Top 5 Content and SEO Trends That Will Dominate in 2022

How much confidence have you in your brand’s content and SEO?

Technology forces content marketing to change over the years. What is relevant for most of 2021 might only be a footnote in 2022.

Would you want your site to get advanced by a competition that is continuously keeping up with new SEO trends and content?

Since NEVER is definitely your answer to this question, it is now the perfect time to reevaluate and rethink the way you craft your content marketing strategies.

Let’s now find out what will define your 2022 marketing strategy in terms of SEO trends and major content practices and learn what it will take from you to keep ahead of the competition.

1. Getting Your Content Optimized For Voice Search

Nowadays, it is becoming more and more convenient for us to make requests talking to our smart devices rather than typing keywords into search boxes.

A whole new revolution has started since Google’s voice search feature has been launched in 2002. We keep feeling the effect of such a huge shift in technology to our current days.

The influence of voice search is getting bigger and bigger. Back to 2017, 13% of U.S households had smart speakers. According to data from OC&C Strategy Consultants, that figure is expected to grow up to 55% by 2022.

Having more and more devices with smart speakers leads naturally to more voice search usage. This also makes people liable to more voice assistants’ usage on devices like their smartphones. Data backing this claim comes from Voicebot.ai which states that approximately 39.8% of smartphone voice assistant users do also own smart speakers.

The U.K based firm “Juniper Research” predicts that more than 8 billion voice assistants will be active around the world by 2023, which is about 3 times the 2018 statistic of 2.5 billion.

What should we understand from such an SEO trend? Put simply, that means that optimizing for voice search is a must for content marketing experts in 2022. Here are some good insights for you to consider:

  • Optimizing your content to target SERP features. According to a SEMrush study, 70% of answers that are returned from voice searching come from a SERP feature, with about 60% occupying a Featured Snippet.
  • Focusing on phrase keywords in natural language. This can be something like question-and-answer and long-tail options. Keyword combinations sounding unusual when spoken out loud have to be avoided.
  • Keeping it simple. According to Backlinko, The ideal Google voice search result must be understood by 9th graders. Verbal responses need to be easily digestible and shouldn’t need any repetition. Work out your content to reflect this.

2. Using More Long-Tail Keywords in More Targeted Content

According to Hubspot, Brands having strategic blog content published on their websites make 67% more leads than those having no content published on their websites at all. 71% of B2B buyers will read the blog content, during their buying journeys.

Is a blog with any content better than a blog with no content? Maybe yes, but there’s no room for mediocrity. As you will see, low quality content will not be able to compete with quality content produced by savvy and smart digital marketing expert in 2022.

Do you know that more than 70% of online searches use longtail keywords? With a blogging strategy based on using longtail keywords, you’ll be already looking at less competition in your playing field.

Also, going for longtail keywords is compatible with optimizing for voice search.

When starting with “OK, Google” or “Hey, Siri”, the next words are unlikely to be disjointed keywords. This is going to be conversational phrases or questions.

In 2022, you’ll have to highlight longtail keywords thru intentional formatting. SEO trends may change, but some practices remain evergreen.

Streamlined and careful use of keywords tells Google that your content is of value. Try to use the formatting tactics exemplified in this blog – bold text, short paragraphs, and bullet points– to your advantage.

Longtail keywords help reach people that are looking for content that’s relevant and thus speak to user intent. You are more likely to please conversion-ready leads when providing some great search results.

3. Satisfying Google’s E-A-T Standards with Exceptional Niche Content

We talked a little bit about strategic content thru longtail keywords use above. Creating some killer content, however, remains an evolving SEO trend in itself.

What has happened since the last evolution in content creation due to Google’s “Medic” update that has put in place big changes in the search engine’s core algorithms?

Marketers and Content creators: From now on, you are what you E-A-T. Google puts in first place the content displaying Expertise, the Authoritativeness, and the Trustworthiness.

It is necessary to consider the E-A-T perspective into your content marketing strategy. According to Jumpshot/Sparktoro, around 97% of all online searches are made using a Google property.

Nowadays, crafting a good content is not enough anymore. What you create has also to be competitive and amazing.

Content marketing veterans are always adapting their content marketing strategies to technology and platform changes. So to withstand their competition, you’ll have to try to do the same and play work smarter and harder.

In your battle for top Google SERP rankings in 2022, make sure you do the following:

  • Display and prove your expertise: According to Google’s Search Quality Evaluator Guidelines, E-A-T evaluation is now for creators as well and not only for your content. It is necessary, from now on, to provide information about digital authors following the main content of a page.
  • Run a Google-friendly, valuable, and information-rich website. Google emphasizes, in their Webmaster Guidelines, the idea of creating user-centric original pages. Deceptions or tricks intended to help climb SERP ranks quickly are now easily detectable and will impact negatively the SERP rankings. The algorithm rewards only authoritative and truly helpful content.
  • Publish high quality content on a consistent timetable. Not sticking to a routine to handle your website content updates, puts you at the risk of lowering your search visibility. Without modifying older pages or posting new articles, your content quality may also suffer.

A good example of websites committing to this is “Express Writers”. They are maintaining their top rankings in Google because they commit to creating quality content delivered on a stable schedule.

For 10 solid years, they kept publishing one article per week without fail. No exceptions, no excuses. Today, their website ranks in Google for more than 23,000 keywords.  99% of their prospective leads find them through organic search.

In 2022, content marketing will continue to grow and change along with the times. The real strategy is to keep adapting and learning as fast as possible.

More than a decade ago, entrepreneur and best-selling author Seth Godin said that “content marketing is the only marketing left.” This quote rings true to this day.

4. Focusing on SEO-READY Imagery for Rich Contents

Another content trend to take into account is relevance in non-text content and SEO-readiness.

It’s time to bid farewell to random stock photos and vague visuals. Images adding no real value or information to a page are no longer useful and should not be there.

The extreme opposite is also to be avoided. Anything too weighty, too distracting, or too flashy should be replaced with something more elegant and sleeker.

Ready for the image SEO trend? Here are some good insights on publishing rich content for you to consider:

  • Creating original imagery. Usingunique images such as infographics and simple explainers have often direct connection to text contents. If done right, they’re more than likely to be discussed and shared.
  • Naming and tagging images with the help of relevant focus keywords. Common sense and logic are to use when creating alt tags and filenames. The image descriptions have to relate to the text content your imagery is supporting, without using words that are not pertinent.
  • Reducing file sizes to make easy for pages to load faster. According to Think with Google, bounce rates increase with slower loading of pages. It is necessary to use an image compression tool and a plugin to keep sites efficient and speedy.
  • Working with appropriate file formats. Not all images need to be a JPEG. Sometimes it’s better to use a GIF, PNG, or any another format to handle transparent elements, optimize quality, add simple animations, or bring down file size.

What it all boils down, after all, is to create helpful and original content with images that should engage the users and enable a deeper understanding of the topic being discussed.

5. Integrating Interactive Content Into your Digital Strategy

Talking about better imagery and its positive impact on digital marketing strategy leads us to talk about our last and final SEO trend to include in your content marketing strategy for 2022: interactive content.

88% of marketers say that interactive content is great way to differentiate their brands from the competition, according to Ion Interactive. 91% of B2B buyers would have a preference for visual and interactive content over any static content.

But, what do we mean exactly by interactive content?

Anything that pushes a user to take action counts such as contents, games, assessments, calculators, quizzes etc.

There is a possibility also to craft interactive versions of infographics, ebooks, white papers, and lookbooks.

Interactive content hasn’t to be complex or complicated. Here’s an effective yet a simple example: A PBS quiz that helps measure how many of the 100 most-loved books of America you have read.

PBS is always providing some great value to its readers thru creating multiple ways to interact with basically the same data. A link to the quiz contents is to be found in checklist form for those wanting to improve their quiz scores completing the book list.

Less conspicuous is the “Read the 100 List” link found on the top menu leading to a page where to manipulate the 100 list – displayed in a tiled format using book covers – through sorting alphabetically by author or title or filtering by genre.

In contrast, you can check out this 2017 tax bill calculator from the New York Times. This tax bill calculator requires from the users to input certain information – like household members and gross income – and accordingly animating the descriptive visual.

This example of interactive graphic is easy to understand, colorful and very timely when it got initially published.

This calculator augments a brief feature on the Republican Tax Bill passed in 2017 turning a short piece of news into a way for people to connect, on a personal level, with current events.

In 2022, marketing experts will have to engage their audiences through fresher and more innovative ways. This doesn’t mean, however, trying to make your content futuristic, complex or edgy. It should be like all content that benefits the user.

Wrapping up: Shining a Spotlight on User Benefits Throughout the All 5 Content and SEO Trends for 2022

To recapitulate…

Below are the 5 content and SEO trends that you’ll have to include in your online marketing strategy from now on:

  • Optimizing your content for voice searches,
  • Use of more longtail keywords in more targeted contents,
  • Satisfying with Google’s E-A-T requirements and standards with exceptional niche contents,
  • Focusing on SEO-ready imagery for rich content, and
  • Going for interactive content.

All these tactics are to be used to add value and high relevance to your content and thus your search results. They’ll make it much easier for you to craft a content that your readers will love and share.

In 2022, every content marketer must think about how carefully cultivated expertise can profit search users. The brand and SERP performance should be a second or third on priority list.

The new approach for 2022 and beyond is to indulge in sharing your knowledge. The value of your content resides in how much it is helping the audience you’re crafting it for and not in how it performs.

Approaching content marketing in this way will help you yield incredible results no matter you’re a small or a large enterprise.

So, with 2022 just around the corner, it’s time to strategize and create content in the reliable old reliable way which means not for search engines, but for actual people.

Posted in SEO

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