Among the ranking factors used by the Google algorithm in 2022, the primary one is the continuous publication of engaging content.
Good news for websites that place great importance on the added value of their pages and articles! That does not mean other practices (like using keywords or backlinks) no longer matter. But they will move to the background to make way for the EAT criteria (Expertise, Authoritativeness and Trust – Reliability)
Other updates like the MUM algorithm and LaMDA, designed to improve voice search, require certain best practices to please the Google algorithm in 2022. Here are 10 tips to write SEO-friendly content this year!
1. Adapt your content to Google's MUM algorithm
Google began rolling out its MUM (Multitask Unified Model) algorithm in June 2021. More powerful than its predecessor BERT, its goal is to help the search engine answer users' complex queries using Artificial Intelligence. The objective is to take the search context into account, such as intent or sentiment.
Similarly, with MUM's rollout a user can add an image to their search to optimize the query's relevance and the answers obtained. For example, they can send a photo of a pair of shoes with Google Lens and ask if they are suitable for hiking.
How can you adapt your content to this Google algorithm update in 2022? Consider content as a net that can cover several different but related queries, rather than targeting a specific word or phrase.
To do this:
- Focus on long-tail keywords that typically express intent and sentiment.
- If relevant, add precise local keywords, since users can now specify and receive results tied to a particular geographic area.
- Add multilingual SEO to your overall strategy: MUM can understand 75 languages and can translate an article to present to a user if it answers a complex query.
- Add structured data to your pages to help the MUM algorithm quickly understand your content.
2. Write for voice search
The Google algorithm version 2022 is equipped with a new machine learning model: LaMDA (Language Model for Dialogue Applications). It aims to explore the art of conversation to improve the queries sent following a voice search, whether on a smartphone, a smart speaker, or via a chatbot.
If this Artificial Intelligence is not yet fully developed, and is scarcely deployed within the Google ecosystem, that won't last long! To optimize your SEO writing, it's best to take the specificities of voice search into account now.
This essentially involves writing content that includes complete, precise questions. For example, instead of targeting the query "hiking boots", you should use "what are the suitable shoes for a 3-day mountain hike?"
3. Optimize image SEO
As we mentioned earlier, MUM is capable of interpreting images or videos to provide better results to users. To please Google's algorithm in 2022:
- Add media to your content: support your articles with images, video, and recordings of your podcast episodes.
- Properly optimize visuals with descriptive text, a caption, the alt attribute…
4. Introduce empathy into your content
Behind every query is a real person motivated by a need and an authentic emotion. Your content must address that need to provide added value to the user.
It can be difficult to infer the intent behind each user's request. That's why you need to use empathy. A perfect example was seen with the emergence of the COVID-19 pandemic.
Companies had to keep their customers informed about the epidemic's impact on their operations. In the absence of data on search history and established trends in user queries on the subject, the only option was to put themselves in the visitors' shoes. Content creators anticipated those needs and created content to address them, simply by showing empathy. And it worked!
Never forget this technique when writing content. You may anticipate queries and be a forerunner on certain topics.
5. Incorporate original hooks to appeal to Google's algorithm in 2022
With the large amount of content published regularly online, it has become difficult to find a unique, valuable article. That's why you must offer ideas or information that users will struggle to find elsewhere. You need to stand out in search results with a headline and hook that break the mold.
Such a practice helps reduce your bounce rate and increase the number of shares, important signals for SEO.
How to be original? Find ONE element that will set you apart. It could be the format: has the topic been presented as an infographic, checklist, white paper, or podcast?
Or you can add your personal touch through an experiment, a survey of your customers, or a case study.
6. Use latent semantic indexing (LSI)
Latent semantic indexing (LSI), a process used by Google to understand words and their relationships, has evolved a lot over the past decade.
What does this mean for SEO writing? You need to include more semantically related terms in your content. Use synonyms or other close variants.
In addition to enriching your text's vocabulary (and thus making it more pleasant to read), you improve the way Google's algorithm analyzes you in 2022..
7. Improve your internal linking strategy
To increase your web page's authority in the eyes of Google's algorithm in 2022, continue to include internal links in your texts. They allow your visitors to discover additional content on a topic that interests them.
The more interesting pages they view, the more they will see your business as a reliable and credible source of information. In addition, users stay longer on your site, which reduces bounce rate and increases your chances of conversion.
But how can you improve your internal linking strategy? Here are some avenues to explore:
- Direct internal links from high-traffic pages to conversion pages.
- Direct high-authority pages toward low-traffic pages.
- Use natural language for your anchor text.
- Favor long-tail keywords in anchor text, which give readers an idea of what they'll find when they click.
8. Focus on keywords with dual search intent
The same query can satisfy multiple search intents. For example, a user typing "SEO on-page" may be looking for the term's definition or the best techniques related to that strategy. This is called a mixed-intent or dual-intent keyword.
If you are not already ranked for a mixed-intent keyword, create content for the dominant intent by analyzing the SERP results.
You can then use Google's sitelinks to address the different intents hidden behind the query.
Reminder: sitelinks are the additional links that appear under the main link.
When you set up a Google Ads campaign, you can enrich it with additional links, which results in this:
Outside of ads, you can also obtain several links displayed for a query, as in this example:
To have a chance of showing cascaded pages for a query:
- Make sure to internal linking to link your content together (see previous point).
- Work on your site's menu and structure to present pages logically.
- Build a semantic cocoon around a topic, taking care to use the main keyword in all your content.
9. Optimize your paragraphs for featured snippets
The majority of highlighted snippets those offered by Google are taken from paragraphs of 40 to 50 words. This is also the ideal length to hold the reader's attention and encourage engagement.
As a reminder: featured snippets appear in position 0 in search results, which gives your website great visibility.
Here is an example with the query "how to conduct a market study":
So, how do you create content that will appeal to the Google algorithm in 2022 to reach that pole position?
- Break your texts into short snippets.
- Write your H1 and H2 headings as questions.
- Prefer numbered lists when giving advice or writing a tutorial.
No need to wait for your next pieces of content to try to appear in optimized snippets. You can optimize pages that already rank in the top 10 search results.
Use your analytics tool to identify content you can easily rank in position 0.
10. Regularly monitor SEO trends
Google's algorithms are regularly changed. Whether in 2022 or later, you must understand how the search engine works to produce effective content and continuously improve your ranking.
It is therefore essential to keep informed about SEO innovations, algorithm changes, and all emerging techniques to position your website in front of a qualified audience.
Our tip for staying informed about SEO changes to Google's algorithm
SEO monitoring is time-consuming and can be complex if you don't master the terminology inherent to search optimization. But Redacteur.com supports you through its articles, so sign up for our newsletter to not miss anything!
For more than 20 years, one thing that hasn't changed is the need to write quality content to rank your website. To save time while optimizing your performance, call on our SEO writers by ordering your content on Redacteur.com.
