One of the key components in creating a successful website is optimizing it for Search Engine Optimization (SEO). SEO is a complex system that receives information from many factors which change and evolve as end user behaviors change and evolve.
A survey from Search Engine Journal released in September 2021 asked 2,800 SEO professionals about the current trends in search engine optimization. Here, we break down that complex data into the five priority areas to focus SEO efforts in the next 12 months.
- User Experience
- Content Production
- On-Page Factors
- Search Intent
- Link Building
User Experience is a bit of a vague term, but it encompasses so much of what search engines, and especially Google, look at. Factors such as loading speed, ease of navigation, and a mobile-friendly design all factor into the user experience of a website.
Recently, having a responsive, mobile-friendly design is becoming increasingly important. Did you know that 80% of individuals between the ages of 18 and 44 check their smartphones as soon as they wake up? And continue to check their smartphone up to 150 times per day? With more and more end users relying on their mobile devices for things like online shopping, banking, and general surfing, Google and other search engines are prioritizing mobile-friendly websites.
Adding new content regularly is important in improving site ranking and maintaining visitor interest. Developing a content strategy for your organization helps determine not just the frequency of new content, but the length of the posts and the information contained within.
Each new page and blog post will require on-page factors to help with SEO rankings: this includes the page’s keyword(s) being listed in text, title and header tags, image alt text, and the page’s url. Well-written blog posts and author pages help to boost a website’s Expertise, Authority, and Trustworthiness (often combined as EAT). A website with lots of EAT will also rank highly in searches.
What sort of user or audience are you hoping to attract with your content? There are four categories that define a user’s search intent: transactional, commercial, navigational, and informational. You can find more information about these categories here. For example, a user asking which SEO factors will be important in 2022 is looking for an informational page.
The most traditional of all SEO factors will continue to matter in the next 12 months. As websites link back to yours, your website will look like an authoritative and trustworthy source of content. Building internal links in your content is also helpful. Keep building those links and you are sure to keep ranking high in search engine search results.
SEO can feel overwhelming, especially in a landscape that is constantly changing. Focusing SEO efforts to these five factors will be enough to bring your digital marketing efforts to the next level.
Our digital marketing team at Greenleaf Media is available to help guide you in your SEO strategy. Contact the experts at Greenleaf Media today to get started.