How can Google help you grow your audience and enable consumers to make informed decisions about your products and services in 2022?
Over the years, there have been several rumors that search engine optimization (SEO) is losing its value. Then came the 2020 epidemic, and businesses stepped up their SEO efforts. Google algorithm changes, as well as adherence to SEO best practices, have become more important than ever.
As a result, companies turned to their most valuable asset - their websites – and reevaluated their SEO strategy from top to bottom. We're looking back now, over two years later, to evaluate what's changed and what it means for SEO, as well as how to chart our course for the future.
In 2022, here's everything you need to know about utilizing search engine optimization for your SEO Company.
The requirement for speed
With a growing number of SEOs specializing in technical SEO, SEO is getting more technical than ever. Technical SEOs aren't expected to be top-tier coders, but they do need to know how Google's algorithm works. This has become further evident since the introduction of the Core Web Vitals
Since its launch in June 2021, Core Web Vitals have been used as ranking indicators. In a nutshell, they evaluate a website's speed, responsiveness, and visual stability.
So, what exactly is the big deal? The breakthrough is that Google took it a step farther and made it a ranking factor. In other words, a website will now earn a lower ranking score if it does not follow the prescribed (or "best") criteria.
Core Web Vitals were released as part of the Page Experience Update, which was completed in August 2021, and websites are only now beginning to feel the effects and make intelligent decisions for the future year.
Mobile will be the way of the future.
It's unlikely that a website will be able to rank at all, let alone profit, in 2022 without a mobile-friendly website. Google's goal to prioritize mobile versions of websites in search (even on desktop!) has been known by SEOs since 2016. Meanwhile, starting in 2019, all new websites' mobile-friendly versions were indexed first by default.
Surprisingly, we are already in the year 2021, and not every website has shifted to mobile-first indexing. As a result, in 2022, the SEO community anticipates more changes in this sector. In fact, according to January 2021 statistics, about 90% of all internet users accessed the internet via their mobile devices. That is a great piece of information that should not be overlooked.
Image and text searches are combined
The days of customizing your content with a few keywords and attaining a respectable ranking position are over. Google's AI advances, fortunately for creative marketers, continue to make things more enjoyable. The most recent is dubbed the Multitask Unified Model or MUM.
MUM will be available as a Google Lens update that combines photos and text into a single search query. While Google Lens is already a game-changing tool in its own right, MUM will give it a whole new level of flexibility. Users will be able to use their phones to not only search for photographs, but also to ask specific questions about them.
Google's newest attempt to stay relevant is behind this milestone, as other properties have taken over some of its core functions.
Here are two indicators and insights that are significant to business:
The optimization of image alt tags is no longer optional. You risk losing crucial (and free) organic traffic from bottom-of-the-funnel leads if you don't optimize your photographs.
Geotagging photos, particularly product images, have the potential to improve the local SEO potential. Because local searches account for nearly 46% of all Google searches, geotagging product photographs increases the likelihood that consumers in your area will see your products not only if they search for similar or matching products, but also if they live in or near your area.
It's (finally) possible to use voice search.
Did you know that voice assistant will be utilized in about 55% of US households by 2022? Voice assistants have "infiltrated" our homes, our safe and private spaces, demonstrating that voice search is becoming a reality. Furthermore, nearly 60% of internet users use voice search to identify local companies, according to a study.
While voice search isn't technically new, there are no more grounds to believe it will become more important in 2022.
First, Google introduced the BERT update in 2019, which used a neural network-based natural language processing (NLP) technology to a better comprehension of search intent rather than just the meaning of search queries. MUM, dubbed "1,000 times more powerful than BERT" by Google, is now accessible.
It all points to Google's algorithm becoming more adept at understanding conversational language. These are unmistakably Google's efforts to bring voice search to the masses.
What does this imply for businesses? Companies should just make their content more conversational. In practice, this means creating more FAQ and how-to information that is targeted at genuine search inquiries rather than a two-word search question.
Climbing to the summit
One of the more remarkable search trends is zero-click search. You've seen a featured snippet if you've ever searched for something and Google returned a box at the top with an image and a written piece, or a few bullet points with an image or video. A highlighted snippet's purpose is to spare customers from having to browse a website to find the information they need. Google makes it simple for people to get information quickly after completing a search.
What does this have to do with anything? Over half of all queries, according to one study, result in no clicks. Furthermore, if Google considers highlighted snippets to directly improve the searchers' experience, optimizing for zero-click searches is a surefire way to get Google's favor.
Marketers, especially SEOs, can be divided into two groups: those who fear every Google algorithm update and those who don't.
Now I'll let you decide for yourself on the following question: Which group is most likely to have used black-hat SEO strategies?
Some SEOs are still unaware that this is a black-and-white situation. There are two types of SEO practices: black and white. Whatever practice was once frowned upon is almost certainly now sanctioned.
What does this imply in practice? It means it's past time for some creative brand storytelling and natural content marketing. SMBs have previously been published for free in prestigious magazines. That's a huge quantity of free link juice from niche-relevant or nationally syndicated, well-known news sites. This is where we return to the core of SEO content strategy: obtaining backlinks in exchange for true value.
In this example, it is intentionally marketed unique research and data narrative materials that organically earn targeted backlinks, and more businesses will likely utilize similar techniques in 2022.
Google has never been a big e-commerce operator, especially with Amazon and Shopify as competitors, and Google Shopping has always been more of an ad platform than an online marketplace. With the introduction of Google's Shopping Graph in 2021, all of that changed
The Shopping Graph was built with the goal of "promoting an open network of retailers and shoppers to help businesses get discovered and provide people more options when they're seeking to buy," according to Google's Bill Ready.
Because of Google's growing emphasis on online shopping, businesses will have a new route to explore when promoting their items in 2022. The Shopping Graph touted as another AI milestone, is reported to be able to understand a constantly changing set of product information, inventory data, sellers, brands, and reviews in real time.
Everyone has access to it.
Whether you run an online business or use your website for lead generation, you want to reach as many people as possible. In this case, the Web Content Accessibility Guidelines (WCAG) are used. While it is not a ranking criterion, optimizing for internet accessibility allows you to reach those who would otherwise be left out.
As a business owner, you may make a tangible impact by optimizing for accessibility. Why not ensure that a bigger audience can make informed decisions about our products and services, with AI solutions on the rise and predicted to explode by 2022?
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28th December, 2021
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