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SEO

SEO Trends 2022

today 08/19/2022
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Just 10 years ago, SEO promotion specialists needed to perform a certain basic set of functions. Now, to stand out, you need to constantly monitor current trends and implement them in your work. So what are the trends of SEO in 2022?

photo_2022-08-19_15-28-17.webp?1661235223150

The main ones we can distinguish are the following:

  • SEO with video
  • Page Experience
  • Artificial intelligence
  • The quality and length of the texts
  • Content actualization
  • Adapting of mobile versions

1. SEO with video

Every year, video content is becoming more and more popular. Firstly, it is demonstrated by the popularity of such social networks as TikTok. Following TikTok, the emphasis on the video format is done by Instagram (creating a format of video Reels, which had a significant impact on the content of bloggers and SMM specialists). Let's also not forget about the YouTube platform, which has about a billion registered users. So videos are definitely being watched right now. And they are watching more every day. Based on the experience of popular social networks, this kind of SEO tool will be really effective.

What our experts recommend: if possible, place video content on the pages you're promoting. As we know, the «dwell time» of the user on the site is a very important indicator for search engines. By watching videos on the pages of the site, the user's dwell time will greatly increase.

2. Page Experience

Page Experience — one of the most important conditions for page promotion in Google. The priority here is the comfort of using the site by the user. Although the algorithm was introduced back in 2020, now it is only gaining momentum. So what metrics are particularly important for the Page Experience? These include both the security of user data and page loading speed, as well as the usability of the site, and a well-tuned UI/UX design. Therefore, you should not neglect to hire a professional website development team, its design and layout should be top-notch.

Google has an excellent article on how «page experience» works. We recommend that you read it.

What our experts recommend: regularly check your site in services to assess its usability. For example, Page Speed Insights will suit you and if the service shows any problems with the usability of the site — send the site to your team for revision.

3. Artificial Intelligence

Probably every Internet user has at least once noticed that it is worth once to search for new sneakers in your browser, so the advertising banners on each site will begin to inform you that their sneakers are even more comfortable and of higher quality. That's roughly how artificial intelligence works in SEO. It adjusts content for the user, based on criteria such as the amount of time on a particular page, or the number of clicks. Artificial Intelligence algorithms are constantly updated and improved so that the use of the site is becoming more and more comfortable.

An example of the work of this algorithm is the service Google Ads.

What do our specialists recommend: set up contextual advertising of your resource? In this case, your site/application/service will be shown to those potential customers, who have previously visited your competitors' sites or searched for your product (or its analogs).

4. Quality and length of the texts

Longreads should be used to increase your reach and traffic. The time spent by the user on the page is certainly important, but the length of the text does not guarantee its quality. Much more important is to make the texts interesting and readable. To do this, you first need to choose relevant topics. It is also advisable to use visual ways to increase interest: divide texts into headings and subheadings, paragraphs and subparagraphs.

What our experts recommend:

  • Splitting the text into meaningful paragraphs
  • add subheadings that capture the essence of the text segment
  • use of formatting and bulleted lists
  • addition of graphical objects to illustrate and simplify the understanding (photos, diagrams, charts, diagrams, infographics, videos)

5. Updating the content

Quality SEO requires constant updating of content over time. This applies not only to articles that have lost relevance, but also, in general, to outdated content. Search algorithms encourage consistent updates with effective promotion.

What our experts recommend:

  • Updating information to reflect the latest changes in the topic or niche
  • addition of graphical content
  • optimization of texts for new / missed queries
  • specifying the date of the update

6. Voice search

A seemingly insignificant feature, but it also affects the SEO of your site. Again, it's about providing user comfort in every possible way. It is much easier to ask a question by voice rather than typing by hand, especially while driving or in other uncomfortable typing conditions. Also, this feature covers users with special needs, which increases the accessibility of your site.

Additionally, we note that the share of voice search is growing rapidly and in 2020 alone the share of voice search exceeded 30%, and more than 71% of mobile device owners anticipate that they will use voice search more often in the future.

What our experts recommend:

  • Add long, low-frequency keywords and phrases to your semantic core
  • Study the interests of your target audience
  • Make sure you include "near me" queries in your campaigns
  • Optimize content for mobile devices

Now these recommendations may seem vague and uninformative, but in the future we will prepare a separate article on the subject of voice search, as optimization for voice search — a trend in 2022.

7. Adapting mobile versions

Every year, the number of smartphone owners is constantly growing, and the age of the target audience is increasing. You don't want to lose a really large segment of your audience that could potentially use your site. The mobile version should be adapted to all smartphone formats and tested on different devices.

Below is an infographic from as far back as 2012 — 2015 for a pension fund website with over 300,000 (!!!) users per month. As we can see, even then there was a significant increase in mobile user.

mobile-devices.webp?1661236407485

Google has an excellent article on "Ways to adapt your site for mobile devices". We recommend that you read it.

What our specialists recommend: the best way to check the usability of your website is to order Usability-testing from experienced specialists. Specialists will form a checklist for you to fixes that would be desirable to make on your resource to improve the user experience on mobile devices, and on personal computers. You can order Usabilty-testing from us.

Conclusions

The main SEO trends that define the nature of search promotion in 2022 suggest that Google continues to move purposefully in the direction of user-friendliness. Therefore, the focus is on quality. Only those sites whose owners and optimizers are committed to bringing value to their target audience stand a good chance of making it to the top of the search rankings.

The work of promotion does not become more difficult, it becomes more responsible and serious, which makes the competition more exciting.

By following these simple steps, combined with basic settings, SEO will be effective and the number of active users will constantly grow.



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The main mistakes of your online store - working with the basket

According to the Baymand Institute, 69.99% of users abandon carts without making a purchase.


The reasons for this may be as follows:

  • Analysis of goods and prices on other sites
  • Readiness to buy later
  • Studying information about the company

These factors only depend a little on your site and how the basket is designed. They will always be. But there are several mistakes allowing you to lose your customers additionally. Let's talk about them in more detail.

The main mistakes in the process of choosing a product and directly adding it to the cart

  1. Shopping cart in an unexpected place

    Every website owner (or web designer) wants to make their website unique and creative. But we must not forget that the user already has a certain stereotype about the site's overall structure, in particular, the location of the basket and its appearance.

    You should not place the basket where it will not be looked for (upper right corner). It is also inappropriate to experiment with variations of the basket (replacing it with other icons or leaving only the word).

  2. Register to add to the cart

    Of course, if a user comes to your site knowing he would buy goods from you because there are no analogs, he will go through such registration. But, since we know that the competition in the online trading market is huge, unnecessary actions can push a potential buyer to choose competitors.

    It is much more logical to leave the registration procedure directly to the ordering procedure.

  3. The button does not work or does not work correctly

    This is a fairly obvious point, but it is worth taking care not only that the tool is present but also that it performs its function. When you click the "Add to Cart" button, the buyer should see changes in the button's color, and the corresponding window should also open.

    We recommend adding a "Back to shopping" button or similar to the cart, as it is likely that the user, after going to the cart, will remember that he forgot to add something else or want to change his choice, or check if something needs to be ordered. If there is no such button, a person may have an opinion that his choice will not be saved if he goes to the main menu, or he simply does not want to perform unnecessary actions.
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    Be sure to indicate whether the product is in stock and whether it is possible to order it now. At a time like this, users especially want to check if the store is open. So show the user that the product is "in stock."

    However, do not oversaturate this block. Here it is quite possible to limit yourself to the name, price, quantity of goods, and a link to it.
  5. Delivery and payment information

    Immediately show the terms of delivery and payment that you offer. This information should not come as a surprise to the buyer at the time of ordering.

    6. Unwanted functionality

    Some online stores add a feature where double-clicking the "Buy" or "Add to Cart" button removes an item from it. This is inconvenient and incomprehensible to the buyer.

The main mistakes in the process of editing the selection and checkout

  1. Inflexible editing functionality

    Perhaps, when choosing goods, a person accidentally chose the wrong number of goods or made a mistake with the color/size. And change the decision, looking at the final cost.

    In any case, it will be convenient if you can adjust your choice right in the basket. For example, the "+" and "-" buttons are available, which will edit the quantity, and so on.

  2. The unsuccessful appearance of the list of goods

    It would be a mistake to create a shopping cart with only a text description of the products. Add a photo of the order, so the person will remember precisely what the order looked like and understand if everything went well.

    We also recommend adding a link to the product card so that the buyer can once again check all the necessary characteristics.

  3. Removing items from the shopping cart

    The "Empty Cart" button is too similar to "Checkout" or is too close to no. Generally, it's always better to visually distinguish between actions like "delete" and "done."

    The well-thought-out functionality for returning accidentally deleted goods will also be user-friendly. For example, if the user accidentally clicks the cross, don't delete the product immediately; show it gray and inactive first, and add a "Restore" button for some period. It certainly won't be redundant.

    In addition, please note that if, after emptying the cart, the user sees emptiness, this does not incline him to subsequent purchases. Phrases such as "It's empty" and "There is nothing in the basket" have a somewhat negative attitude. It is better to replace them with CTA phrases like "Select products to appear in the basket" or add a button "Start shopping."

  4. No total

    Most people, when adding products to the cart, expect to see the total amount of the goods (preferably at least tentatively, but also indicate the cost of delivery)

  5. Additional products and promotions

    Of course, offering promotional or similar/complementary products to order is a good idea. But they should be provided only on similar topics and unobtrusively.

    Before placing an order, remind you to enter a promotional code or show the opportunity to choose a promotional offer (for example, how it works in Dominos pizzeria, before placing an order, you can select a promotion from the list, "every second pizza 50% discount", "sauce for a large pizza as a gift" and so on).

Conclusions

It is not in vain that we always mention that there are no trifles in working with sites. However, such a seemingly insignificant detail can affect the User experience of your potential customers.

The main tips can be summarized as follows:

  • User-friendliness over creative solutions
  • Do not add unnecessary information to the cart, overload the user with registration when adding products, etc.
  • Make sure that all buttons work correctly. Then, you can continue shopping and edit your choice directly from the basket.

For this and other elements of your online store to bring the desired conversion, you can always contact us for its creation and promotion.

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