About 68% of all online activity begins with a search engine like Google. As a result, over 60% of marketers are focused on growing their search engine optimisation (SEO) and organic presence. Unfortunately, Google introduces 500 to 600 changes to its search algorithm every year.
Failing to keep up with Google algorithm updates and SEO news could impact your rankings. Lower rankings will make it more difficult for consumers to find your brand online.
Here’s everything you need to know about SEO in 2022. Applying the latest SEO trends can help you rank at the top of search engine result pages (SERPs). Then, you can reach more customers than ever before!
Improve your SEO strategy with these trends today.
IndexNow
Microsoft originally developed the IndexNow API in October 2021. Some reports indicate Google and other search engines will begin using this protocol, too.
IndexNow is an open-source engine, used by search engines, that discovers new content.
Currently, most search engines use a “pull” approach for generating search engine results. This new protocol will use a “push” approach instead.
The API will push information to search engines when websites already integrated with IndexNow API:
- Publish a new post
- Update existing content
- Delete a previous post
Currently, Yandex and Bing already support the IndexNow protocol. IndexNow offers fast indexing capabilities. As a result, search engines could avoid excess crawl load.
Search engine users might notice a faster, easier online user experience (UX) if Google switches to IndexNow.
Energy Efficiency
A Google spokesperson indicated Google could start participating in the IndexNow movement. Google will first need to determine if the protocol will improve Google’s sustainability efforts. After all, Google hopes to become a 100% renewable energy-based company by 2030.
IndexNow has a Carbon Neutral initiative. As a result, the chances Google will adopt IndexNow is high. Switching to IndexNow will make Google’s crawling and indexing process more sustainable.
The current process leaves a carbon footprint.
Bots currently require a lot of server energy to crawl updated pages. Training bots not to complete a fresh crawl of pages that haven’t received updates can save energy.
However, Google might decide to go with something similar to IndexNow that uses the same functionality.
Multitask Unified Model (MUM)
As you keep track of the latest SEO trends and SEO news, you might come across mention of MUM. MUM stands for Multitask United Model. This Google algorithm update allows Google to improve the quality of search results through advanced artificial intelligence (AI).
The biggest leap in this effort began with RankBrain, then later BERT in 2019.
Google’s new Natural Language Processing Model, MUM, is 1,000 times more powerful than the BERT update. It’s capable of multitasking, allowing it to analyse:
- Video
- Images
- Text
This update also allows Google to analyse content within 75 languages. As a result, users can find the answers they need to even complex queries.
MUM combines different aspects of each query to understand context, sentiments, and the user’s search intent. These SEO updates allow Google to provide results as close as possible to the user’s expectations.
MUM will allow Google to provide results far superior to its previous capabilities. Google’s algorithm updates to its AI will continue to grow with time, too. It’s able to gather knowledge of the world to improve the user’s search experience.
MUM could improve the user’s experience on SERPs by providing answers on the results page through featured snippets. As a result, we might notice an increase in zero-click searches.
This capability will increase the use of structured data, which will appear in Google’s Knowledge Graph.
Core Web Vitals
Google wants to provide search engine users with the best possible online experience. As a result, it created its Core Web Vitals. The Core Web Vitals are user-centric ranking factors that can improve the UX on your website.
If your site offers a negative UX, visitors will leave without exploring your content. Your bounce rate will start to increase, impacting your rankings.
Google is continuing to make updates to the Core Web Vitals, which focuses on:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Layout Shift (CIS)
These metrics join existing Page Experience signals, including mobile-friendliness, safe browsing, and HTTPS.
You run your own Core Web Vital report here.
Passage Indexing
As you track the latest SEO updates, you might hear about the Passage Indexing algorithm. This update is ideal if you’re struggling to generate traction from long-from content.
Passage Indexing uses a natural language processing feature while indexing web pages. This allows Google to understand the meaning of a passage on a page.
A specific passage from one of your articles could appear on a SERP for a relevant search query. Readers won’t have to skim through your content to find the answer they need.
This Google algorithm update can further increase the likelihood of zero-click searches. At the same time, it can help your content appear for relevant queries, even if the answer is buried in a long post.
These Google algorithm updates can also improve your brand visibility. You can rank at the top of SERPs to generate more traffic, too.
Featured Snippets
Google is continuing to create personalised knowledge graphs based on a search engine user’s search history and behaviours. As a result, brands need to optimise their entire online presence. Then, you can influence Google to feature your content on SERPs.
Use Schema Markup to make sure your website appears for more featured snippets this year. Appearing for featured snippets can help you appear for voice searches, too.
About 40.7% of all voice search answers come from a featured snippet. In fact, approximately 75% of voice search results rank at the top three for that query. Today, 48% of all consumers use voice search for general web searches.
Video Content
Google now uses Seek Markup and Clip Markup to display relevant video content on SERPs.
Click Markup requires you to tell Google what label and timestamp you want to display. Seek Video Markup tells Google how a URL structure works. Then, Google can automatically display key moments in your videos.
Key Moments is currently available for YouTube videos, too.
Using these forms of structured data can help consumers find the information they want from your videos. Your video content can rank on SERPs, helping you generate more viewers. Your clickthrough rate will increase as well.
Search Intent
Remember, Google’s AI makes it easier for it to understand the user’s search intent. As a result, Google is able to provide content users want to find.
You can request SEO consultancy services to discover how to match the user’s search intent.
Focusing on your audience’s search queries will help you create competitive content. You can improve your rankings by understanding what your customers want. Then, create personalised content that appeals to their interests and needs.
Localisation of SEO
As you follow these SEO updates, make sure you’re considering your existing local SEO strategy as well. For example, local businesses might notice more traction from Google due to a push in highly local search results.
Make sure to optimise and update your Google Business profile. Continue generating positive reviews on your profile, too. Positive reviews will boost your brand credibility and authority.
Make sure to create location-specific content to appear for local searches as well.
Customer Analytics
Regardless of the latest SEO news, you need to make sure you’re tracking your customer analytics throughout the year. Data on behavioural analytics can help you improve your SEO strategy.
Determine what your customers are doing, how they’re doing it, and how you can improve their UX.
Use your behavioural data alongside your keyword research to discover new content opportunities.
Long-Form Content
Improve your SEO in 2022 by creating more long-form content. Make sure your content is void of fluff, though. Instead, provide helpful, valuable information within each post.
Add EAT (expertise, authority, trustworthiness) within your posts to boost your brand’s credibility as well.
More Automation
New Google algorithm updates involving AI could lead to more automation. For example, the quantity and quality of AI-generated content might increase.
Make sure you’re using automated tools to further improve your SEO strategy this year.
SERP Layout
With Google algorithm updates like Passage Ranking, we’ll continue to notice changes in how content is viewed and laid out on websites.
For example, you might create an entire page dedicated to a specific topic instead of multiple pages on that topic. With Passage Ranking, Google will still extract the information your readers want.
Make sure to use schema and page structure to help with passage optimisation.
Focus on improving your content’s readability, too.
Scalability
You can also improve your SEO in 2022 by focusing on scalability.
Determine which tasks and workflow you can automate using the best SEO tools. Use an alert system to track:
- URL changes
- Changes in content
- Rankings for keywords
Then, establish Standard Operating Procedures (SoPs) for tasks you can’t automate.
Stronger SEO in 2022: Google Algorithm Changes and SEO News for Success
Tracking the latest Google algorithm changes and SEO news can help boost your organic rankings. Higher rankings can help you reach more customers online. In addition to generating brand awareness, you could gain traffic, leads, and sales as well.
Improve your rankings by adapting by incorporating new knowledge into your SEO strategy in 2022.
Need help improving your SEO? We’re happy to lend a hand.
Schedule an SEO audit from our team today to get started.
