5 SEO trends to exploit in 2022 [HubSpot Blog Data]





Following SEO trends is like hitting a moving target.

From algorithm updates to evolving innovation, it can feel like the goal post is always on the move. And while the goal of SEO remains the same – to boost your presence in relevant search results – the tactics for achieving it differ from year to year.

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Here, we’ll cover the top SEO challenges facing marketers in 2022 and the five biggest trends to watch this year.

SEO challenges in 2022

A HubSpot Blogs survey identified the top three challenges of SEO marketing:

SEO Marketing Challenges

1. Algorithm changes.

The number one challenge for marketers is keeping up with algorithm changes. This doesn’t surprise me – in 2020 alone, Google conducted over 500,000 experiments that led to over 4,000 search changes.

If you’re like most marketers, this stat might seem pretty overwhelming. After all, how can you be successful when Google keeps redirecting the path to success?

The key is to respond to these changes strategically. On the one hand, that means staying on top of industry news. If there is a significant algorithm change, the SEO industry will likely comment on it.

The second strategy might seem counterintuitive – which is to wait until the dust has settled after an update. Why? In some cases, Google discovers that a change didn’t go as planned and rolls back.

2. No ranking.

SEO is a long term game. Unlike paid search, organic results take time to show results — and it’s usually the culmination of smaller efforts.

To use a metaphor, SEO is like a mutual fund that slowly builds over time. It’s not the stock market, where you see gains and losses in real time. It may be worth mentioning when clients expect quick results.

There are “solutions” to fix low rankings, such as technical SEO and content marketing. However, it is even more important to develop a long-term strategy that focuses on three to four initiatives at a time.

3. Keyword research.

Keywords are the basis of SEO. But today, rather than just searching for a keyword, Google looks at your top-tier website to get an overall idea of ​​its tone, reach, and relevance.

This means the keyword stuffing is over. Instead, the goal is to understand user intent or the deeper problem your users hope to solve. With this understanding, you can perform better keyword research and write content based on this information.

Check out this helpful article on how to add user intent to your keyword strategy.

5 SEO trends to exploit in 2022

1. Voice and mobile search.

Ok Google, what can replace heavy cream?

It’s a question I asked my Google Assistant last week while baking a cake with my hands covered in flour. It looks like I’m not the only one using voice search: About half (44%) of all internet users in the US use a voice assistant.

It is undeniable that voice search has become part of our daily lives. But how can we optimize our content for people who search with their ears, not their eyes?

The answer is clear: optimize your site for mobile. Since most voice searches happen on mobile and smart devices, it makes sense that Google would prefer mobile-friendly sites with fast speeds.

Another strategy is to rework your content to include common questions users may ask. For example, identify long-tail question keywords and include them in your h2 or h3 headers.

2. Tighter page headers.

In 2021, Google has rolled out a new search ranking feature called Passages. This feature allows Google to rank specific sections of a page (or “a passage”) semi-independently of the page itself.

In other words, instead of ranking an entire page on relevance, Google will now score relevance in specific sections of a page.

Google Passes

For marketers, this change is nothing to worry about — assuming your pages are organized. If not, it’s a good idea to tighten the page headers to provide more context to the different sections, allowing Google to understand your content regardless of the markup.

Keep in mind that other page ranking factors still apply – so don’t skip over backlinks, SEO-optimized copywriting, and other ranking strategies.

3. Emotionally charged titles.

Have you ever clicked on a headline that’s too compelling to resist? It turns out that a lot of research has gone into identifying a formula for clickable titles.

According to a recent study that analyzed 5 million headlines, emotional headlines – whether positive or negative – had a higher click-through rate than neutral headlines. In fact, stocks with positive sentiment had a 7.4% higher CTR, while stocks with negative sentiment had a 7.2% higher CTR.

emotional-headlines-have-a-higher-organic-click-through-rate

Source of images

That said, emotionally charged headlines can generate clicks – up to a point. Go further, and you quickly enter clickbait-land. For example, the same study found that “power words” — or words specifically designed to grab attention — can negatively impact CTR.

Power words include terms such as incredible, foolishand crazy. While these can work on social media, they can hurt your organic CTR – so use them sparingly, if at all.

4. Video in search results.

You’ve probably come across a YouTube video in a featured snippet. These tend to show up for “how to” searches where the reader is looking for step-by-step instructions.

For example, imagine you are stuck on the side of the road with a flat tire. A Google search for “How to fix a flat tire” will lead you to the following video:

Flat tire

Video snippets are just the start – we expect Google to continue to integrate video into search results. With that in mind, optimizing your own videos for search is essential.

Here are some ways to get there:

  • Add chapters to your YouTube videos. Chapters divide your video into sections, usually by topic. This layer of context allows viewers (and Google!) to understand the content of a video. It also makes it easy for Google to use different clips from your video for featured snippets.

Screenshot 2022-03-30 at 21:32.25

  • Include captions (CC). Captions help YouTube and Google understand every word in your video. Although YouTube can automatically generate captions, these aren’t always accurate, so it’s best to add your own manually.
  • Optimize your title, tags, and description. Videos are like web pages – they have titles, descriptions (like meta descriptions), and tags (like meta tags). Optimize them using SEO best practices.

Finally, it doesn’t hurt to embed videos into your website and blog posts, which can improve bounce rates.

5. Content adjustment for “People also ask”.

While browsing Google, you may have noticed something new: People Also Ask (PAA). In fact, 43% of search queries now include a PAA box.

People also ask

With a prominent position at the top of the SERP, everyone wants to rank for this coveted feature. Luckily, you can increase your chances by making a few minor changes to your content.

Since the majority of PAA boxes begin with question words, like “what”, “why”, and “when”, it’s a good idea to incorporate questions and answers into your content. You can use a keyword research tool to identify question keywords, then include those questions in your page headers.

Or consider adding an FAQ section to the bottom of your web pages. Not only does this summarize the key points for the reader, but it also has some useful SEO benefits.

back to you

The only constant in the world of SEO is change. Although it may seem that these changes are beyond our control, as long East under our control – namely in the way we react. Start by keeping an eye on trends and follow the best practices in this article to help you navigate the changing landscape.

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