Search engine optimisation (SEO) is an effective way to attract consumers to your online platforms – if you use it right. SEO is consistently evolving and staying on top of the latest updates can be challenging, says Grofuse Digital Director, Denis Finnegan.
He states: “A top-ranking SEO performance requires attention to many metrics, including traffic, backlinks, social shares and more. Closely monitor your goals, performance and KPIs. To survive and thrive, marketers must be keep up with trends and adapt new strategies quickly and precisely, as we approach 2021.”
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10 SEO trends to anticipate in 2021
Voice Search Optimisation
Voice search optimisation is the next major trend in digital marketing, with 41% of adults performing at least one voice search every day, voice searches performed in Google are up 35x since 2008.
20% of all searches on mobile are voice searches. Knowing that, smart SEOs are starting to optimise some of their content for voice search. When this happens, Google usually picks a page that contains a) the question and b) the answer.
Thanks to innovations such as Siri and Alexa, voice search technology has come a long way. To optimise for voice search, consider your keywords. Identify longer phrases that people use in everyday conversation. Voice searches tend to do better with longer, more natural-sounding phrasing – when people type, they tend to abbreviate.
Nearly 73% of internet users will access the internet via mobile devices by 2025. In 2019, Google rolled out mobile-first indexing meaning the search engine looks primarily at the mobile version of a website, considering this the ‘primary’ version instead of the desktop version.
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Content That Fulfils The ‘Google EAT Principle’ Will Rank Higher
Previously, Domain Authority was primarily about links. Today, Google also evaluates your site based on Expertise, Authoritativeness, and Trustworthiness, this is known as the E-A-T principle.
If you want your content to rank in 2021, it needs to be written by people that are very knowledgeable on given topics. Google has reiterated that content quality is critical for ranking success.
Conduct search intent research, which helps you map out the consumer journey. Use this information to create content that fits the format that your users prefer. For example, if you’re catering to younger users, video is probably preferable. Having authoritative sites link back to you is another way to prove that you fulfil the EAT criteria.
Long-Form Content Will Improve SERPs
Long reads of 3,000-plus words get three times more traffic and four times more shares. Incorporate lengthier content to achieve higher search rankings. Your content must maintain quality to keep users engaged with quality information.
Segment your content into sections with H2 and H3 subheadings to make it more scannable. Secondly, ensure that you link to relevant, authoritative sources with a solid authority score. Finally, ensure your content is easy to share. Include obvious sharing links for readers to reshare.
Featured Snippets Will Become More Prominent
Featured Snippets are a shortcut to gaining prominence in Google – and they’re very brief, usually only 40-60 words. Snippets are the box at the top of the SERPs, above the actual results.
Gaining ranking for a featured snippet is a great way to get on the first page of results. Snippets also steal significant traffic from competitors as valuable information, often structured as a Q&A or brief bullet-point guide.
Predictive Search Is Expected to Improve
Google Discover, launched in 2017, is another one of Google’s AI-driven tools. The content recommendation tool identifies user behavioural patterns and gradually observes these habits.
Google Discover has more than 800 million active users. To rank for this, if Google indexes your page, it will be included. Content is ranked based on algorithms inspecting content quality, and user interest.
An Effective SEO Strategy Will Need to Include Video
It is anticipated online video will make up 80% of all online traffic by 2021, with over 1 billion users on Youtube. If video isn’t part of your digital marketing plans, the time to incorporate it is now.
Optimise your video for SEO, Google uses your title, description and tags to figure out what your video is all about. Embedding video content into your blog posts can significantly reduce your bounce rate and improve engagement.
Image Optimisation Will Play a Larger Role in Search
More people are conducting more visual searches than ever before, Google Lens has already been used 1 billion times. Once you start using it, you’ll quickly notice that visual search is very helpful for directions, local business reviews, recipes and much more.
There is increasing demand for this as 62% of young consumers want more visual search tech. Use high-quality, relevant images, and make sure to customise the file name, labelling the photo file so that it’s relevant to the content on the corresponding page. Use alt tags, which crawlers use to classify images. Finally, add images to your site map, where they are even easier to crawl.
Local Search Listings Will Play a Larger Role in SEO Strategies
Most people use search engines to find localised goods and services. For example, searching for a restaurant close by. Local SEO is important – and it’s evolving. This evolution is in part because of the rise of zero-click searches.
Would you like to request a free consultation with our team of experts to improve your digital presence for 2021? Contact our team today: NI/UK +44 2871 228820 ROI: +353 1 247 5294.