These will be the latest SEO trends in 2022

Search engine optimisation trends for 2022

SEO is constantly changing, as Google’s algorithms are constantly updated and updated. And you have to react to them, constantly watching and monitoring how the rankings for a given keyword are changing, what the trends are and what is no longer so prominent.

Just to give a very real example: before the coronavirus outbreak, the search was commonplace overseas. Even then, the word on the tap was that everyone was optimising their content for voice search, because that was the future. Then came the epidemic, which made people wear masks, and the voice search rate went through the roof.

We can’t say for sure that it won’t come back after the epidemic has finally died down, but that’s not the primary concern at the moment when we talk about SEO trends. With so many changes happening this year, we’ve rounded up the most popular SEO trends for 2022.

IndexNow Google

#1 IndexNow 

Google is also reportedly starting to use the so-called IndexNow. This is an open source engine used by search engines to discover new content.

The push method is used instead of the traditional pull approach. This means that when a website integrated with the IndexNow API updates its content, deletes an entry or publishes a new one, the API passes this information to the search engines.

The two other search engines, Bing and the Russian Yandex, already support IndexNow, which has the advantage of faster indexing, making the search itself more sustainable.

The effectiveness of the protocol is currently being tested to see how it affects search positions and how much it reduces the search giant’s ecological footprint.

Google’s goal is to become a 100% renewable energy company by 2030. IndexNow is a carbon-neutral method, so there is a good chance that it will become Google’s new protocol.

Gary Illyes, Google’s trend analyst, also admitted that the current indexing process leaves a large carbon footprint and that they need to do something about it.

Thanks to IndexNow, Google’s search engines don’t have to re-crawl pages, saving a lot of energy.

He cited CNN and the NYT as examples, which often update the content on the main page, but not the page about us, obviously. Illyes said that if bots could be trained not to re-index such sites, a lot of energy could be saved.

Google MUM ranking

2. Ready for the MUM ranking?

Google is constantly improving its algorithm to improve the quality of search, using artificial intelligence as heavy artillery.

The first major leap was RankBrain in 2016. It searched for synonyms while taking context into account. For example, if someone typed in “kids’ favourite cottage cheese chocolate”, it would return Cottage Rudi as a hit, even though it wasn’t in the keyword.

After RankBrain came BERT, in 2019, which was not only an improved version of the previous one, but also a much bigger leap. It didn’t replace RankBrain, but complemented it, improved it and gave it a much better understanding of what the user was looking for.

The achievement of the new era is the Multitask United Model, or MUM. Prabhakar Raghavan said that MUM is a new natural language processing model, about 1000 times more powerful than BERT. It is also multitasking, for example, it can analyse video, images and text in 75 languages.

Raghavan also gave an example of the true power of MUM. “I have hiked Mount Adams and now I want to climb Mount Fuji next autumn. What should I do differently to prepare?”.

The video below, in English, is an excellent demonstration of the whole process.

Google is still testing MUM, but it is expected to go live soon and become an integral part of the search giant’s ecosystem.

But what does this mean for SEO professionals?

Well, it’s hard to say in advance, because no one’s a prophet, and Google is notoriously secretive about such announcements.

We are likely to see new types of search results, such as an improved form of Google Answers that combines all existing information to give users the specific answers they are looking for.

Skyscraper articles are even more valuable. These can be thousands of words, up to 10-20 thousand words, answering any question on a given topic.

After all, if a resource can display all the information that users are looking for, why shouldn’t a page like this be in the first place?

What is certain is that keyword stuffing will be a thing of the past, and we need to strive for more organic text, because we are producing content for humans, not robots.

In any case, there are many questions for now, but we will see what the future brings.

Google passage-based indexing - Passage Indexing

#3 Passage Indexing, or passage-based indexing, gets even bigger

Passage Indexing is an algorithm that uses the natural language processing function to index web pages and tries to understand each paragraph within the page. It was already in its infancy in 2020, but is gaining ground.

For example, if a paragraph within your article may be relevant to a user’s search, that section will now appear in search results.

Passage Indexing is therefore more of an internal ranking system and will mostly affect the results that appear in the SERPs.

Let’s say, for example, you’re looking for “‘how can I tell if the windows in my house are made of UV-resistant glass?”.

This is not an ordinary search, but it is also a tricky one, because there are a lot of websites about UV films, but the user is not looking for them.

Section-based indexing, on the other hand, looks for the section in, for example, a DIY forum that might answer the question and displays it in the search.

So even more attention will need to be paid not only to the quality of the text, but also to its logical structure. Heading should therefore be used correctly, with no paragraph longer than 4-5 lines and logically separated sections.

Again, longer content is better, as it is more likely to contain exactly the information the user needs. A shorter article often only scratches the surface, but a longer one goes much deeper.

Core Web Vitals Pointers

#4 Core Web Vitals

Before anyone had even heard of Passage Indexing, the international SEO community was abuzz with Core Web Vitals.

Although it is far from a new trend, as Web Vitals has been with us for 2 years now, its impact is still significant, so we thought it was worth devoting a few paragraphs to it.

In a nutshell, the point of this indicator is that Vitals uses the data to show you how your website is performing.It does this to ensure that visitors don’t leave your website because of a bad experience.

Core Web Vitals includes three key page experience metrics, these are:

  1. LCP (largest contentful paint),
  2. is the FID (first input delay), i.e. the delay after the first interaction,
  3. or CLS (Cumulative Layout Shift).

Google has also confirmed that Core Web Vitals will be a key factor in ranking sites from May 2021.

However, in a later announcement in December, via an FAQ on Core Web Vitals, Google stated that the impact would be limited to mobile search results.

So how much this affects the ranking is still unclear.

Although based on the fact that the mobile experience and mobile use of a website is increasingly becoming a key ranking factor, it can be assumed that it is a fairly large slice of the ranking.

It is worth noting, however, that Core Web Vitals, despite all this, is really just a slice of the pie and not the primary criterion for ranking pages in the SERPs.

Google continues to focus on valuable, quality content and quality backlinks.

But a good chunk of the ranking also includes a super user experience.

It is best to look at the whole ranking as a building of several pillars with a good structure and a good foundation.

And the columns are holding this building up, even if one or two of the pillars fall out, although it is true that the structure is crumbling.

In terms of SEO, these columns are:

  • excellent content,
  • strong backlinks,
  • a good user experience,
  • super mobile usability,
  • and regular fresh content.

So you need more support posts, not just one or two.

#5 Search intent gets even more attention

People’s search intentions and behaviours are constantly changing, but one thing is for sure: they go to Google to find answers to their questions, problems and to find information on a particular topic.

That’s what businesses and service providers really need to understand: that they need to provide content to users in a win-win situation. In other words, they have to provide an answer to people’s problems in a way that benefits the business in the long run.

The search intent is therefore becoming more and more prominent, but there is also a wide variation within this. Google is beginning to understand when users are looking for expert advice, for example, and will rank content elements accordingly.

SEO experts therefore need to understand what the user is really looking for and find the common point where supply and demand meet.

But search intent doesn’t stop there: in some cases, users prefer, for example, image content over text.

For example, if someone searches for the keyword “bedroom colour ideas”, they want to see pictures or videos, not read or listen to a half-hour podcast.

Local, local SEO in 2022

#6 Local SEO, or local search engine optimisation

As people are becoming more aware of the keywords they type in, there is also a lot of local, locally-based searching.

Businesses registered on Google My Business will appear on the map and users will be able to write reviews.

A growing trend in recent years has been to replace global searches with country-specific content in the top positions. And this is good for users in more ways than one. For example, if you type in “home unblocking”, you will get completely different results in Hungary, Romania or the United States.

What’s more, Google takes into account where you are and what you’re looking for, and then returns results based on that.

For example, if you type in “bakery”, it will throw up the bakeries closest to you. But it’s the same if you’re looking for an ATM, a hyper, or any other shop.

The role of local SEO has therefore been huge and is expected to become even more so in the future.

7. The video SEO receives two dedicated, structured well data

If you were looking specifically for video content, you may have come across a new feature called key moments.

This video content should appear in search results along with keywords (once the SEO professional has set up the structured data).

The key moments feature currently only appears below videos uploaded to YouTube. In the future, however, any video platform could benefit from using either of the two new structured data tags.

Let’s have a look at a screenshot of how the keywords in Clip Markup look like in practice.

Video SEO

If you click on the key moments, the magic happens:

Video search engine optimisation 2022: key moments

This is also good because if the user clicks on it, they will see if they are interested in the content of the video and whether or not their questions are answered.

Clip Markup lets you place these timestamps manually, while Seek Markup creates them automatically.

8. Customer analysis, retention and lifetime value

Analytics retention and lifetime value will be more important than ever in SEO.

With Google’s rapid evolution, conversions have become more important than ever before. In 2022, keyword volume will take a back seat to behavioural analysis.

So we need to focus on what users do, how they do it, why they do it, and what can be done to get them to act faster on the site. And this should be reflected in the content.

Search Console can be of great help in this area. In the Performance indicator, you can track what keywords were used to reach us, what the most frequent searches were, the most visited pages, and how many page views were generated.

It is also possible to find completely new keywords and behavioural patterns. These should be compared with the results of Google Analytics. Why are page abandonment rates higher on one site than on another? What are the pages from which more people buy, and what are the pages from which less? What could be the cause?

These are the questions that SEO professionals will most need to answer in order to not only “pull in” customers, but also keep them as customers.

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