SEO Updates for February 2022
February proved to be an insightful month, with a lot of activity going on. If you would like regular updates from Uprise Up on the world of digital marketing, follow us on Twitter.
Core Web Vitals rolled out to desktop
Arguably, the main news highlight of February for SEO was the roll out of the page experience update to desktop search results. On 22nd Feb Google took to Twitter to reveal the update was rolling out.
When initially announced, the page experience update was a much anticipated update to the search algorithm. It sought to introduce new ranking factors to the algorithm, factors site owners now need to be aware of when optimising their sites.
Compared to the roll out for mobile last summer the process this time round was much quicker, with the update fully rolled out by 3rd March; just 10 days after it started. With an increased speed in roll out, perhaps Google anticipated less of an impact this time round? With the majority of searches being conducted on mobile devices, this is plausible (though B2B sites may disagree!).
The next few weeks will give an indication of any potential impact, but similar to the mobile update last August, we recommend checking out how your site is performing for Core Web Vitals; Google have a page quality auditing tool just for this, and speaking to your dev team where changes are required.
Pay attention to People Also Ask for your Brand searches
We know that People Also Ask (PAA) is a great feature to be aware of and utilise when looking to increase your visibility within search results. This month Search Engine Land published an interesting article highlighting the value PAA can provide brands, with branded searches.
What is PAA?
PAA is a feature commonly shown in search results. It contains a selection of questions related to a user’s current search that Google thinks the user will find helpful. The feature can also grow, increasing in size every time a question is engaged with. This means the feature can take up more space within the search results, pushing other organic results further down the page and below the fold.
Why should you pay attention to the PAA?
Brand reputation. The PAA can give you an idea of what users are searching around your brand. As the article points out, when people search for your brand, they are either searching directly for you, or for information about you. You want as much control over that information as you can get. FAQ content is an asset for these types of queries. It can help you answer relevant questions succinctly.
As well as direct questions about the brand, the PAA also includes questions related to the brand – ones focused on the industry or topic the brand is associated with. Targeting these is a more long-term focus as it would require more of a strategic focus, considering the type of content Google wants to show and developing that for example.
The PAA is a feature that’s been around for a few years now, it’s one everyone’s aware of and lightly tries to target to some degree for non-brand terms. There’s definite value in extending this to make sure your brand is coming across positively to their target audience when searched for.
SEMRush buys Kompyte
Industry-wise, SEMRush took a big business step and bought their first marketing tool that wasn’t specifically geared towards SEM. At the end of the month the company announced they’d bought Kompyte, a company that offers competitor analysis tools that look across different channels, enables product development and supports sales acquisition.
This purchase will enable SEMRush to expand its offerings and begin targeting a wider audience. The acquisition of Kompyte will also support their current tools, enabling them to improve their trends feature within SEMRush.
Did we miss anything?
If there was anything else that happened in February that caught your eye, feel free to tweet us at upriseUPSEM, email us at [email protected], or simply send us a message through our contact page. We’d love to hear from you.
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