SEO is constantly changing thanks to the ongoing evolution of Google algorithms. Understanding these evolutions’ impact on internet users’ behaviors and requests is fundamental, hence the need to monitor the latest updates.
With this in mind, let’s explore the trends to follow for a successful SEO strategy in 2022.
Follow the guide!
1- Better rank your content thanks to the EAT principle
According to Google, content quality is critical to ranking success. But how does Google define “quality”? It’s about applying the EAT principle: expertise, authority, and trustworthiness. These factors determine whether a web page has useful, quality content.
Here are the steps to follow to ensure quality content:
- Create buyer personas (or buyer profiles), which allow you to determine what type of content your customers value.
- Conduct research on search intent, which will help you establish the consumer journey.
- Use this information to create content that matches the format your users prefer.
- Test to study what your audience prefers. Note that if you’re targeting a more mature audience, video may be less suitable.
Make sure you follow some basic rules such as:
- Check that your information is contextualized, accurate, and up-to-date;
- Refer to reputable organizations to find your sources;
- Include external links to sources;
- Write clear and precise content that leaves no room for ambiguity.
2- Long-form content helps improve SERPs
According to a Semrush report, long-form articles over 3,000 words get three times more traffic, and four times more shares. They also generate 3.5 times more backlinks than articles with an average length between 901 and 1,200 words. Focus on longer content to get better search engine rankings. Make sure your content is of high quality. The goal is to provide users with shareable information that keeps them engaged.
To achieve this, first start by breaking your content into sections with H2 and H3 subheadings to make it more readable. Subheadings are especially important for mobile versions. Next, be sure to post links to relevant and authoritative sources with a high authority score. Finally, make your content easy to share. Include obvious sharing links in the title, and at the end of the article, so readers can share with one click.
→ How does Eminence develop a successful, SEO-optimized content strategy?
→ CRO and SEO, the winning combination!
3- Featured Snippets will gain importance
Launched in 2017, featured snippets are a kind of shortcut to gain importance in Google.
They are summaries of answers to questions frequently asked by Internet users on the Google search engine. They appear in a separate block placed at the top of the classic Google search results, with a link to the corresponding site.
It is recommended to create a clear and simple answer that directly answers a frequently asked question on Google. To find out what questions are most frequently asked, simply query Google and see the Google Suggest that pops up. Be sure to contextualize the content you create to add value.
4- Semantically related keywords will be more important
In the past, SEO experts focused on the primary keywords without giving much importance to secondary keywords. However, semantic research and intent optimization are increasingly important in judging the relevance of information.
Indeed, Google is no longer satisfied with looking at strings of words. It analyzes the context of the query and tries to discern the user’s search intent, which means that the more relevant the information provided via logically related primary and secondary keywords, the better.
→ CRO and SEO, the winning combination!
5- Local SEO will play a more important role in SEO strategies.
The power of local referencing is not to be underestimated. In this respect, on average, 46% of searches made on Google are local (Source: Net offensive).
If you favor local referencing, you must include information on the geographical area where you are located. This strategy is particularly interesting for shops, craftsmen, or companies that are located in a specific geographical area. By adopting it, you could boost your position in search engine results.
How do you get your business into this local pack? Start by creating a Google My Business page. It’s also important to have a strong profile to achieve your intended results. Read this article to learn more about optimizing your GMB listing.
6- Predictive search with Google Discover
Google Discover is another AI-based tool from Google. This content recommendation tool identifies user behavior patterns over time and gradually integrates these habits. With this information, Google Discover can identify the most accurate content that will most likely interest the user.
Google Discover already has over 800 million active users. To be part of it, you don’t have to do anything special. If Google indexes your page, it will be automatically included. Content is ranked based on algorithms that monitor content quality and user interest. While Google has not revealed any specific factors, it appears that search, location and browsing history, app usage, calendars, and home and work locations are all relevant.
7- Google Voice Search for your SEO strategy
Have you ever heard of Voice Search? This practice, which has been around since 2012 and has become increasingly popular since 2021, consists of doing searches with your voice, with the help of a computer with a microphone, a voice assistant on a cell phone (Siri, Alexa, etc.), or a personal home assistant like Google Home for example.
By performing voice searches, finding answers to questions becomes even easier, faster, and more accessible.
The advantages of Google Voice Search are many:
- Even if you don’t know how to spell a term, you can easily find all the answers you search for.
- The user can ask more precise and complete questions.
- Google can recognize the gender of the voice and automatically suggest the correct answer (for example, if you are a woman and you are looking for a shirt, Google will suggest shirts for women).
- If you have trouble typing on a keyboard, in a few seconds you can find all the answers to your questions.
Establishing an SEO strategy may seem like a no-brainer, but it’s an approach that requires expertise and the ability to adapt to the latest trends that are constantly changing. Our SEO experts are constantly on the lookout for all the latest trends and are trained to master all the subtleties. A good SEO strategy can make a big difference to your business results. If you need advice or more information, contact us!
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