For over a decade, search engine optimization (SEO Trends) has been the core focus of many marketers and business owners.
The basic concept behind SEO has remained the same since its inception: make your website content as easy to read and understand as possible in order to rank highly in the search results and attract more people to your site.
However, algorithm updates and search trends evolve and influence the ways we execute optimization across our web pages.
Below are the top 12 SEO trends to pay attention to in 2022 to keep your traffic and keyword rankings trending upward.
1. User Intent
Whether you’re a small business owner just getting started in marketing or a seasoned marketer looking for ways to stay on top of the latest digital trends, you’ve undoubtedly heard the term “user intent.”
But what is user intent, and how does it apply to your digital marketing strategy? User intent is the state of mind a user is in as they interact with your marketing material, which is determined by their motivations and needs. It is the key to effectively communicating with your audience and driving conversions.
2. Keep Your SEO Technique Up to Date
When it comes to search engine optimization (SEO), everyone wants their website to rank high in Google and other search engines. But simply having a website isn’t enough — you also need to keep up with the latest SEO trends and make adjustments to your site accordingly.
Constant changes in search algorithms have made it even more important to stay on top of the latest SEO practices. If you want to rank higher than your competitors and bring in more visitors, you need to keep track of the latest SEO trends and adjust your site accordingly.
3. Content Quality
No matter what industry you’re in, it’s becoming more and more important to have a strong online presence.
If your competitors are ranking higher than you on search engines, the first place many consumers will go to find a solution to their problem, it’s imperative that you make your website a priority.
The best way to ensure you’re being found online is to create quality content that’s relevant to your industry. When you create a calendar and make a priority of creating content on a regular basis, not only will you be helping your website rank higher in search engines, but you’ll also be helping customers find you when they’re searching for a solution to their problem.
Read our article on How to create quality blog Post.
4. Localization Of SERPs & SERP Changes
Google’s efforts to localize search results through Google My Business listings has changed how we optimize our websites.
To stay relevant and stay on page 1 of SERPs, ensure that your landing pages reflect content relevant to each geographic area, not just country-level keywords.
SERP Features & User Experience: Search engine giants are redesigning their websites around user experience and making SERPs more visually appealing than ever before.
The most relevant results would rise to the top, while the rest would be relegated to page 2 and beyond.
Search algorithms are getting even more complex, with the latest developments being localized search results through Google My Business listings. This has changed how we optimize our websites, ensuring that we are relevant and stay on page 1 of SERPs.
5. Learn how to use web analytics:
Understanding how your audience interacts with your website is a critical skill for any marketer. An understanding of traffic, search, and customer demographics can help you better understand your audience and improve your marketing strategy.
By using web analytics software, you can track how your audience is interacting with your website and use that information to improve your marketing strategy.
For example, if you notice a large number of visitors are coming from a certain search engine, you can focus more of your marketing efforts on that search engine to maximize your reach.
6. Images & Visual Content
Web pages with visual content will always perform better than those without. We’ve known for a long time that images, especially high-quality photographs of real people and places, drive engagement.
In early 2017, Google revealed its Mobile-First Indexing System, which means mobile searches have more weight than desktop searches.
Today, more than ever, we have access to a staggering amount of visual content. We can find photographs and videos of almost anything online, and share them with friends and family almost instantly.
This has had a profound impact on the way we communicate and share information, and has had a significant effect on the way we build websites, too. Web pages with visual content are more engaging, more persuasive, and more likely to rank well in search engines.
One of many benefits of automation is that it allows you to scale up your website and gain traffic from new markets.
A good example of search engine optimization (SEO) automation is Google Search Console, a free service provided by Google that allows users access to webmaster tools for their site.
If you can fully automate your SEO, you won’t need high-cost labor or outside help! Find out more about how you can take advantage of automation through a variety of different platforms today.
8. Integrate SEO with Paid Search
Paid search accounts for a large portion of your marketing budget, so incorporating it with other digital channels will help you get better results.
For example, if people come to your website through Google ads, your homepage should include a way for them to follow you on Facebook or Twitter.
If people visit your Facebook page from Google ads, make sure they have an easy way of finding information on your site (and vice versa). The same principle applies when integrating with social media.
It’s a very effective strategy for generating immediate sales, generating brand awareness, and driving traffic to your website. Paid search represents a large portion of most marketing budgets, so it’s important to make the most of every dollar.
That’s why it’s important to incorporate paid search into your digital marketing mix so that you get the most out of your marketing investments.
9. Natural Language Processing & Machine Learning
Natural language processing is the field of computer science that deals with the processing of human-readable text.
By understanding language better, search engines will be able to better understand what you’re asking for, which should lead to better results.
The increased intelligence also allows for the complex processing of natural language to be done by computers, rather than humans, which can provide a better experience for users.
At the same time, this also opens up the possibility for chat bots and other conversational interfaces that can better understand and respond to natural language.
10. Mobile & User Experience
Search is a primary means of discovery in the digital world, and users are quick to leave a site if it doesn’t function well on their mobile devices.
To ensure that your site is mobile-friendly, Google has introduced the Mobile-Friendly Test. This tool allows you to assess the current state of your site and make improvements where necessary.
Search engines also take mobile-friendliness into account, so a poorly mobile-friendly site will suffer in the rankings.
Google is moving toward using data points like time on site, number of clicks, bounce rate and engagement as factors that impact SERP ranking.
If you want to keep your business trending upward across search engines, you’ll need a complete SEO strategy that addresses long-term sustainability.
Put together a simple digital audit of your website and get a handle on where your website traffic comes from, how users interact with your site and what content has staying power—then develop strategies for improving these metrics.
12. Google EAT
Kevin Rowe, Founder & VP of Strategy at PureLinq, believes that the growing importance of E-A-T will be a trend to consider in 2022.
These guidelines focused on the quality of the content on your web site, not the quality of the page itself or the site’s technical architecture.
This approach, which became Google E-A-T (Expertise, Authoritativeness, and Trustworthiness), has since been updated and expanded to include more signals that webmasters can use to improve the quality of their sites and the quality of the content on them.
In short, Google E-A-T is a set of official webmaster guidelines for providing a quality experience for users online.
SEO trends are an ever-evolving field, which means it’s more important than ever to stay up-to-date on current best practices.
Fortunately, there’s no shortage of articles and tutorials available online that can give you advice on how to optimize your site.
If you have a specific marketing question you’d like answered, consider reaching out to us so we can help you. We can also be a valuable resource when it comes time for your next update or redesign.