There have been a lot of changes in the world of search engine optimization (SEO) as of late.

From new search engine results page (SERP) features to ranking updates, 2022 will likely bring a flurry of trends and tactics you can implement to improve your site’s performance.

Join us as we take a look at what’s ahead for tour and activity operators in 2022 with a specific focus on these 4 SEO trends to watch.

1. SERP Makeovers & New Features

Don’t get too comfortable with the current SERP layout. If 2021 taught us anything, it’s that Google will keep pushing new features and changes to the existing SERP. 

Why the makeover? Google is constantly striving to show relevant results to users, specifically based on location, mobile users, and search intent (more on that in a moment). There were several important updates in 2021 that offered clues on how Google will continue to optimize search this year.

• Continuous scrolling on mobile devices: When you scroll to the bottom of the SERP, a new set of results will automatically appear without you needing to click to the next page.
• “About this result” feature: Tap the three dots on the top right corner of the result snippet to learn why Google displays that result for a given search. It tells users where the information comes from and whether the site is secure.
• COVID-related travel advisories: Google displays this type of message to help with trip planning if the user makes searches related to a location with active COVID-19 advisories. 

These changes to layout and functionality are designed to combat misinformation and make a more relevant SERP with the user in mind. In 2022, we can expect Google to keep this up, as well as lean into the localization trend in search. 

2. A Closer Look at User Intent

User, or search, intent is a trend that’s here to stay. Try to shift your thinking from “SEO content” to “user content” and create copy and graphics for users first, and search engines second. 

Google has been working hard to identify the intent of a user’s search to better serve up relevant queries. By focusing on the “why” behind the keywords your target audience is searching, you’ll write better content to reach your audience in every stage of the customer journey.

This trend focuses on your target keywords and understanding the relationship between those terms and customer search intent. When done successfully, you’ll find yourself empathizing with your audience and writing content to provide a comprehensive experience that addresses their needs and booking expectations.

Be sure to read up on search intent before moving onto the next trend!

3. Even Better Content

You’ve probably noticed that we love to regale you with the importance of excellent content. In 2022, you’ll need to keep up the good work and focus on creating the best content ever!

Not only is this significant in terms of user intent, but it also has to do with Google’s increasingly sophisticated algorithm updates that reward unique content over generic versions of the same subject matter. (Catch up on these updates here).

The main focus of this year’s content trend is to prioritize quality content over short-term SEO efforts like technical fixes or publishing content in bulk. By publishing unique content covering specific topics that are more detailed than similar content on the web, you’ll see success in your 2022 content strategy. 

Pro tip: Research the interests of your target audience, organize them by topic, and prioritize based on business goals – whether you’re hoping to increase click-through rate or boost conversions. This method will help you stay on track.

4. Improved Images & Visual Content

It’s time to bid stock images farewell and overhaul your site’s visual content. Many SEO professionals predict that sites with unique, high-quality images will see a large boost in image and product search this year. And when it comes to tours and activities, sharing amazing visual content helps you put your best foot forward and entice visitors to book one of your offerings. 

Google has been pushing to make SERPs more visually intuitive. For example, bigger image blocks are displayed on the SERP for certain queries. 

Pro tip: Use your slow season to browse your website and look at which images could be replaced with something better. 

We hope you’re as excited for these 2022 SEO trends as we are! Remember to check back for the most up-to-date SEO guides and checklists.