Search Engine Optimisation (SEO) is a vital tool that anyone with a website needs to know how to leverage. It’s a digital marketing strategy that helps ensure your business is a success. There are approximately 1.7 billion websites that exist, so making yours a top choice for your potential customers is necessary. SEO can make it more likely for your customers to find your website. By following the SEO guidelines, your business or brand can attract the right audience when they’re browsing the web.
2022 has begun with the hope of a near end to the COVID-19 pandemic. But businesses are still trying to find new ways of growing their visibility and sales. This is why new strategies are always being sought. Although the basic principles of SEO are still a priority, there are emerging trends that influence the way brands need to optimise for better web visibility in 2022. Here we take a look at what’s trending this year so you can continue to grow your business, even during these unprecedented times.
- Artificial Intelligence (AI)
The use of AI technology has been growing rapidly. According to statistics from BlumbergCapital, 26% of consumers said they interact with AI on a daily basis. AI has started to change the way people interact online, making their experiences more immersive and engaging. Google released an algorithm update, called RankBrain, that included ranking content based on the user’s search intent. This allows the search engine to deliver more relevant results based on attributes such as the user’s location or wording.
Moving into 2022, you could use AI in your SEO strategies to identify trending topics, and also ones that are most effective for your target audience. Content usually takes 3-6 months to rank in a Google Search, but AI can help your new content rank much quicker. This is because it looks for and displays the most relevant content that relates to specific searches.
- Personalised Results
As technology has advanced and becomes more available, users have become accustomed to receiving their content in a specific way. They now expect their content to be personalised and tailored to their exact needs and preferences. In fact, SmarterHQ reported that 90% of users would be fine with sharing behavioural data if it meant they would receive personalised content.
Google has also shown how eminent personalisation is by ensuring search results are based on accumulative information that suit each user’s interests. Youtube and Netflix are also great examples of using machine learning to personalise content. They recommend videos to viewers based on other things they have recently watched. A study noted that 75% of content that viewers watch on Netflix comes from the Netflix recommendation system. And this system reportedly saves the company more than $1 billion a year. That’s a darn good saving even for a company as colossal as Netflix. So it’s important that you know your target audience and give them the content that they want.
Youtube uses machine learning to compile and recommend a playlist based for me based on the songs that I usually listen to.
- Mobile Friendliness
Google made mobile friendliness a ranking factor in 2015. Their algorithm looked specifically at how websites were optimised for mobile. Those that weren’t optimised for mobile were penalised, in a sense, because they ranked much lower in search results than those that were optimised for mobile. In 2021, 92.6% of internet users accessed the web via mobile. So it’s imperative that your website caters to them, else you’ll be missing out on a huge amount of potential customers. You can use Google’s Mobile-Friendly Test to see how your users view your site on a mobile device.
- Keyword Analysis
Keyword stuffing is a big no no in SEO because your content will be regarded as spam. Google focuses on semantics and has gotten better at detecting your keywords’ synonyms or related words. Using these secondary keywords will not only increase the quality of your content, but will help you rank better. They provide better insight for your users because your posts will have a more natural flow to them. You can find semantic keywords by looking at the related suggestions in a Google Search, or use the Google Ads Tool.
- Google’s E-A-T Principle
This refers to the Expertise, Authoritativeness and Trustworthiness of a website. The main aim of this principle is to avoid serving users inaccurate or misleading information. So it’s important to make sure your content comes across as reliable and relevant.
Always study your target audience’s values and needs so that you can deliver relevant content to them. It’s also important that you back up any claims with statistics of facts from reliable and reputable sources. Using statistics can 99.9% help you seem more reliable. Maybe not officially, but you get the point.
You should also keep your content fresh and up to date. Go through older posts to see if any vital information needs updating.
- Video inclusion
Video marketing statistics predict that this year, online videos will make up more than 82% of consumer internet traffic. This means that more consumers are using videos as a source of information now. If you’re hoping to better your rankings, including high-quality video content as part of your marketing strategies will boost your traffic. It also allows for users to spend more time on your page, which is another important metric for SEO. When creating videos, LemonLight suggests that your videos have context, i.e. they’re not the only thing on the page, and that they are educational. This will give you more web authority and credibility.
New ways of searching grants users more accessibility to find the information they need. Voice search has been on the rise, with statistics showing that 58% of consumers using voice searches to find a local business online. They create a more natural interaction with search engines while also offering a quicker way to get results.
To optimise your voice search, ensure that your website is fast and user-friendly, as well as contains the right content for the right user.
SEO trends are always evolving to suit changes in the digital landscape. Keeping up with them will guarantee that your website gets a good ranking by improving the quality of content and service. At Lilo, our SEO experts use custom solutions to elevate your business above your competitor’s.