seo trends 2022

The 10 SEO Trends That SEOs Will Dominate In 2022

Table of Contents

To exist is to change, to change is to mature, to mature is to go on creating oneself endlessly.

Henri Bergson

If you feel like you’re constantly recreating yourself and the way you do SEO, you definitely aren’t alone. It felt as though things couldn’t get any more tumultuous after 2020 (you know, with a global pandemic and all).

Then came 2021. And said, “Hold my beer.”

Hot on the heels of the Passage Ranking launch in February came the Product Reviews update to shake up eCommerce marketing, leaving triumphant winners and unfortunate losers in its wake.

Summer brought a flurry of updates as Google finally rolled out the Page Experience update, slowly rolled out a core update through June and July, and took direct aim at link spam in a late July update.

Based on all these updates and the trend Google is taking with itself, we wrote up this blog after discussing it with many SEO industry experts. Let us know in the comments below what you think about these updates.

1. User Intent One of the most talked-about topics for 2022?

User intent. It’s a trend that’s here to stay.

Google is taking a user-focused approach to optimization, but what exactly does that mean?

It appears Google is working hard to identify the right intent behind a user’s search, irrespective of the type of queries. For example, if you’re searching for “best restaurants in Brisbane” you’ll be shown relevant information based on your location and previous searches. This is because Google understands that you are in Brisbane and are looking for restaurants in this city.

As a result, it’s important not only to create content based on user intent but also to ensure it can be understood by both humans and machines.

That’s where SEO professionals need to focus on bringing a holistic approach to your content strategy in 2022.

Be it video, blog, or web content, it must be planned for the keywords, users’ intent behind searching and consuming them, your intent behind creating them, and the stage at which your consumers are in the buyer’s journey,

Search intent will become ever more important in 2022.

Understanding search intent continues to become more important than ever, particularly with the introduction of Google’s Multitask Unified Model (MUM) update.

I think we will see more search marketers rethink their approach to content creation by focusing on understanding search intent more intelligently with keyword research as an important bedrock to organic search strategy.

Even so, we need to be able to look beyond keywords in their raw form and draw meaningful insight from them.

Understanding the relationship between your keywords and knowing how to target them to meet the search intent is already the key difference between an effective and ineffective search strategy, but in 2022 it will become even more vital

In 2022, user intent focused content will take it to a new level. I don’t mean merely breaking things down by informational or transactional intents, etc. I mean, considering everything intent encapsulates for the multiple user profiles who might find the same piece of content useful.

It’s the ability to adequately empathize with your audience so as to provide a comprehensive experience that addresses their implicit concerns.

2. Content Quality

One aspect I regularly see for large sites while completing audits is many pages being categorised as ‘Discovered, currently not indexed’ in Console.

Get familiar with this exclusion type within the Coverage report in GSC and pay attention to the patterns Google is trying to highlight.

Google has said in the past that you should be making sure published pages (that are indexable) should be fantastic.

Stick to this as your SEO mantra, and you’ll have a future-proof ready for 2022.

But why is this happening?

Many are doing short-term SEO efforts mainly to gain links and awareness from digital PR, adding hundreds of content, or only tackling specific technical SEO fixes. These work well for quick wins, they are not long-term solutions.

This trend also created so much similar content on the web. Considering the MUM update, it is important to publish unique content covering specific topics that are not covered by other websites.

Rather than adding hundreds of generic content to the site, research the overall interests of the target audience, organize those entities by the topic, and prioritize them by the relevance to the business goals.

Focus on the information that is uniquely different from others and highlight your speciality in the topic area.

With recent enhancements to Google’s algorithm in the way of BERT and MUM, I think more and more SEO professionals are going to focus on the quality of their content and site structure.

While content has always been a focus of SEO professionals, with these updates, it’s going to be easier to speak to the quality of content being something that deserves focus.

To succeed post-paradigm, you need to focus on creating content that is factual and useful. The big winners will be those sites known for their contributions to their targeted subject matter.

3. Of SERPs & SERP Changes

Misinformation is pushing Google to create a fact-oriented SERP.

Search results are powerful. Simply seeing an idea repeated across page titles in a SERP can reinforce a belief.

Google is often experimenting with changes to the mobile layout for local intent specifically, I foresee continued testing and changes in this area, especially for growth in online shopping, reviews, trust signals, and brand awareness.

My recommendation is to focus on reputation on third-party and industry sites as well as wikis, GMB completion, site markup, and knowledge panels.

Google will be focusing a lot more on the localization of content over the next year.

In 2021 we already saw more websites with country-specific content outranking those that used to be top of the SERPs but are more globally focused.

Check our services page for all kinds of services we provide which includes local SEO and link building too.

This will only get more obvious in 2022 even for purely online businesses with no brick and mortar offering. For sites that are not just targeting one country, it will be increasingly necessary to create local-focused content.

Look at your key that show some local intent. For instance, ‘[x online service] UK’ – if you are seeing search results being served that have obvious keyword targeting for ‘UK’ you may be in an industry where Google is showing more localized SERPs.

In that case, you will need to look at creating UK-specific pages where you perhaps had globally-focused ones previously. You will need to show local relevance in your content, as well.

4. Images & Visual Content

Sites with unique images will see a large boost in Image, Product, and normal search. This is also a user behaviour/intent reaction as younger users identify or resonate with unique lifestyle images and can instantly tell if something is real or staged.

By rewarding sites that use original imagery, more will be created. Google Lens then learns more, this incentivizes the growth of original content from creators while learning more about areas, people, products, etc.

Check this latest update in Google for site logos here: Optimize Your Website Logo For SEO With Latest Updates From Google

Bigger image blocks are displayed in the results for some queries. The boon of good image assets isn’t limited to SERP. Google Lens will enable shoppers to look for a product using a photo on their device or found on a website – essentially a reverse image search with a solid use case for image optimization.

Google Discover is also leveraging images.

While Discover has been largely overlooked as an SEO opportunity, the inclusion of Discover data into the Search API shows that unified data sources and best practices are going to continue

We can reasonably hypothesize that with the new 4-page scroll of the SERPs on mobile and the increase of images, the normal search will start looking a lot more like Discover.

AI is set to make the search much richer.

Google Images are not going to just be a secondary search engine. AI is going to allow Google to recognize when an image or video might be the best result for a user. Google has already revealed some of the capabilities they have in this area.

And with Google Lens now a primary search action on Android devices, expect direct image search to grow even more.

5. Automation

Automation of SEO practices – whether technical audits, competitor analysis, or – has already started this year and in 2022 will become even more widespread.

As more SEO professionals worldwide become increasingly Python-savvy, we’ll see more automation, especially in agencies where more will automate as much of the technical audits, tools for analysis, and other areas of research, as much as possible.

We’ll see the automation of technical audits to make use of machine learning to segment technical issues by content type making the automation of technical audits more ‘intelligent.

The pace of change in SEO has continued to increase exponentially, while at the same time enterprise SEO professionals are dealing with ever larger and more complex sites.

The need for better automation to overcome gaps in technology, skills, and resources to be able to scale execution is rapidly passing from a ‘nice to have’ to a necessity. Data is abundantly available now and has become a commodity.

The challenge is reducing the time from data acquisition to insights to action. SEO pros (and the tools they use) will need to invest significantly more in developing automation in the year to come.

SEO experts and content creators should be investigating their options for automating content creation.

We can get an assist in competitive research, analyzing existing SERPs, and understanding related entities and concepts from technology like . But I don’t foresee any point in the next decade where automated content creation will satisfy user and search engine requirements without the assistance of the editorial process and human creativity.

The possibility that I might one day soon be able to train my own language model(s) and scale my efforts in that way is exciting.

For SEO professionals who focus on content and on-page, this will be a growing area of opportunity in 2022 and beyond.

6. Natural Language Processing & Machine Learning

There will not be any major changes in 2022 in this area. But there are a lot of more subtle shifts that we’re seeing that point to the same two things: natural language generation and data pipelining.

Google’s evolution of multi-modal search suggests that there’s a bigger focus on search journeys rather than individual queries. This has interesting implications with respect to how we need to judge things such as co-occurrence and named entity recognition when we’re doing our own optimization.

Google’s shift towards being able to tease out subtopics from broader pages is an indication that more robust content has a better chance to perform in the long tail than it has previously.

Apple and Google will continue to march us towards their data monopolies with the eventual death of cookies. This further indicates a need for the collection of first-party data and pushing that data into a data store like BigQuery so you can capitalize on it for a variety of optimizations.

People who capitalize on this data collection and find ways to combine it with advancements in Natural Language Generation and the understanding of the entity and keyword relationships will be able to scale the creation of robust content that’s positioned to rank.

Iterations on machine learning natural language models have continually improved multiple times every year.

Best-in-class models used on the SQuAD dataset exceeded human performance in terms of precision in early 2020. The commoditization of machine learning solutions for generating content (as a means of supporting writers) and categorization is something that inspires many creative writers.

I expect to see federated machine learning where information from your mobile device is uploaded to the cloud once a day, and then data is returned to your device after it has been processed along with search selection and browsing information from many other mobile device users to power a machine-learned model.

Google has blogged about this and has released a patent on it, and Apple Search has also patented federated learning, and how local and network computer information can be combined under that approach.

7. Mobile & User Experience

Last year, Google introduced new tools to support the optimization of mobile as well as page experience. With those pieces maturing, I think mobile page experience as it relates to core web vitals as content will lead the charge.

As SEO experts, we tend to look at pieces, but based on recent tooling, resources, and updates to analytics it’s clear that the entirety of the mobile experience from the discovery aspect all the way through to how easily users can interact, engage, and utilize will come together just as content experience has over the past few years.

This will impact not only mobile UX but Core Web Vitals on mobile, mobile usability, mobile-first indexing, and mobile security, as well.

8. Sustainability

In 2022 SEO professionals should stop trying to chase algorithms and instead lean into long-term, sustainable SEO strategies.

The noise is so endless that to focus on the work, you’ll have no choice but to only think of the merits of your site and brand – not the latest industry news or Google update. And that’s probably a good thing.

Enterprise e-commerce brands should increase focus for sustainability SEO targeting (as approved by their legal team) to support corporate social responsibility.

Google has already added result enhancements to incentivize sustainable choices in Shopping, Maps, and Nest. Although search demand has not yet peaked, consumer appetite should continue to build throughout 2022 and beyond.

Reducing the carbon footprint of our websites and digital infrastructures is not only a right step forward towards achieving net-zero, but it could even become a defining factor in search user’s behaviours.

Google is starting to display carbon emissions of flights and labelling eco-friendly hotels, It’s not absurd to believe that Google could even begin showing the eco-impact of webpages.

This could encourage greener attitudes online, especially considering the fact websites and their supporting systems have a similar carbon footprint to the airline industry.

Although creating more sustainable websites involves similar tactics to improving performance (e.g., improving availability, optimizing performance), carbon emission reductions could soon become an important metric worth reporting on.

9. IndexNow

Microsoft and Yandex are leading the way with IndexNow. This allows websites to easily notify search engines whenever their website content is created, updated, or deleted.

With this API, search engines are notified of updates so they can quickly crawl and reflect website changes in their index and search results.

IndexNow is changing the relationship between SEO professionals and search engines forever.

It’s eliminating the frustration from IT teams at how search bots hit websites. No longer will their crawlers put a heavy load on systems.

This is especially impactful to startups that grow quickly – not to mention the many times companies have launched new pages and had to wait for search bots to find them, crawl them and rank them.

This is particularly useful when changes are made to a database that updates millions (sometimes hundreds of millions) of URLs.

With IndexNow, SEO pros can submit a list of only URLs with changes and/or updates through the API. Bing and Yandex immediately know about these updates and changes instantly.

On the other side of this relationship, the search engines themselves can greatly benefit from IndexNow.

Microsoft’s Fabrice Canal, Principal Program Manager at BING, is leading the IndexNow charge.

10. E-A-T

The growing importance of E-A-T will be a trend to consider in 2022.

No matter your approach to SEO, understand how to demonstrate an appropriate level of E-A-T in your on-site content, link building, online PR, and even technical SEO.

This doesn’t mean you need a doctorate to be an expert on shoe repair blogs. But being or hiring a subject matter expert that produces, edits, or consults on content is no longer optional. Marketers should hire writers with a passion for the subject matter.

E-A-T stands for expertise, authoritativeness, and trustworthiness.

Authoritativeness can be defined as “the perceived or actual authority in a field, based on a combination of several factors including knowledge, experience and credentials.” This is particularly important in the realm of technical SEO.

Promoting E-A-T is a key component to boosting your rankings in SERPs.

There are many ways to demonstrate E-A-T. For example, you can build trust through online reviews and testimonials.

You can establish expertise by writing helpful content that goes above and beyond what's required for users to complete a task. And you can demonstrate your authority by listing relevant certifications and degrees.

In addition to demonstrating E-A-T on your website, be sure to do so in your online PR efforts as well.

E-A-T can also be called “Content Usefulness”.

The challenge we have always had with E-A-T is that it’s not really measurable. So we came up with our own metric, Content Usefulness, which we can measure.

For example, once we see the types of pages/ content ranking for a large set of related queries, we can analyze those pages at scale and compare them to our site’s pages.

The difference between the ranking pages and those that don’t rank – often a specific type of content (e.g., reviews, phone numbers, videos, topics, etc.) – can illustrate what content searchers, and therefore Google, deem useful.

Figuring this kind of stuff out and how to apply it to your site will likely not only be an for 2022, but for the foreseeable future.

Final Words

With search engines evolving faster than ever, these top 10 trends in SEO are expected to rise in 2022.

I also believe there will be more search options by the end of 2022 with the increase in the share of search engines like DuckDuckGo.

In the coming years, SEO is likely to become even more competitive with SEO professionals battling over keywords and SEO as a potential career will continue to grow in popularity.

It’s not expected that SEO experts will disappear any time soon for businesses, but it is predicted that there will inevitably be greater competition for keywords.

If you want to be the most impacting person in the industry, keep up with the trends. It is a jungle out there. Plan your strategies carefully and stand tall.

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  • Just-iko avatar Just-iko Thank you very much for answering ☑️ ✨
  • ddev66 avatar ddev66 Put your content in the right HTML tags and Google will show it this way.

    In the picture that you show, the first content is put in a list with bold headings.
    The second content is a FAQ on that page.

    Put in the right HTML tags and Google will pick it up nicely.
  • Just-iko avatar Just-iko Hello, I'm a newbie in this field, any guidance would be appreciated :) some questions please, is there any idea on how to make our website could appears like that in Google search? The one that I marked..
  • ddev66 avatar ddev66 Semrush or Ahrefs will help you for spying competitors.

    I think Semrush has a trial period as well.
  • Aadhi avatar Aadhi Buy semrush, you can buy it at cheap rate by using Group buy method
  • SG.CK avatar SG.CK Any free tool for spy traffic and ranking ?
  • ddev66 avatar ddev66 Search on google “htaccess redirect rules”
    Put them in your website’s htaccess file if you are using Apache
  • BrunoAfonso avatar BrunoAfonso how should I go to solve this issue
  • BrunoAfonso avatar BrunoAfonso Can you explain a little bit more? My website is not wordpress, I use amazon web services
  • ddev66 avatar ddev66 You can make a 301 redirect to the correct page on your website.
    If you are using Wordpress then SEO plugins like rank math have this feature.
    If you don’t want to use SEO plugins then there are many good redirect plugins in the Wordpress repository.
    And if you are not using Wordpress then .htaccess file is your friend.
  • BrunoAfonso avatar BrunoAfonso For example, is this image, the second link "THU Main Event" goes to a different page that it's supposed to. How do I fix this.
  • BrunoAfonso avatar BrunoAfonso So I have a website and when you search for it, one of the hyperlinks that google provides goes to the wrong page, is there a specific way for me to change that?
  • ddev66 avatar ddev66 Need more explanation
  • BrunoAfonso avatar BrunoAfonso Hello people, does anyone know how to fix a hyperlink within a google search?
  • ddev66 avatar ddev66 Semrush shows you all the links that it considers as toxic in its domain overview dashboard. You can then use these website list to disavow in GSC.
  • rrakesharmaa avatar rrakesharmaa I want to remove high spam backlinks via Disavow tool. So i need these links.
  • ddev66 avatar ddev66 extract high spam score backlinks.
    This is little confusing for me to understand

    Do you want to remove high spam backlinks to your website or do you want to receive backlinks from websites that have a high spam score?
  • yaswanth avatar yaswanth Now I use the Search console live URL inspector. It shows the page source and screenshot with an error(If any).
    Result: The page is not mobile friendly in the screenshot. All the element's styles are broken.

    Now, I feel like, " What the hell is happening in rich result tester? The google bot shows everything is ok, and in the search console, this is happening."

    # Problem Digging Stage final stage - Solving the problem
    The easiest way to solve the problem is to compare the thing and find the difference.
    Is rich results tester a google bot? Yes!
    Is it owned by google? Yes!
    Is it have any link with the official search console crawler? No!

    Now, What is the difference between 2 crawlers?
    Their IPs are different. They work differently.

    Summary: Google bot (Offical bot) is not able to crawl all elements in the webpage. It is not able to read all styling files. All other bots(services that use crawl as Google Bot) can view/crawl the page.

    List of official google bot IPs: https://developers.google.com/search/apis/ipranges/googlebot.json

    Solution: Rather than digging into all files, we changed the hosting server located in the exact location.

    Thank you for reading this article. It takes a few mins to read this article, but It took hours to find the correct problem with a solution. If you find this article valuable, give it a like and if you have any questions, feel free to ask them.
  • yaswanth avatar yaswanth Solving Critical Indexing Problem (CASE STUDY)

    Last week I received a message from a friend he is requesting me to help him index a page of his website. I said, " Wait, sometime google will index automatically" Then he said he was getting problem with his homepage. So, I started digging. First, I want to find the problem. Then all other things were easy.

    # Problem Digging Stage 1 - Analyze the top layers
    Checking the basic things
    1) No Index tags
    2) Canonical tags
    3) Website page Age

    Result: Nothing Found

    # Problem Digging Stage 2 - Getting Deeper
    1) Checking status codes (If there is any redirects, 404 error, or soft 404 errors)
    2) Using an SEO browser to check the web page accessibility
    3) Trying with different user agents

    Result: Nothing Found

    # Problem Digging Stage 3 - Analyzing and
    comparing past and current stages of webpage
    1) Checking the Wayback machine for any spam content history
    2) Checking the search console for errors
    3) Other page's indexability

    Result: I got some clue. Search console shows "Page is not mobile friendly."

    # Problem Digging Stage 4 -Finding the reason for the search console error.
    When I checked the web page with SEO Browser, the page was mobile friendly, and I also tried "crawl as Googlebot." Everything looks good. Then where is the problem?

    One thing was confirmed google is not able to view the webpage clearly. And all other bots are not getting any problems.

    So, I decided to use only google properties in the further process (Because only the google bot gets stuck).
    I selected three tools to process further.
    1) Google page speed insights
    2) Google rich results tester
    3) Search console Live URL inspector

    First, I used page speed insights to check If the google bot can crawl/view the page or not(If there are any issues in crawling, then the tool returns a lighthouse error)
    Result: everything is ok

    Second I used Google rich results tester. It provides the page source and screenshot of the webpage.
    Result: everything is ok
  • achann avatar achann Backlink actually link that provided outside web, so if you use instagram and insert your web link that still counted as backlink.
  • achann avatar achann If you want to be free, why not using mailchimp for email blast. Or maybe you can use whatsender for whatsapp blast, there is nulled version I think.
  • achann avatar achann Um.. Maybe you can use whatsapp blast and give link? Or maybe you can use email marketing and give link to your web?
  • rrakesharmaa avatar rrakesharmaa How can I extract high spam score backlinks for my website? Is there any free tool that provides all high spam score sites HELP ME PLEASE 🙂
  • nkap avatar nkap <@211319858258771968> hey, would you be able to share the website that you want guest posts on? I’m in touch with a few fintech businesses and can ask them whether they’d be interested in putting a post on your site.
  • ddev66 avatar ddev66 <@211319858258771968> it sure will work. Make sure to write that it’s free to post as guests. A lot of websites do not mention this and writers usually think it’s paid opportunity only.

    Keep us updated of how well this goes for your website.
  • soutaraku avatar soutaraku Thank you so much for the detailed guide. I'll see if I can put up the Guest Post page to start with! I hope my email gets bombarded in a good way haha
  • ddev66 avatar ddev66 You should start putting up a page called Guest Posting on your other website where you put articles, etc.. and put all the requirements there which you are looking for in the guest posts. Make sure to leave your email as well for easier contacts.

    Build up some links to this page. Because most of the writers are looking to write for high metrics website that have good DA, TF, etc...

    Once you have a page setup it will help you get attention from people who are searching on Google.

    Next you can start sending the URL of this page to people whom you think might be interested to write for your service on social networks like twitter, linkedin, etc.

    Also list this page URL on websites that have posts like free guest posts list in SaaS, free guest posts list in "your niche", etc. Something like this: https://underwp.com/the-best-free-guest-posting-websites-list-in-2022-over-3000/

    These will get you enough traction to attract guest posts from various contributors over the time. Your email will be bombarded with emails following the above tips.
  • soutaraku avatar soutaraku I can translate guest post to Japanese and put it on our website to share stories from overseas. I thought it would be interesting for our readers and a good way for link building.
  • soutaraku avatar soutaraku It's not titled as contribute/guest posts page, but there's a website we put interview articles and such. We surely can put guest posts on that website.
  • ddev66 avatar ddev66 <@211319858258771968> does your website have contribute/guest posts page?
  • soutaraku avatar soutaraku Hi guys! I'm a Japanese SEO specialist/ content editor working for a fintech company, and looking for someone to put guest posts on our website (preferably about fintech or SaaS market). Are there any good place to look for people willing to guest post?

    In Japan, not many people write guest posts, so I'm kinda lost. Twitter trick is only guiding light to me, <@838326478924021760>. Thanks for sharing.
  • Deleted User avatar Deleted User trying it out right now
  • nkap avatar nkap Great idea! Will definitely try it out. Thanks mate.
  • ddev66 avatar ddev66 A good trick to get guest posts for your website. <@456226577798135808> <@755307075625549854>
  • Büşra avatar Büşra Thank you very much. I'll try 😊
  • nkap avatar nkap Yeah me too!!
  • naaz avatar naaz <@755307075625549854> Thank you for the detailed answer. Hope <@341197404302737408> finds the right solution for this.
  • nkap avatar nkap <@341197404302737408> Just these:

    You can try 3 things: (I suggest you try the 3rd option first)

    1. If there are any links in your coverage report that’s actually not from your domain/property, I’d recommend you use the Search Console’s removal tool to remove these from your property.

    2. If you’re using any page builders like elementor etc make sure you turn off search engine indexing for things like templates. You can find this in Yoast SEO settings. With this setting your templates and unnecessary pages won’t be indexed. Are you using elementor by any chance?

    3. It’s also possible that your site has been hacked. If random URLs are appearing in analytics and search console the first thing that you should do is check your .htaccess file to see if someone has put any rewrite rules.
  • ddev66 avatar ddev66 <@755307075625549854> got any views on this?
  • ddev66 avatar ddev66 did you change your permalinks sometime back in last few months?
  • naaz avatar naaz <@838326478924021760> bringing to your attention on this.
  • Büşra avatar Büşra hello guys! I need to help about SEO optimation. I'm using wordpress Yoast. I saw dummy link like as ``` https://myURL.com/cuisine/35/17498``` I haven't these in page. Btw ı'm using google search console. Why may be this? Is anyone has idea about that?
  • ankit662003 avatar ankit662003 does anyone know how to create seo silos?
  • ankit662003 avatar ankit662003 hi
  • ddev66 avatar ddev66 Just know that we are all here to help each other
  • ddev66 avatar ddev66 No worries mate.
  • Alex25 avatar Alex25 The thing is idk what to ask .
    I'm just stuck
  • ddev66 avatar ddev66 Drop your queries here

One Response

  1. Interesting read. Good point about NLP. When the two big giants like Google and Apple are patenting it, this means a positive growth is to be see on this in coming months or years. Combining local and other networks information in one place is an interesting concept and surely with the AI powers, these giants can come up with something amazing with machine learning techniques.

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