We live in a world where everything changes quickly, and that applies even more so to the internet and the newest SEO techniques. The way we interact online is constantly evolving, and therefore, search engines like Google are constantly evolving alongside us.
If you want your business to continue to appear in the top pages of search results, you’ll need to know about the latest trends in SEO (Search Engine Optimization) and how to adapt to those trends.
What is SEO?
As mentioned above, SEO stands for Search Engine Optimization. This “optimization” refers to a broad range of strategies and practices designed to improve your website’s ranking on search engines.
The essence of SEO comes down to the presentation of your content and refining that presentation to best appeal to the way search engines operate.
The optimization process can sometimes be difficult and frustrating if you’re new to SEO, but it invariably leads to better results for your website and your business overall. SEO efforts can and should take place both on and off your website.
If the last time you optimized your website was more than a couple of years ago (or never!), chances are you’re not getting the best possible results. If it’s time to make some adjustments, be sure you keep in mind these six big SEO trends that could affect your search results:
Google’s Search Results are Getting Better and More Specific
As part of its efforts to constantly improve its search engine, Google has made a significant breakthrough. Google results can now more easily spot specific sentences that answer the particular questions of its users. Here’s an excerpt from Google’s blog explaining the change:
What does this mean for your site? Well, if you’re including brief, SEO-friendly answers to common questions and problems in your web content, Google is rewarding you.
Try thinking of common questions your customers may have and including the answers naturalistically in your text. Don’t forget to keep this trend in mind when performing your keyword research!
Google is Pushing GMB More
The Google My Business (GMB) service continues to be very popular, and Google is aware of this. They are now integrating information about businesses from GMB directly into search results.
Location, hours, contact information, sales, delivery, even the products and services you sell can be served through GMB info. While this is often more convenient for patrons of local businesses, it can direct users away from your website.
Rather than fight the trend, use it! If your company has a brick-and-mortar component, get fully integrated with GMB as soon as possible. Provide as much information as you can, and keep it updated often.
After all, when customers search for your business or require the services or products you provide, you want them to know precisely how you can help. Any delay runs the risk of frustrating the searcher and harming your local SEO efforts.
MUM: Multitask United Model
Often, the questions you ask Google are more complicated than a computer program knows how to answer. As a result, you’ll have to check out multiple sources using multiple search terms, piecing together the information you need.
However, Google is developing a new search model to improve this problem called the Multitask United Model:
As a result, if your site has pages that answer complex, multi-step questions in this way, you just might be rewarded with a higher ranking. Google provides the simple answer to the question, but users will click on your pages to get more detailed information about each part of the answer.
This SEO technique means you’ll have to put some thought into the phrasing of your content, but the payoff should be worth it.
Voice Search Marketing
With today’s devices, it’s getting easier and easier to speak to a virtual assistant as a way of making searches faster and simpler. In fact, a remarkable 58% of consumers use voice searches to find local establishments!
Knowing this, if your business has a brick-and-mortar component, you can’t afford to ignore voice search.
Due to the way people verbally phrase questions, certain words and phrases are more likely to come up in a voice search. Incorporating those words and phrases into your content means your site has a better chance of coming up as a top search result.
Try adding a FAQ section to your website that includes questions such as...
What are Brand's hours?
Where is Brand located?
What type of food, home decor, mortgage services does Brand offer?
These pages will not only make it easier for your target audience to find the answer to the questions they are searching for, but you will also have a greater chance of ranking higher on the SERPs (Search Engine Results Page).
Google Rewards Original Content
It’s understandable to want a bare-bones website with only the features customers need to get your service or products. However, without original content, it won't be easy to rank highly in search results. As the saying goes...content is king.
Content pages are only becoming more prioritized by Google and other companies, and how relevant and SEO-friendly your content plays a significant role in your ranking.
Furthermore, it just won’t do to republish, “boost,” or syndicate content that others have created. Google engineers have stated that this type of content is considered “duplicated,” and won’t boost your search ranking for your chosen search terms. You’ll have to create substantially original content to improve your SEO.
Video Marketing Campaigns
Your social media presence is a crucial aspect of your off-site SEO efforts. What you create and share on social networks can have a considerable impact on the number of engagements and site visitors you receive.
As it turns out, statistics show that social media users have a massive preference in terms of the presentation of the content they see.
Videos on social media generate as much as 1200% more shares than text and image content combined, and most users watch an average of 16 hours of online video per week.
There’s no getting around it- video content continues to dominate the social media landscape. It can benefit your off-site SEO to create and share more video content.
SEO Best Practices Are Constantly Evolving
These 6 SEO trends of 2021 are just the tip of the iceberg. They’re an excellent place to start improving your SEO efforts, but there’s much more to learn. SEO best practices are always shifting, so it takes an agile and focused approach to make sure you’re on top of them.
If you’re concerned about keeping your SEO up to date while managing other aspects of your business, it might be a good idea to seek help. Here at Zoek, our experienced team always follows the latest SEO developments and puts them into practice as part of our services to aid small and medium-sized business owners. Our work goes beyond simple SEO tips- we’re here to amplify your SEO in every way and help you achieve real results.
If you’re interested, you can get started with a free consultation with one of our SEO experts. We’ll create an SEO checklist for your site that will set you off on the path to success!
Ryan Sargent is a Content Specialist at Zoek, an SEO, Web Design, and Digital Marketing Agency that assists small and medium-sized businesses with their online footprint. He’s been a writer for over ten years, handling everything from pop culture coverage to video descriptive services to marketing copy and SEO text. Outside of work, Ryan also spends time as a game designer and podcaster, and enjoys watching movies and visiting new places with his wife.