According to research by BrightEdge, 68% of online experiences begin with search engines. It shouldn’t come as a surprise, then, that search engine optimization (SEO) is crucial to marketing. Most people view search engines as the key to all the online information they want to access. How many times have you used your laptop or mobile device without visiting a search engine like Google or Yahoo? Chances are, that number is very low. In fact, you probably visited one of those sites straight away.
Today, the Internet contains just about everything we’d ever want to know. While most of us view this as a positive, business owners see things differently. For companies, it can be challenging to attract viewers when there is so much competition.
To make matters more difficult, SEO is a constantly changing tool that’s ever-evolving. Methods that were effective yesterday, for instance, might not be as successful today. Additionally, new technologies are constantly shifting our digital environment. As time passes, it’s essential to stay up-to-date with SEO strategies. In order to help boost your marketing savvy, we’ve compiled a list of the most influential trends for the upcoming year.
1. Optimization for Mobile Devices
A few years ago, Google implemented something called mobile-first indexing. Essentially, what this means is the search engine gives precedence to the mobile version of a site. In order to achieve a higher ranking, your content needs to be mobile-friendly. It’s not difficult to understand why Google made this decision. After all, over half of Google searches occur on mobile devices. In addition, increasing numbers of users access the internet via their mobile devices instead of their laptops or desktops. In 2022, mobile device optimization will continue to be an absolute must.
2. More Long-Form Content
Long-term content typically includes anything 1,000 words or more. These types of articles are viewed as authoritative, detailed and thorough. Short-form content is often prioritized because marketers believe people won’t stay long enough to read longer content. However, this isn’t necessarily true. If the content is engaging enough, readers are actually more invested. To keep long-form content compelling, however, it’s important to divide your text into sections and utilize headers. This subtle strategy influences your visitors to keep reading and makes the information more accessible for them.
3. More Video Content
Going into 2022, video content will continue to drive user interaction. Cisco reports that by 2022, videos will encompass over 80% of online traffic. Luckily, you have a plethora of choices when it comes to video marketing. Why not try to use social media platforms such as TikTok and YouTube? This is the perfect way to access younger audiences and create meaningful content they’ll enjoy. For instance, you could create a series of how-to videos or short, comedic sketches that help users understand your products. If you want to make longer videos, you could host a live Q&A, present customer testimonials or produce a film about your company’s origins. In the coming years, marketers that foster creativity and innovation will rise above the competition.
4. Prioritizing The “EAT” Principle
If you haven’t heard of the EAT Principle, this stands for expertise, authoritativeness and trustworthiness. Google employs this in order to determine which sites are superior to others. In order to maintain a solid ranking and influence Google, it is key to focus on these elements. So, how can you alter your site to fit EAT standards? It’s actually a lot simpler than you might think. First, always make sure you use statistics and sources to support your claims. If you can, refer to professionals in the field and get them to sign off on the information you provide. Including strong links is a great way to make your site appear trustworthy as well.
5. Audience Analytics
In order to have a successful SEO strategy, you have to understand your audience. In 2022, there will be more options available when it comes to analytics. Focus on buyer persona: what kind of person is interested in your products? What is their life like? What do they like to do? How can you reach them in a way that feels natural? In 2022, attracting customers will be the smaller half of the equation. More companies should concentrate on customer retention and conversions. The best way to keep customers interested is to know what interests them. Data and further research will help businesses obtain the knowledge they need.
6. Artificial Intelligence Will Reign
Artificial intelligence (AI) is progressing at a rapid rate, and soon it will be a crucial tool for SEO marketers. Google’s RankBrain technology, for example, utilizes machine learning to create more accurate, specified search results. While it is unclear just how this AI mechanism impacts SEO strategies, many believe having a successful user experience is highly important. More than likely, RankBrain selects sites based on click-through rate performance. How many users choose your site as opposed to viewing it and scrolling past it? Do people stay interested in your site, do they find it easy to use and navigate? As technology continues to evolve, more artificial intelligence-based systems will be used to rank sites. Keeping your content in tip-top shape is the best way to pass these rigorous, automated assessments.
Are you looking to improve your SEO strategy in 2022 and beyond? At Gauge Digital Media, our experts can help you achieve your goals. We can also direct your ad campaigns, display ads across Google AdWords and Bing Ads, and measure them accurately. We can even assist you with your web design, SEO, graphic design, social media marketing and e-mail marketing needs. No matter your business or industry, we can help you thrive.
We Are Here to Help Grow Your Business Online and Through SEO
Working with a professional digital marketing company is the best way to make the most of your website and all that Facebook Pixel, LinkedIn ads, Google Analytics and other digital advertising platforms have to offer. To learn more about the best digital marketing strategies for your company and reach a bigger audience than ever before, work with Gauge Digital Media. For a quote or to schedule a call, contact us at (443) 201-7709.