The Search Engine Watch Top 5! Gripping reads from 2022 that informed, amazed, and helped SEOs and search marketers tackle Google’s googlies and global dynamics

First, congratulations on surviving 2022, you’ve done great! 2022 was surprising, unique, and a challenging mix of several global events that kept us on our toes as consumers, brands, and search marketing professionals. The recession, great resignation, a war, FIFA finale, and several silent battles we all fought by ourselves.

As we recap the year gone by, let’s look at the world through the lens of search, SEO, analytics, and content creation.

Source

2022 has been about…

  • Looking at your consumers as human beings and not just data sets
  • Understanding how your target consumers perceive the world and how they experience life in a digital age
  • tailoring and testing your strategies to meet consumers in their moment of need – all without losing budget (or your sanity!)
  • finding most-effective tools, technologies, and talent to navigate business uncertainty

We present to you the #SEWTop5

A countdown of editor’s picks that the Search Engine Watch community loved and found great value in!

#5. Understanding the three awareness stages of your online audience

Businesses often forget that success metrics aren’t just numbers – they are living, breathing people who are driven by behavior and emotions. As customer journeys continued to remain complex and multifaceted, businesses competed to ensure they were at the finish line when prospects were ready to convert.

Add People’s Content Operations Lead, Jack Bird created a guide on harnessing a content strategy that caters to consumers and their journeys. He detailed the three key awareness stages of online traffic, what type of content fits these stages, and how to audit your existing content.

#4. A must-have web accessibility checklist for digital marketers

Did you know, 98% of US-based websites aren’t accessible? This year web accessibility moved out of the shadows and took center stage as one of Google’s search ranking factors – making the topic itself more accessible to discussions. Marketers could no longer ignore this critical aspect, because –

Stellar user experience >> Positive brand perception >> Greater appeal to value-driven consumers = Good for business

Web design and marketing specialist, Atul Jindal created a must-have web accessibility checklist for digital marketers. It went beyond dispelling “what is web accessibility?” and spoke about its benefits and action points on “how to make your website accessible?”.

#3. Google Analytics 4: drawbacks and limitations—is it worth sticking around?

On July 1, 2023, Universal Analytics properties stopped processing new hits, forcing users to switch to its successor, Google Analytics 4. This transition demanded SEOs and marketers to have a steep learning curve and adaptability since the shift meant losing some historic data.

This article dove into the issues with Google Analytics 4 from a user perspective and a privacy and compliance standpoint. Objective, hard-hitting observations helped inform SEOs and marketers’ decisions before switching platforms.

#2. The not-so-SEO checklist for 2022

While most of the internet focused on “what to do”, we took an offbeat path of “what not to do” that will help your SEO succeed from the get-go.

Best-selling author and SEW Advisory Board Member, Kristopher (Kris) Jones dispelled some major myths surrounding Core Web Vitals (CWV) and Google’s bigger, mainstream 2021 updates.

As an especially interesting, strategy-focused read, this was one SEOs could not miss before designing their 2022 strategy.

#1. Seven Google alerts SEOs need to stay on top of everything!

We as SEOs and marketers often forget that while we focus on consumers and clients, we are too humans – with limited energy (we mean coffee supply), 24 hours (wish we had more), and sleep deprivation (yes we mean sleep deprivation) . As burnout crept in and to-do lists climbed, our very own Ann Smarty shared seven Google alerts that aimed at making life easier for SEOs.

These smart ways helped the community get ahead of competition, prevent a reputation crisis, fix a traffic drop, and do much more (without getting overwhelmed).

We hope you enjoyed this! Thank you for being valuable supporters throughout our journey.

Team Search Engine Watch wishes everyone a happy new year! Keep spreading the love and SEO wisdom.

Via GIPHY

*Ranked on target audience engagement, time on page, and bounce rate.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.