Five SEO Trends That Will Define 2022

Digital marketers, web content creators, business owners, and SEO practitioners all have one thing in common. It's their ability to ceaselessly adapt to the highly dynamic search engine environment of Google. It's a universal truth that Google continuously updates its algorithm without announcing explicitly about them. So whatever strategies marketers implement, they are rendered ineffective in the face of constant updates. 

That's why everyone in the online marketing world keeps obsessing over the current SEO trends and rules. Every new algorithmic update triggers the rise of new SEO practices. It's the reason why the trends that were prevalent just five years ago have largely changed. It's rightly said, 'SEO is everchanging.' As we steadily inch towards 2022, learning about the latest trends will help you implement better techniques and help your content gain a better ranking.

Let's begin!

Five Major SEO Trends That You Should Be Prepared for in 2022

#1. Gear up for the new MUM algorithm

Just in 2019, Google launched its Bidirectional Encoder Representations from Transformers (BERT) algorithm. This algorithm was adept at recognizing the relation between words and the user's search query. It enabled Google to cater to those internet users who extensively made use of voice assistance. 

As people were speaking, their queries and communications were much more fluid. Google had to make changes to its algorithm, and it leveraged the AI and NLP technologies. 

However, the search engine didn't stop at that point. It came up with a new model to cater to its users, namely Multitask United Model (MUM). According to Prabhakar Raghavan, the head of the search at Google, this model is 1000 times more powerful than BERT. This algorithm can easily analyze text, images, and video from close to 75 languages. Not only that, it can very well gauge the intent, context, and feelings of users. 

With this algorithm, Google ensures that its users can find the answer they need in just a single search. Users can combine images, text, and voice to get results that answer their questions. The intelligent algorithm can quickly understand any image and connect it with your query. 

Although MUM is still in its testing phase, it is about to be rolled soon. For you, it's a sign to make content that is more informative and directly answers the queries of your target audience.

#2. Initiate a conversation with Google through LaMDA.

         Voice search and the importance of optimizing your content for it is not hidden from the eyes of any SEO enthusiast. Now, Google has commenced the process of modifying its algorithm to cater to voice-based technology. Put simply; the search engine now wants to become competent enough to talk with you. 

LaMDA stands for Language Model for Dialogue Applications. As you might have guessed from the name itself, it is a Machine Learning model developed for dialogue. It is built-in Google's very own neural network architecture, Transformer. LaMDA produces a model that can read numerous words, sentences, and paragraphs. It notices how the words are related to each other and, on its basis, predicts what can come next. It is a Machine Learning model that is trained on dialogue.

In simple words, LaMDA aims to give people results based on what they feed it. Again, for you as a marketer or an SEO content creator, it means that the time is ripe for you to optimize your site for voice search. 

#3. Get ready for Shopping Graph image search

During the pandemic, people majorly relied on online shopping. As a result, they made extensive use of two highly popular sites, Amazon and Shopify. Google's shopping search engine till now was not as strong as Amazon or Shopify. But it isn't one to be left behind. Recently, it has announced the launch of Shopping Graph, which is all about options. This AI driven model can understand the everchanging set of products, brands, reviews, inventory information, and the interconnection between them. Using it, users can discover products and offerings in real-time.

Some of its E-commerce heavy features include:

  • Image search and Google lens – When a person finds a screenshot in Google Photos, they will notice a recommendation to search that image with a lens. Lens, after scanning the image, will display products that are quite similar to what the image shows.
  • Car reminders – This functionality displays product previews that the customer has left unpurchased in their carts across diverse retailers. 
  • Loyalty program – Online shoppers can now connect their loyalty programs from diverse retailers to their Google account. They will thus find more purchasing options across this search engine for them. 

All these functionalities are there to bring information from various options instead of just one. Even though all these changes haven't yet been implemented fully, E-commerce owners can start feeling excited at the prospect of getting a chance to play with a suite of new tools!

#4. Passage ranking: Frustrated SEO practitioners have a reason to smile

         Since the rise of search engines, it has become a major goal of every marketer to see their content pages rising to the top. However, with time, this feat has become quite challenging to achieve. 

But Google has come up with a solution of sorts. In February 2021, the passage ranking went live. It enables a page to rank for a particular passage instead of the entire page. According to Prabhakar Raghavan, this passage-based indexing will impact approximately 7 percent of all search queries. 

It is important to note that passages that the complete opposite of keywords. They are specific to the context and dynamic in nature. Even though there isn't much information on this change, you can start working on traditional signals, like headings and page titles. 

#5. Make use of video clips and forge key moments

Although video marketing is rising in importance as a weapon for acquiring more significant traffic, the latest changes have totally transformed video marketing and what it means for SEO today. Recently, Google has launched two new video structure data types that marketers can leverage to get a piece of suggested clips from their videos. These new data types are clip markup and seek markup. Now you can create key moments from videos and see them in the search engine. 

It gives you the ability to define labels and time stamps for all your videos. Videos are always an integral element of a great SEO strategy. But now, with these changes in place, videos will assert a prominent role in allowing you to rank for competitive key phrases. Now is the right time to start applying these new structured data types and find yourself ranking on the search engine.

Summing up

No doubt 2021 brought about many surprises for marketers and SEO practitioners. But the trends that are soon to gain prominence are all about artificial intelligence-based search results that perfectly combine different search categories like videos, images, and text. Changing your SEO strategies and aligning them with these trends will help you to gain the most from your marketing endeavours. Start implementing them so you can distinguish yourself from your competitors.

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