Over the last few years, SEO trends have changed dramatically because the algorithms are constantly evolving, and new innovative technologies emerge.
Search engines like Google require brands’ undivided attention and allow no mistake. Google has received over 360 billion searches so far, meaning that customers are searching a lot. 70% of people do their purchases online and ranking well in search engines give brands the power to appear among the first results. With the rise of voice search and artificial intelligence, the SEO landscape is about to experience further changes.
Why is SEO important? It generates a massive amount of traffic and helps organisations get more leads. Experts think that by next year page rankings will highly depend on high-quality images and content. The SEO sector changes quite quickly, and search engine algorithms use around 200 factors to rank websites. They remain somewhat mysterious about how they pick what results to show on the first pages, but SEO experts have debunked some of them and can help brands take advantage of the magic of SERP rating. The businesses that want to succeed in the complicated marketing game must keep themselves updated with the latest trends.
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MUM takes over BERT
The launch of BERT (Bidirectional Encoder Representations from Transformers) enabled Google to better understand the relationship between words and the intent behind internet users’ search queries. The algorithm took the form of a new approach that allowed the search engine to serve voice assistant users. Due to the rise of voice technology, people no longer type search queries but rather use their voice assistants to utter them. But the way people speak is more fluid and conversational than writing, so search engines need to adapt their algorithms with the help of AI and NLP technologies.
The evolution of algorithms doesn’t end with Berth. During the Google I/O 2021 conference, it announced that it would adopt a new model for interpreting and servicing people, called MUM (Multitask United Model). Prabhakar Raghavan, Head of Search at Google, stated that the new model is 1000 times more powerful than BERT and will unlock information differently. MUM can analyse text from 75 languages, images, and videos to provide the best results for search queries.
MUM is an AI model created to understand the user’s language’s intent, context, feelings, and abstractions. It allows users to combine images, text, and voice to get relevant results for their queries. Even if MUM is still in testing, SEO experts expect to see it working in 2022.
Google is willing to talk to its users
Everyone who researches SEO knows that voice search is quite important these days, and brands need to optimise their website for voice queries. Google changed its algorithm to please voice-based technology, and now it’s ready to take the next step and talk to its users.
During the mentioned conference, the company presented LaMDA (Language Model for Dialogue Applications), which is a machine learning model created to support dialogue with the help of Transformer (Google’s neural network architecture). It produces a model that can read words and pay attention to how they relate to one another to create dialogue. While MUM will consider and identify people’s emotions when they search online, LaMDA will try to have a conversation with them to provide better results.
Google finds online shopping of paramount importance
During the pandemic, online shopping became the only accessible option for many people. Unsurprisingly, online stores have provided people with their needed services, and some (like Amazon and Shopify) even surpassed expectations. However, Google’s online shopping capabilities were far from strong at the beginning of the pandemic. The shopping search engine was created a while ago, but it never was as popular as its competitors. But the search engine decided to change things and take the shopping platform more seriously. It all started with the launch of the Shopping Graph that aims to understand the changing set of brands, sellers, and products. The Shopping Graph works in real-time to help users discover and shop for products available right now. The search engine also strengthened its collaboration with Shopify, allowing over 1.7 million merchants to use the Google ecosystem to promote their products.
Brands can use videos to create key moments
Experts like the Eurisko SEO agency have long spoken about the importance of video marketing for lead generation and traffic acquisition. The recent trends give a new meaning to video marketing in the ways it impacts brands’ SEO strategies. During the Google I/O conference, John Mueller, Google Search Advocate, revealed that the search engine would launch two new video structured data types (clip markup and seek markup), which brands can use to create Suggested Clips tabs. They allow websites to create moments from their videos. Google launched the key moments feature in 2019 to show excerpts of videos with their titles and timestamps in search engine results. The search engine created key moments automatically from the videos brands post on YouTube. The latest structured data types give businesses the possibility to define labels and timestamps for their videos.
UX takes a new whole meaning
A couple of years ago, all websites had to do to rank in the first results was to optimise their pages for relevant keywords and build links. Nowadays, link building and on-site optimisation aren’t the only factors that influence a website’s SERP. One of the latest factors that influence ranking is page experience, as it provides search engines with a set of signals that measure how users evaluate their experience when they interact with a brand. Google states that it uses Core Web Vitals, a set of metrics that can measure the user experience according to three factors:
- Cumulative layout shift
- First input delay
- Largest content paint
Let’s wrap up SEO trends
The year that is about to end has been an exciting period of SEO with the announcements Google made over the last months. Although many of the announced changes will come into force in 2022, it’s not too early to invest efforts into a new SEO strategy.