What are the most important SEO trends at the moment?
At the moment, the following points are considered the most important trends in the field of search engine optimisation:
• Rich Snippets
• Video content
• Voice Search
• Page Experience and Core Web Vitals
• Long-tail SEO
Rich Snippets: Text structure is the be-all and end-all
Rich snippets are the short sections of text and other information that Google already lists directly on the search results page (SERPs).
In order to ensure that the Google algorithm displays your own website on a certain topic with a rich snippet, text structure is the be-all and end-all: questions are answered or information is conveyed with text modules that fit the topic precisely.
In addition to a short, crisp text structure, the choice of a suitable headline is also crucial.
You can find out more about it here.
Video content
The popularity of YouTube proves: videos are more effective and important as online content today than ever before. As a website operator, this trend is pleasing for a number of reasons:
• Topics that need to be explained can be presented very well in videos.
• Professional image advertising is really well received as a video.
• Video content is an excellent way to distribute it through your own social media channels.
• More videos mean better ranking factors for the new Google MUM algorithm.
Voice Search
Searches by voice control are becoming increasingly important. This is mainly due to the increasing use of mobile devices: many users already ask the Google Assistant in their smartphone or the smart home speaker at home their questions by voice input.
Accordingly, it is becoming increasingly important to make one’s own SEO fit for such voice search queries.
Watch this video to find out all the details.
Page Experience and Core Web Vitals
Google can not only analyse and evaluate content, but also the user-friendliness of a page. For this purpose, the search engine’s algorithm evaluates the following three aspects: Loading time, interactivity and stability of the layout. These are the so-called Core Web Vitals, which website operators should definitely optimise.
The interaction of the various aspects results in the page experience – i.e. the user experience on a page.
Long-tail SEO
Long-tail SEO means focusing on longer keyword phrases instead of individual words in search engine optimisation. This is more complex than optimising for individual keywords. Therefore, website operators can use long-tail SEO to occupy niches that are not very competitive – but which are in demand by users.
In view of the increasing quality of rich snippets, which already answer simple questions in the SERPs, long-tail SEO is also a strategy for user acquisition: because complex topics cannot be comprehensively explained by two sentences in the rich snippet.
Orientation to Google’s MUM update
By far the most important factor for search engine optimisation is the Google algorithm. The company regularly adjusts this algorithm in order to provide Google users with the best possible results for their queries. The most recent adjustment is called MUM.
MUM stands for Multitask United Model. The new Google algorithm is called this because it no longer includes text alone in the evaluation, but evaluates the content of a page as a whole. SEO trends such as the increasing importance of video content accommodate this development.
Such a complex algorithm is now possible because the automated analysis not only of texts but also of multimedia content has developed significantly. Video and audio content is also increasingly being examined by the algorithm and its content understood.
The basics must be right: the most important SEO factors at a glance
Apart from all current SEO trends, it is of course also important that the basic SEO factors are taken into account on a website. In other words, anyone who produces great videos but has neither a professionally prepared SEO strategy nor a complex user experience in mind will still fail in 2022.
The most important latent current SEO factors are:
• SEO strategy
• Keyword strategy
• Unique Content
• Backlinks and internal linking
• Mobile First
• Google EAT (abbreviation for the three most important evaluation criteria for content at Google: Expertise, Authority, Trustworthiness)
Unique Content – the sacred cow of SEO
Unique content as an all-time important SEO trend is probably familiar to everyone. However, in view of the enormous size and fast pace of the internet, it is difficult to create unique content. That’s why we have a few tips on how website owners can generate unique content that the competition can’t simply copy.
Tip 1: Produce your own statistics
Studies and surveys can be used to produce relevant figures and factual information. As the producer, you have sovereignty over this information. Even if other sites pick up the content, they must always refer to the source. The time and money spent on producing studies and statistics is definitely worth it.
Tip 2: Give experts a voice
The opinion of experts in a field is highly trusted by both readers and Google. Therefore, if you have access to specialists in a certain field, you should use this to generate your own unique content, preferably in the form of interviews. Here, too, the following applies: others can copy the information – but must inevitably refer to the source. This can even be helpful for the backlink strategy.
Tip 3: Create your own videos and podcasts
Texts can be transcribed relatively easily. It is different with audio and video content. Therefore, the use of these tools is increasingly important to stand out from the crowd with unique content.
By the way, experts refer to the creation of this unique content as content moat. This means that you create a moat around your own website with unique content that cannot simply be copied – and thus protect its SEO value.
ONELINE will be happy to advise you on content strategies as well as on all topics related to SEO and website design.
