As your business moves into 2021, there are some changes in Search Engine Optimization (SEO) to consider as you approach your strategies for next year. In many ways, the SEO landscape will remain familiar, but like all other aspects of digital marketing, it is constantly changing. If you can stay abreast of current and upcoming trends and implement them into your strategies, you will be able to maintain your competitive edge and effectively attract your audience.
To help you move your SEO campaigns forward through 2021, here are some of the biggest trends to consider.
1. SEO is more than keywords
In the early days of SEO, including a certain number of keywords in content was enough to rank well in search engines, but those days are long gone. While keywords aren’t entirely obsolete, your primary focus should be on building value for your audience. Google rewards websites with high rankings if people like their content.
If you want your website to rank, you need to produce high quality content and make sure it’s accessible. Your website should also provide users with the best browsing experience, from attractive web design to easy navigation. If the search engines see that people are spending time on your website and it promotes an overall pleasant user experience, you are much more likely to rank well.
Top Google Web Features Make Optimization For UX A Must
One of the specific changes that make user experience necessary for good SEO is the introduction of Google Core Web Vitals. If you are not familiar with this development, Core Web Vitals will provide users with more insight into user experience through page experience metrics.
Using Core Web Vitals and some analytics tools, you can optimize every aspect of your website’s page experience, including mobile responsiveness, image optimization, security, and loading speed. As a result, you will be able to use technical SEO not only to improve optimization for Google, but also for users.
3. Topical Authority Can Help You Stay On Top
One of the best ways to rank well for your industry keywords is to focus on a certain topic of your content. The more blog posts and other onsite content you write around a specific topic, the more authority you build around it. As you add more content, there are naturally many search queries that your audience is likely to search for on Google. At the same time, you will be able to gain the trust of your audience as an industry leader who offers a lot of value.
If you’re looking for an effective strategy to help you cover a specific topic in depth, consider developing pillar articles. A pillar article is a long piece of content that deals at length with a particular topic. Pillar posts can be thousands of words long and answer any question your audience might have. When creating a pillar article, there are many subtopics that you can cover that fall under this main topic. From there, you can build on those subtopics by creating separate blog posts for each subtopic. You can then create a good interconnect strategy by linking back to your pillar post in these supportive blog posts. In turn, link to the sub-topic articles in the sections of your main pillar.
If the audience likes your content and lingers on these pages, it can tell Google that your website is worth ranking for the many naturally included keywords.
4. Backlinking is still vital
Over the years, backlinking has become one of the main ranking factors. If other authoritative and reputable websites link to yours, Google is likely to look down on you and rank your website accordingly.
Develop an effective outreach strategy to get good backlinks. You can try email correspondence and connect with webmasters to ask if they would be willing to include a link to your website, submit guest posts to industry relevant online magazines and blogs. , share your content on social media profiles, and submit legitimate comments on articles or other content that you enjoy with a link to your own content. You can even answer questions on sites like Quora, linking back to your website while establishing yourself as a useful industry authority.
Remember, Google loves both quantity and quality when it comes to backlinks, so try to maintain a balance between the two and avoid black hat techniques like spam comments.
5. Mobile optimization is more necessary than ever
More and more people are using mobile devices to do everything from Google searches to shopping on various e-commerce platforms. Your website should always be mobile ready if you want to improve your SEO.
Design your websites around mobile devices and test them out for yourself on a range of devices before launching any initial designs or redesigns. Maintain a level of simplicity and accessibility that makes it easy for mobile users to navigate your website and, if they are using an e-commerce site, purchase your products online.
6. Businesses need to optimize voice search
Along with the increased use of mobile devices, there is the growing use of voice assistants, including Amazon Echo and Google Home. Smart speakers like these, along with mobile voice search assistants like Siri, make it even easier for users to find what they’re looking for without text.
To make voice search easier, think about how people can search for certain topics or products through voice queries, which often differ from what people can type in search engines. As you develop your content, you can write questions and answers to optimize both voice requests and the content that Alexa and other assistants would review, ensuring readability and conversation.
7. Google likes long-lasting content
Previously, it was possible to rank well with keyword-stuffed pages of around 300 words, which is the type of content that many companies produced. However, Google now prefers to see long-lasting, valuable, rich and fresh content while encouraging people to read it all the way.
Abbreviated content is always valuable, but when writing blog posts, service pages, or any other content, don’t be afraid to write up to 2,000 words or more. This goes hand in hand with building a global news authority, but including long-lasting content that people find useful can also make people stay on your website longer, which leads to higher rankings on Google. In short, the more valuable your content, the better your ranking will be in the long run. In addition to textual content, this also applies to video content. Valuable webinars, live lectures, and other long-running video content can attract large viewers and improve rankings.
Good, long-lasting content can also encourage people to share it, thereby supporting your backlink campaigns.
8. Automation makes it easier for marketers and customers
With so many automation tools available today, you have to use them if you want to stay competitive. The gradual improvement in artificial intelligence (AI) is the source of many automation tools that you can add to your toolbox, improving user experience and communication with customers, among other aspects of business. online.
Using the right tools, you can automate email correspondence with prospects, make personalized product recommendations to existing customers, or even create personalized content that consumers will love. You can also use AI in chatbots to effectively communicate with visitors and answer basic questions. These chatbots can even schedule and help manage appointments or consultations in place of a secretary.
More automation means less wasted time on your end, as you’ll free up your teams to grow your business and handle the influx of new clients or customers.
9. Scalable SEO can keep you more competitive
One of the keys to improving the SEO performance of your website is to maintain scalability. You can ensure that your SEO is scalable by keeping track of all the tasks you need to complete, from developing content to fixing technical issues on existing pages.
You can also make sure that a system is in place to alert you to any issues, whether there is a change in content, rating, or other things that warrant your attention.
Also, make sure your teams know exactly how to approach each task to maintain efficiency. Creating a resource for employees can help keep everyone on the same page when it comes to methods of operation, thus helping to keep your teams together.
10. A successful adaptation will help you stay afloat
In general, the ability to adapt to ongoing changes in SEO will keep you performing at peak performance. As your business grows and you implement new SEO strategies in 2021 and beyond, try to stay on top of industry updates and stay tuned for certain developments you may need to integrate.
If you can stay insightful and apply the necessary changes as they develop, you will consistently stay ahead of the competition and maintain your visibility in search engines. In many cases, it can be beneficial to outsource your SEO if necessary, which can save you from falling behind while still maintaining scalability.
Keeping all of these trends in mind can help your business thrive with good SEO throughout 2021.
We can help you build a solid SEO strategy that includes high quality content, user-friendly web design, and flexibility, you can successfully attract new audiences and ultimately drive more sales. Contact us today to get started!