LONDON - TelAve -- When the pandemic shook the world in 2020, every industry had to evolve, and that included developing new marketing strategies. We now know that having an online presence can make or break even the most established businesses. It's become essential to pay attention to what's shifted in consumer behaviour and start planning new marketing strategies for 2022. This includes adapting to everything from Google's algorithm updates, new search trends and more.

Whether you're looking for higher search rankings, increased web traffic or improved brand reputation, SEO is the answer. As a Digital Marketing Agency, Finsbury Media has noticed these trends and decided to sit down and provide some insight to help businesses keep up with the everchanging world of SEO. Here are our takeaways and how we will be preparing for the SEO trends shaping the digital landscape in 2022 and beyond.

The Trends:

The internet is no stranger to misinformation and since the start of the pandemic, questionable sources of content have become widespread. This is where Google's E-A-T guideline system comes into play. An acronym for expertise, authoritativeness, and trustworthiness. Websites are ranked based on these qualities, protecting users from viewing any inaccurate or harmful content. Google proactively ranks content from reputable sources and because of this, our SEO Agency recommends showcasing expertise and trustworthiness through your entire website. Avoid potentially controversial keywords and use the E-A-T guidelines to be sure your ranking gets evaluated favourably.

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One of Google's latest updates from this year was its Core Web Vitals. Essentially confirming that a web page's user experience is an official ranking factor. Metrics like the time when a user first interacts with your site, your page the load time and visible elements on your page that change position or size, will have to be optimised accordingly. Finsbury Media recommends optimizing each webpage according to your metrics, checking data and prioritize high-traffic pages, making sure not to modify anything at the expense of user experience or page speed.

Of the largest areas, Finsbury Media believes to be overlooked in the coming year is Local SEO. We all know geofencing isn't a new concept, but it will take on new importance as restrictions start to fade. "The end of lockdowns means more consumers are on the hunt for local solutions" said Andre Silva one of Finsbury's Senior Marketing Managers. Start attracting potential customers by taking advantage of free resources such as Google My Business and optimise your profile for voice searches such as directions and opening hours. Allowing you to provide value to customers, while enhancing your local authority.

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Conclusion:

To recap, the key trends you want to focus on going into next year are providing a valuable user experience, offering trustworthy and relevant content, and establishing a local authority. While the world has changed considerably in the last year and SEO continues to evolve, the main principles have remained the same. As businesses continue to battle for consumer attention in these uncertain times, marketers will find themselves trying a mixture of different strategies. By paying attention to the emerging SEO trends, you will be able to stay ahead of the curve and keep up with the competition.