You already know the importance of positioning your pages on the top of Google SERPs rankings, right? Well-ranked pages provide enormous organic reach to your website, increasing the possibility of attracting and converting leads.
To achieve this goal, it is essential to apply SEO techniques, which are designed to adapt their content to the algorithm’s ranking criteria.
These criteria, however, are not permanent. In an effort to make the user experience ever simpler and more efficient, Google frequently updates its parameters.
Besides the algorithm, it is also necessary to consider the audience’s behaviour and preferences. Ultimately, the most important factor for maintaining good positioning is the quality of the experience you offer to your website visitors.
Therefore, to achieve good results in a Digital Marketing strategy, it is essential to stay up-to-date on the SEO trends that arise with growing frequency.
- Relevant and valuable content
If you do not produce relevant and valuable content for the buyer persona, there is no point in following any SEO tips. That’s a trend that will never change.
This is because all factors analyzed by Google’s algorithm are somehow related to the user experience. And for visitors to feel satisfied after entering your website, they need to be contemplated with rich, authentic content that delivers what they were looking for.
If this does not happen, the user will press the “back” button and choose one of the many options present in the SERP.
This means that your brand will lose the chance to acquire a new client, who may even develop a negative feeling about the company.
The increase in bounce rate and the decrease in the number of satisfied users affect your brand’s general reputation and digital authority.
Therefore, to achieve and maintain good SEO results, it is imperative to create relevant and valuable content.
To do so, concentrate on developing your strategy by touching your persona’s pains, needs, and wishes. Your goal should be to meet the demands of your visitors, not just those of Google bots.
At this point, it is worth considering the production of interactive content, which attracts and retains the attention of users more easily.
Moreover, the direct interaction with their own experience increases the chances that the visitor will feel satisfied and continue browsing your site.
- User Experience (UX)
As you saw in the last topic, user satisfaction remains extremely relevant for success in an SEO strategy.
However, it is important to note that such satisfaction does not depend only on qualified and relevant content. It is necessary to offer a complete experience.
Therefore, investment in user experience (UX) techniques is one of the major SEO trends for 2021.
When applied in Digital Marketing, UX is related to user interaction with the brand’s channels. It needs to happen in a simple, accessible, and barrier-free way.
In other words, when accessing your website, visitors should find fast-loading pages, intuitive menus, and other elements that make their experience richer and more efficient.
- Mobile SEO
If you’ve been following SEO trends from previous years, you’ve undoubtedly noticed that mobile SEO was among them. Not by chance.
Since 2019, Google has been analyzing the mobile pages of websites as primary versions, leaving the desktop versions as secondary.
Therefore, Mobile SEO is key to your strategy’s success and becomes even more relevant in 2021. This is because the number of people who access the internet from smartphones does not stop growing.
The stats prove it: throughout 2020, the number of searches conducted from mobile devices surpassed those performed on desktops.
Moreover, according to a study released by the World Advertising Research Center (WARC), the future will be even more mobile. The expectation is that, by 2025, approximately three-quarters of the world will use just their smartphones to access the internet.
The mobile searching experience needs to be as satisfying as it is on computers.
Therefore, marketers should be concerned with optimizing all their content and settings for this environment. Otherwise, your pages may be punished and lose ranking positions.
- Core web vitals
Following efforts to optimize users’ digital experience, Google introduced Core Web Vitals in 2020.
As you saw on the topic in which we discussed the user experience, the main factors are related to loading, interactivity, and visual stability. The idea is to offer the best possible page experience.
But after all, what are the Core Web Vitals, and how will they impact the SEO ranking in 2021?
Google itself, in its Central Blog, defined the three factors that will be analyzed by the algorithm:
Large Contentful Paint (LCP);
First Input Delay (FID);
Cumulative Layout Shift (CLS).
Let’s talk about each one of them!
Large Contentful Paint
LCP measures exactly how long it takes for a page to load and display its main content.
Therefore, it fits the loading factor of the Core Web Vitals. The ideal, according to Google, is to keep the LCP measurement at 2.5 seconds maximum.
First Input Delay
The FID measures the time it takes for a page to become interactive. In other words, from the moment the user accesses a page, how long does it take before they can interact with it?
According to Google, this process should take less than 100 ms.
Cumulative Layout Shift
Finally, we have CLS, which refers to the volume of unexpected layout changes in visual content. The ideal is to keep this index below 0.1.
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