Looking to start the year off strong? It’s time to take a fresh look at your current SEO strategy and see whether it’s up to scratch!

Here are 6 SEO trends you need to be aware of to thrive in 2022. 

MUM knows best

Set to be released over the next few years, Google’s Multitask Unified Model (also known as MUM) is anticipated to change the way we search. 

Up to 1000 times more powerful than Google’s last big update, BERT, MUM is designed to produce the most relevant answers for users. It has the power to look at search results in 75 different languages and use images and videos, allowing it to consider context, intent, and more conversational queries. 

This makes it easier for users to find what they’re looking for and for different methods such as voice search (more on that later). 

You can see a full explanation of MUM from Google I/O 2021 below:

While it is unclear exactly how MUM will impact SEO, you can be certain that there will be a need to shift your strategy. In particular, you may want to focus more on technical SEO and content creation to ensure that your site is optimised for users (and thus, search engines). 

We’ll keep you updated on MUM-friendly best practices throughout the release process. Watch this space!

Voice search 

As of 2021, over a quarter (26%) of Australians owned a smart speaker, double the amount in 2020. Of these Aussies, 88% use their speaker weekly and 67% use it daily. 

These numbers are only expected to rise and with it voice search. 

To make sure that your site is optimised for voice search, you’ll want to focus on more conversational and long-tail keywords that are more reflective of how people speak. 

You may also want to tailor your content, creating pages that answer commonly asked questions in your industry or niche. To do this, make a headline that asks a common question and in the very first paragraph, provide a clear and concise answer that would satisfy a voice searcher. For the rest of the content, include more details and elaborate on your answer for regular searchers and for those who want to find out more. 

Accessibility 

While the notion that a site needs to be mobile-friendly is certainly not new, it is just as vital. By 2025, almost 75% of users will only use their phones to search the internet – if you don’t invest in the mobile version of your site now, you’re saying goodbye to most of your potential customers. 

Additionally, Google is still in the process of switching over to mobile-first indexing, meaning that the mobile version of your site will soon be the main version if it isn’t already. 

Page speed

Last year, we were introduced to Google’s Core Web Vitals, three metrics used by the search engine to gauge how user-friendly a website is. Chief among them is Largest Contentful Paint (LCP), or how long it takes for a user to see the majority of the content of your website. 

Page speed is one of the most important factors for SEO. In fact, by improving your site speed by a single second, you can increase conversions by 27%!

On the other hand, between 0-9 seconds of load time, conversion rates drop by 2.11% with each additional second. 

You can check your page speed using PageSpeed Insights

Video content

If you’ve been using YouTube to support your marketing efforts (and if you haven’t, why not?), you’re probably familiar with Seek Markup and Clip Markup. 

Clip Markup is used to manually identify key moments from your video, allowing you to nominate a timestamp and label. Seek Markup, on the other hand, allows Google to automatically identify key moments that will satisfy users’ queries. 

This can help your videos stand out from the rest – users know exactly where to find the content they want and are more likely to click through to your video. 

In 2022, all videos on Google will be able to utilise Seek and Clip Markup. You can find out more from John Mueller’s announcement below.

Apart from videos hosted on YouTube, short-form content reigns supreme. Whether you’re posting on Facebook, Instagram, TikTok, or any other digital platform, you’ll want to focus on shorter and easily consumable videos up to 2 minutes and 30 seconds long. 

With 30% of social media marketers focusing on short-form videos above all other trends in 2022, this is something you can’t afford to ignore for your business. 

Looking for some tips to get started? Check out our video SEO guide

Long-form content

The more time users spend on your website, the better. This is why, in every area except for video, long-form content is king no matter the year. 

In 2021, 43% of digital marketers reported an increase in their content marketing budget, with two-thirds expecting this to increase even more in 2022. Long-form content gives you more opportunities to rank for certain keywords and position yourself as an expert in your niche. 

Invest in evergreen content that will consistently bring in traffic and revisit some of your old pieces to update them with new statistics and fresh facts. 

And that’s it! Six SEO trends you’ll need to consider for your digital marketing strategy in 2022. If you’d like to find out more about how to keep on top of the latest trends and create a more effective SEO plan for your business, reach out to our specialists for a free consultation!

You can also find more information about SEO, social media, web design, and all other aspects of digital marketing on our Blog