The world of Search Engine Optimization is constantly changing. Every year new applications are launched and every year there are new trends to follow that you should take into account if you want to perform optimally in Google. With MUM and Google LaMDA, some new terms are heading our way in 2022, but we are also facing a challenge: smartphones. Below you can find the best SEO trends of 2022 and how they will and can be applied!
Importance of smartphones
We are all strumming on our smartphones en masse. But do we actually use our smartphones more than we surf on desktop? Research shows that since 2020 we surf worldwide more via our smartphone than we do from our desktop: more than 54.37 per cent now use a smartphone. In general, the smartphone is gaining enormous popularity, also for insuring a car, called auto verzekeren in Dutch. That is why it is extremely important to work on your mobile website and to ensure that the mobile version not only looks good, but is also functionally tip-top. If your website is not compatible for smartphones, you can assume that you are missing out on a lot of potential customers.
In order to better understand its users, Google introduced the BERT model in 2019. This model enables Google to put the right emphasis on words, so that results in searches are also more effective. Google MUM is now taking further steps in this direction. The new model is smarter and not only screens web texts in no fewer than 75 languages, it also analyzes video and photos. Simply put, MUM is an AI model that can understand the context, intent and feelings of the user. From that analysis, it provides relevant and unique answers to that user’s query. Thanks to the MUM, the search is made easier and the correct answers are provided the first time.
In addition to a more extensive screening of written and visual web content, Google also wants to focus on spoken conversations. No, Google is not (yet) planning to use talking robots, but it does want to be able to enter into a dialogue with users. In most cases, the conversations people have are not defined. Person X cites topic A, but as a conversation progresses, the angle of that conversation can also change, narrow or broaden. For example: a conversation about a certain film can lead to a conversation about the country in which the film was shot and from there we can continue talking about must-visit museums. And it is in the avoidance of that conversation that Google wants to capitalize on LaMDA, which stands for “Language Model for Dialogue Applications”. In principle, you could compare the new model with chatbots. But where chatbots follow a predefined path, LaMDA can engage in a free-flowing conversation about an endless number of topics. This in turn leads to a more natural way of interaction between people and technology.