It’s 2022, and no matter how you slice it, it’s a lot. Search engine algorithms never sleep, but there are steps you can take to help you keep up and maximize your potential. One of the most important growth factors for business owners like you remains organic traffic. In fact, if we’ve learned anything in the 2020s, it’s that an amalgamation of both generic and local results is the ticket when it comes to digital traffic. And towards this end, there are five primary factors on which you should keep a sharp focus when it comes to your digital marketing.
You recognize that EAT matters, but you may not have figured out what it means for you specifically. Now’s a good time to do some soul searching on the matter. EAT refers to a suite of factors (that are included in Google’s Search Quality Evaluator Guidelines) that should be guiding you.
Expertise is all about one’s overall knowledge of the topic at hand, including accuracy, depth of information, and relevancy. Several ways to bolster your expertise include:
Authority refers to the framework that supports your content in relation to both the quantity and quality of citations it generates, which can take the forms of shares on social media and links. This centralization of overall authority shines a light on just how important promoting your content is in 2022.
How do visitors perceive your brand? Your website? This is what is meant by trust. Building trust refers to honing your brand’s authority, which involves a strict and proven adherence to all relevant quality standards and is bolstered by hard-earned references from upper echelon domains.
Google is highly invested in giving the people what they want – with limited keyword input – and those marketers who make EAT their mantra are well-positioned to shine.
One of the major shifts in 2021 algorithms that is expected to maintain its forward motion is Google’s page experience update. When Google says update, users are well-advised to pay attention, and this time is no exception. In fact, by next month, Google is poised to have all the page experience ranking signals added to desktop sites. Page experience relates to how the page hits readers – in ways that go beyond the purely informative. Optimizing user experience in this context involves:
Because your customers really are king, these elements matter.
You’ve poured yourself into building your brand’s reputation, and protecting that reputation is paramount. Link-building has always been foundational to reputation building on Google, and this is not going to change anytime soon. Link building is all about your outreach efforts and, as such, you should keep the following in mind:
There are plenty of websites that rely on spam tactics to get a foothold on the web. However, Google’s commitment to rooting them out is unwavering, and it has upped its mighty game for 2022. Low-quality content, including all of the following iterations, has officially been warned:
You’re going for the good stuff here.
We’ve all been expecting an explosion in voice-based searches for a while now, and while its trajectory has been less steep than many predicted, its slow and steady path forward is no less important. Google’s commitment to advanced voice technology adds considerable credence to this view, and some of the things you can do to keep up include:
Google has kindly doled out some concrete steps you can take to prepare yourself for the year of inevitable change ahead. If you’re ready to take on 2022 in style, the digital marketing pros at The Web Guys are ready to help you put your best foot forward. It’s a whole new year, so make the most of it by giving us a call at (317) 805-4933 or contacting us for more information today.
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