Top SEO Trends Every Marketer Needs to Know in 2021 Keeping up with change is never easy; as soon as you get used to doing something one way, another update, another technology, or another trend begins and you need to adapt. SEO is one of those things that is continuously changing, thanks to new technology, smarter algorithms, and shifting consumer preferences. To keep your marketing strategy on-target and on-point, you need to be on-top of emerging trends.
User Experience Will Be Crucial to Your SEO UX was already a vital aspect of any good marketing strategy; after all, what is the point of driving traffic to your website with a great SEO strategy if you can’t get people to take the desired action once they get there? However with new user-centric search metrics coming to Google early in 2021, UX will be doubly important. Google’s Core Web Vitals will factor in a number of UX signals, including a website’s speed, navigation, and its ability to run across multiple devices (mobile and desktop).
What You Are Saying Will Matter More Than How You Are Saying It Flooding the internet with keyword crammed content will no longer earn you the ranking results you are looking for. Many search engines had already begun to filter quality from repetitive keyword content, but Google’s BERT update has taken it a step further, with the ability to decipher user intent. Content should be written for the user, not to satisfy a search algorithm, with a focus on providing meaningful answers to potential search queries. To that effect, content should focus on answering one of four basic search needs:
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Information
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Transaction (looking to make purchase)
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Navigation (connecting a user with a site they are looking for)
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Shop and compare (products or services)
Semantically Related Keywords Continuing with the idea that providing useful content that fulfils a user’s need will be vital in ranking on SERPS, but doing so with natural language will be equally important. With changes that allow search engines to understand context and intent, including semantically related keywords can help improve your rankings. This doesn’t mean using multiple synonyms of your main keyword, but rather including naturally related, but distinct, secondary keywords.
Make Your Business Easier to Find For businesses that operate in one or more specific geographic locations, localized SEO should be a core component for your marketing strategy. Google My Business is making it easier for users to search for and find area specific business, and it’s making it easier for businesses to be found. A complete profile can provide users access to your business’s vital information – location, hours, services, contact info, reviews – on a single page, without the need to visit your website. In addition, GMB allows business to include menus, photos, updates, and FAQs, without having to leave the SERP. The underlying focus with all of the SEO tends in 2021 is in improving user experience and the quality of search results. There is no going backward. Search engines will continue to become more apt at providing users the information they want; the only way to keep up is to ensure your marketing strategy includes SEO that helps to enrich, rather than annoy, your intend audience.
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