Not making people work to find your content or to spend money with you. No forced pop-ups, registrations, etc.\u201d<\/li>\n<\/ul>\nWith Google focusing more on satisfying user intent, Steven van Vessum<\/b>, VP of Community, ContentKing, said it\u2019s more important than ever to focus on learning what a user is looking for.<\/p>\n
\u201cIn terms of the actual answer \u2013 but also their preferred content type (e.g., video, podcasts, or PDF),\u201d van Vessum said. \u201cBecause figuring out queries\u2019 user intent by hand is very time-consuming, keyword research tools that let us quickly do this at scale will overtake those that do not.\u201d<\/p>\n
Alexander Kesler<\/b>, CEO, INFUSEmedia, offers some additional advice on understanding the search intent of your ideal buyer and driving meaningful revenue for your organization.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cAnalyze the search data and on-site journey of any organically acquired leads \u2013 not just the search terms that they used to find your content, but also on-site search and highlighted keywords for all pages that they visited,\u201d Kesler said. \u201cAggregate that data and map it to a content journey.\u201d<\/p>\n
Trend #2: Customer Analytics, Retention & Lifetime Value<\/h2>\n
SEO used to be (mostly) about driving traffic. But SEO has evolved into much more.<\/p>\n
As Miracle Inameti-Archibong<\/b>, Head of SEO, Erudite, noted, in 2021 you will be pushed more and more to make the traffic you have to work harder in order to close the gaps in revenue and demonstrate ROI.<\/p>\n
So, in 2021, data on behavioral analytics will become the hottest commodity.<\/p>\n
\u201cWith Google evolving faster and faster to give instant satisfaction, taking responsibility beyond visits, as well as marrying up UX, conversion, and revenue have become even more important,\u201d Inameti-Archibong said. \u201cKeyword volume will take a back seat and it will be more behavioral analytics \u2013 what your customer is doing, how they are doing it, and how we can get them to do more of it quicker \u2013 and reverse engineering that to the content you produce.\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
John McAlpin<\/b>, SEO Director, Cardinal Digital Marketing, agreed. He pointed out that the COVID-19 pandemic has shown us that keyword research isn\u2019t always helpful when the world is in constant flux.<\/p>\n
\u201cIn order to differentiate ourselves, we\u2019ll see SEO pros dialing back keyword research and elevate first-party user research,\u201d McAlpin said. \u201c This research unlocks hidden opportunities with service offerings and content ideas that keyword research may not tell us.\u201d<\/p>\n
With fewer dollars to go around, businesses will need to focus far more on customer retention and increasing customer lifetime value (LTV) than ever before, said Stephan Bajaio<\/b>, Chief Evangelist and Co-Founder, Conductor.<\/p>\n
\u201cYour post-acquisition content must answer the questions, concerns, and needs your customers are expressing in search and you need to show up for those terms. If not, you will risk others influencing them away from your brand,\u201d Bajaio said. \u201cIt will be about understanding your customer best and providing them with valuable content, or risk losing them to someone who understands them better\u2026 introduced to them by their trusted friend Google.\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
Izzi Smith<\/b>, Technical SEO Analyst, Ryte, expanded on this idea. She encourages companies to provide stronger customer and self-support services online.<\/p>\n
\u201cFirst of all, establish a process with sales and support staff to ensure that you are aware of important and incoming questions or requests that can be resolved with help articles,\u201d Smith said.<\/p>\n
\u201cDig into your Google Search Console keyword data with common question modifiers to find relevant, existing topics that should be catered to. Make sure these are answered concisely and factually and published to a related FAQ topic page,\u201d she added.<\/p>\n
Bottom line, according to Smith: \u201cHelp centers and FAQ sections should be created with UX at the very forefront, and should not be a single, unmaneuverable page of questions.\u201d<\/p>\n
One of the keys to attracting and retaining customers comes down to a single word: value<\/b>.<\/p>\n
That\u2019s why Julia McCoy<\/b>, CEO, Express Writers \/ Educator, Content Hacker, said you should make value a heavy focus in 2021.<\/p>\n
And a big part of that comes from your content.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cit\u2019s easier than ever to lose grasp on the real reason we retain the trust and attention of our audience: by giving them value,\u201d McCoy said. \u201cWe retain interest and build trust with our readers when our content is the most comprehensive, practical, and useful piece they\u2019ve interacted with when searching Google. That kind of content requires focus, time, commitment, investment, to create.\u201d<\/p>\n
Trend #3: Brand SERP Optimization, Knowledge Graphs & Entities<\/h2>\n
In 2021, tracking brand SERPs and knowledge panels will become the norm, according to Jason Barnard<\/b>, The Brand SERP Guy, Kalicube.pro.<\/p>\n
\u201cIn 2021, the reality that entity-based search starts with Google\u2019s confident understanding of who you are, what you offer, <\/b>and what audience you serve<\/b> will gain enormous traction,\u201d Barnard said. \u201cSavvy marketers will truly get to grips with looking at their brand as an entity and start to work in earnest on Google\u2019s understanding of the \u2018who you are\u2019 part of that trio by creating or improving their presence in the Knowledge Graph.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
In fact, Nik Ranger<\/b>, SEO Specialist, thinks we may start to see personalized knowledge graphs starting in 2021.<\/p>\n
\u201cGoogle has access to so much information about you, your search history, emails, social media, and other types of user information that they have the ability and means to scale personalized knowledge graphs,\u201d Ranger said. \u201cQualifying the relationships between the legitimacy of author credentials to content, in addition to the way Google perceives value from content, will be ever more important.\u201d<\/p>\n
What does this all mean for SEO In 2021?<\/p>\n
It means optimizing your brand\u2019s entire digital presence (e.g., your YouTube channel, images) and how Google features them, said Patrick Reinhart<\/b>, VP for Digital Strategies, Conductor.<\/p>\n
\u201cThese days it\u2019s not just about your website, it\u2019s about all of your owned properties and how they interact with one another on the SERP,\u201d Reinhart said. \u201cIf they all come together through various snippets, does it tell a good story about your brand?\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
John Shehata<\/b>, VP, Global Audience Development Strategy, Cond\u00e9 Nast \/ Founder, NewzDash.com, goes further, adding that SEO pros must understand the complex concepts behind topics (entities, subtopics) and natural language processing (NLP) and how entities play a role in Google rankings.<\/p>\n
\u201cForget about TF*IDF, keyword frequency, and start focusing on entities, topics and start utilizing Google Natural Language (and\/or other similar SEO tools that provide NLP analysis),\u201d Shehata said.<\/p>\n
\u201cSearch engines are getting smarter by the day and they have a good understanding of queries to an extent beyond keywords used in such queries,\u201d Shehata added. \u201cDon\u2019t get me wrong, good keyword research is still needed but it comes secondary to understanding the topics\/entities related to the query and the intent behind the query.\u201d<\/p>\n
One place where there are no keywords at play is Google Discover.<\/p>\n
So the only way to optimize for Google Discover visibility is by establishing your entity in the knowledge graph and honing how it is connected within the topic layer, according to Jes Scholz<\/b>, International Digital Director, Ringier,<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cThe first step every SEO pro should take is to track their brand\u2019s result score in the knowledge graph API,\u201d Scholz said. \u201cThen, work on activities outside of having great content to drive their presence in the knowledge graph.<\/p>\n
Some of those activities to focus on in 2021, Scholz said, will include:<\/p>\n
\n- Ensuring a complete and correct organization markup.<\/li>\n
- Establishing a presence in relevant knowledge bases such as Wikidata.<\/li>\n
- Claiming your knowledge panel to use the posts by Google feature.<\/li>\n
- For physical businesses, setting up your Google My Business profile.<\/li>\n<\/ul>\n
Trend #4: Core Web Vitals & Page Experience Optimization<\/h2>\n
With Google introducing Core Web Vitals as a ranking factor in 2021, page experience metrics can no longer be ignored, according to Areej AbuAli<\/b>, SEO Manager, Zoopla.<\/p>\n
\u201cWebsites and businesses need to prioritize for them to ensure they don\u2019t fall behind their competitors,\u201d AbuAli said. \u201cMake the most out of insights provided via tools such as Lighthouse and Crux API. Everything from page speed, mobile-friendliness, rendering, image optimization, and security protocols need to be optimized for.\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
In addition, Rachel Costello<\/b>, Technical SEO Consultant, Builtvisible, said we should be looking at how a page makes a user feel, not just whether the page is accessible and comprehensible to a search engine crawler.<\/p>\n
\u201cThis will involve us taking a user-centric approach with our optimization efforts, including a keen focus on:<\/p>\n
\n- How quickly and smoothly pages load.<\/li>\n
- How soon pages become responsive to user interactions.<\/li>\n
- How easy a website is to use and navigate on mobile devices.<\/li>\n
- The safety and security of a site\u2019s connection as users are browsing through it.<\/li>\n<\/ul>\n
\u201cIncorporating page experience into your SEO workflow will not only help to future-proof your website\u2019s performance and rankings ahead of the upcoming algorithm update, but it can also help to improve UX and conversions now,\u201d Costello said.<\/p>\n
You also need to make sure that Google can access the best content on your site from everywhere \u2013 and make sure your site has a measurably better user interface than your competitors, noted Jess Peck<\/b>, Senior Analytics Consultant, CVS.<\/p>\n
\u201cMeasure, test, and use machine learning to look at your content \u2013 this will give you a huge leg up,\u201d Peck said. \u201cGoogle\u2019s focus on Core Web Vitals shows that they\u2019re starting to measure how annoying sites can be, so give your users a pleasant experience and Google will do the same for you.\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
Trend #5: All SEO Is Mobile SEO<\/h2>\n
Ensuring your content\/website performs well from a mobile perspective should also continue to be a focal point as this is where the majority of searches are being conducted, said Jeff Riddall<\/b>, VP Product and Customer Success, Mintent.<\/p>\n
\u201cWhat type of experience do your users have when accessing your content and trying to find answers on their mobile devices?\u201d he said.<\/p>\n
That\u2019s why Brock Murray<\/b>, Co-founder, seoplus+, said a big SEO focus in 2021 must be mobile device user experience (UX)<\/p>\n
\u201cThe best thing you can do when it comes to mobile UX is to think about the user first,\u201d Murray said. \u201cSimplicity in your design is the key. Also, be sure to personalize the website content and elements based on your user.\u201d<\/p>\n
But there are many more reasons all SEO is now mobile SEO, as explained by Shelly Fagin<\/b>, SEO Director and Founder, Highly Searched, Inc.<\/p>\n
\u201cGoogle will essentially be ignoring your desktop site. Your mobile site will determine your rankings,\u201d Fagin said.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
So if you\u2019ve been focusing on meeting the bare minimum requirements to be considered mobile-first, 2021 is the year to shift your focus to improving that experience for your users.<\/p>\n
\u201cDon\u2019t just settle with getting passing scores and consider it a job well done,\u201d Fagin said. \u201cIt\u2019s time to closely review your pages and make sure they are intuitive for your users, are easy to navigate, and you aren\u2019t hiding valuable content and images on mobile devices.<\/p>\n
\u201cIt\u2019s OK to have a different experience between desktop and mobile, but It\u2019s important to know that Google will no longer be ranking your desktop and mobile experiences differently,\u201d she added. \u201cIf you still have a separate mobile site, now might be the time to reconsider migrating to a mobile responsive site instead.\u201d<\/p>\n
Trend #6: Assess, Adopt & Execute<\/h2>\n
In 2021, prepared to work harder than ever before to assess, adopt, and execute, according to Motoko Hunt<\/b>, President & International Search Marketing Consultant, AJPR.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
While the basic skills and knowledge are still important, your brain needs to be flexible to adapt to the rapid changes.<\/p>\n
\u201cThinking outside the box will be more important than ever. The business opportunities are still out there. If it\u2019s not where you normally look, you just need to find where they went,\u201d Hunt said.<\/p>\n
It will also be important to be proactive in 2021, said Corey Morris<\/b>, Chief Strategy Officer, Voltage.<\/p>\n
\u201cMaybe this is more of a theme or mindset than a trend \u2013 but seeing it as a recognized need and something many are arriving at makes it a trend for me,\u201d Morris said. \u201cNow is the time to get organized, build a plan, develop a process, and get ahead.\u201d<\/p>\n
A shift to more strategic SEO will be critical to stay relevant and stay top of mind for consumers\u2019 attention in 2021, said Andy Betts<\/b>, Search and Digital Advisor & Consultant. He recommends pivoting your approach from a singular focus on just consumer behavior to a dual process that involves understanding the market in which these consumers operate first.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cTake a more strategic and blended approach to understand what\u2019s happening in the market, where demand has shifted historically, and where it is changing in real-time,\u201d Betts said. \u201cTake a consultative approach to understand how economic, sociological, and psychological factors impact search demand and then look at understanding consumer behavior and intent at a granular level. Utilize all tools, platforms, and sources of business intelligence at your disposal.\u201d<\/p>\n
Trend #7: More Automation<\/h2>\n
If we look back at the increasing number of SEO tasks that we are able to automate in 2020 (structured data generation, quality content, etc.), the possibilities for 2021 will be mind-bending, said Hamlet Batista<\/b>, CEO, RankSense<\/p>\n
\u201cExpect the quality and quantity of the AI-generated content to increase dramatically. It will definitely create a bigger challenge for search engines to keep spam out of the index,\u201d Batista said. \u201cHuman-in-the-loop automation to make sure the value is high for search users will be the main focus to avoid penalties and remain competitive.\u201d<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
Jesse McDonald<\/b>, Global SEO Strategist | Optimization Lead, IBM, believes one of the biggest trends in SEO for 2021, especially within in-house roles, is the continued focus on creating more scalable solutions for optimization utilizing automation.<\/p>\n
\u201cOver the last couple of years, more and more of the industry-leading tools that many SEO practitioners use in their day-to-day work have been releasing automated functionalities to roll out site changes. It\u2019s almost like adding another member of the execution portion of the team,\u201d McDonald said.<\/p>\n
\u201cThe implications of this are particularly interesting for in-house roles because it can help implement low-hanging fruit elements without having to justify the importance of the change to move to the top of the sprint schedule,\u201d he added. \u201cThus, freeing up the SEO to focus on additional strategic elements for improving site performance.\u201d<\/p>\n
Trend #8: SERP Layout & Functionality Changes<\/h2>\n
Dave Davies<\/b>, Duke of URL, Beanstalk Internet Marketing, expects to see a big change to the entire way content is viewed and laid out on websites change \u2013 thanks to Google Passage Ranking.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cWhy have a page on a general topic, and sub-pages on specifics, when you can have one long page for it all and know that Google will drive the user where they need to go? Isn\u2019t that the best of both worlds? And they\u2019re doing similar in video.<\/p>\n
Cindy Krum<\/b>, CEO & Founder, MobileMoxie, has been talking about this \u2013 what she refers to as Fraggle optimization \u2013 for a good while now. And she said doing things to help Google identify and rank passages will be a big new SEO trend in 2021.<\/p>\n
\u201cFraggles (or passages) are important because they really improve Google\u2019s ability to find and lift exactly the information that users are looking for,\u201d Krum said. \u201cStrong page and schema structure help with Fraggle\/passage optimization, but it will likely also be important to have text that is easy for natural language processing to evaluate and has a high readability score.\u201d<\/p>\n
Trend #9: Long-Form Content<\/h2>\n
Ron Lieback<\/b>, CEO\/Founder, ContentMender, said one trend to help you outrank your competitors will be consistently publishing longer-form content that appeals to Google\u2019s E-A-T guidelines, as well as emotion.<\/p>\nADVERTISEMENT\n \nCONTINUE READING BELOW\n
\u201cThroughout 2020, I consistently witnessed blogs over 2,000 words dramatically outperform blogs of 1,000 words or less,\u201d Lieback said. \u201cExpect this long-form content trend to continue in 2021, and as more and more websites follow this trend, the length will get larger \u2013 maybe even toward that 2,500-3,000 mark for a blog to rank well over others.\u201d<\/p>\n
Trend #10: SEO Scalability<\/h2>\n
2021 should be your year to build scalability into your SEO if you\u2019re going to get ahead of your competition, according to Mark Traphagen, Vice President of Product Marketing and Training, seoClarity.<\/p>\n
How?<\/p>\n
Traphagen shared these three tips:<\/p>\n
\n- List all the tasks, processes, and workflows you do on a regular basis. Determine which steps in those could be automated or better handled by use of a tool.<\/li>\n
- Set up an alert system that monitors significant changes to things like rankings of your important keywords, flip-flopping URLs ranking for the same keyword (URL cannibalization), page content changes, URL changes, etc.<\/li>\n
- Establish SoPs (Standard Operating Procedures) for any regular tasks you can\u2019t automate so your team isn\u2019t wasting time reinventing how to do them each time they need to be performed.<\/li>\n<\/ul>\n
Source: searchenginejournal<\/a><\/p>\n<\/p>\t\t\n\t\t\t
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It\u2019s time to take our annual look at what\u2019s ahead for SEO professionals in 2021. If you want the TLDR, here it is via Lily Ray, SEO Director, Path Interactive: \u201cAbove all, a great SEO strategy should start by putting yourself in the user\u2019s shoes and asking yourself if the content is truly valuable, the brand […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29],"tags":[],"class_list":["post-76851","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"\n
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