Are you considering your SEO strategy for 2022 and beyond? Want to know the hottest trends currently taking charge in the search engine optimisation industry?
Digital Marketing Philippines share their trends to watch out for in this infographic.
Here’s a quick summary:
- Boost Your Video with Dedicated Structured Data
- Watching What You E-A-T
- Focus on User and Search Intent
- Structure Your Content for Passage Indexing
- Of MUMs, LaMDAs and AI
- Greater Page Experience through Core Web Vitals
- Mobile SEO is The Way to Go
Check out the infographic for more detail..
SEO (search engine optimisation) has evolved significantly over the years and it’s not showing any signs of slowing down.
Here are 7 SEO trends that are likely to take off in 2022 that you should be following right now.
Boost Your Video with Dedicated Structured Data
Looking to boost your video content’s reach? Dedicated structured data lets you share extra information about your video within its card on Google Search results pages.
Structured data makes it easier for Google to understand how that page or specific content relates to a user’s query.
As a result, publishers who have used structured data have found that their videos are more likely to appear on users’ Top Stories carousel, which shows popular search results at the top of search results pages.
E-A-T stands for Expertise, Authoritativeness and Trustworthiness. It’s Google’s way of determining whether your site is actually helpful to searchers or just full of spammy keywords.
Are you an expert on your topic? Are you an authority figure in that space? And can people trust what you’re saying? A strong E-A-T game is essential to helping Google determine if your site deserves a place at (or near) the top of its rankings.
Getting links and mentions from other sites can give you a good E-A-T boost. However, while there are lots of great tactics out there to help get more backlinks and mentions, these should never be done purely with E-A-T in mind; doing so could land you in hot water with Google.
Focus on User and Search Intent
Google and other major search engines have been making a shift from previous algorithms that were largely based on keyword-matching to ones that are based on user intent.
That means when users conduct a search, Google will display results most likely to satisfy their needs. In order to meet these changing demands of modern digital marketing, it’s important for businesses owners and marketers to understand what user intent is and how it can be maximised.
For example, rather than just targeting customers looking for general information about products or services your business offers, try targeting those customers looking to actually purchase your products or services.
This allows you to capture potential customers who aren’t even aware they need what you offer until they come across your content.
Passage indexing algorithm
The idea of Google’s passage index algorithm is to improve user experience and assist human readers who are seeking precise bits of information on long-form content sites.
Google will now score passages (sentences or paragraphs) within web page based on how relevant it is to keyword queries.
If it happens to contain important keywords used by searchers, or if relevant content exists nearby on the page (such as text blocks), then Google will consider those passages more relevant than other parts of its index—and give them greater weight when determining which pages will rank highest in SERPs.
As a result, keyword stuffing has become increasingly irrelevant for ranking well in search engines.
MUMs, LaMDAs and AI
Multitask United Model (MUM) and Local Marketing and Distribution Agreement (LaMDA) aren’t exactly new terms, but they did get a lot of attention last year.
They were mentioned more than 3,000 times on major news sites like The New York Times and The Guardian; they even garnered mentions from reputable B2B outlets like VentureBeat.
This year, expect to see continued coverage of these as well as increased chatter about AI—which many experts believe will be one of the top three trends to watch for marketers in 2022.
Greater Page Experience through Core Web Vitals
First Input Delay (FID), Cumulative Layout Shift (CLS) and Largest Contentful Paint (LCP) are Google’s Core Web Vitals.
They’re core page measurements that focus on how long it takes for a page to load, how much of it is usable immediately, and where visitors have to scroll or pan to see content on a web page.
These metrics affect both mobile and desktop sites equally. Mobile-only pages may be penalised if they offer an unresponsive user experience. Non-mobile friendly sites will continue to perform poorly as consumers switch to more mobile-friendly pages.
This makes testing on a device with a slow connection more important than ever before as even high speed connections can cause slower performance based on geographic location, network congestion and Wi-Fi availability among other things.
Mobile SEO is The Way to Go
Mobile SEO is now essential to your search engine marketing strategy.
For one, there are more mobile searches than desktop searches now. That’s why it’s crucial to optimise your site to accommodate these extra clicks. If you don’t, you’ll be missing out on traffic that would otherwise be coming to your business.
Beyond that, search engine bots are changing—and it’s becoming increasingly important for you to keep up with these changes if you want to stay visible online.
In 2017, Google started using a new algorithm for its mobile results. In fact, Google even made major updates to its algorithm in 2018 and 2019 based entirely around mobile experiences.
Even if your website isn’t tailored specifically toward a mobile audience yet, it will have to be eventually since everyone from consumers to Google expects a seamless experience across all devices and platforms by 2022.
So get ahead of things now while you still can!