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Build A Solid Foundation For SEO With Web Accessibility Requirements

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Build A Solid Foundation For SEO With Web Accessibility Requirements


SEO and UX practices have helped to build a solid website foundation for search engine marketing. By adding web accessibility criteria to your requirements, a new layer of human experience design flings open creative marketing opportunities waiting for discovery.

Agencies, design teams, and independent contractors tasked with creating a digital presence on the web face pressures to keep up with rapid changes in how websites are designed and searched for.

It’s like being chased by an angry mob of imagined competitors who somehow have an imaginary crystal ball. And unless you work all day and night, someone will outsmart you and jump ahead in search results or social chatter – or even become the next big brand.

Sometimes, the process of gathering requirements has a way of easing fears. Nobody knows what you want to build and sell better than you do.

But sometimes the foundation building process opens up pandora’s box.

This article is about what happens when you thought the requirements gathering and planning work were finished, or you are looking for new ideas.

Today’s web users want you to meet them on their own turf.

I will be visiting you each month via Search Engine Journal this year instead of bi-monthly because web accessibility is a topic readers are interested in and really need to master to succeed in modern digital marketing. This month, we lead off with:

  1. Who needs an accessible web?
  2. Why does accessibility need to be added to your requirements?

Accessibility Guidelines Support Your Foundation

Just yesterday, SEO was king of the mountain. Historically, it had to be the golden egg because the web was there, we were here, and everything in between wanted our attention.

Search engines and directories numbered in the untold thousands when they were free.

It was in our nature, as SEO pros in those days, to outwit and outmaneuver each other by cleverly organizing data or building technology that would do that for us.

Information architecture sustained SEO. And soon enough, usability came splashing in the same puddles by reminding us that people were searching – and people wanted to be satisfied with where search engines dropped them off.

That ride lasted until more segments of the global population gained access to the internet at home, work, and school.

The solid foundations trusted to sustain website information architectures, chatter politely with search engine bots, and entertain website visitors were suddenly missing a whole new unexplored set of requirements called “human experience.”

Think of it this way.

You may have experienced what it’s like to take your attention off the road while driving your car for just a brief moment, and suddenly find yourself drifting past the painted lines or jolted away when someone honks their horn at you.

The painted lines are there to guide you as you travel along the road.

Every browser, programming language, and marketing strategy has established guidelines that help keep some sort of organization and stability on the web. They are our painted lines.

The World Wide Web Consortium (W3C) holds the keys to the web universe. For universal design, accessibility, assistive tech, the mobile web, and upcoming innovative technologies in the AI realm, we rely on the Web Content Accessibility Guidelines (WCAG).

In the creative realm, guidelines are meant to be broken by those of you who want to design really cool stuff without holding back. Parallax and animation, Flash, and talking people sliding onto webpages are frustrating experiments.

But unless challenged, technology would never change. And we wouldn’t be squealing with delight at the next new search engine, animated avatar, or thoughtful assistance developed for us to use in our daily lives.

The best method to stay on track for any new website project is to gather up requirements and monitor changes to guidelines and technology.

That means there is no getting cozy in your job as an SEO, web designer, digital marketer, agency owner, or UX designer.

Accessibility Jobs Soaring

Some of the recent research round-up news in the accessibility industry is focused on the number of ADA lawsuits. While there’s no doubt this is concerning, it is not why web accessibility job openings are everywhere.

The need for accessibility improvements is important for people who need accessible access to online education, jobs, banking, shopping, healthcare appointments, and travel activities.

Whenever I conduct requirements gathering interviews, the first question is, “Who are you building for?”

No one ever says, “People with disabilities.”

Traditionally, people don’t consider people they don’t understand or have experience with.

Companies that are curious are asking questions and creating solutions, which in turn has revved up the job market.

Amazon, Microsoft, IBM, USA Bank, Apple, Google, and Adobe are expanding their accessibility departments.

Twitter, Medium, YouTube, Instagram, and Facebook are encouraging alt text descriptions for images and captions, with podcasts, Zoom, WebEx, and others in hot pursuit with transcripts.

The beauty of meeting the needs of people who may not be able to see, hear, touch, or recall content without assistance is that the ease of use for them is the ease of use for all.

Who Is Your Target Market?

This is the requirement that will befuddle you because there is no one target human user to design for.

For accessibility, we don’t define our target market or user experience by the disability first and person second. Rather, we aim directly towards the human experience.

With human experience as your “Who,” your requirements gathering exercise can reach far beyond limitations and should do so.

For search behavior and information architecture, the research data is astounding. The information sciences community releases a staggering volume of research studies on the various methods for acquiring information and deciding if and when it is useful.

In one study, Gender Identification on Twitter, one of the research questions is, “Can we easily identify terms related to each gender?”

As hard as you try to wrestle control over keywords, search results, competitive knowledge, and social stardom, the absolute rub is that many discoveries on the web happen by accident or outside of purposeful queries.

You may not write down “emotions” as a search behavior.

You may not jot down feelings like “stress” or “grief” as a user requirement.

Emotions are universal human traits that are more likely not going to come up as a business requirement with the CEO or project lead.

In fact, when it comes to including persons with disabilities – or temporary injuries that cause the loss of an ability, or something as common as poor eyesight or trying to work at home while taking pain medications that cause drowsiness –we know someone will tell us to use an overlay or plug-in to catch those use cases.

Overlays attract ADA lawsuits.

The Why Requirement

At its core, accessibility is a civil right back in the USA by the Americans with Disabilities Act (ADA).

The present administration has turned the attention of the Justice Department back to supporting and enforcing the rights of persons with disabilities.

“In late 2021, the DOJ settled enforcement actions with Rite Aid Corporation and Hy-Vee Supermarket Chain regarding the accessibility of their online COVID-19 vaccine registration portals and with the Champaign-Urbana Mass Transit District regarding the accessibility of its public transportation website and mobile apps.

How “Accessible” is Your Website? Resolve to Prioritize Digital Accessibility in the New Year and Avoid a Lawsuit

Why designers and digital marketers find joy in their work can be traced to several outcomes other than a weekly paycheck.

It truly matters when a design works well.

The only way to know without any doubt is to add quality assurance (QA) testing as a requirement. Accessibility testing can be added to Agile production cycles and testing with people with different disabilities added to test sprints.

It is more difficult to evaluate emotions and human behavioral responses, but you can ask for this feedback.

Investigate what motivated customers to make a purchase, for example. What triggers word-of-mouth referrals? Was the product line funny? Clever?

Targeting this emotional need can be a “why” requirement.

I know someone who did this in Q4 of 2021 and sold out of products for her brand-new startup. Her products were based on funny storytelling; the kind that makes readers laugh aloud and fire up PayPal.

Your foundation is as strong as your imagination.

Today’s requirements are layers of proven methodologies and courageous experimentation by companies who are not afraid to find out what will help people do more, do better, and just do like everyone else can.

And of course, we find ourselves confused by silly things like icons that look similar in purpose:

Or brand redesigns that make no sense whatsoever:

Android device view of Google icons laid out into two rows.

No foundation is perfect.

It’s a big planet. Someone is waiting for you to build something cool for them.

More resources:


Image source: Shutterstock/MIND AND I





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Google Updates Discover Follow Feed Guidelines

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Google Updates Discover Follow Feed Guidelines

Google updated their Google Discover feed guidelines to emphasize the most important elements to include in the feed in order for it to be properly optimized.

Google Discover Feed

The Google Discover follow feed feature offers relevant content to Chrome Android users and represents an importance source of traffic that is matched to user interests.

The Google Discover Follow feature is a component of Google Discover, a way to capture a steady stream of traffic apart from Google News and Google Search.

Google’s Discover Follow feature works by allowing users to choose to receive updates about the latest content on a site they are interested in.

The way to do participate in Discover Follow is through an optimized RSS or Atom feed.

If the feed is properly optimized on a website, users can choose to follow a website or a specific category of a website, depending on how the publisher configures their RSS/Atom feeds.

Audiences that follow a website will see the new content populate their Discover Follow feed which in turn brings fresh waves of traffic to participating websites that are properly optimized.

According to Google:

“The Follow feature lets people follow a website and get the latest updates from that website in the Following tab within Discover in Chrome.

Currently, the Follow button is a feature that’s available to signed-in users in English in the US, New Zealand, South Africa, UK, Canada, and Australia that are using Chrome Android.”

Receiving traffic from the Discover Follow feature only happens for sites with properly optimized feeds that follow the Discover Follow feature guidelines.

Updated Guidance for Google Discover Follow Feature

Google updated their guidelines for the Discover Feed feature to emphasize the importance of the feed <title> and <link> elements, emphasizing that the feed contains these elements.

The new guidance states:

“The most important content for the Follow feature is your feed <title> element and your per item <link> elements. Make sure your feed includes these elements.”

Presumably the absence of these two elements may result in Google being unable to understand the feed and display it for users, resulting in a loss of traffic.

Site publishers who participate in the Google Discover Follow feature should verify that their RSS or Atom feeds properly display the <title> and <link> elements.

Google Discover Optimization

Publishers and SEOs are familiar with optimizing for Google Search.

But many content publishers may be unaware of how to optimize for Google Discover in order to enjoy the loads of traffic that results from properly optimizing for Google Discover and the Google Discover Follow feature.

The Follow Feed feature, a component of Google Discover, is a way to help ensure that the website obtains a steady stream of relevant traffic beyond organic search.

This is why it’s important to make sure that your RSS/Atom feeds are properly optimized.

Read Google’s announcement of the updated guidance and read the complete Follow Feature feed guidelines here.

Featured image by Shutterstock/fizkes



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Is Wix Good for SEO? Here’s Everything to Know About Wix SEO

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Is Wix Good for SEO? Here's Everything to Know About Wix SEO

As of 2023, Wix provides solid options for a basic SEO setup that will cover most needs but still lacks the flexibility of more advanced and granular settings.

In this article, I go through all the nooks and crannies of Wix SEO options so you can decide if Wix is right for your needs. I’ll also share some tips on how to make your Wix website more search-friendly if you’re already a Wix user.

Does Wix have everything you need for SEO?

Wix has a bit of a bad reputation for SEO. This is because from its launch in 2006 until its first big update in 2016, it lacked many basic SEO functionalities like adding alt text and being able to change URL structures.

However, that is no longer the case. You can now do virtually every on-page SEO task using the Wix platform. It even hired expert SEOs, such as Mordy Oberstein and Crystal Carter, who have pushed for more SEO features and better communication.

Back in 2019, we ran a study comparing Wix SEO to WordPress SEO analyzing over 6.4M websites. We found that, on average, far more WordPress websites get organic traffic than Wix websites. 

WordPress vs. Wix organic traffic

However, we believe that this is due to the website owners, not the platforms themselves. On average, Wix website owners are less tech-savvy (and less educated on SEO) than WordPress users, simply because of the extra learning curve that comes with using WordPress.

Editor’s Note

The study and its methodology weren’t great. Given that there are so many variables involved, we didn’t see a way to rerun it properly. We decided to replace the study with this guide, providing more value to readers and being more fair to Wix.

That said, we had the Wix’s SEO team provide feedback on this article as part of the editing process to ensure accuracy and increase objectivity.

Michal Pecánek

Let’s also see what Googlers have to say about Wix.

Here’s a quote by John Mueller, Google’s senior search analyst, on the topic of Wix SEO:

Wix is fine for SEO. A few years back it was pretty bad in terms of SEO, but they’ve made fantastic progress, and are now a fine platform for businesses. The reputation from back then lingers on, but don’t be swayed by it.

What they’ve done in recent years is really good stuff, including making it trivial to have a really fast site (as you see in the Lighthouse scores — admittedly, speed is only a tiny part of SEO).

If Wix works for them, and they don’t need more, there’s no reason to switch.

John Mueller

So overall, Wix has the majority of features most website users would need to manage SEO. But there’s more to the story…

While Wix has no major SEO issues, it does have three minor issues that may stop you from wanting to use it if you’re serious about search:

  1. Website builders will typically load slower than custom code – Wix inevitably has code bloat from features you will never use. This is true even if you use WordPress and install a theme builder like Elementor or Thrive Architect, so this isn’t exclusive to Wix. That said, it’s only a minor issue, and it already has great Core Web Vitals compared to other CMS types.
  2. Less-than-ideal multilingual support – If you plan on publishing your blog posts in multiple languages, you may want to skip Wix. For example, you don’t have full control over the URLs for different language versions of your site. However, some of these aspects are in its feature requests and may be available soon.
  3. Limited advanced SEO control – Wix lacks some advanced SEO features. For example, it’s difficult to edit the auto-generated sitemap. Additionally, Wix generates cryptic file names for images (e.g., 09a0ab7~mv2.jpg/), which is not good for ranking on Google Images. 

Ultimately, Wix’s SEO features will work for most website owners out there. 

If you are a business owner who wants to focus more time on running your business and less time on learning how to build the perfect website with the best features, Wix is an excellent choice.

To help you decide if Wix is right for you, we made this helpful table of who should and shouldn’t use Wix to build their website:

Type of website Is Wix a great solution? Explanation
Personal website Yes Wix provides all you need for small websites.
Local business Yes Wix provides all you need to create a quick and easy local business website and rank in local search results.
Affiliate website Maybe Wix can handle your needs for affiliate marketing and SEO well. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Content website Maybe Wix can handle your needs for content used to show display ads. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Services website Maybe If you offer a service such as SaaS, banking, etc., then Wix may be a good choice depending on the specific features needed. You’ll have to do your own research.
E-commerce website Maybe There’s no perfect out-of-the-box CMS for this. The most common choices are Shopify or WooCommerce, but Wix is a solid option for e-commerce SMBs too. It can handle even some of the more complex e-commerce SEO stuff.

I personally would never build a website on Wix over WordPress for myself. That’s because WordPress has more features and customizability. And even though it comes with a much steeper learning curve, that is something I’ve overcome. (I’ve been building WordPress websites for over a decade.)

That said, I built my dad a website for his remodeling business using Wix. I did this because it’s much easier for him to go in and edit things himself than it is with WordPress. And he’s able to rank for local keywords just fine on the Wix platform. The website is fairly new, and I will come back in a few months to update this page with the progress of his rankings.

One last thing to keep in mind is that switching your content management system (CMS) can be a massive pain. So whichever tool you choose, be ready to stick to it for a long time.

Five tips to make your Wix website SEO-friendly

Deciding to stick with Wix? Here are five Wix-specific tips to help you make sure your website is search-optimized:

1. Complete the Wix SEO Setup Checklist

Wix has a really easy-to-use SEO Setup Checklist built in its platform. To use it, navigate to the Marketing & SEO page, then click Get Found on Google.

Wix SEO Setup Checklist

From there, you’ll be asked a few questions to get started, such as your business name and the top three to five keywords you want your website to rank for. If you’re not sure which keywords to target, I highly recommend reading our guide to keyword research.

Once you answer the questions, you’ll see a screen with steps you can take to optimize your website for search engines, starting with your homepage.

Wix's steps to optimize site for search engines

SEO Setup Checklist will guide you through the process of updating your pages’ meta tags, making your website mobile-friendly, and more.

Go through each of these steps, and you’ll be well on your way to a search-optimized website.

2. Set up Google Search Console and Analytics

You’ll notice one of the steps is to connect your site to Google Search Console (GSC). This is Google’s suite of tools designed for website owners like you to more easily monitor your search rankings and find issues preventing your pages from being indexed by Googlebot

Performance report, via GSC

You can set up GSC with the click of a button using the SEO Setup Checklist. If you want to learn more, check out our complete guide to Google Search Console.

Wix SEO Wiz connecting Google Search Console

Once GSC is set up, you can connect Google Analytics (GA) to your website to get more insights into where your traffic is coming from and which pages your visitors are going to.

To connect GA, navigate to the Marketing Integrations tab under Marketing & SEO. It’s the first box that appears—click Connect.

Wix marketing integration with Google Analytics

Wix will instruct you on how to create a Google Analytics Property ID and connect that ID with your Wix website. If you need more help, we also have a guide on Google Analytics 4.

Once it’s set up and your website starts getting traffic, you’ll be able to see traffic and webpage reports. This can help you identify which pages may need improvements or how many conversions you get from organic traffic.

Google Analytics traffic report

That’s it—you’re done with step #2.

3. Create search-optimized content

If your website just has the basic homepage, as well as “about” and “contact” pages, chances are you won’t be able to rank well for much (if anything).

A crucial step in SEO is creating content that can be crawled and indexed by Googlebot. That means creating service pages if you’re a local business and possibly also creating blog content targeting relevant keywords to your industry.

Rather than making this whole article about content, I will leave you with a resource. Go check out our guide to SEO content to learn more.

4. Add internal links

Backlinks—links from another website pointing to your website—are one of the most important ranking factors in Google’s algorithm. However, they can be difficult to obtain.

Internal links from one page on your site to another on your site are almost as important as backlinks. But they are much easier to add. You just highlight some text and add the link in.

If you have pages on your website that you want to rank better, simply add more internal links to that page and you’re already on the path to higher rankings. Obviously, just adding some internal links won’t suddenly make you rank #1 for a keyword. But it’s an important—and often overlooked—step on the road to better rankings. 

To add an internal link with Wix, simply highlight the text you want to add a link to, click the “chain link” icon, then choose the page you want the link to point to.

Wix internal link settings

Check out our internal linking guide to learn more about this important SEO task.

5. Schedule regular SEO audits

Once your Wix website is set up and optimized, it’s important to schedule regular SEO audits to keep tabs on your rankings and make sure nothing gets broken.

While you can do this manually, it is time consuming and easy to overlook something. 

For example, you may not realize one of your pages broke and is now a 404 page, or that a certain blog post isn’t showing up in your sitemap, or that you’re missing metadata on a certain page… the list goes on.

Instead, you can use Ahrefs Webmaster Tools to automatically run weekly or monthly audits of your website. This free tool will give you a health score from 0 to 100 on how “healthy” your website is from an SEO perspective.

Health Score overview, via Ahrefs' Site Audit

You can then see specific tasks you need to do in order to fix these issues on your site. Go to the All issues report and check the issues we found while crawling your website.

All issues report, via Ahrefs' Site Audit

You can click the error and see exactly what it means and how to fix it.

Issue details, via Ahrefs' Site Audit

From there, you can click “View affected URLs” and go to those pages to fix the issues. Easy peasy.

Final thoughts

Overall, Wix is a perfectly capable website builder for SEO. While it isn’t as advanced and capable as more complex CMSs like WordPress, it’s plenty good for people who just want to build a website and don’t have the time for or interest in a giant learning curve.

I still use Wix for certain client sites and to build sites for friends and family who want a website where they can still make small edits themselves. It’s my favorite website builder compared to other tools like Squarespace or WordPress.com (not to be confused with WordPress.org, which I use all the time).

One more benefit to using a website builder like Wix is that it’s a complete solution and takes care of the hosting and security. In fact, John doesn’t recommend self-hosting your websites. 

That said, if you want more advanced features and to dive deeper in SEO, I suggest learning WordPress.

Ready to keep learning? Here are some other helpful guides:



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Top YouTube Videos, Shorts, And Ads of 2022

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Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

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