It’s time for our annual look at what SEO professionals should expect for the year. As Google continues to improve its search function, the search engine giant will keep rolling out algorithm updates that are bound to affect your website’s ranking.
This 2021, most of the anticipated trends target user experience. This aligns with Google’s mission to organise the world’s information and to make it accessible and useful to everyone. So, expect the search engine to reward websites that make it easier for users to find what they need online.
Media Crew, providing expert SEO services in Melbourne, shares the top search optimisation trends that will help businesses stay competitive digitally this 2021.
1. SERP features will dominate
It’s not enough to just rank in the first results page. Now, businesses must aim to win a SERP feature. Featured snippets, for instance, appear above organic search results. They take up a significant amount of SERP real estate. With a featured snippet, your brand gets even more exposure compared to just a regular SERP entry.
One disadvantage with featured snippets is that they answer the user’s query immediately. People won’t have to click on the result to get the information they need, unless they want a more thorough explanation. Zero-click searches don’t give you as much traffic as you want. Despite that, featured snippets still present effective branding opportunities that can strengthen your online presence.
Other than featured snippets, SERP features like the local pack, knowledge graph and reviews are also worth ranking for.
2. Long-form content will grow prevalent
According to SEMrush’s State of Content Marketing Report 2019, content pieces with more than 3,000 words get three times more traffic. They also achieve 3.5 times more backlinks compared to articles with 900 to 1,200 words. This long-form content trend is expected to continue this 2021.
Businesses can use longer content pieces to achieve higher search rankings. But keep in mind that your content must still be of high quality. The goal is to provide users with relevant, useful information that drives them to interact with your brand or website. Your content should be engaging enough that readers will willingly share it through their social channels.
Your content must also adhere to Google’s E-A-T guidelines. This means that your articles should exhibit expertise, authoritativeness and trustworthiness. You can do this by making sure that the information you share is factual and timely and that you have enough authority to speak about the subjects you cover.
3. Page experience optimisation will become a priority
Late last year, Google announced that Core Web Vitals will become ranking factors starting May 2021. This means that no matter how good your content is or how strategic your keywords are, it’ll be more difficult to rank your pages if their user experience is bad.
Page experience optimisation focuses on the following:
- How quickly and smoothly pages load
- How quickly pages respond to user interactions
- The safety and security of a site’s connection
- The website’s ease of use and navigation
- The website’s performance on mobile
These core web vitals not only increase your search rankings, but they also improve your user experience. And when you have a well-designed digital experience, your website can become a powerful conversion tool.
Ultimately, SEO is growing more and more user-centric. Search optimisation isn’t just about satisfying the requirements of search engines, although knowing the ranking factors will greatly benefit you. You have to prioritise your users. Make your digital browsing experience as easy, intuitive and fast as possible, and you’re well on your way to dominating your competition this 2021.
If you want to know more about SEO developments and strategies, Media Crew is here to assist you. We offer digital and traditional advertising solutions that deliver hard results, helping your business thrive.
Contact us today to schedule an SEO consultation.