SEO and content marketing are ever changing, we saw a diverse change in strategies in 2021 and the same has happened in 2022. Staying on top of these trends is a great way to boost your marketing efforts and reach a wider audience. There are many ways that content and SEO have shifted, including through interactive content, podcasting, AI, long form content and videos for ranking. Keep reading to find out more ways that content and SEO trends have shifted in 2022.
Content trend shifts
Content marketing is a strategic approach to marketing, focused on creating relevant and valuable content and distributing it to a target audience, in order to attract and retain customers. There are several different types of content that should be used along the user journey, whether a customer is in the attract, engage or delight stage will influence which type of content should be pushed. Types of content include:
- Social media
- Customer reviews
- White papers
As a marketer, it's clear that not one content marketing strategy will always produce the same great results. In 2022, content continues to evolve and expand…
Videos and visuals have always been an integral part of content and 2022 is no exception. In fact, this year video has been demanded even more as a means to stand out from the crowd. Helping to increase organic traffic, showcase company culture and increase social shares. Interactive content will keep readers engaged for a longer period of time, infographics, polls and quizzes will also help to increase reach.
Purpose-led content is aimed at making a positive impact on the planet or society and this trend is continuing to grow. A lot of content will have a strong focus on social issues, the climate and equality, offering more to consumers than simply just trying to sell a good or service. Producing authentic and genuine content helps to build a community of like-minded people, that will in turn become invested in your brand and sales will increase.
Audio is also a crucial trend in 2022 and podcasts are still on the rise. Apps such as Spotify and Apple are very popular with listeners spending hours listening to their favourite podcasters. It is a fantastic opportunity to target their audience through different senses with audible content and generate entirely new audiences whilst positioning yourself as a thought leader in your specific space.
Artificial intelligence is continuously becoming more advanced and more widely available, with this trend likely to take off in the very near future. This will have a huge impact on marketers, as they will be able to create content much quicker and at a larger scale. But, be mindful - there are risks involved, too, with Google penalising content they think has been written by AI tools.
SEO trend shifts
Search engine optimisation is the process of increasing your website's visibility when people search for specific terms and keywords relating to the goods and services you offer. The more visibility your pages have the more likely they are to attract and gain the attention of prospects.
Keyword research is still just as important in 2022, Google uses these keywords to match users' search queries to relevant websites. However, even though search engines are becoming increasingly smarter with natural language processing, optimising your site with only a small number of keywords often isn't sufficient. Using primary and secondary keyword clusters is optimal to increase traffic. Using one keyword simply won’t cut it. Using multiple keywords allows a page to rank higher, as well as attract more traffic.
Videos for ranking
Just the same way that video is a massive trend for content in 2022, video for ranking is also a trend for SEO. Often people prefer to watch short, entertaining and informative videos rather than long form content, so this should be a key part of your SEO strategy. One way to optimise videos is by creating thumbnail descriptions, using keywords and hashtags that are relevant to your target audience.
Long term content
It is highlighted that long form content attracts more traffic than short form content and also receives more backlinks. However, it's also important to consider that very long blog posts and articles can be laborious to read if they're not formatted properly or are not relevant to the reader. Long form content goes hand in hand with link building and is a great way to boost SEO efforts. Search engines look for content that has expertise, authority and is trustworthy, producing long form content for link building helps to do this. In 2022, outreach has become tougher so becoming more creative in your approach is crucial in boosting SEO efforts.
As with all areas of marketing, SEO and content are continuously evolving and performance should be monitored so that strategies keep improving. In 2022, a shift has been seen in many areas. Keeping an eye on such trends will help you stay on top of your game, serve your audience as best as you can and increase results.
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