The four most important SEO strategies for publishers in 2022
Contributor, March 16, 2022
- Preparing for MUM might not be required today, but it will keep you ahead of the game.
- Make increasing page speed a priority and evaluate your site speed routinely.
- Leverage Google’s tools for the best chance of earning a spot in Suggested Clips.
- Refresh old content to build on the wins you previously had.
There’s no denying that Google is the king of the internet. As such, all of its subjects, a.k.a. advertisers and publishers, must abide by the rules to court favor with the king in an attempt to win a coveted spot on the first page of search results. That, of course, is no easy feat. Landing a spot on page two is still a good consolation prize, but any further down is the equivalent of being sent to the Tower of London with a fate similar to Anne Boleyn.
Alas, for you publishers, the way to curry favor with the king and remain in its good graces is to focus on SEO strategies that meet its ever-changing algorithms. So, what does the ruler of the digital land have in store for us as we look at the year ahead? Google is flexing its mighty tech muscle, building on its AI and natural language processing (NLP) capabilities and focusing on how to provide internet users with better, more relevant sources of information.
In this post, we’ll unpack the treasure chest of what Google has been working on so you can adjust your SEO strategy and prepare for tomorrow and the years to come.
Google MUM is coming
Last May, Google introduced its new AI algorithm called MUM (Multitask Unified Model), which is built on top of its already in use algorithm BERT (Bidirectional Encoder Representations from Transformers). According to Google, MUM is 1000 times more powerful than BERT and takes a radically different approach towards serving users’ implied search intent by understanding context, concepts, and how topics intersect.
No one knows how MUM will affect search results. Google has been vague about that so far and about when it will be released, only saying “months to years.” At this moment, you can’t truly create a strategy to beat this algorithm, but you can start producing content that reflects the way this future algorithm will prioritize and display results: based on intent questions.
To put this in more concrete terms, Google gave an example of a person who, after hiking one mountain, wants to know how to prepare for a hike on a different mountain. Google posits that the user currently needs to perform several searches to find out about all aspects of their query – elevation levels, trails, temperatures, gear, etc. With MUM, all of those underlying non-verbalized questions would be answered with one result.
The key takeaway here is to think like a user and create content that answers more of their questions.
Focus on improving page speed
Google cares about your site’s speed – a lot. A significant part of its last update, Core Web Vitals, focused on speed: how long it takes the largest page element to load, how elements shifted on a page while it was loading, and how quickly elements responded to clicks
You can quickly find out your scores with Google’s PageSpeed tool, and if pages are slow, there could be many culprits. Here are a few of the more technical but quick tweaks you should consider:
- Minimizing HTTP requests
- Minifying files
- Using a fast DNS provider
- Compressing files and reducing image sizes
- Switching hosting providers
- Using a CDN
The list goes on and on, but the point is there are lots of ways to address site speed and eliminate the issues slowing your load times.
Optimize for Suggested Clips
Video consumption is off the charts these days, and Google offers plenty of video results when users search. According to a global survey conducted by Statista, over 27% of people watch more than 10 hours of online video per week, while another 15% watch 7-10 hours, and 18% watch 4-7 hours. Chances are, you already know this and have prioritized creating video content.
So, if your written content isn’t landing you in the top ten results, try optimizing your videos to give them the best chance of appearing in Google’s Suggested Clips. Using the new structured data types, Clip Markup and Seek Markup, you manually tell Google which timestamp and label to use to create key moments and increase your chances of appearing in the results.
Refresh old content
Experts will always encourage you to create evergreen content, but the world moves fast, and things change quickly, meaning what you thought was evergreen has now fallen out of favor with Google. But all is not lost with those pages because refreshing them with updated content can restore them to their former glory. Google loves ‘fresh,’ and this is one of the quickest SEO
strategies you can implement.
The best way to get that shine (and ranking) back is by refreshing old content. One of the best tactics is to look at the top ten Google results for a topic or keyword, put on your sleuthing cap and uncover what makes those pages rank. It could be the structure, keywords in the headers, optimized images, new data, or other factors. Take what you learn and apply it to your own page. After all, you already invested in producing this content, so giving it a refresh builds on that equity.
SEO is never done
SEO is like a castle’s defenses – there’s always work to be done, and you can always improve your site’s SEO. Thankfully, today we live in the digital age, and there are countless tools at your fingertips to help you.
Remember that these days, SEO is not just about adding keywords to your content, titles, meta descriptions, and alt tags – although all of those will help. Modern SEO is about thinking of the needs of your readers, prioritizing their experience, and answering the questions they are asking.
If you prioritize those elements in your SEO strategy, you’ll be well on your way to becoming internet royalty – or at least snagging a top spot alongside other royals in Google-land.
If you need advice about SEO, monetization, or any other aspect of your publishing business, reach out to us.