5 basic enterprise SEO trends worth paying attention to in 2022

In the past year, The role of corporate SEO Businesses and industries that span every type have become the primary area of ​​concern.

As the most cost-effective way for people to discover products and services, search engine optimization has also developed into an important strategic channel that can provide insight into consumer behavior and customer intentions in all areas of the enterprise.

In this article, we have identified five major trends and opportunity areas that need attention in 2022.

The big picture of corporate SEO in 2022

Enterprise search engine optimization It involves large-scale management of SEO, usually within or for organizations that have large websites and a wide range of products and services.

Big brands with multiple departments and infrastructure are typical examples of organizations that use corporate SEO techniques and implement core principles into their business.

Corporate SEO also involves stakeholder management, planning and strategy, and consistency with corporate goals.

In 2022, this will involve:

• Improve cross-channel and broader departmental collaboration.
• Advance the work flow and reporting process and system.
• Leverage data and insights in real time.
• Accept and use artificial intelligence technology and automation.

The challenges in corporate SEO vary from organization to organization. However, commonalities have been found in areas such as executive support, internal collaboration, and broader digital integration (show impact).

The challenges of last year bring opportunities for next year-with this in mind, let us delve into 5 key areas to consider when you plan your corporate SEO strategy for the coming year.

1. Keep up with search updates, best practices and search engine algorithms

One of the biggest challenges facing any type of SEO marketer is keeping up with the pace of change.You just have to look News about Google updates last week Knowing the reaction is not sure that this will bring about an SEO mentality.

For corporate SEO marketers, updates and algorithm changes are a double-edged sword, including:

• React, repair and optimize-take action.
• Translate business impact into organization.

2021 is the year of “accelerated search”.Large-scale launches, such as page experience updates and Core network vital signs Brings a resurgence in the demand for technical search engine optimization.

The re-emergence of the EAT principle is also of great significance to enterprises.

Google introduces its Multitasking Unified Model (MUM) This means that corporate marketers in all digital disciplines incorporate intent queries into content types to reduce low-quality content that can be found.

The need for content and contextual relevance

In particular, for corporate SEO professionals who want to demonstrate business impact in the form of brand value and revenue, attention to the credibility and credibility of the content has become critical.

this Google spam update This method was supplemented earlier this month. Because of the rapid pace of change, corporate SEOs need to rely on technology to help them track changes, respond to them, and take action.

The best way to stay ahead of change is to use Core Web Vitals to ensure a proactive approach to content and technical SEO.

focus on:

• Content creation. Focus on page and category content (especially e-commerce sites).
• The health and structure of your website, including navigation and architecture.
• Mobile and desktop page and loading speed.
• Technology, real-time insight and automation.

Read more about SEJ: Enterprise SEO content: opportunity, dynamic creation and scale

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2. Increase in automation applications

This year, according to PwC survey, 52% (from 1,000 survey bases) of organizations have accelerated the adoption of AI. In addition, the automation of routine tasks is “ranked” in the top 5 applications.

For some SEO professionals, especially when managing through multipoint solutions, the term automation has been seen as a threat to their work.

However, the situation is just the opposite.Automation has been Help leading brands and The organization keeps up with the pace of change and acts as a virtual SEO partner.

For corporate SEO in 2022, automation is critical to scaling.

In addition to helping save resources by handling routine and repetitive automation, it also helps free up time to focus on creativity, strategy, and digital alignment-all important parts of a company’s SEO responsibilities.

However, don’t spend all your time chasing algorithms.

Instead, let technology help detect, pre-determine, and repair at the right time and place. Humans cannot process all the data they can use. For corporate SEO professionals, automation is the key to expansion.

In 2022, automation will help at three levels:

L1: Monitoring and detection

• SERPS results are abnormal.
• The team reports rankings and traffic.
• Link and backlink configuration files.
• SEO audit.

L2: Search Engine Optimization Handbook

• Collect data regularly.
• Advanced keyword intent research.
• Link procurement.
• Content optimization.

L3: Insight and automation

• Analyze larger data sets in real time.
• Content and multiple (large) site reviews.
• Site bug fixes and links.
• Real-time decision-making.

3. The increasing importance of data as business intelligence

Trends in consumer preferences and behavior are reflected in how searches are done. Similarly, trends in digital innovation and content creation are also reflected in search.

Therefore, we are seeing the rise in the use and importance of search data as an important source of business intelligence.

According to Salesforce, More than half of marketers Believe that data and intelligence are one of the most important factors driving marketing performance-this is a key KPI for corporate search marketers.

Image source: Salesforce, November 2021

SEO data collected and analyzed on a large scale can allow marketers to understand consumers more widely. It can help you understand:

• Trending product interest, for example, [waterproof clothing .].
• Needs and frustrations, for example, [how to stop clothing from leaking].
• Product preferences, for example, [fluorescent waterproof clothing].
• Immediacy, for example, [waterproof clothing in stock].

Search for business intelligence It can help organizations accurately determine what is most important to them and their industry. It can also help corporate SEOs to view trends at the macro/industry level and fine-grained/category level.

According to our company’s survey of 750 search and digital marketers, 79% Believe that search data is or will be part of the strategy.

For 33% of them, it is a key input for multiple business strategies.

Image credit: BrightEdge, November 2021

In 2022, corporate marketers need to better demonstrate the value of business intelligence insights to drive the business benefits of the entire organization. E.g:

• raise popularity of brand.
• Provide product marketing feedback and insights for future releases.
• architecture Entry And outbound lead generation activities.
• Provide market trends for the sales team.
• Power content and digital teams for intent and SERP/content types.
• Work with the public relations team for media and article and link optimization.

4. Further integration of paid search and digital

Enterprise SEO marketers cannot work in silos. In order to achieve business goals and objectives, it is essential to work between paid search and digital teams.

SEO and PPC collaboration was once an inevitable conflict in enterprise search organizations.

Today, with 80% Search traffic from SEO and PPC, There can be no conflict for:

• Use SEO insights to inform PPC.
• Use PPC to fill the immediate (short-term) gaps in high-value keywords and pages.
• Improve local and mobile-first performance through SEO and PPC.
• Cross two channels and share insights with digital stakeholders.

Next year, ensure that SEO and PPC are closely integrated to maximize visibility and discovery in SERP.This helps to meet specific needs High-intention searchers and important roles.

On the digital front, search engine optimization is transforming into the central point of digital activity. Insights can drive strategies across email, presentation, voice, and video.

In 2022, the role of corporate SEO will expand to ensure that findability is the goal of all digital content.

In addition, the advancement of corporate technology (Automated insight) Allow digital marketers (who may not be as knowledgeable as purely technical SEO) to understand the business impact.

Therefore, digital marketers are making major changes to the use of SEO techniques.

This helps them get rid of reliance on lengthy experiments and tests based on theory and inaccurate information.

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5. Provide comprehensive experience and services

Enterprise SEO is more than just optimization. It has developed cross-departmental management, the use of business acumen, and results management across the enterprise.

The experience management involved in enterprise SEO can cover:

• Recruit and retain employees.
• Workforce management.
• Adoption and use of technology.
• Professional consulting services.
• Internal and external account management.
• Optimize multiple digital experiences and assets.

In 2022, enterprise SEO management will involve deeper concerns:

• Cross-organizational SEO, content and digital training and certification.
• The CEO, CMO, and SEO are aligned on goals and results.
• Technology and platform training and management.
• The internal and external result sermons.
• Strengthen collaboration with IT and development.

Many organizations can do this by establishing a corporate SEO center of excellence.

Image credit: BridgeEdge, November 2021

Read more about SEJ: 5 ways for a brand to build a corporate SEO culture

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in conclusion

Next year will be one of the great opportunities for corporate SEO.

With the growth of numerous search entry points from smart TVs and Internet-connected devices (IoT) to smartphones, new opportunities will emerge.

In order to meet the needs of consumers and align with internal business goals, we will see a shift in the use of point solution tools for companies that are only used for one purpose.

Instead, corporate SEO needs Enterprise-level platform Provide overall solutions for all their business needs, including safe and reliable data sources, productivity, workflow and broader digital marketing capabilities.

Therefore, next year consumers will expect a seamless online experience, and SEO will need to find new ways to accelerate the pace:

• Master technical optimization and content quality and rhythm.
• Leverage the business intelligence available to them throughout the enterprise.
• Focus on the overall user experience-across all parts of the customer journey.
• Embrace automation-expand the scale of operations and improve efficiency.

Hope all of the above will help guide your business SEO to success in 2022!

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Featured image: Shutterstock/ra2 studio