- 1 Our Experts Include:
- 2 Mordy Oberstein – Head of Communications at Semrush
- 3 Philip Petrescu – CEO of Advanced Web Ranking (AWR)
- 4 Chris Godwin – Head of Marketing at Jim and Tonic Distillery
- 5 Natalie Arney – SEO Consultant
- 6 Paul Friend – Head of SEO at The SEO Works
- 7 Aled Nelmes – CEO and Founder of Lumen SEO
- 8 Itai Sadan – Co-Founder and CEO of Duda
- 9 Michael Ryan – Director & Founder of Mr. SEO
- 10 Martin Harris – Head of Digital at Tank
- 11 David Westby – Senior SEO Strategist at Distinctly
- 12 Amit Raj – Founder & CEO of The Links Guy
- 13 Jenny Abouobaia – Head of SEO at Session Media
- 14 Maryum Sheikh – B2B SEO Expert at The Digital Voice
- 15 Gary-Eoghan Gallagher – SEO Team Lead at Loud Mouth Media
- 16 Beu Smith – SEO Lead at 43 Clicks North
- 17 James Munro – SEO Lead, Extreme Creations
- 18 Gregg Turner – Head of Performance Marketing at UNRVLD
- 19 Daniel Rawley – Growth Marketing Service Manager at Honeycomb Search
- 20 Jamie Indigo – Senior Tech SEO Analyst at DeepCrawl
- 21 Tessah Aihara – Founder of The SEO Mama
Our Experts Include:
For any questions, comments or features, please contact us directly.
Mordy Oberstein – Head of Communications at Semrush
In an era where Google relies so heavily on machine learning, it’s important to align with how Google views topics and content. Here, the fundamental goal is to align with what Google considers complete for quality topics and content. The way Google sees these two things is going to change. It looks more and more like MUM (which Google describes as 1,000 times more powerful than BERT, its previously most powerful machine learning construct) is making its way into the algorithm.
Practically speaking, and based on how Google themselves have described MUM in the context of their search results, this means further analysis of what the content and search terms mean. What you thought was a simple, straightforward query could soon break down into multiple interpretations with content geared toward each displayed on the results page. Let’s take a simple case, in fact, one from Google that used the term “prepare” in the context of hiking. What does it mean to prepare for a hike? With MUM, Google will be able to parse its meaning in multiple ways (eg “preparing” can mean getting the right gear or adopting the right fitness regiment, etc.).
This means that the alignment with how Google sees a topic will fundamentally change. Aligning with how Google sees what a topic is will be much more nuanced and diverse. This means that all things being equal, sites that rank well will have content that does the same. At a minimum, doing so will give your site more chances to rank, as Google will have content from you that aligns with the various topic pathways you’ll be presenting to users.
Philip Petrescu – CEO of Advanced Web Ranking (AWR)
What I can tell you, though, is that there will be a major shift in how people crawl their organic search results on Google in 2022.
So even though you might be in the top position in Google, that doesn’t mean you’ll have the same visibility you had when the SERP was made of just 10 blue links.
This is because, even in first place, you might still be below four rows with ads, or a Featured Snippet, Local Pack, or Block of People Also Asking, all of which push your organic result way down. below the fold.
So knowing exactly how far you are from the top of the SERP becomes a crucial way to measure SEO visibility. Why? Because it has a direct impact on the click-through rate.
How can you measure your CTR and position from above?
You look at the pixel position, which is the actual distance from the top of the SERP. Then look at the SERP features shown above and see if it’s feasible for you to rank in one of those features.
Chris Godwin – Head of Marketing at Jim and Tonic Distillery
2022 will be the year that Google My Business becomes the most critical driver of search rankings for businesses with physical locations.
For those businesses, it will become a necessity to collect Google reviews from customers, and the frequency of positive reviews (4 or 5 stars) is an important factor in ranking above a similar business or the competition. Those who do not actively collect reviews can expect to be outclassed by those who do.
Also, the more up-to-date the companies profile, with new images and news announcements, the more favorably Google will look to rank your business over a competitor with an outdated and stagnant profile.
Here at Jim and Tonic, as we head into 2022, we’re redoubling our efforts to collect customer reviews on our Google profiles for our 3 London Gin Bar locations, as well as updating our profiles with our latest menus and announcements.
Natalie Arney – SEO Consultant
There will be more demand for our services, in particular quality SEO services. Currently, there seems to be a small skills gap, and also business owners are frustrated that the cheaper services they have used in the past have poor impact on their site: low return on investment on cheap services and poor quality (but well sold) that have zero impact on the site. That, combined with promises some developers have offered to business owners and marketing teams that sites will be “SEO friendly” when a WordPress or Shopify plugin has been installed and that’s it. The pandemic has definitely revealed that SEO knowledge and expertise is in even greater demand than before, as many businesses have had to move online.
For SEOs, the “basics” will still be relevant. SEOs can often get distracted by what’s new and trendy, especially those who work at agencies that chase trends to prove they’re still relevant. However, we all know that the same problems will occur; be it site hygiene, poor quality content, and a poor quality backlink profile that affects the site. SEO is about the accessibility of information and products, and the removal of barriers to that information and products.
For any questions, comments or features, please contact us directly.
Paul Friend – Head of SEO at The SEO Works
Core Web Vitals seemed to steal the spotlight in 2021. But while Google publicized the release well, overall, it doesn’t look like the update itself has (yet) had the seismic impact on rankings that many people were hoping for. Still, Page Experience signals will continue to be significant throughout 2022 and there will be many updates and adjustments in this area. Ensuring a fast and intuitive user experience will remain high on Google’s priority list.
Google’s ever-increasing understanding of search queries will likely be a major consideration for SEO strategies in 2022. The better search engines are at understanding complex search intent, the more opportunities this will present for SEOs, either thinking about the whole search trip or the sophisticated. search tasks Google can now help with what it couldn’t before. Validating your content ideas and grounding them in data will be more important than ever.
SEOs should also think more about where their clients’ target audiences are discussing their brands. Are they on Reddit, Discord, Facebook? What issues are being discussed and what weak points can you see? Let this intelligence inform your SEO strategies.
And, as always, expect new or changed SERP features to compete for attention with traditional organic results. Displaying consistent brand messaging across all channels and platforms to help reduce noise should be a focus in 2022.
Aled Nelmes – CEO and Founder of Lumen SEO
In 2022, I think the search results page will change rapidly. Today, around 90% of website functions require the user to click through to the website to complete. Over the next 12 months, I expect to see this percentage drop to 60% as specific industries see their calls to action integrated with the Google search page.
For example, reservations for restaurants, hotels and entertainment can be made without having to click on the website thanks to integrations between reservation systems and Google My Business/Google Maps.
This way, the consumer will be able to see current features like reviews, facilities, and peak times along with where they can book. This could be critical for struggling hotel businesses that could see a huge increase in conversion rate with this streamlined, easy-to-use system.
Itai Sadan – Co-Founder and CEO of Duda
We expect to see long-form content take center stage on website pages in 2022. Over the past year, we’ve seen multiple agencies gearing up for this with their website designs, and with Google prioritizing content that has a word count above 1,500 feels like a natural trend moving into the new year.
Long-form content with rich media offers much more value to a user, while allowing for seamless keyword integration as well as the opportunity for a page to rank for more keywords.
Of course, structure, quality and relevance are key. Users are demanding higher quality content, and that will be a key part of 2022. Text needs to be exquisitely structured, have a natural flow, and all meta tags need to be optimized. They are SEO basics, but a big part of how 2022 will unfold.
More website designs should also be developed to encourage the integration of videos and galleries. Social media is already proving the value of video, where the likes of TikTok and Instagram dominate. High-ranking pages will no doubt have video embedded in their builds this year if the search query suits them.
Ultimately, 2022 will see a move towards a more immersive online experience. By this time next year, we may be forecasting a broader rollout of AR and VR within the space, as part of SEO’s natural progression toward Web 3.0.
Michael Ryan – Director & Founder of Mr. SEO
I think first of all, we will continue to see search engines expand their own footprint this year, and SEO will need to follow them to ensure they stay up to date with new product launches. We’re at a point where tools like Google My Business (soon to be retired and renamed Google Business Profile) can do most things effectively for a local business, without even having a website!
As we know, Google will continue to make updates and change goal posts in a variety of areas. In 2021, we saw a big push towards user experience in the form of the “page experience” update, which meant “fundamental web data” was the buzzword of the year. I can see Google continuing to develop these areas which I think will mean SEO & CRO will be aligned in the same way as SEO & Digital PR has in the past. It is becoming increasingly important to test page experiences for SEO and CRO.
Google will also continue to clamp down on link spam and follow through on its update on it, though I predict no one will follow the guideline for properly labeling links.
I can also see Google increasing the number of SERP features as well as the number of search results that have this. IF this happens, coupled with changes to how ads are displayed, there will be a massive shift towards CRO (again) and maximize CTR and your SERP position.
In recent years, we have heard that public relations / digital PR is the way to activate SEO. In 2022 we will continue to see campaigns that invest in this, without doing the basics, they are left behind. Keyword research, having a sitemap and keyword strategy will continue to reap the best results as Google continues to move towards user experience. This means aligning your overall keyword strategy on all of your standard SEO ranking factors like on-site optimization, linking, content, etc.
PS 2022 will not be the year of voice search yet!
For any questions, comments or features, please contact us directly.
Martin Harris – Head of Digital at Tank
My prediction this year: A site’s authority will be determined less by individual links and more by engagement with those particular links, unlinked brand mentions, and co-citations.
Google has created several iterations of its “determining a quality measure for a resource” patent, which basically measures the value of the link by looking at the amount of traffic it generates. If real users don’t click the link, then no value is passed to that page. In theory, this should prevent link creators from spamming sites with a high DA rating, and instead encourage brands to focus more on building referral traffic to the linked page.
The topic of implicit links has been kicking around for years in SEO, after Google released a patent in 2014 to start measuring “implicit links.” Basically, this means references or mentions of a brand and/or website without an explicit link.
The weight of followed links is still too strong a ranking signal to ignore – there’s a reason why digital PR is becoming one of the fastest growing disciplines in digital marketing. However, with the evolution of machine learning and Google’s semantic search, it makes me think that you now have the tools to start balancing the scales.
The same can be said for joint citations: when two different sources mention a website without a hyperlink between the sites, but the two are linked by a third party website. There’s nothing new about Google using this signal to rank websites, but the evolution in its content clustering algorithm tells me it can better understand context and tone, and understand how to associate mentions without a link.
I still expect links to carry weight for many years to come, but the quality of link traffic will become an important factor. At the same time, Google’s growing understanding of brand and keyword association between websites will have less of an impact on backlinks.
David Westby – Senior SEO Strategist at Distinctly
The fundamental role of SEOs is to match the different search intentions of users linked to your specific product, service or offer. A really important part of this is aligning your content with the different “pain points” of users at different stages of the funnel. Tools like Ahrefs and Semrush are great for being able to curate broader questions or queries as users navigate to a decision.
Moving forward to 2022, leveraging your own data as much as possible can really help you focus on those more specific “pain points.” Often these will be queries that won’t show up in the keyword tools, but will still be very important in the user journey. This proprietary data can be collected in many different ways – my favorites are using Google Search Console, analyzing user searches on your site, and conducting site surveys.
Amit Raj – Founder & CEO of The Links Guy
Influencer marketing continues to become an influential tool in everyone’s marketing toolbox, and I think this burgeoning marketing strategy has made it to the top spot of SEO 2022. One benefit is that it’s much cheaper than traditional marketing and it shortens the time it takes to reach your target audience, as influencers already have their own fan base, which businesses can benefit from. Additionally, many of the top influencers are highly innovative when it comes to creating imaginative content and can be good contributors to your company’s marketing strategy.
Mobile and voice are a powerful combination, voice search is expected to grow even more as it is extremely intuitive. Why type your question when you can easily ask in your own voice? Google voice search shows remarkable accuracy and is increasing in SEO led by Gen Z who use voice search on a daily basis. Experts predict that by 2022, voice-based purchases are expected to grow to $40 billion. If these statistics emerge, it is clear that voice search will not slow down, as this trend continues to grow, the changes in SEO will be continuous. As we adopt NPL (natural language programming), voice search will become more intuitive. With Web 3.0 on the way, there will be much more than websites and search engine optimization.
Jenny Abouobaia – Head of SEO at Session Media
Over the past 12 months, Google has released a series of algorithm updates that specifically target websites that lack experience, authority, and trust. So websites that had little information about the people behind the company, their experience and qualifications. We saw this affect many niche affiliate websites in particular, but also e-commerce and B2B.
There is more pressure than ever on search engines to be responsible and prevent users from unknowingly landing on low-quality websites that spread “fake news” and general misinformation. With that, Google wants to make sure that all of the top results promote experts, especially for those searching for advice-based keywords.
For example, if someone is looking for advice on their pet, search engines want to make sure that everything that appears at the top of the search engine results pages (SERPs) comes from an authoritative source, such as a qualified veterinarian. .
I think there will be more and more focus on E-A-T and we will see something similar to the “medical update” that we had a few years ago in all sectors and niches. The medical update was the beginning, so giving advice on topics that could affect your money or your life (YMYL) could only be offered by qualified experts. But Google now wants to make sure that any advice, regardless of its nature, is delivered in an expert manner.
With that in mind, all businesses will need to implement digital PR alongside or as part of an ongoing SEO strategy to increase their digital footprint and establish the people behind the brand as experts and thought leaders within the niche. I think we’ll soon say goodbye to the traditional “mommy blogger” and companies will need to ensure that their leaders not only establish themselves as experts on their own site but throughout the web.
For any questions, comments or features, please contact us directly.
Maryum Sheikh – B2B SEO Expert at The Digital Voice
Looking back at the patterns and developments we saw from Google throughout 2021, it’s safe to say that SEO will change significantly in 2022 with several influential trends, some of which I’ve predicted below:
This year I predict that one success that will continue to thrive will be the development of SEO and marketing automation tools. Throughout 2021, the transition from manual SEO to AI-powered SEO content creation and automation tools such as Jarvis, Copysmith, and Frase demonstrated that the use of automatic search engine optimization is becoming more prominent within of digital spaces and with intelligent AI automation tools, the entire process can be faster and more effortless. But with this, Google will be tougher on relative backlinks and will nullify websites that have irrelevant, bad or spammy backlinks with poorly adjusted anchor text and your domain rating will drop significantly.
Second, visual content seems to be the biggest thing Google wants to push this year. As image and video become more prominent online and Google’s algorithm proved to gain more authority, we can expect to see a lot more image and video content on our screens, each personalized for a great user experience on desktop computers. desktop and mobile devices.
I also expect semantic search to prevail throughout 2022. Google will determine the intent and contextual meaning of a search query rather than keywords. Google will try to hone its ability to give its users the exact results they are looking for to achieve their goal and user satisfaction without having to scroll to achieve a successful user journey.
Last but not least, I hope personalized content receives more authority from Google, according to Google, personalized search gives them the ability to personalize search results based on previous “180 days of search history” from a user that is linked to an anonymous cookie in your browser that helps Google personalize your search query even if you are not logged in with a Google account. If personalized search is going to prevail in the next few years, then SEO will change drastically across various analytics metrics and common trends will become obsolete.
Gary-Eoghan Gallagher – SEO Team Lead at Loud Mouth Media
SEO has come a long way with the acceleration of new technologies like artificial intelligence, machine learning, and voice assistants.
Voice search has quickly become a critical element in SEO, with over 43% of online consumers making purchases through voice-enabled devices and around 60% of shoppers using it to find local businesses. As their popularity grows, sales of voice-enabled devices have surpassed those of tablets in 2021.
The need to optimize a brand’s online presence to be compatible with voice search is now more crucial than ever, and while it’s still considered an emerging trend, it’s no secret that it drives SEO and has transformed the way people do business. that people use the Internet. There has been a surge in demand to incorporate voice search into websites, and content marketers and SEO professionals have had to come up with various methods to accommodate it, starting with how content is created and the way it is created. what we talk. The trend is becoming more popular because voice searches are easier for longer queries, and most typed searches are usually around six words.
Internet users search for particular answers when they use a voice search command, with precise or defined long-tail keywords providing users with the most precise answers to their queries. This trend shows no signs of slowing down, so how can you optimize content for voice search? Tips include making content conversational, being concise, opting for longer content with long-tail keywords, making sure data is updated frequently, and adding an FAQ page to websites.
According to Google, FAQs account for 2.68% of voice search results, and most voice search engines use “who, what, when, why, or how” in their questions. With this in mind, a well thought out strategy should include FAQ content that can address such voice queries within your niche.
Beu Smith – SEO Lead at 43 Clicks North
As much as I want to go completely mystical Meg and consult my crystal ball, SEO for 2022 will remain pretty much the same with Google throwing the odd curve ball here and there.
The core focuses will be; content, those who invest the time to fully optimize their site to answer user queries and deepen their ranking pool using content strategies will improve market share and organic visibility, making them more likely to drive more traffic To the place.
User experience has been a big focus in 2021 with multiple updates focused on page speed, mobile first, and functionality, so focusing on improving Core Web Vitals metrics will help bring your site in line with the guidelines. of Google and will improve the signals that can give you an advantage over your competitor to place.
Finally technical SEO; this underpins all SEO strategies and is an ongoing maintenance requirement. Improving the quality and clarity of your site’s signals takes the guesswork out of Google, giving them more confidence in your site.
There has been a lot of focus on anti-spam recently with 4 separate updates between July and November 21st, so please check your backlink profile and be sure to remove and update any spam links in your disavow file.
With the online e-commerce market experiencing rapid growth due to numerous lockdowns, more people are choosing this default way of shopping. This brings new audiences and demographics along with behavioral trends that can create opportunities and new gaps in the market.
Some predictions based on experience and recent changes in the landscape would be brand ethics and sustainability; the importance of using brand messages (CTAs, banners, content) to highlight your brand is being aware of its impact on the environment helps users feel comfortable with their decision when buying something online. You can reduce purchase guilt and start building trust with users, which can turn into brand affinity when retargeting to create a customer for life.
Using Google’s new features could also take advantage of undiscovered traffic and bring a new stream of users to the site. In 2021, Google showcased its advancements in AI to understand the context of what a user is looking for by combining Google Lens with MUM (Unified Multitasking Model). . This feature allows you to search for an image with text refinement, for example an image of bicycle gears and the text “how to fix”, or use an image of a pattern and add “shirt with this pattern” to display matching results . This feature is still in its infancy and therefore has a lot of potential within the market.
With search constantly evolving, new media like Google Lens, voice search, and AR create new queries. Combine that with BERT and AI’s better understanding of word context, Google estimates that around 15% of search queries each day are new. This creates the opportunity to target more granular keywords and phrases with refined intent, which is likely to lead to higher CTR and revenue levels due to specific user intent.
Search is always changing in the quest to provide the best result for a user’s query, but this does not refer to you, the retailer/service provider. Some of the features announced in 2021, such as Shopping in Person, above this result, and Visual Navigation/Rich Results, pull content from your site, only to display it as dynamic content on the Google platform. My fear here is that this adds to the “no click” culture and allows Google to answer the query using your content without attributing the search or click to your site.
Google never reveals specifics about its updates and usually gives fair warning of any fundamental SERP changes, so I don’t see any big changes to organic search in 2022, but that doesn’t mean it won’t be a bumpy ride.
James Munro – SEO Lead, Extreme Creations
My first prediction is that, like every new year, many SEOs will become obsessed with trends where they will look for what’s new instead of focusing on developing a clear SEO strategy alongside solid technical SEO. Do those things well and the results will come.
We’ve already seen signs with Google’s MUM update that they’re putting more weight on search journeys than individual search queries and I expect this to continue into 2022.
Google will do more to deliver users’ answers directly with richer, more interactive search results. We will see future algorithm updates taking a more user-centric approach, as we did with Core Web Vitals in 2021. Misinformation is prevalent in society and in search results as well. Google will work harder to provide more evidence-based and fact-oriented results.
Long-form content designed to meet user needs will continue to grow and, in most cases, should be the norm for content creation. Any content that still puts SEO ahead of users should and hopefully will fail. Google will continue to rewrite the title tags and meta descriptions that are displayed in search results as it works harder to identify the intent behind user searches.
For any questions, comments or features, please contact us directly.
Gregg Turner – Head of Performance Marketing at UNRVLD
One of the trends for 2022 that the UNRVLD SEO team has been discussing is the ongoing shift towards Google understanding increasingly complex user questions (and continuing to deliver useful content). All of this is being driven by the increased use of AI in search and it’s a trend we’re very excited about.
Google’s MUM update is a good indicator of this change. MUM stands for “Unified Multitasking Model” and has the potential to transform the way Google helps users with complex questions and tasks.
In essence, Google wants to provide more accurate search results to users by answering multiple questions in a single search. Instead of the user having to do many different searches in a row and read many different results to get all the information they need.
Google said that MUM is “1,000 times” more powerful than Google “BERT”, another substantial change in Google search in 2019, which changed the way it understood natural language, the connections between words and searches that are more conversational than traditional queries.
What’s interesting is that MUM is “multimodal”, which according to Google means that it understands information through text and images and will expand to video and audio in the future. This mirrors what we’ve seen in recent years with increased use of voice search and use of video.
Google has said that MUM is capable of 75 different languages and can transfer knowledge between languages. E.g. what you learn about how people search in the UK will apply to other regions, so could have implications for multilingual/international search.
Overall, the implications for what this means for content companies, agencies and their content creators could be huge, especially if MUM is able to source relevant audio, video and image content for years to come.
Daniel Rawley – Growth Marketing Service Manager at Honeycomb Search
The days of being able to successfully ‘play’ Google for SEO benefits are basically over. All of Google’s recent algorithm updates have had one main goal: to improve the user experience.
This means rewarding sites that load fast and punishing those that frustrate users; improve recognition when a page genuinely answers a user’s question; and valuing a small number of relevant backlinks.
Therefore, it is more and more likely that any changes to your site with the aim of improving the user experience will also benefit your SEO. In 2022, I hope to see more changes to the SERPs to help users decide which result will best answer their query.
Google already tested an “About This Result” panel that gives users clues as to why they’ve ranked specific websites high for a search; for example, it is a domain that has been well established for many years, or many other websites write about this topic linking to it.
Search engines are likely to get smarter at reading user intent: when people want to be shown forum discussions of other people having the same problem, or when they want a video tutorial instead of an article with a lot of text. If your content does a great job of satisfying the need behind a search, you’ll be more likely to be rewarded with higher ranking positions and organic traffic. Hopefully, that will open up opportunities for smaller sites to outperform the internet giants if their content is better suited to user needs; As someone who works primarily with small businesses, I hope so!
It’s a cliché in SEO that every year voice search is set to disrupt the industry and revolutionize the way people search, but while that may not have materialized, there will be dozens of smaller changes presenting opportunities to adapt. your SEO strategy and drive more traffic this year.
Jamie Indigo – Senior Tech SEO Analyst at DeepCrawl
As we settle into 2022, here are three main predictions for SEOs to keep in mind as the year progresses:
1. The proliferation of misinformation online will push Google towards more fact-oriented SERPs that will likely be created by training language models on WikiData.
It is clear that misinformation is easily spread online. This has had some dire real-world consequences on both an individual and global scale in recent years, and Google is well aware of the power it wields (and the responsibility it bears) as the front-line gatekeeper in today’s digitally-driven information. ecosystem.
Late last year, Google held a summit on combating disinformation online. And the company has said outright that the fight against misinformation “starts with finding authoritative sources on all of our products.”
Google is likely to continue developing these efforts in 2022, and information released on Google’s Knowledge-Enhanced Language Model Pretraining (KELM) initiative suggests that the search engine will train language-based AI models on WikiData as a method to identify more trustworthy content and rank it accordingly.
This prioritization of trustworthy and factual content will also change the work we do as SEOs; Ensuring that the content on your site is accurate and useful will be more important than ever, not only as a moral concern, but also as an increasingly important requirement for success in organic search. In 2022, building your site’s authority and trustworthiness relative to your core subject areas will be key to winning over the more fact-driven SERPs to come.
2. As SERPs become more visually navigable and intuitive, image SEO will become more important.
Google announced a push to make SERPs more visually oriented at its Search On event last year, and both Google Lens and Google Discover are leveraging images in ways that suggest we should all take a closer look at our image optimization practices. .
Google Lens is essentially a reverse image search that allows users to upload a photo from their phone to search for products they can buy on Google. This alone makes a pretty strong case for image optimization (particularly for eCommerce sites), but there’s more to consider here. Google also started including Discover data in its Search Analytics API in 2021. As Discover is another Google offering that prioritizes images in the content it serves users, this addition to the Search API may suggest that SEO of images is about to take on a new direction. level of importance in the coming months.
3. SERP layouts will evolve to be more interactive and dynamic based on query intent.
Google’s MUM algorithm began rolling out to SERPs last year, with additional implementations planned for 2022.
MUM, or Unified Multitasking Model, is a cross-trained machine learning model that uses entity data in 75 languages. The result is the ability to pivot a response to match intent, language, and the best content for users across all query types and search result formats.
Tessah Aihara – Founder of The SEO Mama
Future updates will strengthen the use of “rich snippets” and other enhanced search results features to better align delivered content with the user’s actual search intent. I think this year we’ll see more dynamic designs for the SERPs, making better use of these improved results and features, and ultimately making it more intuitive for users to find the information they’re looking for.
My prediction for 2022 is that it’s all about building sites that determine search intent.
Google’s updates in recent years have been all about user experience with a strong focus on search intent to provide the user with the best content available, so SEOs and site builders need to understand how Create sites that are user-oriented. It is important for site owners to understand EAT, which stands for Experience, Authority and Trustworthiness. Many sites are still missing this, but if you set EAT, it will be much easier to rank your site.
The next most important thing for brands in 2022 is original research. The internet is full of fluffy information, and we need to make sure that our content strategy gives searchers additional information that they will find really useful. Doing that additional research will identify what people really want. When you do your original research, you naturally attract valuable links or placements because you provide something that is not yet available, simply by taking your research an extra step.
People are naturally moving away from just wanting links and placements to finding placements that return measurable results and KPIs. Because of this, we must learn to link brand awareness and our link building efforts. I think creative digital PR is the way to go.