Search engine metrics change every year. They get better. From simply being tools for users to find what they want, to becoming the biggest forces of marketing and customer experience, search engines have come a long way. To leverage the search engine and big changes, you need to know the top SEO trends. SEO trends also change according to a better understanding of user behaviour. You can use these trends for best SERPs and increase revenue through higher, relevant traffic to your website. So, here are the 10 important 20210 SEO trends:
1. Optimization Focused on the User
Google regularly has updates. The last one was in 2019 called BERT. So, after every update, SEOs get to work to adapt to the changes. But rather than doing this every time, SEOs should focus on clean architecture and content delivery. Today, there are many places where users can get their information. SEOs need to have a strategy in place for reaching customers through new access points.
The update also showcased one of the most important changes in Google’s strategy for content search. It is now showing importance to intent over keywords. Keywords show us what a customer is searching, whereas intent is all about knowing why a customer is
searching something particular. Keywords are going to get phased out. Natural language processing & deep learning are making strong headway into technology, so intent will get precedence on keywords.
2. Best Content Wins
The days of stuffing keywords to get hits are over. SEOs have to focus on pushing content that is relevant and high in quality. Google’s quality check is still developing, and there might be one or two pages that are not of the highest quality, but soon there will be a day where only quality content will be found on the first page. So, you need to completely forget about keyword stuffing, rewording, and article spinning.
Long-tail keywords that are grammatically correct will also get renewed importance. Focus on them. Another place that needs focus is titles. Since keywords are out, titles will get importance. This is also a good opportunity to keep the user engaged by knowing what your user needs next and providing access to that content.
3. E-A-T (Expertise, Authoritativeness, and Trustworthiness)
The internet may allow anyone to publish content, but Google is watching. To tackle the menace of fake news, irresponsible content, and wrong facts, there’s going to be more importance given to E.A.T. Google is working towards checking news sources. Your website’s reputation is going to be taken into account while giving you a ranking.
Another important trend here is people who write and the content and the people who publish the content are also going to be under scrutiny. So, you have to devise ways to get author credentials and other relevant, verifiable information on your website to get to rank higher on E.A.T.
4. UX & Technical Soundness
Right from the moment a user clicks on your link to the time they hit that close button; you have to focus on giving the user the best experience. You have to work on your website’s UX to give you users what they want while creating a positive experience. A simple way to improve UX would be to improve upon your technical SEO.
Improve your website’s technical SEO through Google’s point-of-view. There are many websites and experts online that will guide you on the best practices. Also, pay close attention to your website’s and individual page’s loading speed. This is an important factor being considered by search engines.
5. Mobile SEO
The smartphone has emerged as the fastest-growing mobile device that connects us to the internet, mainly because of the convenience factor. More and more people are also looking at websites from their phones. So, when you develop your website, develop it for mobile-first, and then make it compatible with the computer.
Mobile needs to be an important part of SEO strategy, especially mobile SERPs. Know what people are searching for on their phones, and how you can reach out to the right people. Mobile SEO will be a real game-changer, and will get to your content to the right users.
6. Structured Data
Google algorithms are still catching up to the judging quality, but SEOs can do a lot to help the algorithms for now. Structured data is the best way to help search engines understand the content on your page, how they are related to each other, and other pages of the website. Properly structuring data is actually a long-term solution that will also help you be found through other mediums of search, chatbots, AI assistants, etc. Structured data also eases online marketing activities. So, trends are not, you should be structuring the data on your website.
7. Optimization for Google Knowledge Graph & Entity
The entities on your website should be optimised to appear in Google Knowledge Graph’s Knowledge Panels. This activity has to be aimed at users as well as crawlers. Your entities need to be tied to your critical content. This way, there’s a good chance Google will recognise this content and the entity will appear in the knowledge panel. Your website is going high, relevant traffic.
One of the best examples of the importance of entities is local SEO. Despite not having a website, local businesses rank through local SEO. The key here is entity. You can tap into this strategy to rank on the search page.
Programming has long been ignored by most SEOs, but they don’t understand that programming can help focus on better marketing and branding. Through programming languages like R and Python, SEOs can automate a lot of their tasks, and have free time to focus on time-consuming SEO activities. These languages are the main language used in machine learning and data science. Therefore, knowing these
languages will also increase your horizons, and help you be a better SEO.
9. Plan for Zero Click Searches
Marketing on the search engine page is just as important as marketing on your website. The snippet you see on the SERP, you can use it to optimise your website along with other things like favicon, which will help in mobile search. You can also do image targeting, use new schemas and optimise for Knowledge Graph. In the future, you will be competing for clicks with news, events, and even map packs. So, you have to strategize for them as well. Just imagine if your snippet gets featured on the search page, or if not, it is featured under ‘People Also Ask for This’. You will be getting quite a few clicks.
10. Link Building for Branding
So far, link building has always been about numbers. The main target was to get higher on the search engine page. But now, you need to move away from this strategy, or rather, add another focal point. You have to build links with branding and marketing point-of-view. You need to have a customer-first approach with due importance given to journalistic writing.
When customers know and trust a brand and know about the quality of their content, they will happily share and recommend you and your content, and try out your product and services. Once you have gained a customer’s trust, it is only a matter of time you get their business.
Make use of these top trends for 2021 to rank your website. These trends are also going to become the best practises so you are going to see the long-term benefits of using the advice given above.