In the world of digital marketing, and especially Search Engine Optimisation, if you’re standing still, you’re actually moving backward – as it is a world of continuous innovation where things can change in the blink of an eye.
All of that is down to the search algorithm in place to complete the impossible task of ranking the endless number of pages online into an effective order that puts the most useful content to users in the top search results.
While the algorithm is the basis for the search ranking system, there is a catalog of ways in which, as users, we can influence which position our webpage appears in when people search for particular keywords.
As mentioned previously, though, it’s a world of constant change, as the search algorithm is constantly being refined to produce the perfect search rankings – meaning that every year, there is a new set of trends governing how most people best optimise their site for search.
Read on to find out more about some of the leading trends for SEO in 2022.
Keyword Clustering
Keywords play an absolutely vital role in the world of SEO, from both a searcher and a search engine optimiser’s perspective – for the searcher, their inputs directly dictate which results appear at the top of the list, while optimisers can use the latest keyword data to accurately inform their decisions when refining their content for search.
Keyword clustering takes this premise to the next level – by identifying ‘clusters’ or groups of keywords with similar search intent. Search intent is the implied reason for the search and can make up many words and phrases that aim to hit similar results.
Google’s autocomplete function gives you an insight into what other users are searching for when using the same or similar keywords. For example, searching for Lenovo.com will show other results with keywords such as ‘laptops’, ‘computers’, or ‘accessories’.
‘People Always Ask’
You may have noticed that recently, the frequency with which searches are accompanied by a ‘People Always Ask’ section has risen, with recent statistics now saying that 48% of searches now feature it – and as it has a prominent position near the top of search rankings, it’s a desirable place to land your website’s content.
While the featuring of your webpage in this section does not necessarily mean people will click through to your website, the fact that a snippet from your article has appeared means that it is performing very well for your desired keywords.
By answering common questions that are asked about your chosen subjects, the information from your article can be displayed above even rank one.
AI SEO tools
Another aspect of SEO that has grown in recent years is the presence of AI tools used to create headings, meta titles, and descriptions, and more – and some have even tried to optimise it for copywriting too.
However, it appears this one still has some ground to make up for human copywriting, as replicating the natural flow of human writing has proven extremely difficult.
