The State of SEO in 2022

Hello to all SEO aficionados, industry veterans, and curious novices alike. It’s that time of the year when we delve into the current landscape of SEO to explore new horizons, and to understand how to navigate the ever-evolving waters of search engine optimization. The digital landscape in 2022 has been nothing short of transformative. We’ve witnessed the rise of voice search, Google’s Page Experience Update, the expanding universe of AI, and so much more.

The Page Experience Update is More Important Than Ever

In the latter half of 2021, Google rolled out its Page Experience Update, highlighting the emphasis on user experience as a significant ranking factor. The update factors in metrics like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), collectively known as Core Web Vitals.

In 2022, we’ve seen the full effect of this update, with websites that prioritize these user-centric metrics seeing an improvement in their rankings. Webmasters and SEO professionals have had to adapt, focusing not just on content but also the overall user experience, which includes page load speed, mobile-friendliness, security, and UI/UX design. If you haven’t already, now is the time to audit your website’s performance and make necessary adjustments to meet Google’s Page Experience guidelines.

Voice Search SEO is No Longer a Future Prospect

With smart speakers and voice assistants like Amazon’s Alexa, Google Home, and Apple’s Siri becoming more commonplace, voice search is an aspect of SEO that can’t be ignored in 2022. Estimates suggest that more than half of all searches are voice-based, which means traditional keyword research and optimization might not cut it anymore. We need to start focusing on optimizing for conversational, long-tail keywords and structuring content in a Q&A format to cater to this growing demographic of voice search users.

The Rise of AI and Machine Learning

AI and machine learning have made significant inroads into the SEO world, and they’ve become increasingly important in 2022. Google’s use of AI in its search algorithms, with technologies like RankBrain and BERT, has created a shift towards understanding user intent and semantic search.

In 2022, it’s not just about strategically placing a keyword in your content. It’s about understanding what a user wants when they type a query into Google. Content that is rich, meaningful, and answers a user’s query is more likely to rank higher. Tools like Clearscope and Frase can help content creators optimize their content based on intent and semantic search.

The Emergence of Core Topics Over Keywords

This brings us to the next big trend in 2022 – the transition from a purely keyword-based strategy to one focused on core topics. In the past, a common strategy was to create a multitude of content centered around different keywords. But with Google’s sophisticated understanding of language, the focus has shifted towards creating clusters of content centered around a single core topic. This helps to establish subject matter expertise and authority, signaling to search engines that your site is a trustworthy source of information.

E-A-T: Expertise, Authoritativeness, and Trustworthiness

In line with the topic clusters, Google has been emphasizing Expertise, Authoritativeness, and Trustworthiness (E-A-T) as critical ranking factors. Websites that can demonstrate high levels of E-A-T are more likely to perform well in search results. Therefore, in 2022, it’s crucial to create high-quality, well-researched content that establishes your brand as an industry authority and builds trust with your audience.

The Bottom Line: Quality Over Quantity

If there’s one take-away from SEO in 2022, it’s this: Quality trumps quantity. Gone are the days of churning out mediocre content stuffed with keywords. In 2022, SEO is about creating high-quality, user-focused content that addresses the needs and intent of the user. This approach, coupled with a solid understanding of the technical aspects of SEO, will help you sail smoothly through the ever-evolving landscape of SEO. So let’s buckle up and get ready to embrace the exciting future that 2023 holds!