SEO ( Search Engine Optimization ) are all those tactics that allow a website to be positioned organically (not paid) in search engines. Many factors influence SEO, from optimizing the loading speed of the web , to the content offered or the external websites that link to the web. The positioning factors are changing as Google and the rest of the search engines are changing their algorithms. SEO becomes more complex over time and there are always new things that you have to be up to date to get the top positions.
Do you want to know more about SEO? Check out our Free On Page SEO Guide.
- 10 SEO trends for 2022
- UX and the Core Web Vitals
- Google's EAT principle
- zero position
- ethical link building
- algorithms with artificial intelligence
- extensive content
- More importance of video
- voice searches
- Website accessibility
- Google Business Profile
The UX ( user experience ) or user experience has become a fundamental factor for web positioning. With the arrival of the latest Google algorithm, in August 2021, the Core Web Vitals that measure the loading speed, interactivity and visual stability of websites, have become of vital importance for the search engine.
The main Core Web Vitals are:
- LCP (Larger Content Image Processing): Measures perceived loading speed and bets larger content takes less than 2.5 seconds to load. This factor enhances the user experience on the website.
- FID (First Input Delay): Measures the user experience when interacting with the page. The input lag must be less than 100.
- CLS (Cumulative Layout Change): Measures visual stability through unexpected changes in the visible layout of the page, especially if it is below 0.1. Here you can see a recent article about the Core Web Vitals and what to do to improve them.
Today, Google values the quality of content much more than quantity and does so by applying the EAT principle, which responds to:
• Expertise (experience) content made by an expert in the subject in question.
• Authoritativeness (authority) values the authority of the content and domain of the web.
• Trustworthiness (reliability) trusted content throughout the web.
To improve the EAT of your website, you must write extensive articles, with original content, and as guides. It usually works to write an extensive article with ramifications , that is, with other smaller articles that link to the main post with related content that expands information on the subject matter.
The most important position in the search results is position zero ( featured snippets ), which is the first result that Google returns and the most visible of all. Google continues to work on featured snippets as it has done so far, implementing it in those searches where it didn't appear yet.
Featured snippets are displayed first with an excerpt of the information, the title of the page where the information is found, a URL, and sometimes an image.
Displaying featured snippets improves your organic click-through rate and brings more free traffic to your website.
A report by Search Engine Land indicates that getting a post placed in Google's featured Rich Snippet made sessions grow by 51.65% while conversions skyrocketed from 2% to 8%.
To get featured snippets, position zero, you must:
- Write articles using questions and answers . Put titles that start with “ What is…”, “How”, “How do I know…”, “How to do…”, “Why…”, etc.
- Use lists and enums
- Adding JSON-LD code snippets directly to your website (if you don't know how, ask a programmer or professional SEO expert).
- Use SEO plugins that include rich snippet settings like All in One SEO or Rank Math SEO or Yoast SEO.
- Install one of the plugins from the WordPress repository such as Schema by Heshman that allows you to configure questions and answers.
Google has always penalized link exchange strategies, paid links, guest blogging and other non-organic link building techniques, but with the latest Google updates, this is beginning to be noticed more and more with sharp drops in the number of visits.
Google has long been able to detect the links that correspond to exchanges. We must be especially careful with this practice, since it is speculated that it will begin to be penalized from 2022.
The incoming links must be focused in another way, it is necessary to create quality content and distribute it so that it is not perceived as spam.
There is talk of RankBrain, Google's artificial intelligence algorithm that could determine the positioning of a website in the SERP (Search Engine Results page) throughout 2022. Although many details about the internal workings of the algorithm have not yet been published, It is estimated that the click rate and the time a user spends on a website will be decisive.
The era of 500-word articles is over. Long content is better valued right now and tends to rank better. Articles over 3,000 words get more shares so they drive more traffic.
So that users, accustomed to reading less and less, do not get tired and leave, we recommend structuring the content into sections using H2 and H3 headings, using lists, short paragraphs and interspersed images and videos...
Video has always been important but in 2022 it will be even more so. The use and acceptance of video, especially on networks such as YouTube or Tik Tok, is increasing.
Placing a video on a page or post is important because it increases the time that users will spend on it.
This is something that was already happening in previous years, but in recent months it has been observed that those blogs with a YouTube channel have increased their visits exponentially, while those that do not have a channel and do not include videos in their posts have dropped their visits.
Video is and will always be the king of content, which is why we must integrate it into our website and also learn and apply SEO techniques to our YouTube channel.
Apart from generating content in video format, it is essential to optimize the description of the YouTube channel and the videos, using relevant keywords and hashtags that better position your videos.
Voice searches, especially on mobile devices and their assistants, are being used more and more. According to surveys, 58% of consumers use voice search through Google, Siri or Alexa to find information about local businesses and online purchases.
The convenience of voice search , which allows you to search without using the keyboard, suggests that it will supersede conventional searches. Experts say that voice searches will dominate search engine queries in the future, a trend that will increase in 2022.
This type of search forces certain changes to be made to web pages, such as: finding out how users ask by voice, establishing keywords, optimizing web data, creating strategies to increase interaction and having a responsive design.
If you audit your website with Google LightHouse – you can consult this guide: How to install and analyze a website with Google Lighthouse ; You will see that one of the sections that Google audits is accessibility.
Accessibility takes into account the vision and hearing problems of users with some type of disability. For Google, it is more important that the website is simple and accessible to all users than the design or how "beautiful" a website is displayed.
There are many factors that affect web accessibility, such as the font size (Google checks that the web has a font size that is not too small), the contrast of colors in links and buttons, etc.
Until now, accessibility is a factor that has not been taken into account when designing websites, but the truth is that accessibility is gaining relevance and it is expected that in 2022 Google will make changes to its algorithm in relation to this aspect. .
Google has changed Google My Business which has been renamed Google Business Profile.
Google Business Profile is still one of the best tools to work on Local SEO .
Now, to configure Google Business Profile, it will be necessary to create the profile from Google Maps or Google Search.