It’s 2021! The world is in lockdown. And everyone is online more than ever. Now is the time to boost the online profile of your business. So, if you haven’t already boarded the SEO train, it’s definitely time you bought a ticket to ride.
We are Writeable, content writers and experts in SEO Princes Risborough. An SEO strategy will help you increase awareness of your brand online in 2021, and we’re here to tell you what you need to know.
SEO stands for Search Engine Optimisation and will enable you to increase the visibility of your website in search results. To achieve this you must optimise the content within your site with relevant search terms.
Because the more often your website appears in search results, the likelier you are to gain traffic to your website. But, more traffic doesn’t always equal more sales. However, there are ways to increase your chances of converting visitors to your site into customers.
A year of COVID-19 lockdowns has definitely taken its toll on the world – economy, mental health and well being, business functions, employment and more. As restrictions begin to ease, small businesses everywhere need to take every chance available to boost their brand and drive sales. Adopting these SEO trends will help your business achieve online success in 2021.
Each of these trends is interlinked with another/others. What’s more, many of these trends (web performance, mobile-friendliness, E.A.T. principle) are fundamental for the success of your website ahead of the next core Google algorithm update in May. Failing to enhance your SEO strategy ahead of the update could see your website dramatically fall down the ranks of Google.
Writeable, experts in SEO Princes Risborough are here to explain the SEO trends you need to address for online success.
How your website performs matters. Because an extra second of loading time can lead to a 16% drop in customer satisfaction. And while a page should take no longer than 2 seconds to load, Google targets page load times of under half a second.
As a ranking factor in mobile searches, Google will reward your website for optimum page speed. But, in case your website’s performance is lacking, here’s how you can improve the user experience:
By addressing these issues you can enhance the performance of your website. And while you’re at it, check out your competitors’ sites to see how you measure up.
As voice searches increase, along with the sale of smart devices such as Alexa, it is predicted that 55% of households will own a smart speaker by 2022. But voice search somewhat complicates SEO. The traditional method of SEO involved optimising content with keywords, but this has evolved. Because of smart speakers, searches have become more conversational. Rather than using keywords, people are now asking questions, which means content needs to adapt, and as result, should be optimised using long-tail keywords.
Long-tail keywords are longer and more specific phrases than traditional SEO keywords. These phrases are more likely to be used in conversation and are far more targetted, but although they have higher conversion rates, they tend to receive less web traffic.
Long-tail keywords are more likely to feature in the Featured Snippets section situated under the search bar on a Google results page. The text that makes it into this section, is usually the summary that voice-enabled devices return, following a voice search. By creating content that provides simple answers to the questions of your target audience, you stand a greater chance of reaching one of these featured spots. Resulting in more chance of converting visitors into customers.
Content remains of great importance, but this is also evolving. While written content via blog posts and social media are extremely relevant, video has become extremely powerful. On a typical day, 100 million hours of video is consumed on Facebook alone. And YouTube now has over 1 billion users. By creating video content it is possible to boost conversion rates by up to 80%.
There are many ways to use video. Embedded into your website content, uploaded to social media, as a series on YouTube, for webinars to educate and entertain, and more. Whether you choose to create How-to videos, or something more creative, video is here to stay and definitely worth including in your SEO strategy.
Artificial Intelligence (AI) is a core component of most search engine algorithms. Combine AI with SEO and you have the perfect pairing to help boost where your website ranks. SEO is no longer just about keywords. Machine learning means search engines can be much more specific when answering search queries. These days they rank sites based on their understanding of the concept (idea), context (intent) and customer experience (relevance). Simply put, search engines use AI to predict the results that will satisfy a user carrying out the search.
So, when creating content users must find it helpful. Keywords, internal links, backlinks are all still important features for SEO purposes but there’s now a need to provide more. Your content needs to demonstrate that you understand the questions your target audience is asking; the intent behind the search.
There are plenty of AI tools that can support you in your approach to SEO, helping you to:
AI is vast and is a topic we will address in more detail in a future blog post. For now, focus on creating captivating and engaging content that readers will find useful and well-organised.
It is predicted that by 2025, 73% of internet users will only access web content via a mobile device. This means that your website needs to be optimised for mobiles, to ensure search bots can crawl your site, to index your URLs. If your website is not mobile-friendly, it will be difficult to navigate on a mobile device, resulting in visitors clicking away. Also, Google will penalise your site if the mobile experience is found lacking, after all, search bots don’t load content that requires interaction. We suggest using Google’s free mobile-friendly test to establish if and how you need to work on making your website mobile-friendly.
Okay, so let’s start by addressing what E.A.T. stands for:
These qualities determine the validity of your website. If your website contains content that educates, entertains and inspires that’s a great start. Throw in some statistics and facts to back up the message you are sharing and you are on the road to establishing yourself as an expert in your field. Link to some reputable URLs and you’ve got yourself some pretty solid content. Just ensure you are writing for your audience and answering their needs before you share.
Long-form content will help you achieve higher rankings. The key to creating long-form content is to ensure it is shareable and keeps your audience engaged.
Long-form content is usually blog posts or articles containing 3000 words or more. Typically, these longer pieces of text can gain you 3 times more traffic to your website, and 4 times more shares across social media. What’s more, such content can obtain 3.5 times more backlinks than articles of 900-1200 words.
We briefly touched on featured snippets in the voice search section above. For the creation of featured snippets, you need to create content that answers question-based searches, including relevant keywords. Rich snippets include a paragraph of text in either a question-and-answer format or as bullet points, usually with an image included. Featured snippets are a great way to feature on page one of Google and can distract attention from your competition.
By using high quality, original and relevant images to illustrate your web pages and help get across the point you are trying to make, you can keep readers engaged. But images also need to be optimised. This means you need to:
Install Google Analytics. And then review the data linked to your site and social media pages to help you understand your audience and buyers. Such data will help you understand the next steps to take in your campaign. It also ensures you understand:
The days of simply optimising content with keywords are over. SEO is constantly evolving, and how you ranked a year ago will certainly have changed dramatically if you haven’t stayed abreast of the changes and what they mean for your business website.
By finding effective ways to address the needs of your audience you can build a strong internet marketing strategy. Interaction is the key, but if you find the processes time consuming, get in touch and we can discuss ways in which the team at Writeable can help.
For SEO Princes Risborough call us on 07814 655 438, we create effective written content and optimise it to rank in search engines. For more internet marketing tips and advice, follow us on Facebook or Instagram. And remember, sharing is caring!