Influencer marketing will continue to become an important tool in everyone’s marketing toolbox, and we believe this relatively new marketing technique has found its way into SEO for good.
One positive aspect of this is that influencer marketing is often far cheaper than traditional marketing and dramatically
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1. Influencer Marketing
cuts the time it takes to reach your target audience as influencers already have their own followers in place, which your small business can benefit from.
Also, many top influencers are very effective at creating innovative content and can be good collaborators in your marketing strategy.
Influencers can
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1. Influencer Marketing
speak on a more personal level and give their honest review that resonates more with their followers compared to typical brand marketing.
However, keep in mind this is one tool in that toolbox; don’t rely solely on influencers as they are also representing their own “brand” so to speak.
The pandemic
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1. Influencer Marketing
intensified the effect influencers have on product purchases, due to limited in-store shopping.
Social media use dramatically rose during the pandemic as well, and research firms consider this trend is here to stay.
As a result, there is an opportunity for brands to employ social media
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1. Influencer Marketing
influencers more than ever before.
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2. Image Optimization
We briefly covered this in a previous article, but this trend is preparing to increase in importance dramatically in 2022.
Images contribute a great deal to the user experience, which is why your small business should plan on optimizing high-quality images by providing custom file names and alt tags.
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2. Image Optimization
That customer experience can also affect your website’s search rankings as it helps Google understand that your content is valuable.
Visual image search has progressed significantly in the past several years.
People used to be able to just glance at photos, but now we can use them to buy items,
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2. Image Optimization
gather information and more.
Because Google has long pushed for proper image labeling and optimization, it’s understandable that this is part of their website SEO strategy for 2022.
Make sure your website’s images are optimized and that they are of high quality and relevant to the subject matter.
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2. Image Optimization
Use alt tags, which are used by crawlers to categorize photos.
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3. Conversational Queries
Google continually focuses on improving the user’s search experience to help them find relevant information quickly, and a critical part of this is understanding the complexities of language.
Google launched LaMDA, short for Language Model for Dialogue Applications, to help understand natural language better to deliver results more efficiently.
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3. Conversational Queries
This process includes understanding vernacular and how users converse when trying to find what they need.
As conversational queries increase, so does the emphasis on natural language processing (NLP) for voice search. You can optimize for voice search by:
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3. Conversational Queries
Targeting phrasing – The way someone phrases a typed query is different that how they would type it.
Someone might type “best bicycle brands for off-road terrain” but verbally search “what’s the best bike for off-road terrain?” Optimizing for these verbal searches is a great way to target conversational keywords.
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3. Conversational Queries
Keeping answers short – If you’re optimizing for conversational keywords, keep your answers short and concise to deliver helpful information faster.
To answer the bicycle question, consider having a short blurb highlighting the top brands and diving into more detail later.
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3. Conversational Queries
Considering vernacular – Different regions have specific phrases they use to describe objects and places.
People who live in the state of Pennsylvania, for example, typically call it “PA.”
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4. Video Marketing
Over half of all consumers rely on videos to help them make purchasing decisions.
With more people watching videos across all social media platforms, you’ll want to make it a component of your SEO strategy in 2022, if you haven’t already done so.
Additionally, Google is rolling out some features to help users find
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4. Video Marketing
information faster through videos.
Two of these are clip markups and SERP (search engine results page) markups.
Clip markups enable you to highlight key points of your videos so users can go straight to those parts.
SERP markups tell Google how your URL
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4. Video Marketing
structure works, which then allows Google to disable the key moments of your video automatically.
With these two new features, you can optimize your videos to appear in search results for more relevant and competitive terms.
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5. Online Shopping
Over 2.1 billion people worldwide are expected to buy goods and services by the end of 2021.
With the skyrocketing growth of online shopping, Google is shifting towards creating a better online shopping experience.
They have made some changes so far to make selling on their platform
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5. Online Shopping
more enticing, like eliminating commission fees and making it free for businesses to sell on Google.
On top of all of that, Google also implemented the Shopping Graph to help sellers place their products in front of more buyers and customers to find the right products.
The Shopping Graph is an AI-enhanced model
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5. Online Shopping
that can understand different types of products and brands.
It can analyze how those products relate to one another to show them in the right search results.
It considers information like price, website, reviews, SKU/inventory data and videos.
Using this information
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5. Online Shopping
like price, website, reviews, SKU/inventory data and videos.
Using this information, the Shopping Graph delivers the most relevant products in real-time to those who shop for them––and that’s just the tip of the iceberg.
With the Shopping Graph, Google implemented the ability to
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5. Online Shopping
search using screenshots. If someone views a screenshot in Google Photos, they can search the photo with the Lens feature and see where they can buy a product in the photo.