SEO in 2022: Key Statistics and the Latest SEO Trends You Must Know
Understanding that SEO is a marathon and not a sprint is the main difference between those who succeed and those who don’t. 2021 was a year of changes for digital marketing and SEO, and 2022 promises to be no different. To help prepare you for the future, we will take a look at the key SEO statistics of 2021 and the latest SEO trends that will rule in 2022.
SEO Stats You Can’t Ignore In 2022
Key SEO Stats
(Search Engine Journal)
Online Google Search Is On the Rise
Voice Search Intensifies
(Search Engine Watch)
The Growing Importance of Video
(Search Engine People)
Increase Your Leads?
Local SEO Matters More Than Ever
(Search Engine Roundtable)
You Can’t Ignore Mobile Search Any Longer
Focus on Your Keywords
(Zero Limit Web)
SEO Trends to Look Out for in 2022
Core Algorithm Changes: Goodbye BERT, Hello MUM
Since the way people communicate is a lot more conversational these days, Google had to adapt its algorithm with the help of AI and NLP technologies. That is why BERT was “born.” But it was only the beginning, and we now have another new model known as MUM (Multitask United Model).
MUM is still in testing, but it is expected to roll out very soon. But, what is MUM exactly?
In simple terms, MUM is an AI model that aims to understand a user’s context, feelings, intent, and abstractions during an online search. MUM will do that by analyzing text, images, and videos from 75 languages to answer complex search queries. This means that users will be able to combine images, text, and voice queries to receive relevant answers to their questions. This revolutionary change in online search will require businesses to adapt their content strategy to boost their relevance within their niche. Simply put, you need to organize your content so it offers straight answers to questions (a.k.a. adopt an answer-centric approach to content).
Talking about SEO trends that will dominate in 2022, you can be sure that MUM will be at the center of it all.
GROW YOUR BUSINESS
Explore Passage Ranking: If You Can’t Rank an Entire Page, Rank an Excerpt!
And since Google doesn’t want to deal with the wrath of frustrated SEO practitioners, the search engine came up with an alternative solution. Late in 2020, Google announced its latest project — passage indexing.
In choosing which passages to rank, Google says its algorithm would look at page titles and headings, as well as other page signals. This means you need to make sure your content is always divided into separate sections and contains the necessary headings and subheadings, so it is easier for crawlers to scan the page and understand whether it is relevant to a particular query.
Voice Search: Introducing LaMDA and What That Means for SEO in 2022
The purpose of LaMDA is to produce a model that can read many words, “pay attention to how those words relate to one another,” and try to predict which words might come next. While MUM is all about understanding search intent and users’ emotions, LaMDA wants to have a conversation and offer results that are based on what users feed it.
Suggested Clips: Leverage Video to Boost Traffic
The new structured data will allow you to outline key moments from your videos that crawlers can then use for Suggested Clips.
Back in 2019, Google launched key moments, and it started showing excerpts of videos with titles and timestamps. That process was automatically connected to YouTube videos, but the new structured data lets you manually define the labels and timestamps of your videos. You can check how to set up Click Markup and Seek Markup.
UX Takes on a Whole New Meaning (Understanding Core Web Vitals Is Key)
Now, one of the latest SEO trends is all about page experience, which Google defines as the set of signals that measure how users perceive their experience of interacting with a web page beyond its basic information value.
Back in May 2020, Google announced its plans to roll out a series of algorithm changes to prompt webmasters to improve their page experience. The new update promised to take a set of metrics into consideration when evaluating the relevance and performance of a page. These metrics were called Core Web Vitals.
- Largest Contentful Paint (LCP) — it measures the page speed and loading performance of a page. The best practice, according to Google, is to keep your LCP under 2.5 seconds after a page starts to load.
- First Input Delay (FID) — it measures the interactivity of a page. FID should be less than 100 milliseconds, says Google.
- Cumulative Layout Shift (CLS) — it measures visual stability. Google recommends that your CLS score should be less than 0.1.
In addition to Core Web Vitals, Google also considers factors such as the mobile-friendliness of a page, the use of the HTTPS protocol, and any intrusive interstitials when measuring the UX of a web page.
While it is not a strictly new trend, improving the UX of your website seems to be of growing importance going forward in 2022 and beyond.
Shopping Graph: Google’s Way of Telling Merchants Online Shopping Is Booming
That is how the Shopping Graph came into existence. The AI-based model (made in partnership with Shopify) aims to display relevant product data and make it as easy as possible for consumers to find the right item and platform with a single click. It “works in real-time so people can discover and shop for products that are available right now,” according to Bill Ready, the president of Commerce and Payments at the Shopping Graph.
The Shopping Graph comes with a promising set of features — Open Cart Tabs, Linked Loyalty Programs, Great Deals, Relevant Retail Deals, Affordable Picks Carousel, to name a few.
AI Has Never Mattered More
A recent post on the official Google blog showed the redesigned search page and discussed the growing importance of AI and how it helps tailor relevant information to the user. What does that mean for you and your business? The best you can do in addition to following the SEO best practices recommended by Google, you need to make sure your content offers quality answers to the questions your target audience might have. Not every content matters. The right one does.
SEO Trends in 2022: The Recap
Businesses will have to work on improving their mobile-friendliness, UX performance, page speed, and, above all, content (text, audio, and video). Understanding that SEO is not a one-time effort, but a continuous process is what separates success from failure.
If you want to partner with an experienced SEO service provider, 411 Locals would be more than happy to work with you and your business. Reach out to us, and we will readily answer all your questions!
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