Year after year, we see the SEO industry evolving. Digital marketing professionals know that businesses don’t want to be on the wrong side when it comes to major changes in search engines or new algorithms. They need to keep abreast of new SEO updates to understand their potential impacts on marketing strategies.
Looking at SEO trends and changes has an impact on the way businesses market and advertise online to reach their target audiences. According to BrightEdge, 53.3% of all website traffic comes from organic searches. With organic search proven to be the most important driver of web traffic in all sectors and an essential component of revenue, SEO is, no doubt, a powerful tool for any business with an online presence.
Advanced Digital Media Services takes you on a quick trip down memory lane to understand how the SEO industry changed in a year. We’ll also provide you a comprehensive overview of what lies ahead for you and SEO, so you can be ready for the latest SEO trends you should be watching in 2022.
Looking Back at SEO Trends in 2021
In 2021, digital marketers were introduced to algorithm updates from Google and the growth prospects of mainstay trends such as voice search, quality content, and video marketing. Here’s a quick look at the SEO trends in 2021 marketers everywhere built their strategy around as we may see them still well into 2022.
1. Google BERT Algorithm vs. Multitask Unified Model
Bidirectional Encoder Representations from Transformers or BERT was the first step in moving beyond keyword-based searches to more complicated search queries. It enabled entities to be identified and relationships between entities with greater precision than ever before. Google’s BERT technology made it possible for Google to deliver index-ranked results and linking links, as well as featured snippets that display immediate results within Google.
In 2021, Google introduced the Multitask Unified Model or MUM. Taking over BERT, MUM focuses on long-tail and complex search queries. It tries to solve the user’s query as efficiently as possible.
Google explained that MUM is 1000x more powerful and has higher efficiency scores. It also stands out in three main categories:
- It is multimodal. It can handle different media types.
- It can take on more complicated search queries.
- It removes language barriers.
MUM’s multimodality allows the search algorithm to understand not only text, but also images, videos, and audio files. This allows users to combine text and image inputs. MUM can provide valuable insight and pointers for deeper exploration of topics in search.
2. Core Web Vitals
The factors that Google considers essential in the overall website user experience are summarized as Core Web Vitals. Core Web Vitals include three page speed and user interaction measures: first input delay, largest contentful paint, and cumulative layout shift.
Core Web Vitals, in short, are a subset that Google uses to calculate your “page experience score,” or Google’s way of rating your overall UX. It assesses and measures the speed, responsiveness, and visual stability of websites. It offers more chances to boost a website’s ranking.
Following this and other latest SEO updates in 2021, digital marketers are focused on the user more than ever. To be in the top 10 of SERPs, websites need to provide a great user experience. This includes fast loading times, responsive times, and mobile navigation. SEO results will improve if a website is more focused on user needs.
3. Voice Search
A search for “SEO trends 2021” is not complete without voice search. Without a doubt, voice search changed the way people interact with search engines. Conversation sampling is already happening every day, and the AI race towards a world in which we can get answers to questions before users ask them is certain to transform the SEO landscape. Voice search is a great way to improve efficiency too.
Google has been redesigning its search results pages to provide shorter answers. This is mainly through Featured Snippets and Answer Boxes, respectively. This has been possible with AI and BERT.
Learning of this initiative from Google and other SEO trends in 2021 has led digital marketers to evaluate their content, pick out the topics that can provide short answers, and optimization in question form. There was more focus on keyword research to help answer questions such as how-to, when, and where. Digital marketers use tools to ensure that their content appears as quick answers in Featured Snippets.
4. Original Content
SEO trends 2021 were more about context than keywords and word counts. Marketers concentrated on compelling graphics, videos, and even audio creatives. Attention is fragmented in today’s world, and any attention that can be earned must be nurtured. SEO is only the beginning. SEO content must not only draw attention but also convert it into leads.
Good-quality original content plays an important role in SEO and ranking. Businesses need authentic content more than branding.
5. Video Marketing
One of the SEO trends 2021 that should always be a part of a digital marketing strategy is video. Remember, YouTube ranks second after Google, with more than 1 billion users. Even if you don’t like videos, it’s time to start.
Business owners understand the importance of optimizing a 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.
Videos also highlight the importance of keywords. YouTube’s autocomplete 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 keywords you can use to optimize your video for reaching a specific audience.
The Hottest Trends in SEO in 2022
SEO is a great way to get consumers to your websites – if done correctly. SEO is always changing, so it can be difficult to keep up with the latest developments, but it has a constant: it changes all the time. We can expect more of this as we look ahead to SEO trends in 2022.
We’ll give you insight into the most important and timely SEO trends for 2022, so you can plan your SEO strategy accordingly. Let’s take a look at the new updates in SEO you should be taking note of in 2022.
1. Artificial Intelligence
AI, just like many other industries, is also changing the SEO industry.
Machine learning allows AI technology to process large amounts of data at a faster rate than humans and analyze it to automate many marketing tasks. In 2022, one of the most popular SEO strategies will be using AI in marketing.
Aside from Google using AI, content creators are also turning to AI-supported content generators. AI writing tools have revolutionized the SEO industry by helping to save time and money as well as providing new ideas and writing inspiration.
These tools will prove to be a boon for digital marketers all over the world. In 2022, data-driven software tools that specialize in SEO and content generation will continue to grow in popularity.
2. Multimodal Search
We discussed last year’s new updates in SEO and how search engines are improving their language processing and being able to better understand the intent behind a query. Multimodal search is one of those latest SEO updates you shouldn’t overlook. It is something that search engines have been working hard on and we believe it will continue to make a big impact on the future of SEO.
Multimodal search allows you to search for information in multiple formats. This includes text, images, and audio. Let’s say you see a pattern on a blanket that you like and you want it on a scarf. You can search Google for “scarves featuring this pattern [insert blanket photo]” to see if it is available. What do you see in your search results? Scarves that have the same pattern as the blanket.
While multimodal search technology has not yet been fully integrated into search, we expect it to be in search engines within the next few months. If multimodal search works as expected, it should improve the search experience. Search engines should be able to provide a user-friendly experience, and that is why any high-performing SEO strategy should include it.
3. Search Intent
New SEO updates for 2022 will prioritize search intent and user behavior. Businesses that understand the needs of users and offer content that addresses them can reap its benefits.
SEO professionals need to pay more attention to search intent because algorithms are getting stronger. Businesses can create content that is relevant to their online audience by paying close attention to search queries.
Google will improve its ability to understand when users search for expert advice. It will rank content that follows the E.A.T. (Expertise, Authoritativeness, and Trustworthiness) guidelines higher than others. Only those who truly understand the users’ search terms can dominate the industry.
4. Google Discover
Google Discover is a great addition to the list of the latest SEO trends in 2022.
What is Google Discover? It is a feed that gathers relevant information based upon what someone searches for most often and places it at top of search results pages. It is a feed that shows you the most recent stories, media, and videos based on current topics in your area that align with your general search interests.
For example, images should be included in your digital marketing efforts to improve search visibility.
Google Discover includes images in every search listing. This is why it’s so important if you want to rank high in this category. You want to continue creating amazing content that meets the needs and interests of your audience to make Google more likely to add your site to Google Discover. This will result in more organic traffic than any other SEO method.
5. Enhanced SERP Features
You don’t often have to click on a search result to find the information you need. You can find lyrics, flight information, local businesses, and many other search results on the first Google search engine result page (SERP).
Google’s Knowledge Graph and Passage Ranking both use algorithms to deliver the most relevant information based on your user data. Google aims to help users find what they are looking for while offering minimal content and the possibility to “go further and broader” with their searches.
Google now indexes web pages as well as individual passages of those pages with the Passage Ranking Update.
This is especially useful for specific searches and voice search results. It makes it easier for users to find the answers they need. In the future, Featured Snippets will play a greater role because users are more specific when they phrase search queries.
SEO Tips for 2022
From the list of new SEO updates for 2022, SEO is no longer about optimizing keywords or meta titles. You need to consider everything related to its trends. It’s important to keep up with the latest metrics with the right tools to help you create a smart SEO strategy that aligns with new updates in SEO this year and beyond.
The following are tips to help you navigate the latest SEO updates and keep you ahead of the competition:
1. Maximizing AI Tools for Content Creation
Based on inputs and algorithms, AI tools create written content that is human-like based on inputs. A few examples of what AI tools can generate are blog post titles, article descriptions, and captions for social media.
Here are the best ways to use AI content tools:
- Title/topic generator: Have writer’s block? AI-generated titles or topics can speed up brainstorming and ideation.
- Meta tag generation: If you have hundreds of tags to create unique page titles and meta descriptions, AI copywriting tools are a great option.
- Outlines/first drafts: – Use these tools as a starting point and not a replacement. AI tools are still machines that make obvious mistakes and use unnatural phrasing. You can save time by using AI-generated drafts to create content quicker.
2. Providing Smarter Answers to Complex Questions
Multimodal search responds with more relevant content and works to overcome format and language barriers to provide better search results.
Take note of the following to prepare your website:
High-quality, authoritative, and valuable content is possible with optimized images or videos.
To help search engines understand your content better, add structured data.
3. Analyzing On-site Journeys and Search Data of Organic Leads
Brands must cater to their audience’s needs more than they promote their brand or products. Optimizing your website means you give users not only the answers they need but also their preferred content types (videos and podcasts, etc.).
Analyzing your site visitors’ behavior and search intent will help you understand not only the search terms they used to find your content but also the on-site keywords they used for each page they visited within your site. This data aggregation will allow brands to map it to their content journey.
4. Optimizing Google Discover
Google is a business. It is their job to make it easy for consumers to find answers to their queries so they keep returning to Google. You want your website to be easy to find and use so that consumers will return to it.
You can maximize Google Discover by focusing on the following:
- Assuring an accurate and complete organization markup
- Establishing a strong presence in knowledge bases like Wikidata
- Claiming your knowledge panel to use the posts by Google feature
- Setting up your Google My Business Profile
5. Improving Page Experience
Mobile-friendliness and responsiveness are not the only aspects of a page experience. The Page Experience algorithm measures several metrics, including loading speed, interactivity, and visual stability, as well as HTTPS security.
How to prepare your website:
- You can calibrate the performance of your web page using Google Search Console and PageSpeed insights.
- When redesigning your website, focus on usability (UX), if applicable.
- Secure your web pages with HTTPS.
Get Up to Speed With the Latest SEO Trends With Advanced Digital Media Services
The 2022 SEO trends are a great guide for businesses and digital marketers to begin planning their strategies for the following months.
These trends are a great place to start, but they all boil down to something that everyone in the industry knows: Engaging, informative, and valuable content will always be the best way to increase organic traffic, rank higher on the SERPs, and grow your audience.
If you need to kick-start your digital marketing strategy, Advanced Digital Media Services has all the SEO basics and more. Our SEO Services in Denver will help you elevate your SEO strategies with flawless execution.
Get in touch with our team today and find out how we do it.