Search engine optimization (SEO) is one of the most important aspects of online marketing. It can help you get your website ranked higher in search results, which means more traffic and more sales.
In this guide, we will discuss the latest SEO trends that will dominate in 2022. We will also provide tips on how to optimize your website for these trends. So, whether you are just starting out in SEO or looking to stay ahead of the curve, this guide is for you!
First, Let’s Talk About the Google Algorithm
Google updates its algorithm up to 600 times per year. You can’t keep track of these changes, nor can you really crack the algorithm. Knowing about SEO techniques that work across updates is crucial to your website’s success.
Here are some interesting stats from a HubSpot post:
- 75% of web users never scroll past the first page of web results
- 80% of web users ignore Google-sponsored ads
- Websites with blogs get 434% more indexed pages and 37% more indexed links
So how do you get to page one, and how do you stay there? The first thing you have to do is focus on your UX.
Understand Your Website’s Core Web Vitals
Google has been rolling out Page Experience since about June. It’s a new algorithm that measures speed, responsiveness, and visual stability. Page experience signals are:
- Core Web Vitals (loading performance, interactivity, visual stability)
- The mobile-friendliness of your website
- Whether or not you’ve got HTTPS security
- Whether or not the content is accessible to the user
- Obviously, user experience is important to your website’s overall success, but it’s important to Google as well.
You must check the boxes on Page Experience to even get in the game
Use Entity-Based SEO
One of the most important things to happen in SEO this year is the rise of entity-based optimization. Keywords can be ambiguous. They can refer to very different subjects.
For a store that sells kitchen storage containers, the word “container” means something totally different than it does for a company that deals with international shipping logistics.
An entity, or “named entity” refers to a well-defined concept that can be tied to the Google Knowledge Graph and the knowledge graphs of other search engines. There are three main types of entities: people, places, and things.
Optimizing for each type of entity requires a different approach.
Optimizing for People
When you’re optimizing for people, you need to think about what they mean when they enter a search term. Not only do you need to optimize your content, but you also have to think about backlinks.
Create content that gets linked to by creating useful, fact-rich content.
Optimizing for Place
When it comes to places, the big three are Google Maps, Yelp, and TripAdvisor. If you’re in a location-based industry like restaurants or hotels, then these listings are vital for building trust.
Be certain to put a Local SEO plan in place and don’t ignore your Google Business Profile (formerly Google My Business).
Optimizing for Things
Lastly, if you sell products or services online then you need to make sure they’re appearing in search results. Again, having a good backlink profile is vital for building trust with Google and other search engines.
Don’t Forget Those Internal Links (But Don’t Overdo It)
Internal links are a good way of revealing more information to your site visitors, but they’re also an important SEO tool.
It’s important not to overdo it when you’re adding internal links because Google can penalize sites that have too many. However, don’t be afraid to add some if they are relevant and useful for users.
Optimize Existing Content
Your old blog posts and landing pages can help your Google ranking. Optimizing your existing content is a great way of ensuring that you’re getting the most bang for your buck when it comes to SEO.
It’s not enough to simply update the publish date on old blog posts. Even though we can’t possibly keep up with Google’s ever-changing algorithm, there are plenty of things we know about past updates that give us a map on how to optimize content for SEO.
Here’s a quick checklist for content optimization:
Refresh Your Keyword Research
The keywords you targeted in the past may not be the keywords that are relevant today. A brand-new keyword analysis will help you examine all your existing content to make sure it’s targeting those keywords you’re trying to rank for with your website.
Refresh old content using the keywords you discover to get better results.
Up The Value of Your Content Marketing
Meaningful content is more important than ever. If you’ve got thin or incomplete content, update it. Read your old posts, and if you don’t think the content has the type of value your potential customers want to see, change that. And don’t forget content length.
Many experts say that blog posts need to be at least 300 words, but HubSpot says that the ideal length for the most SEO punch is over 2000 words! You can’t always do that but try to beef up your existing content with more value.
Updating old content with graphs, optimized images, long-tail keywords, and backlinks is also helpful, as is optimizing content for voice search. Don’t waste the time and money you spent on old content. Make it better instead!
Use Long-Tail Keywords
Speaking of long-tail keywords, they are a great way to compete on topics by getting some pretty great traffic. Most experts say that long-tail keywords are longer than three words.
You can use Google’s Keyword Planner or another tool to find them, and you’re more likely to rank for them in search results because they are more specific phrases.
Think about Search Intent
Search intent is the reason people are looking for something online. Search engines do a better job of providing results that match what users are looking for. So, optimize your site to match those queries.
Divide your keywords into categories based on search intent: transactional, informational, navigational, and commercial. Here is an overview of each:
These are searches that are intended to complete an action or purchase. You can capture these clicks by running paid search ads and optimizing your content to answer buyer questions.
People doing informational searches are looking for an answer to a particular question or they’re looking for general information. Optimize your educational content and create an FAQ page to capture these folks.
Owning the Google Snippet also helps. Make certain that your schema is up to date and optimized.
These searches are made to find a specific website or an actual physical location. To capture these users, make your site easy to find and clean up any UX issues.
People doing commercial searches are looking to learn more about specific brands or services. Educationally promoting the value of your products or services is key here.
Product or service comparisons, detailed feature descriptions, and listicles help with commercial search results.
Understanding these concepts and following these tips will help you rank better on Google and other search engines. Make sure you follow the Wellspring Digital social pages (on the footer of this page) and blog to learn more about how to get more traction out of your website.
Are you concerned about the state of your website’s SEO? Maybe we can help! Drop us a line and we’ll take a look together.