The document outlines predictions for 2022 regarding Google's search algorithm volatility, emphasizing that it will intensify and become more challenging for SEO professionals to ascertain impacts due to overlapping updates. Additionally, it highlights the rising importance of visual search and technical SEO for companies, urging them to prioritize user experience. Lastly, the author warns against investing prematurely in the metaverse and notes that many will overlook the transition from Universal Analytics.

2. Hi, I’m Pat

4. My Predictions for 2022
Page experience
factors will continue
to become a larger
ranking factor.
Google will continue to
show more transactional
terms for more
historically informational
terms
We will continue see new
types of result types and
filters invading the
SERPs.
Google’s volatility will
continue, if not get
worse.

5. Prediction #1
Google’s Volatility Will Continue
To Intensify

6. Damn! That’s A lot Of Movement!
Dec 2020
Dec 2021
July 2022 Dec 2022

7. Google’s August Helpful Content
Update Was A Snore

8. We’re Seeing Bucket Events Like This Again

9. We Have Some Sites Taking Off!
This aggregator site in the financial sector saw a bump
around the Oct 28th unconfirmed update which sent their
sessions soaring 14%

10. We Have Sites Being Wiped Off The Map
Here is a scraper site that was hit really hard by the spam
update, woof

11. Which Update Impacted Me? Becoming Hard To Say
Sept Core Algo Starts P/R Algo Starts
Both Complete
~14 Days ~5 Days

12. Which Update Impacted Me? Becoming Hard To Say
Spam Update Starts Spam Update Complete
~42 Hours

13. Three Things To Pay Attention To
Updates Are Rolling Out
On Top Of One Another &
In Tighter Succession
It’s going to become
harder to pinpoint what
updates are impacting
your site as Google is
rolling updates out on top
of one another.
They are also rolling out
one right after the other
more often.
Updates Are Starting To
Roll Out Faster
Updates are now rolling
out in a few days vs. the
normal ~10-14 days it has
historically taken.
This means more updates,
finishing quicker, and most
likely more dial turning
afterwards.
Google Doesn’t Care
About Your Feelings
Anymore
Historically Google has had
a silent agreement with
the SEO community that
they wouldn’t do too much
at once, certain times of
year, etc.
Sorry y’all, the Googs
doesn’t care anymore.
Good luck out there!

14. Prediction #2
Visual Search Will Become More
Prominent. THANKS, TIKTOK.

18. Three Things To Pay Attention To
Do You Take Care Of Your
Images?
Many brands do not put
the same amount of love
and care into their images
that they do other parts of
their site.
There are some pretty
strong signals that visual
search will be a big part of
the landscape and you
should plan to be there.
If You Don’t Have Video
Content, Make Some
Visual search isn’t only
about images, it’s about
video too. Many brands
are missing a big
opportunity w/ video and
the direction Google and
the industry is heading
signals it’s time to invest.
Google Isn’t The Only
Search Engine
While it is certainly the
elephant in the room,
there are other ways that
folks search and get
information. Branch out,
invest and test on other
platforms and see what
you find.

19. Prediction #3
More Companies Will Take
Technical SEO Seriously

20. Give users a
good experience
(i.e. make sure your site works)

21. LET ME
TELL YOU
ABOUT THE
PROBLEM

23. 2-3 Days
AUDIT 1-2 Weeks 1-2 Weeks
How Most Companies Run Technical Site
Audits
This is a
problem
This is a problem

24. Always On
How Companies That Are “Always On” Run
Technical Site Audits
Technology Is Always Running
Preset Alerts Based On What
You Want To Look Out For
Real-Time Alerting
Alerts Go Directly To The Web
Team & Are Fixed
Monthly Meeting w/ SEO Team

25. @milestonemktg | #engage2022
There Are Great Tools Out There To Do This

26. There Are Great Tools Out There To Do
This
Automated Technical Change Detection

27. There Are Great Tools Out There To Do
This
Automated Collection & Alerting

28. Three Things To Pay Attention To
Your Site Health
Obtain some form of site
auditing technology that
gives you an idea of where
you are at from a health
perspective.
Knowing is half the battle.
G.I. Joe.
Your Approach
If you are still hitting the
button and only looking at
this data on a monthly,
quarterly, or annually its
time to move your
approach into the future
and start thinking in real-
time.
What Algorithms Are
Targeting Specifically
This is no longer a mystery
as Google is pretty
forthcoming with what the
updates are targeting.
Educate yourself and your
team.
It’s not just about content,
it’s about how your site
functions.

29. Prediction #4
Companies, Probably Yours, Will
Waste Money On The Metaverse

31. Three Things To Pay Attention To
It’s Not Ready
The Metaverse is the new
shiny object, and everyone
is eager to dive in but let’s
face it, it’s not ready for
prime time.
These avatars don’t even
have legs yet!
There Is No One Using It
While there are many
companies out there
toting their metaverse
experiences, the simple
fact of the matter is that
there are very few people
there to experience them.
It’s Probably Gonna Get
Super Weird, Super Fast
Like most things on the
internet and what people
tell me about the Sims,
it’s only a matter of time
before the nature of the
metaverse devolves into
something weird.
Make sure you want your
brand there.

32. Prediction #5
Everyone Is Going To Forget
About Universal Analytics Going
Away

33. st

35. Free To All & Held Monthly
Next Episode December 15th at 2pm EST
Register here: https://bit.ly/3XZMped