Squash Global

Top SERPs Trends Every Digital Advertising Agency Must Know

Top SERPs Trends Every Digital Advertising Agency Must Know

/ Admin

As you know, Google regularly updates its algorithm, the addition of new features might change the SERPs far different than they look just a few years ago.

Google primarily focuses on providing the best results to its users. For every digital advertising agency struggling to get on top of SERPs, it can be frustrating. Every year, there are several updates, new features, and updated strategies are introduced.

Crafting the right strategies and executing them is the key to search engine success.

Here are some of the SEO trends to look for in 2022 and beyond.

SEO Trends 2022

According to Moz, Google changes its algorithm more than thousands of times per year. Most of the changes are small improvements with no major impact. However, you can expect at least a few of those updates to make significant SERP changes.

Now, let’s take a look at the most important SEO trends and how they can influence every digital advertising agency.

1.    Artificial Intelligence

When we are talking about upcoming SEO trends, how can we miss artificial intelligence (AI)? AI is changing constantly how people interact with online content. Google’s AI algorithm is especially worth noting. Unveiled a few years back, the algorithm – called RankBrain – plays a crucial role in Google’s ranking factors for search engine result pages (SERPs) results.

Wondering how to optimize your SEO for RankBrain? As Google won’t reveal its secrets, many industry professionals believe that user experience signals are the primary determinant. These could involve factors from click-through rate to time spent on a website. In order to get media branding and build your brand communication, you need to provide engaging, high-quality, and informative content to your users.

2.    Voice Search Will Dominant Search Queries

Voice search technology has become much popular after the introduction of Google Assistant, Apple’s Siri, and Amazon’s Alexa. In fact, the percentage of households predicted to own a smart speaker by 2022 is 53%.

To optimize for voice search, you need to identify long phrases that are commonly used in day-to-day lives. Voice searches work better with longer, more natural-sounding phrasing. For example, a user may search, “Which is the best performance marketing agency”? but type the phrase, “best performance marketing agency”.

3.    Focus on Mobile Users

Do you know, more than 80% of users access a website through their smartphones? In 2019, Google introduced mobile-first indexing, meaning the search engine looks primarily at the mobile version of a website, considering this the “main” version instead of the desktop version.

You need to make sure that your page is user-friendly so that Google can crawl your URLs. So make sure you don’t have a “disallow” in place. Also, your website must have fast-loading pages so that the bounce rate of your website won’t increase.

4.    Create Content According to Google EAT Principle

Google’s EAT Principle refers to Expertise, Authoritativeness, and Trustworthiness. These factors help to determine whether a webpage has informative and engaging content. This principle is particularly valuable in business niches that come under the “your money, your life” (YMYL) category.

Here are some ways you can ensure quality content:

  • Firstly, create buyer personas, which help you understand what kind of content your clients value.
  • Secondly, conduct search intent research, which helps you map out the user journey.
  • Thirdly, use this information to create content that fits the format that your users love the most. For example, if your target audience is millennials, then video marketing will be undoubtedly profitable.

5.    Long-Form Content Will Improve SERPs

According to some stats, long-form content gets three times more traffic and four times more shares. They also get 3.5 times more backlinks than articles of an average length of 901 to 1,200 words. As a leading digital advertising agency, we highly recommend focusing on long-form content to achieve higher search rankings. Also, your content must maintain quality.

In order to make your content user-friendly, divide your content into sections with H2 and H3 subheadings to make it more scannable. Subheadings are most important for mobile sites. Furthermore, ensure that you get backlinks from reputable websites with high DA (Domain Authority) and PA (Page Authority).

6.    Featured Snippets

Featured snippets were introduced in 2017, aiming to provide more relevant information to the users. What is a snippet? When you type your query into Google, you may have seen a box at the top of SERPs, above the actual results. That’s a snippet.

Scoring a featured snippet is the best way to get on that coveted first page of results. In addition to it, there’s a high chance you get more traffic from competitors.

Featured snippets represent a lot of information, which is structured as a Q&A or brief bullet-point and how-to guide. There are also rich snippets, including images, reviews, product costs, and similar information.

7.    Video Marketing

It is predicted that in the coming years, video marketing will surpass all other content forms in terms of consumption. YouTube has more than 1 billion users. If you are not creating video content, it is the right time to get started.

How to optimize video content? In your channel, you must use the keywords to briefly tell your audience about what your channel is all about. Remember, don’t just stuff keywords into the description box.

 

8.    Image Optimization

Visual image search has evolved drastically. In the coming years, people will be able to use pictures to purchase products, get information, and more.

 

If the images on your website aren’t optimized, do it now. Use high-quality, relevant pictures, and make sure to change the file name, labeling the photo file so that it’s relevant to the content on a similar page. Use alt tags, which crawlers use to analyze images. Also, add images to your site map, where they are even simpler to crawl.

 

9.    Semantically Related Keywords

Every branding agency for small business focuses on primary keywords as if they had blinders on. Now, we understand secondary keywords are just as necessary. Semantic search and intent optimization will get further influence in the coming years. Google isn’t considering strings of words anymore.

 

It’s examining query context and trying to recognize a user’s search behavior, meaning that the more relevant information given – via logically related primary and secondary keywords - the better.

 

10. Local Search Listings

8 out of 10 people use search engines to find localized products and services. For example, they might be hunting for a neighborhood restaurant. Local SEO is important, and it’s evolving. This growth is in part because of the rise of zero-click searchers – which some marketers are calling the new normal.

 

11. Data and Analytics Should Become Your Priority If You Want Higher Rankings

Data science will help you understand your targeted audience. Analytics can help you confirm which URLs are getting crawled, identify referral sources, check page loading speed, indexing, bounce rates, and more.

 

You can also use data science to recognize pages that you do not want crawlers to index and pinpoint unusual traffic sources, such as potential spam sites (which will hurt your EAT credibility).

 

SEMRush is the favorite tool of every digital advertising agency as it gives the technology need to tackle everything, from rank tracking to competitive research, on-page SEO, technical SEO, link building, and more.

Conclusion

With the trends we mentioned above, you got a glimpse of how complex is SEO. Gone are the days when you optimize keywords and meta titles. To get higher rankings in 2021, you need to rethink your strategies from scratch, from voice search to video SEO.

 

 

With having the right tools by your side, you can get the information you need to guide a smart SEO strategy.