It’s not news that Google changes its search algorithm several times throughout the year—about 500-600 times annually or at least 1-2 times every day, to be more specific—as part of its efforts to provide a better user-first experience. As a result, approaches in search engine optimisation continue to evolve to ensure more successful and higher SEO rankings. 

It’s essential to know in advance the trends that will shape the future of SEO. This will allow you to focus on efforts that can better optimise your visibility in search engines and make it easier for your audience to find you on the web. 

As an SEO agency, we will be highlighting some projections, opportunities, and trends for SEO in 2022, so you can determine which efforts you should invest more time and money in for your business. 

Shopping Graph will Offer More Ways to Shop 

The pandemic has accelerated the shift towards digital, with more and more people turning to online shopping than ever before.  It’s estimated that by the end of 2021, over 2.1 billion people worldwide will purchase goods and services online. 

So, to provide a better online shopping experience, Google introduced a new feature called Shopping Graph. This AI-enhanced model shows similar products from different brands in the most relevant search results to users. It considers factors like price, website, reviews, SKU and inventory data, and videos. 

The advantage of this feature is two-pronged. It allows businesses to put their products in front of more buyers and give consumers more options for where to buy. It works in real-time so users can discover and shop for products that are available at the moment. But, probably the highlight of the Shopping Graph is that it enables users to search for products using screenshots. 

For example, when you take a screenshot of a photo of the shoes you like, you can view that screenshot in Google photos and search it using the Lens feature. This will direct you to search listings that match or are relevant to the product. So what does this mean for your SEO strategy? 

Because Shopping Graph shows results based on their relevance to the user’s search query, you have to optimise your listings to increase their chances of appearing in related searches. Keyword-rich listings can help your products rank in Lens searches too. So integrate relevant keywords into the alt tags on your photos and throughout your product page as well. 

Video Marketing will be an Essential Component of SEO 

These days, we can’t browse our social media without coming across a video—and it’s not surprising given that video marketing has become an essential part of SEO as more and more consumers rely on video to find information. In addition, they spend more time on pages with videos, so embedding them into more of your pages can help boost engagement, rankings, and traffic. 

Optimising your video for search has a lot to do with your site authority and how it ranks for video-related queries. Below are a few ways you can rank with your video on search. 

• Choose the right platform 

YouTube is arguably the most popular video hosting platform today. While it doesn’t contribute to your site traffic, it is still great for raising brand awareness and positioning yourself as a thought leader. Plus, because Google owns YouTube, a well-ranked and optimised video can help increase your exposure even in the search engine’s results pages. 

• Optimise for SEO 

Just like what you do for a blog post, add a keyword-rich title and meta description for your videos. Use relevant keywords, but make sure to keep it exciting and engaging as well. Additionally, you would also want to add video transcripts. This will not only make your videos more accessible to a wider audience but indexable by search bots as well. It means your videos can rank for more searches. 

• Use an engaging thumbnail 

Think of your thumbnail image as a cover of a book or your site’s homepage—it has to be relevant, compelling, and attractive.  After all, it’s what the users will see when your video is indexed, and thus, it can have a significant impact on your click-through rates and play rates, among other video SEO metrics. 

Voice Search and Conversational Queries will Continue to Rise 

Artificial intelligence (AI) continues to change the way we interact with digital content. The use of voice search, in particular, is on the rise, with 27% of the online global population logging voice queries on mobile. 

To optimise your site for voice search, focus your SEO efforts on conversational, long-tail keywords. Longer phrases tend to work best with voice searches. It’s unlike in traditional search where people tend to abbreviate. 

It’s not only because of voice search that you should optimise for longer phrases. In its further effort to improve the user search experience, Google values sites that are focused on helping users get all the necessary information to make an educated buying decision. The easiest place to start is by adding a page that answers frequently asked questions. 

• Target conversational keywords 

As indicated above, the way some users phrase a typed query is different from a voice query. For example, a user may type “best Chinese restaurant near me” but verbally search, “what’s the best Chinese restaurant near me?” Adding these kinds of searches to your FAQs page is a great way to increase your chances of showing up in relevant, conversational queries. 

• Keep your answers short 

When optimising for conversational searches, put your FAQs page in a Q&A format. Keep your answers brief and clear to help deliver information fast. Even better, if you have a good answer to a question, you might even get featured in Google’s “people also ask” section, which can give you a significant traffic boost. 

• Answer the most relevant questions 

How do you decide what questions to answer on your FAQs page? Look at your engagements with your audience and see which questions keep popping up. The more you can automate the answers to these questions, the more time you and your customers can save. Other places where you can discover FAQs include Google’s auto-suggest feature and Quora. 

Google consistently updates its algorithm, so your SEO strategy should always adapt to these changes to stay competitive. By looking at these trends and predictions, you can better prepare your SEO tactics for the new year and focus on initiatives that drive revenue. 

Need help with your SEO? Work with an SEO agency today! At Distribute Digital, we can help you craft an effective digital marketing strategy with the ultimate goal of growing your business and improving your bottom line. Get in touch with one of our digital marketing experts now.

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