The end of each year is a time for reflection, both personally and professionally.
Nearing the end of 2021, one of the things I started to see – as I do every year – was expert predictions on the future of marketing, including everything from the SEO trends 2022 will be defined by to the social media strategies which are likely to shape the coming year.
Now that the new year is here, I figured I’d better chime in with some of my own predictions on the role of SEO in 2022, so aspiring entrepreneurs and small business owners have something to reflect on when designing their marketing strategies for 2022.
That being said, I know you’re all very busy, just like me, so let’s just get right into it.
If You Want the Best SEO Strategy for 2022, You’ve Got to Understand SEO
Before I dive into my top three trends, I’m going to start by providing a short explanation of what SEO is and why it’s so important, so those of you who are new to this concept can understand what I’m talking about.
Search engine optimization is the process of optimizing your digital marketing efforts so you can attract more organic (free) traffic from search engine results.
This means people who are typing keywords relevant to your business into the search engines will be more likely to see your website, as it will appear higher in the search results, and won’t end up buried on the eighth page, which is a place where very few users bother to look.(The whole point of doing this is so more potential customers can find your business online.
Like it or not, the fact of the matter is if your business doesn’t appear high up in the organic search results, these people won’t even know you exist, and they’ll probably end up giving their business to one of your competitors.
A study from Sistrix shows just how important SEO can be.
This study looked at the click-through rate for different positions in Google’s search engine results, and its findings are very telling.
Now, you might be wondering what a click-through rate is. I know, it sounds like a pretty technical term, but it’s actually not difficult to understand.
Simply put, the term click-through rate (CTR) refers to a method for gauging how well you’re performing in search engine results. This technique compares the number of times the link to your website is clicked to how many times it’s being shown.
For example, if you got 2 clicks on a link that showed up in the search results 100 times, then your click-through rate would be 2%.
So, now that you know what click-through rate means, let’s talk about the results of this study.
What this study found is that the average click-through rate for a search result in the first position (at the very top of the first page of search results) on Google is 28.5%.
More importantly, it found that when you go beyond the first position, this number tends to drop dramatically.
The CTR for the second position is 15.7%, and for the third position, it’s only 11%. Moving down to the tenth position, the average click-through rate is a measly 2.5%.
Those numbers all pertain to results on the first page, but when you look at the CTRs for results on the second page and beyond, the numbers are beyond dismal.
Sistrix’s study found all the results on page two had a CTR of “significantly less than one percent”.
So, if you’re not on the first page, search engine users will be unlikely to find you, as this study shows most users don’t look beyond the first page of results.
At this point, you’re probably asking, “How do I go about getting onto that first page?”
The answer is SEO. But what does search engine optimization involve?
Well, it actually involves a very long list of tactics for how to improve your website’s ranking in the search results.
But one of the most important aspects of any SEO strategy – and one that every entrepreneur and business owner should be thinking about – is choosing appropriate keywords and determining how to inject those keywords into valuable content.