Are you wondering what Google has in store for your website in 2022? Want to learn the trends likely to shape the SEO industry in 2022?
We share a roundup of SEO trends and predictions from a range of experts in this infographic.
Here’s a quick summary:
- Better (And Longer) Content
- Influencer Marketing
- Image Optimisation
- Artificial Intelligence
- Google’s EAT Principle
- Mobile Friendliness
- Video Content
- Prioritising User Intent
- Local Search Listings
- Digital PR
- Voice Search
Check out the infographic for more detail.
In the world of SEO, the last decade has been dominated by Google’s infamous algorithm updates, from Panda to Penguin to Hummingbird and beyond. In the next decade, SEO experts predict that SEO trends will shift from focusing on keywords and link building to better content creation.
SEO Trend 1 – Better (And Longer) Content
Longer content is king when it comes to search engine optimisation. In fact, recent reports suggest that Google will even use your word count to determine how high you rank.
The reason? Content with a higher word count is often of higher quality, and therefore more useful to searchers. This means you’ll want to focus on creating content with an ideal length of at least 1,500 words – we call these evergreen posts – so they stay relevant long after you publish them.
If you have all the time in world, longer content can be hugely beneficial. However, if time is limited (as it always is), and you have no option but to opt for short pieces of nugget style content, try to make each piece forms part of a series or collection.
That way your readers don’t feel like they are missing out because their questions aren’t answered in one hit! Remember too that longer doesn’t necessarily mean better. Quality always beats quantity every day of the week!
SEO Trend 2 – Influencer Marketing
An increasing number of marketers are turning to social media influencers, especially Instagrammers, to reach new audiences. While data is still being gathered on just how well these campaigns perform compared to traditional approaches, it’s safe to say that influencer marketing will play a prominent role in digital marketing over the next few years.
It could even become one of digital marketing’s most powerful tools. In fact, many brands expect 70% or more of their ad budget to be devoted to influencer-generated content by 2022.
Some brands have already found success with influencer marketing. After launching an influencer campaign last year, Asos saw its sales increase by 37%. Additionally, up to 95% of consumers take action when exposed to content from an influential social media user—including visiting a website and engaging with a product.
For all those reasons and more, we predict that nearly every brand will incorporate some form of influencer marketing into its SEO strategy before 2022.
SEO Trend 3 – Image Optimisation
In a nutshell, image optimisation is about making your images as small as possible while retaining optimal quality. For example, you can use TinyPNG or Smushit to compress them without sacrificing too much of their integrity.
Google has been known to favour fast loading pages over those that are heavy on code. And a page with a massive number of images will take a lot longer to load than one with smaller, optimised graphics. So, it’s worth looking into optimising your website’s photos—especially if you have lots of them.
Image compression doesn’t just benefit users who visit your site from computers, either. It also plays a big role in mobile SEO. The more optimised your pictures are, the faster they’ll appear when people visit from smartphones or tablets. And speeding up the mobile browsing experience is something Google definitely cares about.
With almost 40% of all traffic now coming from mobile devices, companies that fail to optimize their sites risk being demoted by search engines. Make sure you optimise every image on your website today by using tools like these, which can squeeze out extra bytes without changing how an image looks. This will make sure your images are primed and ready for any trends in SEO that come around down the line.
SEO Trend 4 – Artificial Intelligence
The era of artificial intelligence is well upon us. Artificial intelligence isn’t necessarily about thinking machines, either—it’s more about computers doing what they do best, taking what they learn from one task and applying it to another.
As AI becomes increasingly pervasive in our everyday lives, expect its effects on SEO to be significant. Many current search engine optimisation strategies will become less effective or even useless as algorithms improve, which means that it’s time to start experimenting with AI-powered SEO strategies.
Why? Because using AI can be cheaper than using human labour—and just as effective. If you want your site to rank highly on search engines in 2022 and beyond, start preparing now. Start experimenting with automated SEO today to develop a more cost-effective strategy.
Use AI tools like machine learning algorithms to analyse data collected by humans (search behavior, purchase trends, etc.) and deliver insights based on those trends. B
y analysing these factors along with keyword data collected through Google Keyword Planner or other keyword research tools, automated SEO can pinpoint potential keywords based on real consumer behavior.
While some SEO experts see these predictions as unrealistic within five years, consider all of them within ten years.
SEO Trend 5 – Google’s EAT Principle
If you’re paying attention to SEO, you know there are few things more important than Google’s EAT principle. According to Google’s quality raters—the people who evaluate search results—the most successful websites demonstrate Expertise, are Authoritative, and Trustworthy.
Google is looking for content that is useful to its users, rather than just text that looks good on a page. To achieve top rankings in 2022, your website must adhere to these principles. Today, when readers have access to so much information online, it’s crucial they see evidence of expert authorship—think about how beneficial it is when Amazon offers customers also bought.
This applies not only to Amazon but in any space where customers may have questions or need direction. An FAQ can answer common customer queries before they have a chance to ask them or an index can guide customers toward relevant information at-a-glance with ease.
By clearly demonstrating your knowledge with helpful features like these, visitors will trust your business more quickly and be less likely turn elsewhere when they do encounter issues with an order or their purchase. And with trust comes even better SEO!
SEO Trend 6 – Mobile Friendliness
When it comes to SEO, mobile friendliness is king. If you want to be on top of your game, you can’t ignore how smartphones and tablets affect your company’s online presence. In 2022, businesses will need make a serious effort toward making their websites more mobile-friendly by using responsive design techniques.
There are many articles out there explaining what responsive design means—and plenty of tools that measure mobile usability—but essentially, it involves creating one website that looks equally professional whether viewed on a desktop computer or mobile device. Smaller screens force designers to focus on simplicity rather than overwhelming visitors with information.
After all, most people view web pages on phones while waiting in line at Starbucks or standing in line at the grocery store; when they have time for leisurely browsing, they pull out their laptops or tablets instead.
A good rule of thumb for business owners is to keep in mind that you don’t always know where your customers will encounter your product—so ensure its delivery is seamless from any angle!
SEO Trend 7 – Video Content
In order to take full advantage of digital marketing, it’s necessary to have a video strategy. In fact, many entrepreneurs are concentrating their efforts into creating a series of short videos, which can be repurposed into slideshows or uploaded directly to social media sites.
There are numerous platforms you can use to get started, including YouTube, Vimeo, and Facebook. It only takes 30 seconds to record your first Instagram video! Try filming during your next team meeting and post it online!
Think about using these videos as tools to grow your followers so you can build up trust in those who may potentially become clients down the road. As a bonus tip, include links at the end of each video that sends viewers right back to your website.
Video marketing is an excellent way to do SEO well because it allows you to control every aspect of what people see when they search for something related to your business.
SEO Trend 8 – Featured Snippets
According to multiple studies, search engine results pages will feature a snippet from a web page as a featured snippet nearly 1/3 of all searches by 2022. In other words, if you don’t care about featured snippets, you should start doing so now because your competitors might be using them to dramatically outrank you.
But how do you get those coveted snippets? Easy—be relevant. What does that mean exactly? That means creating content that answers questions people are searching for. These are questions they would put into Google to try and find information on Google Search or Google Maps, but instead of clicking through links on organic search results pages to try and answer their questions (hopefully finding what they need), these searchers would rather have their question answered immediately in a clearly marked box next to their search result listing.
But understanding what exactly users want is just part of getting those coveted snippets; it doesn’t matter if you answer every single question perfectly—if it isn’t exactly what users want, people won’t click on it.
SEO Trend 9 – Prioritising User Intent
Search engines are increasingly paying attention to how users interact with their results. Sites that don’t quite match up to what people are searching for will struggle to be listed, but it’s not all about keyword matching.
If you want your site to perform well in search results, make sure you’re catering to user intent. If someone searches for beauty tips, chances are they won’t be looking for pages filled with technical advice on hair care; instead, provide them with easily digestible beauty advice tailored around their specific needs.
This is just one example of a growing trend where search engines will tailor results based on an individual user’s preferences rather than acting as a generic gateway to content.
To stay ahead of these trends, make sure you’re taking user intention into account when building out new content or designing optimised sites.
SEO Trend 10 – Local Search Listings
Making sure that your local listing show up in local search is an important part of SEO, but it’s not something that is often considered. For most businesses, it’s just not an obvious piece of marketing. However, you have to remember that searchers are clicking on these listings more than ever before.
Google is still rolling out updates to local search algorithms so their importance isn’t going anywhere soon! To really drive traffic from local searches make sure you make creating a strong, localised presence a priority—think about keywords and address details first.
Do a quick little research check first to make sure what you want shows up as a suggestion for those specific searches as well as other relevant searches.
SEO Trend 11 – Digital PR
We all want more followers on Twitter, more comments on our blogs, and more people talking about us, so why not develop an entire content strategy around it? Successful digital PR starts by creating one-on-one relationships with influencers in your industry who have access to large audiences or followings online.
The same person who links to your landing page from their own website may be able to write a story about you too! A word of caution though – don’t just pitch a link at someone because they’re influential – know them first! Take time building your relationship before going into full pitch mode – that shows respect for both yourself and your potential audience.
It will take time, but think long term here – if you treat influencers like just another social media profile, then you’re doing yourself (and them) a disservice. Getting likes is one thing but getting meaningful relationships is much more valuable in the long run. The goal should always be to grow your network without overwhelming your audience with self-promotion.
Remember – it’s likely only taken 3–5 years for each of these folks to build their following; getting ahead quickly is probably not worth losing authenticity along the way.
SEO Trend 12 – Voice Search
Digital assistants, voice search, bots, AI, chatbots—these are all terms you’ll be seeing a lot more of in years to come. With nearly 60% of consumers using voice search daily (and increasing numbers using multiple devices), it is no surprise that Google plans on integrating Assistant into 70% of its products by year end.
In 2022, smart home speakers like Amazon Echo will make it even easier to shop with your voice; users can ask things like Where’s my coffee? or Send me flowers tomorrow. If businesses don’t get on board soon enough, they may find themselves having to play catch-up when it comes to customer service requests like returns or refunds.
After all, if I need to return an item, why would I want to wait 30 minutes for someone to show up at my house when I could just talk directly to Alexa?