We present to you the most important SEO trends for this year 2022 and how you can be successful with them
If you want to celebrate success in online marketing, you can't avoid SEO. Search engine optimization and SEO tools help you make your products and articles more quickly findable on Google and thus get the attention they deserve.
That won't change anytime soon in 2022 either, so it's worth taking a look at current SEO trends. What comes, what happens and what remains - we want to show you in more detail in this article. With the right examples and tips, you can read what really matters to your SEO success in 2022. We also asked Olivier, SEO and online marketing expert, for his assessment, which we are sharing with you here.
You need to keep an eye out for these SEO trends
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As in other areas of online marketing, trends play a major role every new year. But in SEO, there is basically no trend that would change it completely. “Many webmasters should first examine their SEO basics and master them,” says SEO expert Olivier. “Making the website crawlable and indexable as well as possible is the first important step. The best thing to do is to optimize the relevance of your website content so that Google can't help but include it in the top 3 SERPs.
In addition, you should focus on on-page metrics for your website and regularly create content that is linked to relevant websites. Thus, you are optimally prepared when new updates are implemented by Google Updates. In 2021, Google's title update was a big surprise to many, as Olivier looks back: “Instead of showing the title tag in the SERPs as usual, Google is now pulling more and more. plus a headline, like H2 or Article and show it in the SERPs.
If you factor these metrics into your SEO strategy, then you're already on the right track. If you want to dig even deeper into the SEO game, now it's worth taking a closer look at SEO trends 2022.
Here are the 3 most important SEO trends in 2022
The SEO trends we are presenting to you now are nothing new to anyone involved in SEO on a daily basis. However, for successful SEO in 2022, it is important not to lose sight of these trends.
Keyword research
The basis of SEO success lies in the selection of the right keywords, with which many different tools go with you. And this is what matters especially when researching keywords:
Research intentions: Search intent is the intent behind a search query. Whenever you search for keywords, you must ask yourself what people want to achieve with their search query. With new AI technologies such as BERT or MUM, Google is trying to better understand the search intent of users in order to display search results in an even more targeted way. For this, it is important that your content matches exactly the users' search intent for the target keywords. If you want to use two keywords that are very similar, the question often arises as to whether you need one page for each keyword or if you can answer both on one then rank anyway. Olivier has the following advice for you: “Take a look at the SERPs for your two terms: are there different URLs displayed or are there major matches in Google's SERPs? Based on this, you can decide whether one page is enough or not. You also have the option of using the seobility tool, for example, to get a direct overview of the top 10 URLs on Google for each keyword.
Click-free searches : Over the past few years, Google has introduced a number of new "search features" in search results that provide users with direct responses to their search queries without having to leave the search results page. This means that users get their questions answered even faster because the information they are looking for is already presented on Google's SERPs and they don't have to click on another website. For users, this generally represents an improved user experience that Google also benefits from. This development means that the proportion of non-clickable searches continues to increase and keywords are not of great interest to them.
User experience
As part of the Page Experience Update, Core Web Vitals have been introduced, which also show the direction in which Google wants to go. Google Core Web Vitals are currently three key numbers or metrics of a website's load time, responsiveness, and visual stability when loading, which Google says are particularly important for the user experience it will be worth. therefore the coup in 2022 because well Invest in the optimization of the user experience.
TO EAT
The abbreviation EAT stands for the English terms "Expertise", "Authoritativeness" and "Trustworthiness". For content of all kinds, Google needs content that contains expert knowledge and comes from trustworthy and reliable authors. It is a kind of evaluation guide according to which the three points are determined. You can emphasize your authority over your content, for example, with appropriate links and mentions.
Once you fail EAT on Google, it will be difficult to build new trust. It can take several months or even years. "So prove your expertise by giving interviews in other trade journals or by writing articles on Wikipedia - all of this and more can show your expertise," says Olivier.
SEO expert advice
In addition to the three most important SEO trends, we asked Olivier for his personal assessment and summarized his most important tips:
Always keep an eye on your customer journey
Especially when creating content, you should always think about the customer journey and ask yourself questions such as: what does the searcher want to achieve with the search term (search intent) and in what phase of the journey client is: is he currently? Only if you can answer these questions correctly can you deliver the right content.
Create a keyword mind map
Creating a keyword mind map is especially useful for websites with a lot of keywords. Think about which keywords your URLs (eg, categories, articles, products, etc.) should rank for. You can use seobility's rank tracker to view rankings every day and measure your SEO performance. Successful SEO is hardly possible without supervision. Therefore, use all the data that is available to you here.
Adjust the year
Controls, eg. For example, in the Google Search Console, which URLs for keywords rank with the year 2021 - these may lose their relevance significantly in 2022 and should be adjusted. Make sure not only to swap the year in the sections, but also to update or expand the content accordingly.
Refrain (again) from using AI-generated texts
AI-generated texts are not yet optimal for SEO and still need to be revised. The technology here is getting better and better, but currently it is not yet capable of creating complex topics, news and the like without errors.
Creates a content gap
Behind a content gap or "content gap", you can implement content that cannot be simply copied by your competition. is therefore based on content that you can use with audio or video content (podcast, YouTube, etc.) or with your own data, such as B. Extended studies and interviews.
Don't depend on Google!
Google has a market share of over 90% in France, but what if this traffic channel suddenly disappears, for example is replaced by new Google updates, Google penalties, new competition or negative SEO spam? Which is why it makes sense that you don't just rely on just one traffic channel, but build a healthy marketing mix as well. For example, you can offer newsletters and use social media as additional channels.
What SEO trends remain and how to implement them correctly
Along with the SEO trends that could become even more important this year, there are also evergreen elements that will continue to be important. We will show you what they are and how you can use them in practice.
Technical basics of SEO
Even in 2022, the technical basics of SEO and on-page SEO are an important prerequisite for successful SEO and good rankings. These include:
Accessibility, crawlability and indexability
Accuracy of the website (especially technical errors)
Page speed
Website structure and significant internal links
Meta-information for SERPs (especially the meta-title as a ranking factor and the meta-description)
Mobile optimization (indexing by mobile first keyword)
For websites with over 1000 URLs, clean URL structures are also particularly important. For online stores in particular, URLs with dynamically generated parameters are increasingly used, which can lead to a lot of duplicate content on a website. It cannot result in a penalty by Google, but the crawlability and indexing of your website is made more difficult this way. If there is too much duplicate content, Google can no longer attribute it correctly.
Contents
High quality content is and will remain essential in SEO work, but at the same time it becomes more and more difficult to stand out from the crowd. You should therefore attach even more importance to unique content that particularly stands out. With content hubs, you can emphasize your authority on the topic. You create a central distribution page that picks up the "main topic" and links other appropriate subtopics on the website. So you can z. B. write an article on SEO and other sub-topics, such as B. OnPage Optimization, Google Updates, Link Building and many other related topics on other subpages. With such a thematic cluster,
These points make for high quality SEO content:
serves the search intent of your visitors: inside
shows (new) findings or solutions for your target group
is very informative and offers real added value ("You can't read this elsewhere")
is genuine and true (does not tell fairy tales)
is well documented, including sources
is very well written: easily readable / scannable (content design and structure), easy to understand, error free and provides exactly the information promised in the title
Seobility can also assist you in optimizing the text. With the so-called WDF * IDF analysis, seobility compares your texts with those of your competitors and checks the relevance of the content and the completeness of the search term.
Back links
Backlinks have lost their relevance from before, but they are still an important ranking factor for your website. You should therefore pay attention to these factors:
Referrer domain / url strength
thematic relevance of the link
Position of the link on the page
Link text and text surrounding the link
Number of external links on the page
Link attributes (nofollow, ugc, sponsored) prevent the transmission of link juice
It's also worth taking a look at your competitor's link profiles and checking where the links are coming from. Please note, however, that you never copy links blindly, as this may result in a penalty from Google.
Even smaller campaigns, such as B. Interviews with other experts or interesting studies can already yield good backlinks. The important thing is the distribution (also called "content distribution"). Other webmasters need to know about your high quality content in order to link to them.