In this column, we will discuss the trends to follow for a successful natural referencing strategy in 2022. User experience, ergonomics, UX are the “new” criteria that need to be addressed precisely since the launch of Google’s Core Web Vitals project.
In addition, content remains an extremely important factor to work on for SEO. Without regularly updating the content on your website, it can be difficult to rank high and correctly in Google’s search results. Indeed, working on the texts of his site, it is possible to rank by many very specific keywords, called “long tail”.
Keyword strategy and meta tags are also ranking elements to work on after updating the titles and meta descriptions announced by Google. The U.S. search engine has indeed released support documents to help SEOs and webmasters write better headlines. The report is called “Control your title links in search results”
What are Core Web Vitals? : Google is now talking about “page usability”. To measure the quality of ergonomics or UX, Google is integrating three new metrics into its algorithm: Core Web Vitals. These are the three signals that measure the different elements of UX.
Facebook is reportedly revising its advertising system
Improved usability, interactivity and load speed are good for users, and therefore for conversions.
Measured 3 key values of web vital are:
- Maximum color with content (LCP): This metric allows observation display speed. Indicates when the most important element by its size is displayed in the browser (image, video or text block, with or without background). Ideally, the American engine advocates the emergence of LCP within 2.5 seconds maximum after the page starts loading.
- First Entry Delay (FID): This metric measures interactivity (see example below) by studying the time that elapses between when a user first interacts with a page and when the browser is actually able to respond to that interaction. The browser recommends a FID less than 100 milliseconds.
- Cumulative Schedule Shift (CLS): This signal measures visual stability observing any unexpected and disturbing movements of the elements on the page (shifts in appearance). Google recommends a CLS less than 0.1. It is possible to check these three metrics using the Google Lighthouse tool.
As for the SEO trends that need to be followed, we remind you that in early 2021, Google recommended working on “trust” content with its “Core Update 2020” update.
Basic update 2020 : This update focuses on quality and “trust” and content quality. Before you write and publish an article or list of products, you need to ask yourself the following questions: Does my content give credibility to reading? Does the article show that it was written by a connoisseur or expert in the field? Will you list this content as a trusted source?
Therefore, it is very important to write quality content. The idea is to offer internet users quality reading (who will return to the page more often if they find it interesting), rather than filling the web pages.
Mobile First Index : This major update runs from March 2021, so it has been in effect for less than a year. Indeed, as of the spring of 2021, Googlebot is first indexing mobile versions of web pages, and secondarily indexing classic pages.
In 2022, if a website is not yet adapted to mobile devices, it is not responsive (ie it adapts to different screen sizes on smartphones, tablets, computers, televisions), it is necessary to make it adaptable to these different devices.
Among the various existing solutions such as mobile pages in m., Pages in AMP (Accelerated Mobile Pages, Google project that has existed since 2016, but is more adapted to print pages, content pages than e-commerce pages), Google has been very clear in its press releases: it prefers websites with responsive design because it is just one and the same page that is made to index and reference. We limit the problem of duplicate content, avoid increasing the budget for indexing the page, and have a single page that is readable and customizable on most screens.
To summarize, in 2022 we can keep three important points for successful SEO campaigns:
- Basic web data (user experience, responsive design, interactivity, stability)
- Textual content (always in trend!)
- Mobile load time (always relevant because there are still many sites that don’t load in less than 3 to 5 seconds)