SEO trends have been changing rapidly over the last few years. In addition to keywords, SEO now focuses on user experience, web design, and social media. For 2022, there are key drivers impacting digital marketing and a lot to consider when planning a strategy.
The pandemic touched nearly every part of modern business but, most significantly, drove a mass adoption of e-commerce. In many cases, that meant businesses with zero prior online experience rushed to get their businesses online to take digital orders. That worked fine when everyone was buying everything online.
With most restrictions falling away, though, some of the old norms of online competition are back. That means that your website must keep up with the latest SEO trends to reach new customers.
Not sure what you should watch out for this year? Keep reading for seven top search engine marketing trends in 2022.
1. Mobile Ready
Long-time website owners know that mobile readiness is a big deal for search engines. Newer website owners, on the other hand, may not realize it's one of the key things search engines use for SERPs.
The reasoning is simple. Upwards of 70 percent of all web traffic goes through mobile devices. This is why mobile-first web design is one of the most significant SEO trends this year.
What does mobile readiness actually mean, though? It's a shorthand way of saying that your website will adjust its organization and content for display on mobile screens.
Website builders and content management systems often bake mobile readiness into websites. If you get a custom site, though, make sure your web programmer builds with mobile device displays in mind.
2. Technical SEO Trends
Technical SEO largely means the background elements of your website that search engines care about, but are often not obvious to visitors.
A few common elements of technical SEO include:
- Image optimization
- Working links
- Using HTTPS
- XML sitemaps
- URL structures
- Site speed
All of these things make it easier for search engines to crawl and categorize your site. They also routinely improve things like page load speed, which is another thing search engines use for ranking.
3. Quality Content
The days when your site could get by on any kind of content are long, long gone. Search engine algorithms are fairly adept, and getting more adept, at identifying good content.
Good SEO content follows what is typically called the EAT principle:
In practice, that means that your content demonstrates that you have mastery over the subject matter. You do this with cogent explanations, but you also do it by linking out to other subject matter experts and reputable sites.
Good content is also relevant and useful for your specific audience. If you run a general contracting business, your content must address the concerns and questions of potential customers.
For example, you might write a blog post about the pros and cons of different kinds of flooring. You could also develop content about different kinds of HVAC systems.
4. Long-Form Content
Long-form content is a dominating factor in the latest SEO tends. Long content doesn't necessarily meet the basic criteria of the EAT principle. It's also not a guarantee of overall usefulness or audience relevance.
Going back to the general contractor. If they write a 2000-word post about car maintenance, it's not good content for the business's needs. It doesn't matter how expert, authoritative, or trustworthy.
Assuming that you do keep your content focused on things that will matter for your customers, long-form content can boost results. That extra space gives you the breathing room to do things like demonstrate expertise and build trust.
On top of that, longer posts that do meet EAT requirements, demonstrate relevance, or provide useful information often see more social sharing.
While you don't necessarily want every post to run 2000 or 3000 words, you should publish posts at length on a regular basis.
Speaking on content, video content attracts eyeballs to your website or YouTube channel. Of course, video alone isn't enough. You must still optimize that video for solid SEO results.
You need descriptive video titles that include some of your target keywords. If you run something like a YouTube channel, the channel description should include your primary keyword. It should also give visitors a succinct overview of what your channel and business are all about.
You can also use video markup tools to note specific content at timestamps in your videos on YouTube.
In terms of actual video production, yes, production values matter. For the most part, though, focus on creating content that offers value and audience relevance. Quality content will help you develop an audience and cultivate future customers.
You can always improve production values as you go with better equipment and editing.
6. User Experience
This is less of a trend than an ongoing requirement that too many businesses ignore. You need a website that makes it easy for visitors.
That means a simple menu structure with obvious labeling. It also means structuring your site for ease of use.
For example, is your contact form buried on your "About Us" page? Visitors looking for contact information may never find it there.
If in doubt, set up a survey right on your website and ask customers what they would change about it.
7. Local SEO Trends
For online-only businesses or businesses that don't depend on local foot traffic, local SEO is often an afterthought. For any business with a brick-and-mortar location that sells products or services, local SEO matters.
Rather than try to secure traffic from customers across the country or globe, local SEO aims at getting your business high up in results for a specific area. For example, a restaurant might only want results from a single town.
This means doing things like:
- Employing location keywords
- Getting added to Google Maps/Google My Business
- Adding a store locator on your site
- Creating location-focused content
All of these things improve the chances that your business will turn up on the first page results for local business searches.
SEO Trends and Your Business
If you want the benefits of SEO for your business, then you must pay some attention to SEO trends. Yes, hitting the SEO essentials will help your search engine rank results.
When it comes to edging onto those first-page results, though, even minor tweaks based on current trends can make the difference.
Binary Glyph specializes in digital marketing and SEO for small businesses. For more information or to get started with our SEO services, contact Binary Glyph today.