SEO is one of the best methods to attract a steady flow of highly targeted traffic to your web apps. However, it only works when you know how to use it. Since SEO is constantly evolving, keeping tabs on all changes to be implemented can be difficult. Even though this requires a fair share of efforts, it is well worth it: apparently, three quarters of all search engine users choose to focus on organic results rather than on paid announcements. Also, almost one third of these searches result in a conversion, as these users end up by making a purchase. Here are a few SEO trends to follow this year.
1. Artificial Intelligence Starts Becoming More And More Important For SEO
Artificial Intelligence is shaping the behaviour of internet search users. Google’s AI algorithm is one of the most relevant examples. Made public a few years ago, this algorithm (also known as RankBrain) is one of the most important tools that help generating Google’s search engine results pages (SERPs).
According to Greg Corrado, one of the scientists who developed RankBrain, this tool is able to learn from the way people use and interact with the search engine. Based on AI, RankBrain shows a huge potential to improve as more and more people use Google’s search function. This makes AI a top SEO trend to keep an eye on.
The true question here is how can you optimise a website for RankBrain? While search engines aren’t keen on sharing any details, experts consider that user experience signals are the ones that drive these adjustments. Such factors may include the time spent on page, the number of pages visited, and the click-through rate among many others. The point is that well-organised, highly useful content can engage and captivate readers, thus contributing to making your web pages more relevant for their main topics. You may want to use an on-page SEO checker tool to assess the strength of your pages. Search engine marketing.
2. Voice Search Will Affect Search Queries
More and more people prefer to use voice to search for information online. Millions of people use Siri, Alexa or Google Assistant instead of typing in their search queries. Apparently, by 2022 more than half of all households will won a smart speaker.
Optimising for voice search requires a careful selection of the keywords to target. The first step is to identify the phrases people use in their everyday talking. Voice searches work best with long, naturally-sounding search strings. Typing forces people to use abbreviations. For example, one might voice search “What are the top SEO trends to follow in 2021” but type “top SEO trends 2021.”
3. Mobile-Friendly Websites Might Do Better In Search
Back in 2019 Google revealed mobile-first indexing, explaining that their search engine will consider the mobile version of a web page as being the primary version. This change does nothing but follow the latest consumer trends, as the number of internet users accessing the web via mobile devices is expected to reach 73% by 2025. Google’s free mobile-friendliness test allows you to check your website to see how well it behaves on mobile devices. Also, the “mobile usability report” in Google Search Console can show you how good your website is in regard to this issue.
The first thing to check is that Google can crawl your URLs. Also, you need to ensure that Google has access to your lazy-loading content. Keep in mind that Googlebot won’t load any content that requires your users to interact with the page by either clicking or swiping. Also, make sure you use the same meta robots tags on both mobile and desktop websites.
4. Content That Complies With Google’s EAT Principle Will Score Higher Rankings
EAT stands for expertise, authoritativeness, and trustworthiness. This means that content authored by experts who are authorities in their industries or areas of activity has the potential to rank higher than articles by no-name individuals. This is especially relevant for healthcare, finance and other areas that concern “your money or your life” (YMYL).