Search engine optimization (SEO) is an efficient way to draw users to your online platforms if you use it correctly. SEO is constantly evolving, and keeping up with the latest updates can be challenging. It’s worth the effort, though: 70-80% of users focuses exclusively on organic results and ignores paid listings. Also, about 28% of those searches convert, resulting in a purchase.
High-ranking SEO performance requires attention to many metrics, including traffic, backlinks, and social media, to name just a few. Our guide provides you with insight into some of the most relevant and timely search engine optimization trends to anticipate for 2021, allowing you to prepare your SEO strategy accordingly. Here are the 5 SEO trends to watch out for in 2021:
1. Artificial intelligence will play a bigger role in SEO
The way people communicate with information online is altered by artificial intelligence (AI). Google’s artificial intelligence algorithm is especially noteworthy. Introduced a few years ago, the algorithm, called Rank Brain, plays an important role in Google’s ranking factors for search engine results page (SERP) results.
Greg Corrado, a senior scientist at Google who helped develop Rank Brain, has previously highlighted the tool’s unique ability to learn: “The other signals are all based on discoveries and insights that people have had in retrieving information, but there is no learning. This likely means Rank Brain will only get better over time, making AI one of the top SEO trends to watch.
2. Voice Search Will Affect Search Queries
Thanks to innovations such as the Google Assistant, Apple’s Siri, and Amazon’s Alexa, voice search technology has come a long way. As technology has improved, it has also become more popular.
To optimize for voice search, consider your keywords. Identify longer phrases that people use in everyday conversation. Voice searches tend to work better with longer, more natural-sounding phrases. When people write, they tend to abbreviate. For example, a person might conduct a voice search: “What are the new SEO trends for 2021?” But write the words “new SEO trends for 2021”.
3. Mobile device compatibility will affect search rankings
In 2019, Google implemented mobile device indexing, which means that the search engine primarily looks at the mobile version of a website, considering this to be the “primary” version. Instead of the desktop version. This change makes sense, given that almost 73% of Internet users will access the Internet solely through mobile devices by 2025. Check the effectiveness of your mobile site with Google’s free trial for mobile devices.
To make sure your page is user-friendly, you need to make sure Google can crawl your URLs, so make sure you don’t have a “disallow policy.” Also, keep in mind that Googlebot will not load content that requires user interactions, such as clicking or swiping. It would be best if you made sure that Google can see this so-called lazy-loading content. Lastly, make sure to use the same robots Meta tags on desktop and mobile sites.
4. Content that meets Google’s EAT principle will rank higher
Google has reiterated that content quality is critical to ranking success. But what does “quality” mean to Google? See the EAT principle: experience, authority, and trustworthiness. These factors help determine if a web page has useful quality content. This principle is especially relevant in business niches that fall under the “Your Money, Your Life” (YMYL) label, such as healthcare and finance.
5. Long-form content will help improve SERPs
According to our State of Content Marketing Report, long reads of 3,000+ words get three times more traffic and four times more actions. They also get 3.5 times more backlinks than articles with an average length of 901 to 1200 words. Start focusing on long-form content to achieve a higher search ranking. That being said, your content must maintain quality. The aim is to provide information for users to share that keeps them involved.
How do you do it? First, divide your content into H2 and H3 captioned sections to make it more scannable. Captions are especially important for mobile sites. Second, be sure to link to relevant, authoritative sources with a solid authority score. Finally, make sure that it is easy to share your content. Include obvious sharing links in the title and again at the end so readers can share with a quick click.
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