What’s New In The World Of SEO In 2022
SEOday 2022 has come and gone, but the information shared has proven to be invaluable to those of us working to fight for top search engine rankings.
On SEOday 2022, Google revealed that they now separate the results of a desktop versus mobile experience and they added an interactivity to next page (INP) metric; which could play an important role in the future.
Other primary metrics used by search engines are:
- Largest contentful paint (LCP)
- First input delay (FID)
- Cumulative layout shift (CLS)
Each of these plays a role in ranking different results as does Search Console APIs which Google is improving, allowing users to connect codes to their sites.
Another area that is developing for search results is the demand for videos and authentic images. Google has made it easy to create a video ad in minutes using one of their 14 templates. Use your own images, texts, and brand colors to fill in the template and you’ll have a video that has good pacing, brand and product placement, along with visible calls to action.
People love watching reels and looking at pictures that are genuine reflections of what is being sold, Google realizes this and has created an algorithm to rank these posts higher.
In addition to the increased value of photos and videos are real reviews. Customers want to know what other customers think, feel, and experience. These reviews are impacting e-commerce purchasing and Google will now rank them based on authenticity.
What else is new in the world of SEO?
Google now refers to “title links” as only the title of a search result. They added a meta tag “indexifembedded”, meaning that users can now use the meta tag on embedded content in order to control its indexing.
The Google Analytics update now collects data from Performance Max and Smart Shopping Campaigns; these are nested under a channel called “cross-network.” This allows those using Google Ads to see how much traffic is coming from Performance Max and Smart Shopping Campaigns, allowing isolation of metrics from other Google Ads.
To stay really up-to-date on SEO information, visiting Google’s blog on a regular basis will ensure that you don’t miss any major updates. SEO and what the bots value changes constantly so it’s important to check in and sift through what you think will continue to drive SEO.