Keeping up with SEO trends is a shifting target.
From algorithm changes to growing innovation, the goalposts seem to be moving. While the goal of SEO stays the same – to increase your visibility in relevant search results — the methods used to achieve its change.
Here are the top SEO difficulties for 2022 and the five largest SEO trends to monitor.
SEO Challenges in 2022
1. Algorithm tweaks
Marketers’ biggest issue is keeping up with algorithm updates. In 2020, Google executed over 500,00 trials, leading to over 4,000 modifications in search.
Like most marketers, you may be overwhelmed by this figure. How can you succeed when Google keeps rerouting your path?
The idea is to respond strategically. This includes keeping up with industry news. If a major algorithm update occurs, the SEO industry will likely remark.
The second option is to wait until the dust has settled following an upgrade. Why? When Google discovers a modification hasn’t worked as planned, they roll it back.
2. Not ranked.
SEO takes time. Instead of being instantaneous, organic search results are the product of smaller efforts.
To compare, SEO is like a mutual fund that grows over time. Like the stock market, it’s not real-time. This is useful when clients want speedy outcomes.
Technical SEO and content marketing are two “solutions” for a low ranking. But having a long-term plan focusing on three to four initiatives at a time is crucial.
3. Keyword study
Seo is built on keywords. Instead of only looking for a term, Google now scans your website to assess its tone, scope, and relevance.
So no more keyword stuffing. This means figuring out what deeper problem your users want to tackle. With this knowledge, you can do better keyword research and generate better content.
See how to include user intent into your keyword strategy.
SEO Trends to Use
1. Mobile Voice Search
“Google, what is an excellent heavy cream substitute?”
Last week, while baking a cake, I asked my Google Assistant this inquiry. It appears I’m not alone in using voice search – nearly half (44%) of all US internet users use voice search. Voice search is undeniably becoming more common. But how can we optimize our material for audio searchers? Optimize your site for mobile. Since most voice searches are done on mobile devices, Google favors mobile-friendly sites that load quickly.
2. Resized page headers.
Google introduced Passages in 2021. A paragraph (or segment) of a page can be ranked separately from the page itself.
Marketers should be unconcerned if their pages are organized. If not, tighten your page headers to help Google interpret your content independent of markup.
3. Emotional headlines
Have you ever clicked on a headline that enticed you? It turns out that creating clickable titles took a lot of research.
A recent analysis of 5 million headlines found that emotive titles (positive or negative) had a higher click-through rate than neutral ones. Positive titles had a 7.4% higher CTR, whereas negative titles had a 7.24% higher CTR.
Unbelievable, mad, and crazy are strong words. While these may work on social media, they can harm your organic CTR.
4. Search results video.
Featured Snippets frequently include YouTube videos. In “how-to” searches, the reader is looking for detailed instructions.
Imagine being stranded on the side of the road with a flat tire. A Google search for “How to fix a flat tire” yields the video below:
Here are some options:
Create chapters in YouTube videos. Chapters divide your video into topics. This context helps viewers (and Google!) comprehend a video. Featured Snippets allow Google to use different clips from your video.
Closed Captions (CC). Closed captions help Google and YouTube interpret your video. YouTube’s auto-generated subtitles aren’t always accurate, so it’s best to manually add your own.
5. Editing “People Also Ask” information
You may have noticed something new on Google: (PAA). A PAA box now appears in 43% of search inquiries.
Everyone wants to rank at the top of the SERPs. Fortunately, modest changes to your content can boost your chances. Since most PAA boxes begin with questions like “what,” “why,” and “when,” including questions and answers is a smart idea.
Include a keyword research tool to find long-tail query keywords to use in your page headers. Or, add a FAQ section to your website. This not only helps the reader but also helps SEO.
Conclusion: 5 SEO Trends to Leverage in 2022
Change is the only constant in SEO. While it may seem like we have no influence over the changes, we do have control over how we react. Start by keeping an eye on trends and using this article’s recommended practices to handle the shifting landscape.