Alright, chances are that if you're reading this post you are in the Local SEO…
SEO is constantly evolving. In this post, we’re going to cover the most important SEO and content marketing trends you need to be aware of in 2021 for organic growth.
Google’s BERT algorithm
Google is constantly pushing out new algorithms for rankings. One of the latest updates is the BERT algorithm. BERT uses machine learning and natural language processing to better understand searches and what users are actually looking for.
With Google’s BERT update, Google’s algorithm can now interpret the intent of the searcher. In simple words, Now Google can understand things that are conversational. This also means that writing in a more casual tone will affect how Google understands your content.
No matter how detailed or high-quality that long-form content is, if it’s is not user friendly then Google will ignore yours and prefer another article that will help users locate what they are searching for.
It’s a part of the Google search engine that helps filter out the most relevant & useful content to users by understanding search queries and content as humans.
What exactly is user and search intent?
Search intent is exactly what the user is searching for when they type a particular keyword into a Google search. For example if someone is searching for a list of best backpacks, Google wants to make sure that your blog post actually contains a list and not just written information.
You can read about Google’s BERT here.
Original content is key
Google likes original content that hasn’t been posted elsewhere. This means that you do not want to reuse one of your original blog posts for a guest post.
Your content must be authentic, useful, and add value to your own brand voice and language.
In addition to that, the context of the content must be original. Google likes content that hasn’t been covered by other companies in your industry.
The best approach for finding these unique original content is by doing your keyword research especially for long-tail keywords with less competition. Don’t forget to keep search intent in mind when doing so. This will help improve your content marketing results for SEO.
Featured snippets is what appear on top of the search results in a box. Take a look at the example picture below:
One of the main goals when putting together articles for our clients is to help them land their articles within the featured snippets section. This will be a major boost for awareness and can bring in a lot of traffic.
The best approach for landing your content there would be to write posts that answer specific questions directly based on the search intent. This makes blog post topics around a specific question very effective.
The Eat Method is important
Eat (expertise, authoritativeness, and trustworthiness) is an important factor for SEO. EAT is not a direct ranking factor, but Google uses some algorithms that analyze EAT for sites.
This means having a unique branding voice as well as publishing content that show your domain expertise. This allows Google to understand more about what your product/service does and how it can help others that are searching for a relevant solution,
Publishing your business on news media publications, complete well-described (including qualifications & recognitions) author profiles, address, details about founders & C-level, awards, proper contact details, etc. helps you to improve your website EAT.
Improve your content experience
Remember those days when companies would spam pop ups to get you onto their email list? Well truth is that it is not a good practice to do so because it provides a bad content experience.
One of the key factors to having people come back or read other blog posts on your site would be to improve your content experience. While this does not affect SEO rankings directly, a good content experience will result in a lower bounce rate which will then allow Google to trust your website more.
Core Web Vitals
This ties hand to hand with content experience. With Google introducing Core Web Vitals as a ranking factor in 2021, page experience metrics can no longer be ignored.
Incorporating page experience into your SEO will help your website’s performance and rankings and it can also help improve your overall page speed and conversion rates.
Google’s focus on Core Web Vitals shows that they’re starting to measure how annoying sites can be, so give your users a good experience and that will result in Google ranking your page higher.
Page speed load time is also another factor that’s a part of the core web vitals.
Recently we were working with a client who initially did not have their site optimized for mobile viewing. We noticed that all the traffic going to their site was a waste. Most people who visited their site ended up leaving after a few seconds. Diving deep into Google analytics, we were able to identify that 98% of their visitors were coming from mobile devices.
Having a good UX that is designed for mobile will help out a lot.
Google will essentially be ignoring your desktop site. Your mobile site will determine your rankings.
So if you’ve 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.
It’s alright to have a different experience between desktop and mobile, but it’s important to know that Google will no longer be ranking your desktop and mobile experiences differently.
Video helps with SEO
Youtube videos tend to appear within searches nowadays. It is important to include video as apart of your content strategies. We have clients that we help with that turn the articles we write for them into videos. You can also do the same for videos – by creating a blog post for each video in long form content.
Make sure to optimize your video channel name and description. The description shouldn’t just be crammed with keywords but provide a user-friendly overview of what your channel is about.
SEO is only getting more complicated due to the amount of competition out there. The days of simply optimizing keywords and meta titles are long gone. With SEO’s current trends, you have to think about everything from user intent to video SEO. Metrics are constantly changing, and it’s critical to stay on top of your place in the rankings.
If you’re in the market for quality done for you content marketing/SEO, then please contact us and we’ll take good care of you!