Search engine optimization (SEO) remains a valuable and consistent marketing channel for businesses, especially in the middle of the COVID-19 pandemic. Since more people are spending time at home, businesses have shifted most of their operations online. In terms of marketing, SEO has become a must-have tool for businesses.
The key to staying on top of your SEO game, however, isn’t just subscribing to more SEO services. It also involves staying up-to-date with the recent trends in optimization. If you’re not aware of current trends, your strategy may fall behind.
To drive more organic traffic to your website, do not ignore the following SEO trends in 2021.
Core Web Vitals as Ranking Factors on Google
In May 2020, Google announced new metrics that measure user experience. Collectively called Core Web Vitals, these metrics are Visual Stability, Loading and Interactivity. All of these metrics are related to page speed: how fast does it load? How stable is the website while loading? How soon does it become interactive?
These Core Web Vitals will join Google’s long list of ranking factors in May 2021, which means you need to pay attention to them to rank first on the search results. For instance, if there are two pages with relevant content on BTS net worth, Google will use user experience metrics to help bots decide which page should receive a higher rank.
Focus on the User and Search Intent
In 2021, the user remains supreme. Although user experience and search intent are not new concepts or trends, it’s important to re-focus on the user’s behavior and intent – especially after 2020 changed the way people buy products and services.
Remember: Google (and other search engines) remain the place-to-be for people with questions or in need of products and services. When you understand the nature of why people search and provide them with the content they need, your business will be noticed by both search engines and users.
What does this mean for your SEO efforts in 2021 ?
Businesses and marketers must transition away from traditional marketing practices that aren’t as valuable as algorithms become stronger. Instead, focus on learning more about the searcher’s intent.
By meeting the needs of the searcher and the search engine, you’ll get more conversions when a user is read. Keep in mind that SEO’s goal isn’t just to get more organic traffic; it focuses on gaining more leads, too. A website has no worth if it can garner plenty of traffic without monetization. So, when a user lands on a lower-funnel page, make it easier for them to cross through the funnel by simplifying their search experience.
If a user conducts an informational search and lands on your article, avoid pushing the customer down the funnel. They may not be ready. Instead, use your knowledge about their intent to create a strategy customized to them.
Look for Intent Matches with Google’s BERT
Google’s Bidirectional Encoder Representations from Transformers (BERT) algorithm uses natural language processing (NLP) and machine learning (ML) to better understand what users are looking for.
With the BERT update, Google’s search engine bots are now more conversational. As a result, Google’s algorithm can interpret the searcher’s intent. Simply put, Google understands subject matters like the human brain.
This also means that websites with content-intent mismatches will be affected by BERT. Even if your content is long and of high quality, if it doesn’t satisfy the user’s intent, BERT will ignore you.
Another thing to note about Google’s BERT is it’s not a penalty. BERT is a part of Google’s strategy to filter out the most useful and relevant content to users by understanding the content and search queries as humans do. So you need not worry about being penalized or losing your search rankings.
If you want to optimize for BERT, understand your user’s search intent. Are they looking for a tutorial? Do they have questions that need to be answered? Are they in need of products and services? Users bring plenty of intent to the Google search bar so you have to make sure your keyword and content intent match.
For example, if a user searches for “laptop” as a keyword on Google, they want to know more about laptops. But if they are searching for “laptops for sale,” they want to buy a laptop. “Laptop” is an informational keyword whereas “laptops for sale” is a commercial keyword.
2021 is another year to step up your SEO game. Give your businesses more chance to succeed by staying updated with today’s SEO trends.