SEO (search engine optimization) is one of most powerful ways to attract potential customers to your site. However, you need to use it correctly. According to stats, there are an estimated 0.78% of Google searchers click on the results from the second page. The #1 result in Google’s search engine organic search results gets an average CTR of 31.7%.
What Do These Stats Reflect?
Organic traffic can only be generated if you rank at the top of the SERP. SEO is essential for this. SEO is always evolving. We’ll be covering 10 key trends that you can use in 2022 to achieve SEO success. These include
- Core Web Vitals
- Google’s BERT
- Keyword research
- Original content
- Voice search
- Artificial intelligence
- Video marketing
- Snippets featured
- Influencer SEO
- EAT & branded SEO
Each trend will be explained and we’ll offer suggestions, tips, and resources to help you optimize your efforts.
SEO Trends For 2022
We have already stated that you must keep updating your SEO strategy in accordance with Google’s algorithm. This will allow you to rank higher and maintain your rankings. This table shows you the top SEO and Google trends that will help you decide which tools and strategies to use in 2022.
1. Core Web Vitals Is a Google Ranking Factor
Google introduced three new metrics in May 2021. They were called Core HTML Vitals and are used to measure user experience. The three SEO metrics all have one thing in common: page speed. How fast does the page load? When does it become interactive? And how stable it is while loading.
Core Web Vitals is one of Google’s ranking elements starting May 2022. This means that you will need to pay attention to them in order to appear first on the page. If two pages have identical content, search engine bots will use user experience metrics to determine which page should be ranked more. You can find more SEO strategies for small businesses here.
2. Google’s BERT Searches For Intent Matches
Google’s BERT algorithm uses machine learning (ML), natural language processing, and NLP to better understand search queries and what users are actually searching for. It is available in over 70 languages, and it can be used for nearly every query in Google English.
Google’s BERT update has made the Google search engine bots more conversational. This means that Google’s algorithm can now understand the intent of searchers. Google now understands human brains, in simple terms.
This means that websites with content-intent mismatches may be negatively affected. It doesn’t matter how long-form or detailed the content, BERT will disregard it and choose another piece of content that meets the query.
Google BERT is an algorithmic penalty. It is a component of Google’s search engine that filters out relevant and useful content for users by understanding search queries as well as the content. It won’t derank or penalize sites. It will only favor those sites that provide the best user experience, as Google has always aimed to do.
If your content doesn’t provide the user intent, your content won’t rank long-term for that keyword. Publishing valuable content that meets the user’s needs can be a great way to help users.
Optimizing for Google’s BERT
When a user types a keyword into a Google search, their search intent is what they are searching for. Is the user looking for an answer? What are the options? A how-to tutorial? Or are they looking to purchase a product and review it? It is important to ensure that your content matches the intent of the keyword.
If someone searches “SEO” on Google for a keyword, it means they want to learn more about SEO. If a user searches “SEO service” with a keyword, it means that they are looking for someone who can provide SEO service. The keyword “SEO”, which is an informational keyword, is different from “SEO-services”, which is a commercial keyword.
Some keywords can be multi-intent keywords, such as “SEO expert”. This could indicate that the searcher is looking for an SEO specialist to hire or is interested in becoming one.
Before you start creating content, search for the keyword in Google. This strategy will allow you to understand the intent of the keyword before you start creating content.
3. Keyword Research Will Be More Important
More than 50% are zero-click searches. This means that more than half (approx. It means that more than half of all Google searches (approx. 175 billion) are completed without clicking. Because of the rich results in the SERP (Google business listing with contact information, menus, Featured Snippets, related questions with accordion solutions, and many other features–consumers can find the answers they are looking for without having to click on a result or even type a query.
This is provided that your website, ads and Business Profile blog content contain and cover the keywords as per the searcher’s intent. With so many competitors and advancements in the search engine results page (SERP), it is important to spend some time researching keywords to identify keywords that will drive sales and traffic to your website.
- For your business, search long-tail keywords. To find those keywords, you will need creativity and skills. Google Search Console is your gold mine, where you can find unique keywords that will help you grow your business.
- Understanding the intent. SEO tools. While they are useful, it is important that you carefully analyze the SERPs for each keyword before using them. A recent experiment I conducted showed that even low-volume keywords with 10-20 searches per month could still bring in thousands of dollars if the intent was right.
This is why you should take your keyword research with patience and search for keywords that rank well and can generate revenue.
4. Google Still Values Original Content
Great content plays an important role in SEO and ranking. Businesses need authentic content for more than branding. This is content that has never been published elsewhere.
Would you purchase a shirt in the same design and color as your existing shirt? No! It’s the same here. Google indexes a lot of similar content (thousands upon thousands of pages) on the same topics. Google would rank your content higher than the original if it were similar content. It is absurd that others would bother to go beyond the top-ranked results. Your content should be original, useful, and. You can also add value to your brand voice and language.
To create unique content, you can use case studies and customer testimonials. This will make you a trusted brand and Google will love it.
5. Voice Search
Google reports that 27% of all global citizens use voice-search on mobile phones. ComScore also reports that more smartphone users will engage with voice search technology by 2021.
Here’s the thing: most voice search queries are lengthy-tail very specific. Voice search users are looking for answers to specific questions. These users are in the consideration phase of the funnel, and they are more likely than other users to convert. voice SEO continues to grow as more people opt for it. It is expected that it will continue to trend in 2022. This can be a requirement in SEO.
6. Artificial Intelligence
AI, like many industries, is changing both the SEO industry and the marketing industry. This is due to the personalization AI offers. Here’s an interesting fact: Google uses AI to deliver the results that they want.
How can AI be of assistance to your SEO strategies?
Understanding the algorithms that search engines use to rank web pages takes many years. It takes time to create strategies. Although SEO professionals can assist with these strategies, machine learning and AI can make a big difference. It will be more efficient and effective in decoding algorithms and creating positive strategies.
7. Video Marketing
YouTube ranks second after Google, with more than 1 billion users. Even if you don’t like videos, it’s time to start.
How can you optimize video content to search engines? Optimize your video channel’s name and description. The description should not be too long or contain keywords, but it should give a clear description of the purpose of your channel.
Keywords are still important. YouTube’s autocompleted feature can be used to help you optimize your videos for YouTube. You can start typing the topic of your video and some suggestions will appear in the search field. These suggestions are related keywords you can use to optimize your video for reaching a specific audience.
8. Featured Snippets
The featured snippets or Position Zero appear at the top SERP box.
These snippets can be useful not only for searchers but also for websites. You can’t select the content shown in the Featured snippet for any search. It’s the Google algorithm that does the job.
It is not clear how to get your website in the Featured Snippet. A few strategies might prove useful to SEO professionals and marketers. To get to the featured results, answer a specific question. Bullet points (or well-structured content), would be a better way to do this.
9. Influencer SEO
Influencers have millions of followers and could become your customers if they are able to get your business in front.
These influencers build trust over time and can help you get a huge ROI if they are willing to promote your brand. And so selecting influencers for your SEO strategy. You cannot rely on every influencer to help your brand. It is important to select the ones that have the right audience – The audience you are trying to reach.
How does influencer marketing affect SEO? Here’s how.
Backlinks play an important role in ranking factors. Not all backlinks work. High-quality backlinks are essential. Influencers are a great help. You can increase your chances of getting high-quality backlinks from influencers.
Brand Visibility And Engagement
Influencers are able to identify the needs and preferences of their audience so that they can create content around your brand that resonates with them. This content is valuable, unique, and useful.
Search engines love viral content. When an influencer shares a post with all the share-worthy characteristics, it gets shared by many people. This prompts search engines to rank the web page higher in the SERPs.
Social Media Traffic
It is obvious that viral content can help generate tons of social-media engagement and referral traffic.
10. EAT & Branded SEO
Google values content quality over quantity when it comes to ranking. But is quality enough? EAT principle is expertise, authority, and trustworthiness.
SEO’s future is in branding. SEO is moving to authority and branding. Google will rank you higher and more often if your brand is authentic and well-known. This will be evident in the coming months.
This is why you need to build your brand’s reputation. It should be a priority in your 2022 SEO strategy. To increase brand search queries, also build brand awareness You can rank higher on Google and be trusted as a brand with brand queries.
This is especially important if you work in a YMYL niche. Work on improving EAT. Google says it is very aware of ranking YMYL websites and takes EAT seriously. Google does use some algorithms to analyze EAT for sites, although EAT is not a ranking factor.
Publication of your business in news media publications requires well-described information (including qualifications and recognitions), author profiles, address, details regarding founders & Clevel, awards, contact details, etc. This will help you improve your website EAT.
This post was written by Kristian D’An. Kristian is the owner and SEO Specialist at Lux Digital Marketing, a Clearwater SEO company. Kristian has been optimizing websites successfully for over 7 years. He has helped his clients achieve the #1 position on Google in several different industries.