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As with the algorithm updates Google releases from time to time, the SEO industry is unpredictable. The industry is so unstable that when SEO go into hibernation and wake up after a year, you can start to feel a generation gap. So a lot is going on in the SEO world and you want to be at the top of everything to make sure everything (ranking) is under your control. When it comes to affordable and sustainable marketing strategies that helps drive traffic generate leads, and increase sales, nothing beats Search Engine Optimization. 70% of marketers believe SEO is more effective than PPC advertising. Several new trends have emerged in the field of SEO. Studying these trends and incorporating them into your SEO strategy will help you outperform your competitors and rank higher in SERPs. Here are some hot trends in SEO and how things will play out in 2022. Video plays a big role in SEO Whether it’s content on You Tube or quick videos on social platforms, the amount of video content has skyrocketed over the past few years. We know that our users want video content. By 2022, more and more companies will invest in video content to support text content. If you write a long article, also add a video to your page. Not only will these videos helps you rank higher on this page, but you can also optimize them directly on You Tube, so you can learn about your brand from multiple channels.  Keyword also play an important role in optimizing your video content and page, so use focus keywords to name your video and optimize your video description the same way you would for your website.  If you‘re interested in video SEO, Google has a lot of offers. Search engine giant Seek Markup and Clip Markup have released two new structured data to help display video content in search results with key points. Highlights are currently available for videos uploaded to You Tube. Going forward, any platform hosting video will benefit from two new structured data markup. Whereas clip markup manually tells Google the timestamp of a video, search markup is an automatic way to pass it on to Google Search. Mobile friendly SEO With the introduction of the mobile-first index, it has become an increasingly important ranking factor. Optimizing your site for mobile also increase your chances of ranking higher in search results. However, if you have both a desktop and a mobile version of your website, you may not be    aware that the Google bot will crawl the mobile version first when determining how to rate your site. Given the fact that most internet users access the internet from their mobile phones, it’s no surprise that mobile optimization is an important SEO strategy. If you don’t have a responsive website or a special mobile site, you need to get one. Without it, you don’t be able to attract potential customers and customers who view your page on multiple devices. SEO scalability If you want to outperform your competitors in 2022, you should focus on making your SEO services more scalable. Mark Trafagen, Vice President of product Marketing and Training, SEO clarity recommends listing all tasks and workflows and then identifying which of these steps can be automated using SEO tools. You should also set up an alert system to track important changes, such as ranking of important keywords, URL changes, or content changes. Install standard operating procedures (SoPs) for other tasks that cannot be automated. >User Oriented and search intent 2022 is a year where search term goals and user behavior are paramount. The purpose of searches and the behavior of people are constantly changing. They go to Google or other search engines to find answers to queries or to learn about general topics. When businesses understand what users are looking for and provide content that answers their question, businesses, along with users, can benefit. Google will better understand when users seek expert advice and will prioritize content items that meet E.A.T’s guidelines over others. SEO can dominate the search network only by truly understanding what users are looking for in 2022. Brands must meet the needs of their audience beyond promoting their brand or products and services. This means you cannot force users to register on your site, display unnecessary pop-ups on your site, or redirect them to a registration form. Brand SERP Optimization, Knowledge Graphs & Entities It’s important to keep an eye on brand search results and dashboards this year. Understanding who you are, what you serve and what audience you serve will be of great help to other businesses. By 2022, you may even start to see personalized knowledge graphs. Google has a lot of information about you, including your search history and behavior, email and social media, so we can improve the process of personalizing your knowledge graph. Optimizing a brand’s entire digital presence, such as social media profiles, You Tube channels, and more, influencing Google to deliver it the way it wants. Techzera is the Best IT Company in Malappuram and Best SEO and Digital Marketing Company in Malabar.