SEO, also known asSEO, or search engine optimization, is the most reliable and efficientmarketing channel that is at everyone's at their fingertips. As recent as the year 2019, according to Merkle's latest Digital Media report, SEO generated 22 % of the total site visits.
Contrary to what manypeople have heard, SEO is not death which is why, as we could observe from theprevious paragraph, the fact is that it's growing. SEO will be around for a while; however, this doesn't mean that the SEO you are familiar with SEO now will be the same SEO you'll encounter over the next couple of years. This is why it's important to stay current and understand exactly what Google will throw towards you after 2021. Therefore, if you are looking to increase visitors to your website, Don't overlook these SEO trends that will be top of mind in 2021.
- SEO TRENDS IN 2021
- Conversion and search intent
- Experience on-page and the core web essentials
- Adapt quickly
- Content depth
- Internal link
- Local search
One of the mosteffective SEO leaders I've worked with ever preached an easy yet profoundphrase regarding SEO: "What's good for the user is good for SEO (and Google)."
This was the case 10years ago and is the same even today. Google strives to provide the users (orsearchers) with the most enjoyable experience possible. So when Google connects a user to your website via their search pages (SERP), they want the user to be happy. If they're satisfied then, they will bring that person again for more Google when they need to look for something.
Lily Ray, SEO Directorat Path Interactive, summed up the entire concept when she spoke to SearchEngine Journal: "Above all, a great SEO strategy should start by putting yourself in the user's shoes and asking yourself if the content is truly valuable, the brand is trustworthy, and the website is easy to use."
Search Intent andConversion
If your SEO or contentteams are preparing to create new work, they'll need to be checking out theresults of the search engine (SERP). Before looking into SEMRush, Google Search Console (GSC), or any other SEO tool, check the SERP. The SERP informs you of what Google believes to be the best results that meet the intent of the user. Google will tell you what type of content you should develop when you are pursuing that question or other related terms. If you don't know how to create content that matches this intention, then you're definitely falling in the wrong direction.
Marie Haynes, CEO ofMarie Haynes Consulting Inc., is in agreement. "Google will get evenbetter at recognizing when a searcher is looking for expert advice and will rank those posts above articles written by content writers who are lacking E-A-T," she said to Search Engine Journal. "The SEO pros who will be successful in 2021 will be those who can truly understand how to meet a searchers' needs."
In meeting theseneeds, You'll see more conversions when your user is ready. The purpose of SEOis to not just gain more organic traffic but also to generate more leads for your company. The value of a website is in when it has the potential to earn millions of visits without revenue. So, when a visitor is directed to an unrelated page in the funnel, it is essential to create a funnel that is as simple for them to get through the final hurdle by making sure that your funnel is easy and user-friendly. If a person conducts an info-related search and ends up in an article, you shouldn't over-excite the funnel because they're probably not ready, and you'll lose them forever. Once you've identified the purpose of the user by the type of page, you can use the information to guide the person to the appropriate page of your funnel.
Page Experience and CoreWeb Vitals
In the year 2000,Google announced that page experience and Core Web Vitals would be rankingsfactors in Google's algorithm starting in May 2021. If you're not familiar with these concepts, a great spot to start is the Google Search Central Blog. In a nutshell, Google will officially use page speed as an important ranking factor.
If you talk to anyexperienced SEO, they'll affirm that site speed is an element of ranking. It'salso an indirect factor due to the knowledge that when you have poor performance on your site, users will leave and return to Google. Google calls this "pogo-sticking," and that is a huge negative for your SEO ranking.
The Core Web Vitals, areport that is available within GSC, your GSC Account, will concentrate onthree metrics that are important to you:
Largest Contentful Painting (LCP)
- : Measures the speed at which a webpage's primary content loads. It must load in less than 2.5 seconds.
First Input Delay (FID)
- : Measures speed with the speed at which users are able to interact with a website when they land on it. This must happen at a speed of 100 milliseconds.
Cumulative Layout Shift (CLS)
- : Measures the frequency with which users experience sudden layout shifts. CLS is required to be lower than 0.1.
Its Google's JohnMueller, one of the most prominent SEOs employed by Google, recently said thatall the three Core Web Vitals benchmarks must be satisfied to be eligible for the boost in ranking signals. Mueller then went on to add that Google could even include badges in its SERPs for websites that are faster. If you typed in Google and you were deciding between two listings that are identical, would you not click the one with the speed badge?
If you're still not checkingGSC and check out how your Web Vitals are viewed, particularly on mobiledevices. If your site has any kinds that are red or yellow categories, notify your dev and product teams immediately and make it a priority on the SEO list. Google has given SEOs almost one year to work on the speed of your website. If a company is keeping a large number of SEO modifications close to the chest, this announcement could be a sign of a significant change.
While you are focusingon the SERP, take note of what's changed. There are no longer three paid linksand ten blue links that have a URL with a title tag, meta description. Google has been conducting A/B testing every day. If you sign up for the Search Engine Roundtable's newsletter and its creator Barry Schwartz, you won't lose a beat.
If you do noticeGoogle altering their SERP, you need to adjust swiftly if you wish to keepahead of the rivals. Featured snippets are somewhat new in Google, yet they're already observing if adding an additionally featured snippet or the addition of contextual links inside the featured snippets increases the amount of engagement. It is essential to take advantage of that data to modify your design and content strategies. In the event that Google does it this way, then you should too on your website.
Additionally, Googleis investing more and more in structured data. Structured data help Google notjust understand the meaning of a webpage but also give you more space in the SERP. At present, Google only rewards specific types that have structured information in the SERP, but the list is rapidly growing. So should you have websites that fall under the categories of Schema.org categories, I suggest including them on your list of priorities.
Google and other usersneed to believe that you are knowledgeable about what you're talking about. Inthe end, EAT -- or Expertise, Authority, and Trustworthiness -are factors that determine your ranking. Beyond Google, users must realize that you're knowledgeable of all there is to know about your field. If a person is searching for information on Artificial Intelligence, they shouldn't need to navigate through several websites to find the information they require. Take a look at the manner in which Built In presents its own artificial intelligence-related content. Having one page that contains all the available content along with links to other related content is a great layout for a blog that is informative.
Most of the time todemonstrate your knowledge, you require longer-length articles. In actual fact,as per a SEMRush study from 2019, which was updated last month, the long reads (articles with 7,000 and more) are the absolute top in terms of their content's performance, since they bring nearly four times the traffic of articles with a typical size (900-1,200 word count).
A short article is notenough to make it for SEO. Make it clear to your visitors that you are moreknowledgeable about your area than others. Returning customers, Google, and your organic ranking will certainly notice the results.
Internal linking isn'ta feature on a lot of SEO lists of trends since it has been essential to SEOfor a long time. But, simply because it's an old method doesn't mean it doesn't isn't effective anymore. Internal linking is crucial to helping your visitors, as well as Google, discover the pages that you're interested in. While Google may make use of XML sitemaps to discover the URLs of your website (if they're properly set up) but users aren't using them, so they don't must navigate between pages.
If you're dealing witha large amount of information or millions of product pages that have a searchfunction, it can be a challenge. Whatever the case, it is important to have a clear structure that allows users to seamlessly move from one site to another can help users as well as Google to find important, fresh, and fresh content. For this, consider these strategies:
The pillars page, as well as related articles to the subject that are linked to this page.
Navigating with faces:
The filters and facets used by online stores enable shoppers to limit a set of items according to color, style, or any other characteristics.
Linkpacks at the end of your pages that connect to related products.
Within your websites include links to similar content.
AI machine learning,machine learning, and natural processing of language (NLP) have beenincreasing. It's not a secret that it's costly to write large amounts of content and create a report for the CMOs and perform various other important tasks for the business. This is the reason why several (including Google with its BERT update) are turning to automated tools to help get everything completed quicker and more effectively. Indeed 37 percent of businesses and companies are already using AI; according to Data Prot's most recent research report as well as the AI sector is expected to make about $118 billion by 2025.
This is the perfectmoment to investigate and test AI software to help with your content research,keyword writing, report, and everything else you could think of. Be sure to thoroughly test it. GPT-3 One of the most recent developments in AI has demonstrated dangerous biases.
Local SEO hastraditionally assisted traditional retailers in person to bring more customersto their stores. But, the local SEO trend has grown rapidly in recent decades. Recently, Google started showing more local news when searching.
Featured snippets ofcontent and zero-click search results are becoming more frequent each day. Alot of zero-click searches are local ones that display the results in the SERP in what's called"a "local pack." Even in the absence of an office in a physical place, I would highly recommend creating your own Google My Business account and updating it as frequently as you can.
Other methods oftaking advantage of local SEO are:
Make money from local keyword searches.
- Benefit from online business directories.
- Create content around local news, events, and locations that are local Similar to the Built-in Chicago as well as built-in San Francisco.
- It's time to thinkoutside the box when it comes to SEO. One of the main themes throughout thisarticle is changing. SEO isn't dying however it is swiftlychanging. A lot of the strategies that were successful in the past will not perform in the present. In the end, keyword stuffing and content syndicating used to be extremely profitable SEO strategies. Nowadays, however, these old-fashioned strategies will not be effective, but they may result in Google penalties.
- So, it's essential tostay on top of the latest trends and experiment with new strategies. Don't beafraid to explore new waters. But, you shouldn't go all in until you've proved that your experiments are successful.