The Top 5 International SEO Trends to Watch in 2022

welocalize January 25, 2022

International SEO trends evolve year-on-year, and 2022 is set to be no different.

Right now, SEO experts, especially those who deal with multilingual sites, need to consider if their current SEO strategies will increase or decrease their organic search ratings in 2022. And no one would want it to be the latter.

So, what does the future of SEO look like in 2022? And how can SEO experts and linguists prepare for the year ahead?

Here are the top 5 global trends to pay close attention to:

1. Voice Search Takes Over

Today, people use Siri, Cortana, Amazon Alexa, and Google Home to conduct online searches daily. And in 2021, 27% of internet users worldwide were using voice search on mobile alone. And we’re expecting this percentage to continue to increase.

These voice automated systems work by using natural language processing and machine learning to understand certain queries or calls to action.

In their simplest forms, these systems are trying to replicate human conversation. And the more questions you ask, the more the system learns.

So, naturally, this will change the way SEO algorithms prioritize certain sites.

In response to the evolution of voice search, Google launched LaMDA (Language Model for Dialogue Applications), its machine learning model designed for dialogue. This algorithm differs from the others, so you must understand how to incorporate content that adheres to these guidelines. Here’s some more voice search stats posted on techjury to wow you…

  • 58% of consumers used voice search to find local business information.
  • 40% of adults use voice search daily.
  • 1 billion voice searches take place every month.
  • 1 out of every 4 people aged 16-24 uses voice search on mobile.
  • 30% of searches took place on devices without a screen in 2020

What to do in 2022

Your content needs to be relevant as well as adhere to conversational patterns of different languages or regions, otherwise, your site may not rank well through conversational search.

You should also test how well your pages rank through mobile voice search, voice assistants, and smart speakers in different languages. Then, you can adjust accordingly if certain pages are underperforming.

2. The Domination of AI & Automation

AI is quickly becoming an important part of multilingual technical SEO. Automating tasks like optimizing multilingual content or processing larger data sets will free up your time, meaning you will have more hours in the working day to plan effective SEO strategies at scale.

AI can also be used to conduct multilingual keyword research, generate new reports, and further optimize your content for a global audience.

What to do in 2022

Investing in AI-powered tools is the obvious solution, but before purchasing, it’s important to determine which tasks need to be automated.

Once you have purchased an AI system, take the time to optimize your existing content before you begin working on any new organic ideas.

3. Prioritizing Video Content

In 2021, 81% of consumer internet traffic was generated by video. So, video needs to play an integral role in your SEO strategy from now on.

Today, users engage with video content more than other forms of creative content therefore, including relevant videos on your webpage could improve user engagement.

A useful feature to focus on this year is Google’s key moments feature for video search, which was first released in 2019. This feature adds segments with timestamps to help users go directly to specific sections of videos.

Creating optimized videos in one language can take time, and this process can take even longer if you’re creating videos for different countries…

What to do in 2022

When creating your videos, consider hiring other actors or voice-over actors that can speak in the language(s) of your customer audience. You could also add subtitles if you have a smaller budget.

Prior to uploading any video, make sure you identify the key moments you would like to bookmark for your audience. This allows your users to find the key information they need with ease.

4. The Union of SEO & Localization

2022 marks the end of SEO flying solo. If your SEO team continues to work in a separate silo from your localization team, then your marketing campaigns may not be performing as well as they could be…

Marketers are realizing they can gain more insights and data if their organic search and localization teams collaborate.

By encouraging your SEO localization teams to work together, you may see an influx of organic traffic to your websites across multiple locations.

SEO now plays a central role in the creation of new marketing campaigns like display advertising, social media marketing, email marketing, and video marketing.

Standard SEO practices reveal the keywords your customers are using throughout the customer journey. If you are aware of these words, you can use these throughout your marketing campaigns, which may attract more users to your site.

On the other hand, your localization team can research and provide quick keyword translation, which can then be used in your multilingual SEO strategies.

What to do in 2022

Seek out ways your SEO and localization teams can collaborate and encourage these teams to share any data that could be beneficial for both parties.

Both teams will need to agree on which keywords can be used by both teams, as this can improve the overall impact of future SEO strategies.

5. Follow Google’s Guidelines

Up until now, SEO has relied on the power of backlinks and comprehensive content, but now there are even more milestones you must hit to rank high through organic search.

If you want to increase your search rankings across the globe, then you need to create content that adheres to Google’s multiple metrics, guidelines, and signals.

The main ones are Google’s page experience signals, Core Web Vitals, and Google E-A-T – Expertise, Authoritativeness, and Trustworthiness. If you create content with these guidelines in mind, then you might start to see an increase in your overall search ranking.

What to do in 2022

Look at your site and adapt its content to adhere to Google’s guidelines as much as possible and come up with ways you can include other forms of content – video, images, etc. – that can increase your organic search ranking.

However, the language, images, and videos you use will differ for different regions. So please be mindful of these factors when altering your site. What works well for one region may not work for another due to linguistic, cultural, or regional differences.

In Conclusion

If you want to increase your search ranking in 2022, then you need to adopt these 5 trends now.

By adapting your global SEO strategies with these core trends at the forefront of your plans, then you’ll likely see your organic search ranking increase significantly.

To learn more about our multilingual SEO and digital marketing solutions, contact us here or take a look at the services provided by Adapt, Welocalize’s global digital marketing agency.