrid integration and data integration capabilities through its cloud-native solutions to build digital backbones – the central pillar of control, consolidation and flexibility in an organisation.

Kichli said that simplifying the complex world enables its customers to connect disparate systems and applications and draw data insights from every part of the organisation.

 “We offer a smart unified platform for managing data (wherever it resides), and managing application integration (whether it is a legacy, old or modern).  We expose the data as we sell using smart API management. Then, we go a little further by orchestrating the data so that services and processes can run on top of the integration that we have built.,” he said.

Simplifying the connected world

However, he said that there are companies that offer a unified platform but “I think we are unique in terms of the depth and breadth of the offerings we provide. “

“Not all the companies focus is on ‘simplifying the connected world’. Many companies are talking about digital transformation in a way and somehow.  If you go a little bit deeper into what transformation is, everybody is not doing the same.

“Businesses today are realising the significance and relevance of cloud technologies for a real hybrid working model. This is where a truly connected enterprise succeeds with an integration layer allowing free flow of data between applications – on-prem, private, public or on the edge,” he said.

However, he said the challenge is that the rapidly expanding ‘connected world’ is complex and many organisations are unsure where to start.

“We’re here to simplify that challenge for companies across the region. We set constant innovation and from a high-level statement that may seem deceptively similar to what others are saying but the minute you look under the hood, we are quite different from others,” Kichli said.

APIs have become a physical part of the digital transformation and are used more frequently this year than last year to connect beyond the boundaries of their organisation, he said and added that this world is all about establishing connections and sharing data.

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GhostSec targets ICS in Iran over hijab protests as tools of punishment

  • The attackers deployed Kali Linux which enables modules to attack operational technology platforms.
  • In September, the hackers compromised 55 Berghof and Programmable Logic Controllers used by Israeli organisations as part of a Free Palestine campaign.
  • Another hacktivist group Anonymous OpIran threatened it would target any company that has dealings with the Iranian government.
  • Industrial firms urged to be especially vigilant at times of heightened socioeconomic tensions as the threats of unpreparedness expose these firms to more risk.

A highly organised hacktivist group associated with the international network hacktivists Anonymous – GhostSec -targeted Industrial Control Systems (ICS) in Iran last week following the tragic death of 22-year-old Mahsa Amini by police for wearing her hijab too loosely.

An unprecedented wave of protests against mandatory hijab laws and other social and economic grievances has resulted in amplified cyberattacks by hacktivist groups in support of the protestors, which included a breach of the country’s state-run TV and a leak of contacts and emails of government authorities.

Michael Amiri, Senior Analyst in the Cyber & Digital Security practice at ABI Research, said that the recent attack by GhostSec was aimed at ICS assets through controlling supervisory control and data acquisition modules using the Metasploit framework.

“The attackers deployed Kali Linux that enables modules to attack operational technology platforms. The group’s Twitter account confirmed that it had orchestrated a Modbus attack impacting MOXA and Programmable Logic Controllers (PLCs), destroying a host of them,” he said.

Companies affected

Some of the companies affected are Mobinnet, ITC, Asiatech, Khalij-Fars-Online, Fanap Telecom, and Sabanet. While the companies are allegedly from the private sector, many have close ties with the government and security forces.

On September, 4th, 2022, the Pro-Palestinian Hacking Group announced on social media and its Telegram channel that it has compromised 55 Berghof PLCs used by Israeli organisations as part of a Free Palestine campaign.

Back in June, Amiri said that three Iranian steel companies were attacked by the hacktivist group “Gonjeshke Darande,” leading to footage of fires, damaged equipment, and halted operations at the Khuzestan Steel Company.

Another hacktivist group Anonymous OpIran threatened it would target any company that has dealings with the Iranian government.

Spike in hacktivist attacks

“Major ongoing geopolitical incidents around the world—including Russia’s war in Ukraine, increasing protest movements in Iran, and an acceleration in environmental activism—will lead to a spike in hacktivist attacks,” Amiri said.

Moreover, he said that many of these groups are highly motivated entities whose successful campaigns could be imitated by bad actors seeking financial gains from similar attacks.

Since OT systems control physical functions, he said that malicious actors can weaponise them to harm or even kill humans.

“The cost of such attacks is immense and could result in irreparable brand damage. While ransomware attacks are for monetary gain, and while the parties involved might decide to resolve matters discreetly, hacktivists will be sure to reveal and amplify the damages, leading to reputational risks for firms,” Amiri said.

As the GhostSec attack demonstrates, PLCs, human-machine interfaces, and other ICS equipment are receiving increased attention both from cyber attackers and security vendors.

Lack of ICS cybersecurity

According to ABI research, industrial cyberattacks represented 23.2 per cent of such incidents in 2021, the highest of any category, including finance and forecasts that ICS cybersecurity revenue will show a 23 per cent total increase in the 2019–2024 period, revealing the increasing importance of threats to ICS operators and underlying the demand to mitigate damages.

“While the attack was targeted at companies that are close to a government with a proven track record in malicious cyberactivity, it is another sign that ICS cybersecurity is severely lacking,” Amiri said.

Most of the current ICS technology, he said was designed 20 years ago when cybersecurity tools were not inserted in systems, making them prone to threats.

 “Industrial firms should be especially vigilant at times of heightened socioeconomic tensions as the threats of unpreparedness expose these firms to more risk. Companies with government contracts or those deemed as contributing to grievances are prime targets,” he said.

The cyber breach also indicates that the advent of the industrial Internet of things could cause major issues for current and future infrastructure investments.

Amiri urged companies with direct Internet access to their OT equipment should be especially vigilant and take appropriate measures.

“This includes changing and strengthening default system passwords, taking advantage of multifactor authentication for external facing systems, and keeping ICS firmware up to date,” he said.

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Enterprises’ push towards digital initiatives to drive IT spending by 5.1% in 2023

  • Inflation has cut into consumer purchasing power in almost every country around the world.
  • Economic turbulence will change the context for technology investments, increasing spending in some areas and accelerating declines in others.
  • There is a shift from buying technology to building, composing and assembling technology to meet specific business drivers.

Global demand for IT in 2023 is expected to be strong as enterprises push forward with digital business initiatives in response to economic turmoil.

“Enterprise IT spending is recession-proof as CEOs and CFOs, rather than cutting IT budgets, are increasing spending on digital business initiatives,” John-David Lovelock,  Distinguished VP Analyst at Gartner, said.

The research firm projects that global IT spending to increase by 5.1 per cent to $4.6 trillion this year.

Lovelock said that economic turbulence will change the context for technology investments, increasing spending in some areas and accelerating declines in others, but it is not projected to materially impact the overall level of enterprise technology spending.

However, he said that inflation has cut into consumer purchasing power in almost every country around the world. 

“Consumer purchasing power has been reduced to the point that many consumers are now deferring 2022 device purchases until 2023, driving spending on devices down 8.4 per cent in 2022 and 0.6 per cent in 2023.”

Shift to cloud gains

The research firm said that there is sufficient spending within data centre markets to maintain existing on-premises data centres, but new spending continues to shift to cloud options, as evidenced by the 11.3 per cent projected growth for software spending in 2023.

A July 2022 Gartner survey of more than 200 CFOs found that 69 per cent plan to increase their spend on digital technologies, while the 2023 Gartner CIO and Technology Executive Survey found that CIOs are being tasked with accelerating time to value on digital investments. 

“Companies will use digital technology primarily to reshape their revenue stream, adding new products and services, changing the cash flow of existing products and services, as well as changing the value proposition of existing products and services,” Lovelock said.

“This trend has fed the shift from buying technology to building, composing and assembling technology to meet specific business drivers. This shift is foundational to the growth of cloud over on-premises for new IT spending.” 

However, he said as organisations look to also realise operations efficiency, cost reductions and/or cost avoidance during the current economic uncertainty, more traditional back-office and operational needs of departments outside IT are being added to the digital transformation project list.

Education, tech sectors must collaborate more to build digital skills for next generation

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  • The rate of adoption of technology and IT in the workplace creates unprecedented demand for new skills.
  • There is a need for a new wave of tech professionals to create a more diverse workforce and bring creative skills to the table.
  • Closing the gap can only be achieved with a combination of a revised education system and support from tech organisations.

In the age of the fourth industrial revolution, digital transformation, and web 3.0, it’s vital that young people have access to a ‘digital’ education to give them the right skills for the job market.

Andrew Radcliffe, Co-Founder of Spyrosoft and Managing Director of Spyrosoft UK.

From learning basic data management to more complex skills like coding, understanding ever-evolving technologies such as Artificial Intelligence (AI), Machine Learning (ML) and the rapid shift to the cloud, placing more emphasis on teaching young people these disciplines will be instrumental in closing the skills gap.

Importantly, this will fill job roles and ultimately, help the sector to generate billions for the economy.

While there are many experts currently working within these sectors, the rate of adoption of technology and IT in the workplace creates unprecedented demand for new skills.

This is in part a result of the Covid-19 pandemic, which has accelerated the rate at which companies have adopted new ways of working. This trend shows no signs of slowing down, so the talent pool must keep up.

Additionally, there is a need for a new wave of tech professionals to create a more diverse workforce and bring creative skills to the table.

However, many academic programmes don’t currently fully reflect the needs of the job market or its trajectory, while graduates are leaving university without the opportunity for further training.

In fact, there is a significant gap between technology requirements in the workplace, and what many schools are currently delivering. People who want to shift their careers towards digital disciplines also face challenges and may only be able to teach themselves or use online courses in their spare time to get the knowledge they need.

A bright outlook for digital experts

There are plenty of reasons to believe that IT and technology skills will continue to play an integral role in shaping our lives well into the future.

There are strong indicators that demand will increase even further for roles such as software and web developers, programmers, testers, database and network administrators, computer support specialists and other occupations within the field.

There’s also a need for people with design interface skills, which often requires a lot of creativity.

As such, graphic design and similar disciplines, and the ability to combine these with technical capabilities, will be a positive for anyone hoping to transition to tech.

According to GlobalData’s Job Analytics database, hiring for IT has grown 4.3% in Poland alone month on month from April to May 2022.

Junior-level job postings dominated the IT and tech recruitment market in Poland during May, holding a share of 65%, up by 29% in April. Similarly, entry-level roles increased by 31% compared to the previous month.

According to SoDA’s recent report, Covid-19 impact on the software house industry in Poland, 70% of Polish software development companies have a strong positive outlook towards the future and one-third of companies feel that the Covid-19 pandemic has had a positive impact on them.

This may be reflective of the strong growth and high profits enjoyed by Polish companies, with increased revenues and growth being enjoyed by many. Software companies are also hiring more employees, particularly developers and supporting roles, while salaries increased by 10-20%.

This is indicative of how well Poland is doing to nurture tech talent and bring people into the workforce.

The more companies experience further growth and profitability, the more experts they need to on-board. Anecdotally, IT and tech companies also need senior roles filling. With a squeeze on skills, people may find it challenging to move up the ladder internally because it may be difficult to find their replacement.

Hiring new entry-level and junior-level developers, testers and supporting staff will support this pipeline in the short term, while some businesses are introducing apprenticeships and upskilling their workforce to generate a pipeline of skilled workers to plug the gap as quickly as possible.

Building skills

To fully harness the potential of prospective IT and tech employees, and support ‘quick fix’ initiatives to bolster the workforce, a digital education at school level is essential. Just as mathematics, language and physical education are integral to the school curriculum, there is a need for comprehensive IT and technology courses to be considered in the same way.

These should emphasise not just basic computer skills, but disciplines with real usefulness in the professional world, such as coding. In order to achieve this, it’s likely that the education system, from early years through to university, will need to undergo a significant shift in order to become flexible and responsive to evolving workplace needs.

A digital education should be accessible to everyone in the same way that traditional subjects are. This means ensuring that children can use a computer, laptop, or tablet with a stable WiFi connection and have the software and tools they need, in conjunction with guidance from teachers and professionals, to maximise their learning experience.

Crucially, learning digital skills should be interesting and engaging, particularly at school age. If children don’t make the connection between learning computer skills and the vast range of interesting and crucial uses that they have in the real world, it can be a challenge.

Key to this is demystifying digital skills, particularly for older children who may already think that coding and data skills are boring, maths-based or won’t be useful for the future.

In reality, learning coding is like learning a language, and many digital skills can be taught in innovative and thought-provoking ways. Problem-solving and creativity are also key, which can support learning initiatives.

The here and now

Closing the gap between education and a career in tech can only be achieved with a combination of a revised education system and support from tech organisations. The two must meet in the middle.

For school children learning digital skills now, they still have several years of education to undertake before they are ready to enter the workforce. So, for now, Polish IT and technology companies are stepping up to provide internships and training for young people interested in becoming developers, to supplement their education.

Alongside this, companies should work with universities to develop degree apprenticeships so young people can learn on the job.

It’s also never too late to learn. While teaching these skills should be a fundamental part of the curriculum in all schools, many adults in the workplace are shifting their skillset to meet the current gap in the market.

From self-teaching to online courses, combining soft skills picked up during their careers with new hard skills to suit digital jobs, there’s a new wave of skilled employees moving from one career into IT and technology.

It’s not all about coding either – tech and IT companies need project managers, business analysts and other roles filling to work with their technical people. This opens the door even wider for anyone considering switching to tech.

It’s the role of educators and industry experts to work together to lead the charge in encouraging young people to not only undertake a digital education, but to enjoy it.

The education system needs to be shaken up, and businesses need to look at the long-term benefits of creating a pipeline of new talent to bolster diversity and combine the skills of logical and creative thinkers.

Through this, we together can maximise our potential in a digital age.

  • Andrew Radcliffe is the Co-Founder of Spyrosoft and Managing Director of Spyrosoft UK. Spyrosoft is a member of Software Development Association (SoDA) Poland.