Search Engine Optimization is continually changing, and keeping up with the new changes can be difficult. Around 70% to 80% of consumers just look at organic results and ignore paid listings.
Furthermore, approximately 28% of all searches end in a purchase.
To achieve top-ranking SEO results, several factors must be considered, including traffic, backlinks, and social shares, to name a couple.
Our guide will provide you with information on some of the most critical trends in 2021, helping you plan your SEO strategy accordingly and build your brand. As previously mentioned, you must continue to change your SEO strategy in compliance with Google’s algorithm to rank higher or merely retain your rankings.
The below are the most crucial SEO trends to implement in 2021:
1. Google’s Core Web Vitals
Google unveiled three new criteria for assessing user engagement in May 2020, dubbed Core Web Vitals: loading, interactivity, and visual stability.
All three measurements are mainly concerned with one thing: page speed: how quickly the page loads, how quickly it becomes interactive, and how secure it is when loading.
In May 2021, Core Web Vitals is one of Google’s rating criteria, which means you have to pay attention to them if you want to score on the first list. If two sites have similarly appropriate content, user interface analytics can aid search engine bots in determining which one should be ranked higher.
2. BERT searches for intent matches.
Google’s BERT algorithm used machine learning (ML) and natural language processing (NLP) to interpret better searches and what users are searching online. It operates in over 70 languages and with almost every Google English question.
The Google search engine bots have become even more “conversational” due to Google’s BERT upgrade, and Google’s algorithm will now read the searcher’s purpose. To put it another way, Google now understands the human brain.
This also ensures that websites with content-intent mismatches will suffer as a result of this. No matter how informative or high-quality the long-form content is, if it doesn’t serve user intent, BERT will disregard it in favor of another piece of content that does.
It’s important to remember that the Google BERT penalty is not algorithmic. It’s a feature of the Google search engine that lets users find the most important and helpful information by interpreting search queries and content in the same way that humans do.
As a result, it would not de-rank or penalize websites. It would simply give preference to those who provide the best experience to consumers, as Google has always strived to do.
If your content does not have what a customer is searching for, it is not BERT-friendly, and you would not be able to rank for that keyword in the long run. As a result, providing helpful information that meets the user’s purpose may be beneficial.
3. Keyword Research & Analysis
Zero-click searches account for more than half of all searches. More than half of Google searches (approximately 175 billion per month) end without a click. The SERP provides such results that customers can get the answers they need without hitting a result.
With the developments in the SERP with too much rivalry out there, it’s more important than ever to spend time in keyword analysis and identify keywords that will boost traffic and revenue for your business.
How to do it
For your company, find long-tail and focused keywords. To get those keywords, you’ll need some imagination and expertise. (However, the trick is Google Search Console, which is your gold mine for finding specific keywords for your business.)
Recognize the target. Though SEO tools are essential to use, you must first study the SERP for that keyword before deciding. In a recent experiment, a low-volume keyword with just 10-20 searches per month can still produce thousands of dollars per month if the intent is correct.
That’s why you should take your time with keyword analysis and look for keywords that can rank quickly and produce sales for you.
4. Original Content
Authentic content is vital for companies in more ways than just branding since great content is crucial for SEO and rating. Simply put, this is original material that has not been released elsewhere.
Will you buy a shirt in the same color and style as the one you have now? No way! The same thing occurs in this case. On Google, there are thousands of pages with material on the same subjects.
Why will Google rate a piece of content somewhat close to existing content already ranked on the web higher than the original piece? Why does anyone bother looking beyond the top-ranked results?
As a result, the content must be genuine, helpful, and valuable, and it must be written in your brand voice.
Case studies, consumer testimonials, business successes, and other original content sources are all excellent options. Not only will this produce genuine content that Google enjoys, but it will also build you as a trustworthy brand in Google’s and your audience’s eyes.
5. Voice Search
According to Google, voice search is used by 27 percent of the world’s population on their cell phones. Furthermore, more than half of mobile users will be using voice search technologies.
Here’s the thing: the majority of voice search requests are long-tail and very detailed. When using voice search, users are looking for unique answers to their questions.
And these people are in the consideration stage of the funnel, which means they’re more likely to convert than the others.
Since voice search optimization is already increasing in popularity as more people opt for it, it is crucial in 2021. As a result, this could be a requirement in terms of SEO.
6. Artificial intelligence
AI is transforming the SEO and marketing industry, just as it is changing the rest of the world. The personalization that AI offers is the explanation for this effect. And here’s a fact: Google uses artificial intelligence to provide searchers with the answers they need.
But how can AI assist you with your SEO efforts?
Understanding the search engine algorithms that are used to rate web pages takes years. It takes a long time to figure out what’s going on and then create plans to address it.
Though SEO professionals assist with specific tactics, AI and machine learning can be game-changing. In terms of decoding algorithms and devising advantageous methods, it will be much more effective and powerful.
Several firms provide AI-based applications to assist businesses with their SEO activities. Such platforms could become a significant trend in the industry in the coming years.
7. Video Marketing
With over 1 billion users, YouTube is the second most popular search engine after Google. So, even if you don’t like videos, now is the time to start.
But how do you make your video content search engine friendly? Begin by improving the name and description of your video channel. Though you shouldn’t stuff the summary with keywords, it should provide a clear picture of what your channel is for.
You may use YouTube’s autocomplete tool, for example, if you’re optimizing your videos for YouTube. Start typing the subject of your video, and a list of recommendations will appear in the search area.
The keywords suggested are similar keywords that you can use to optimize the video for the right audience.
8. Featured Snippets
Position Zero, or featured snippets, appear at the top of the SERP in a rectangular box.
These snippets are helpful not just to searchers but also to websites. However, you won’t be allowed to choose the content that appears in the Featured Snippet for any particular search; that’s up to the Google algorithm bots.
It’s unclear how to get the website included in the Featured Snippet. Marketers and SEO specialists use a few tactics that could be beneficial.
For example, to appear in the featured results, you must respond to a particular question, and responding in bullet points (well-structured content) is preferable.
Influencers are people who have millions of fans, and if you can get your company in front of them, they could become your clients.
These influencers win the loyalty of your future audience, and if they come forward to promote the company, the ROI will be immense. As a result, 89 percent of advertisers agree that influencer marketing has a return on investment equal to or higher than other marketing strategies.
However, when selecting influencers to complement your SEO approach, you must be very specific. Not every influencer would be beneficial to your business. You must choose those that have the appropriate audience—the audience you want to reach.
But what impact does influencer marketing have on SEO?
Backlinks play an essential role in search engine optimization. However, not all types of backlinks are successful. You’ll need high-quality backlinks to succeed.
That’s where influencers can come in handy. You boost the odds of having natural, high-quality backlinks for your website, whether you have an influencer or influencers by your side.
Influencers are aware of their audience’s preferences because it resonates with them when they make content for the brand.
Viral content has a special place in the hearts of search engines. When an influencer posts a post with all of the share-worthy characteristics, the posting is viewed by many users, causing search engines to rate the listed web page higher in the SERPs.
When it comes to rankings, Google recommends high-quality content. But, does “quality” by itself is enough? The EAT falls into play here: expertise, authoritativeness, and trustworthiness.
The future of SEO is brands. The focus of SEO is moving from keywords to branding and authority. The higher and more often your brand ranks on Google, the more famous and credible it is.
As a result, you should work hard to build your brand’s image. Make it a top priority of your SEO plan for 2021. Additionally, raise brand awareness to boost brand search queries. Brand queries are a little-known ranking factor that can help you climb the Google rankings and build yourself as a trustworthy brand.
Until the end of 2021, the marketing staff needs to get a firm grasp of all of the tactics we’ve explored so far. Others are more important than others, but there is no space for mistakes or shortcuts in the competition.
Make it your duty as a brand to stay up to date with any trend on the market to have the best potential benefit. Keep in mind that Google prioritizes providing the best content to the customers.
So, while it’s crucial to have search-engine-optimized content, the human factor will help you get ahead of the competition. Concentrate on people, and let SEO assist you in achieving this aim.
Alex is a content writer at Moosend. He took a leap of faith and transitioned from his professional architectural background into the world of digital marketing—and he’s never looked back. In his free time, Alex loves to explore new places around the world.
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