About 61% of marketers say growing their search engine optimization (SEO) rankings and organic presence is a top inbound marketing priority. In fact, 51% of all website traffic starts with an organic search.
Leads through SEO are eight times more likely to become paying customers than those through traditional ads, too.
It’s not enough to have a basic search engine optimization marketing strategy, though. Instead, you need to keep up with the latest Google algorithm updates, too. Otherwise, your organic rankings could drop.
Lower rankings might make it more difficult for people to find your business online. In fact, 75% of people never look beyond the first page of results.
Here are a few changes in the Google algorithm to track in 2022. Following these Google algorithm changes can ensure your rankings don’t drop.
Set your SEO strategy up for success by following these algorithm changes before the new year.
High-Quality, Relevant Content
Creating content for your blog can help you rank for a range of keywords. While following these Google algorithm updates, focus on quality over quantity.
Google’s AI-powered algorithm (RankBrain) decides how pages rank.
If your content isn’t relevant to the user’s search query, it won’t appear for that search. RankBrain also analyzes user activity to determine quality. If the user visits a page and remains for a few minutes, it could gain a higher ranking.
If the visitor leaves after a few seconds without exploring the site, their bounce rate will rise. A high bounce rate indicates the content isn’t relevant or high-quality. Google could lower the page’s ranking as a result.
Take the time to learn more about your customers this year. Determine what questions they’re asking while online. Look at the content your competitors are creating, too.
Readers are more likely to value relevant, high-quality content. As they read and share your posts, you could boost your rankings.
Keywords and User Intent
As you consider these Google algorithm changes, make sure to keep the user’s search intent in mind.
Remember, Google’s algorithm is growing smarter. It’s now better able to understand what consumers expect to find during a search. Appealing to the user’s search intent could boost your SEO rankings.
Gather keyword research and focus on more precise, long-tail keywords. Look for keywords phrased as questions, too.
Focusing on long-tail keywords can ensure your content’s relevance based on the reader’s intent.
While tracking these changes in the Google algorithm, make sure to consider your link-building strategy. A strong search engine optimization plan requires three different links.
Internal links send readers to other pages across your website. For example, you might send them from a blog post to a services page. If you want consumers to contact you, you can link them to the Contact Us page instead.
External links send readers to other websites online. You can link to research, studies, infographics, or other resources.
Adding these links to your blog posts could help support any claims you make. It could boost your credibility, too. Establishing your credibility can help brand trust grow.
Adding internal and external links to your website can improve your clickthrough rates and dwell times. As people linger on your site, your rankings might improve. Google will recognize that visitors are exploring your content.
The third type of link is the most important. Backlinks send readers on one website to your website content.
Google says backlinks are one of its top three ranking factors. Unfortunately, over 66% of pages don’t have backlinks.
Backlinks help Google assess your authority. They also help direct people to your content. Focus on quality over quantity when developing backlinks.
Links from high-quality, high-authority websites will boost your domain authority. You can rank higher than ever to reach more consumers online.
The more backlinks a page generates, the more organic traffic it can gain through Google.
Over 43% of the top-ranking pages have some reciprocal links. Some businesses exchange links with other websites online.
If you want to improve your backlink-building strategy, start by creating high-quality, unique blog posts. Create content people will want to link to within their own content.
Otherwise, consider guest blogging this year. You can create a blog post for someone else’s website. Then, add a link to your content within the post.
Try to demonstrate your authority within your niche. Establish EAT within your content. EAT stands for expertise, authority, and trustworthiness. Provide readers with content they can’t find anywhere else.
You can also add author bios to your website. Highlight relevant qualifications and experience in the industry.
Establishing yourself as a thought leader within the industry could boost your rankings. You can appear on the first page for various searches to generate more traffic.
Website Structure and UX Design
Google wants to provide its users with the best possible online experience. Update your website with the user experience (UX) in mind. A positive UX will encourage visitors to remain on your website.
Remember, better dwell times could improve your rankings.
As you track changes in the Google algorithm, consider Google’s Core Web Vitals, too. These user-centric ranking factors can help improve your site’s UX.
First, make sure your pages load quickly. Visitors might get frustrated if pages take too long to load.
Make sure your website is optimized for mobile devices, too. Otherwise, mobile visitors will leave, increasing your bounce rate.
You can also improve the navigation to make sure your content is easy to find.
Otherwise, remove duplicate pages, fix broken links, and include a sitemap.
Improving your website to create a positive UX will show Google visitors find your website helpful. Google might reward you by boosting your ranking as a result.
Boost Your Rankings: Google Algorithm Updates to Track in 2022
Tracking the latest Google algorithm updates can boost your rankings. Higher rankings will help you reach more consumers online. As you generate more traffic, you can boost leads and sales, too.
Set your SEO strategy up for success by focusing on these changes in the Google algorithm today.
Need help improving your rankings? We can lend a hand.
Contact our team today to learn more.