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In 2023, there are 9 SEO trends to follow to improve your rankings.

Are you aware of the significance of having your sites appear at the top of Google’s search engine results pages (SERPs)? Well-ranked pages increase your website’s organic reach, boosting the chances of attracting and converting leads.

To do this, SEO strategies must be used, which are meant to adapt material to the algorithm’s ranking criteria.

These standards, on the other hand, aren’t set in stone. Google modifies its parameters on a regular basis in order to make the user experience even simpler and more efficient.

Aside from the algorithm, the audience’s behaviour and tastes must also be considered. Finally, the quality of the experience you provide to your website visitors is the most critical component in keeping good positioning.

As a result, staying up-to-date on the SEO trends that emerge with increasing frequency is critical to achieving strong results in a Digital Marketing strategy.

With this in mind, we’ve compiled a list of the top 9 SEO trends for 2021. Take a look at the list and discover more about each one!

  1. Relevant and valuable content
  2. User Experience (UX)
  3. Mobile SEO
  4. Core web vitals and page experience
  5. Zero-click searches
  6. Website Security
  7. Search intent
  8. Long-form content
  9. Local SEO

1. Relevant and valuable content

There’s no use in following SEO suggestions if you don’t create relevant and valuable content for the buyer persona. This is a pattern that will continue indefinitely.

This is because all of the parameters considered by Google’s algorithm are linked to the user experience in some way. And, in order for users to feel fulfilled after visiting your website, they must be presented with rich, real material that fulfils their needs.

If this does not occur, the user will select one of the many options available in the SERP by pressing the “back” button.

This means that your business will miss out on a potential new client, who may form a poor impression of the organisation.

Your brand’s overall reputation and digital authority are affected by an increase in bounce rate and a fall in the number of happy users.

As a result, creating relevant and valuable content is critical for achieving and maintaining strong SEO results.

Focus on establishing your approach by addressing your persona’s problems, needs, and desires. Your first goal should be to satisfy the needs of your visitors, not only Google bots.

In this point, it’s worth considering creating interactive content, which is more effective at attracting and retaining consumers’ attention.

Furthermore, the visitor’s direct participation with their own experience enhances the likelihood that they will be satisfied and return to your site.

2. User Experience (UX)

As you saw in the last chapter, customer satisfaction is still critical to an SEO strategy’s success.

It is crucial to highlight, however, that satisfaction is not just dependent on competent and relevant information. It’s critical to provide a comprehensive experience.

As a result, one of the biggest SEO trends for 2021 is to invest in user experience (UX) strategies.

But what exactly does that imply?

The word UX was coined by Don Norman, co-founder of the Nielsen Norman Group. You may watch Norman explain the topic in this video.

When it comes to digital marketing, user experience refers to how users interact with the brand’s channels. It must be done in a straightforward, accessible, and barrier-free manner.

In other words, visitors should be able to browse your website and find fast-loading pages, intuitive menus, and other aspects that enrich and streamline their experience.

All of this will be taken into account by Google’s algorithm going forward. The information comes from a Google Webmaster Central Blog article that discusses how the algorithm determines a page’s ranking by evaluating its experience.

As a result, if you want to improve your SEO results in 2021, you’ll need pages that are quick, stable, and interactive. Google PageSpeed Insights is a useful tool for determining the current performance of your pages. 

3. Mobile SEO

If you’ve been paying attention to SEO trends in prior years, you’ll note that mobile SEO was one of them. It wasn’t by luck.

Since 2019, Google has considered mobile versions of webpages to be primary, while desktop versions have been considered secondary.

As a result, mobile SEO is critical to the success of your plan and will become much more important in 2021. This is due to the fact that the number of individuals using smartphones to access the internet continues to rise.

The numbers show it: in 2020, the amount of searches completed on mobile devices will outnumber those conducted on desktops.

Furthermore, a study by the World Advertising Research Center (WARC) predicts that the future will be even more mobile. By 2025, it is expected that almost three-quarters of the world’s population would use just their smartphones to access the internet.

The search experience on mobile devices must be as enjoyable as it is on computers.

As a result, marketers must ensure that all of their content and settings are optimised for this environment. Otherwise, your pages may be penalised and lose places in the search results. 

4. Core web vitals 

Google introduced Core Web Vitals in 2020 as part of its attempt to improve users’ digital experiences.

As you can see from our discussion of the user experience, the most important criteria are loading, interactivity, and visual stability. The goal is to provide the best page experience possible.

But, first and foremost, what are the Core Web Vitals, and how will they affect SEO rankings in 2021?

The three factors that would be considered by the algorithm were outlined by Google in its Central Blog:

  1. Large Contentful Paint (LCP); 
  2. First Input Delay (FID);
  3. Cumulative Layout Shift (CLS). 

Let’s talk about each one of them!

Large Contentful Paint

LCP determines how long a page takes to load and show its major content.

As a result, it corresponds to the loading factor of the Core Web Vitals. According to Google, the LCP measurement should be kept to a maximum of 2.5 seconds.

First Input Delay

The FID is a metric that quantifies how long it takes a page to become interactive. In other words, how long does it take for a user to interact with a website when they first access it?

This process should take less than 100 milliseconds, according to Google.

Cumulative Layout Shift

Finally, there’s CLS, which relates to the volume of unexpected visual content layout changes. This index should be kept below 0.1.

5. Zero-click searches

Google eventually makes adjustments to the SERPs’ design and structure in order to give consumers with faster and more effective experiences.

The platform has recently begun to emphasise zero-click searches, or results that display at the very top of the first results page.

Zero-Click is more prevalent than ever before: more than half of all Google searches result in the user not clicking on anything.

Such information should be able to instantly respond to inquiries typed into the search box by users.

The audience will be able to locate exactly what they are looking for in the SERP without having to click any farther. This type of action was first presented in March 2020, and it shows no signs of slowing down.

If you’re familiar with digital marketing, you’ll see that this resource is similar to the well-known featured snippets.

It isn’t a coincidence. The method is identical, with the exception that Google can now detect specific portions on a webpage in order to display relevant content in search results.

As a Digital Marketer, you must optimise your content to make this new function as simple to use as possible. Use structured data to help the algorithm comprehend what you’re doing, better your organic CTAs, and focus your efforts on addressing queries from potential buyer personas.

6. Website security

It’s no surprise that Google evaluates the security state of your website when determining its relevance and, of course, ranking.

So, if you want your SEO strategy to succeed, security features like specialist plugins and SSL certifications are essential.

The tendency is for website security to become even more crucial in 2021, in front of an audience that is becoming increasingly aware of the hazards that exist in non-secure Internet environments.

After all, if individuals don’t feel safe visiting your site, your access rate will suffer, as will your SERPS position.

7. Search Intent

For a long time, Google has prioritised user-centric optimization. The goal is to always provide material that satisfies the user’s needs.

For this, Google has released the BERT algorithm, which is based on the Bidirectional Encoder Representations from Transformers.

This technique tries to improve the comprehension of what search terms mean in a specific environment.

In other words, the algorithm enables Google to deduce the intent of a particular search, even if it includes lengthy conversational language.

As a result, it’s even more critical to provide content that precisely corresponds to consumers’ intents, constantly utilising natural language.

With the launch of the BERT algorithm, Google has improved its efficacy in presenting the most relevant content, raising the demand for high-quality content. 

8. Long-form content

Expertise, Authority, and Trust are all important factors to consider. These are the letters of the acronym E.A.T, which is becoming increasingly popular in the area of content marketing.

The goal is to reassure viewers that the stuff they’re viewing is provided by a real person with the authority to speak about it.

To adapt to this new structure, one of the most crucial things to do is to invest in the creation of long-form content.

The State of Content Report provides statistics that back up the importance of longer content.

According to the survey, long readings of 3000 words or more receive three times the amount of traffic, four times the number of shares, and 3.5 times the number of backlinks as shorter articles (901-1200 words).

This aids in the organic growth of your brand and the development of your digital authority, resulting in higher SERPS ranks.

9. Local SEO

The Covid-19 epidemic was the year’s most significant event. Consumer habits were altered as a result of the era of social isolation, in addition to the negative effects on health and social security. There was a higher awareness of local business throughout the epidemic period.

Several reasons contributed to this. To begin with, the economic crisis prompted local residents to focus on supporting the local market in order to keep the economy afloat.

As a result of transportation constraints, more people are looking for businesses close to their homes.

This is where Local Search Engine Optimization (SEO) comes in. This resource has been around for a while, and one of its key tools is Google My Business.

The specificities of the year 2020, on the other hand, made it even more meaningful. Local businesses, for example, were able to keep their consumers informed about changes in schedules, special offers, and delivery alternatives because to GMB.

If you don’t actively use Google My Business by 2021, you’ll be left behind the competition.

Appearing in the local SEO rankings entails creating a positive relationship with the area as well as enticing clients who are just passing by.

Need help with getting your business found online? Stridec is a top SEO agency in Singapore that can help you achieve your objectives with a structured and effective SEO programme that will get your more customers and sales. Contact us for a discussion now.