Keeping Ahead of the Algorithm - SEO Best Practices and Emerging Trends that are Rapidly Evolving

Keeping Ahead of the Algorithm – Rapidly Evolving SEO Best Practices and Emerging Trends

SEO (search engine optimization) is a marketing strategy that is always changing. What helped a website's search rankings on Google last year may hurt them this year. This implies that companies must keep current on all SEO news, trends, and best practices. If you want to learn more about SEO and other digital marketing tactics, you may enroll in online marketing courses at the University of Cape Town (UCT). Simply click this link to learn more:


Here is a summary of some of the top SEO tactics and developing trends for late 2022:


Web Essentials

Google is always looking for new methods to encourage website owners to improve the customer experience. "Core Web Vitals" is a new feature of Google's "Page Experience" algorithm, which evaluates the quality of web pages and how they should be ranked in search results. Core Web Vitals is now available with other indicators such as mobile friendliness, HTTPS security, and invasive interstitial standards. Core Web Vitals, according to Google Search Central, "are a set of real-world, user-centered metrics that quantify critical components of the user experience." They assess online usability factors such as load time, interaction, and the stability of material as it loads."


There are three essential web vitals:


  1. Largest Contentful Period (LCP): the time it takes from when the user asks for the URL to when the browser responds to that interaction.
  2. First Input Delay (FID): the time it takes from when a user first interacts with a website to when the browser replies to that interaction
  3. Cumulative Layout Shift (CIS): the sum of all individual layout shift scores for each unexpected layout shift that happens over the page's existence.


Google considers its Core Web Vitals to be essential to all web experiences. As a result, the search engine intends to include these measurements in its products. Brands may evaluate their existing Core Web Vitals by utilizing Google products such as the Chrome User Experience Report, which gives real-time user measurement data for each Core Web Vital.


People also inquire

Google's search results pages are continually developing, with new parts and sections appearing and presenting new prospects for organic traffic. "People Also Ask," a section on the results page that shows other relevant search phrases, is one of these relatively new improvements. This area highlights prospective purchasing paths and offers marketers previously unexplored keyword ideas. When performing keyword research or deciding which term to target, a company should go through the "People Also Ask" options. The brand may then use these keywords to construct new pages or blocks, or it can include the phrases in FAQ lists.


EAT should be improved.

EAT is an acronym that stands for expertise, authority, and trustworthiness. These characteristics are used by Google to judge if a webpage has high-quality content. Brands may increase their EAT by providing original and relevant content, identifying their sources, including author biographies in articles, avoiding highly sales-focused material, allowing topic experts to assess content, and obtaining links and mentions from reliable high-value sites and sources.


Long-Form Content that is Properly Formatted

Longer content is typically the best approach to supply Google with the important features it's searching for, such as original research and analysis, depth, high-quality citations, and more. Pages and blogs on a brand's website should be comprehensive, covering all themes and subtopics relevant to a search query. These pieces should also be properly structured, including H1, H2, H3, and H4 subheadings and bullet points.


SEO for local businesses

Although localized SEO has been popular for a few years, it is growing in popularity. Here are some facts from a Google post released in 2017 that demonstrate the significance and ever-growing nature of local search:

  • Searches for local locations without the phrase "near me" have increased by 150% in the previous two years.
  • Within a week, 88% of customers who make a local search on their phone visit a linked store.

To make the most of local search, firms should develop and validate a "Google My Business" profile, employ local SEO keywords, seek local PR opportunities, add location pages to their website, and interact in the local community, according to a recent 2022 Hubspot post.


Find Out More About SEO

If you want to learn more about SEO, the University of Cape Town's digital marketing online courses are a great place to start. These courses will teach you more about conventional and digital marketing, as well as provide you with the tools and skills you need to develop digital marketing strategies for businesses of all sizes.




Google Data, January–June 2017 in the United States


"Core Web Vitals Report," Google Search Console, unknown date


Journal of Search Engines, What is E-A-T and why is it important to Google?, September 2021


Forbes, May 2022, Powerful SEO Trends That Will Dominate 2022

GPS Omnibus, Google/Ipsos Connect, n = 2,013 U.S. online respondents aged 18+, March 2016.

A Comprehensive Guide to Local SEO in 2022, Hubspot, July 2022

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Hey, I’m Rachid. I’m a writer. I am a fan of technology, sports, and education. I’m also interested in entrepreneurship and design.

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