For the best SEO performance, you will need access to many metrics like website traffic, backlinks, social shares, etc. Choosing the best SEO Packages is half the job done; you should also choose the top SEO services to get the best out of your trends.

1. Google’s AI algorithm will impact SERP results:

Artificial intelligence has been involving how we interact with online content. Google’s algorithm – Rankbrain – plays an essential role in Google’s ranking factor. This algorithm learns people’s behavior, improving the ability to provide refined results.

2. Voice search will play a larger role:

With innovative technology like Google Assistant, Amazon’s Alexa, and Apple’s Siri, voice search technology has received a boost in the last couple of years. Smart speakers have seen a boost in sales over the years. You need to optimize for voice search by considering keywords and long phrases. Voice searches are longer and more natural-sounding.

3. Mobile-friendliness for better search results:

With 2019’s update, Google focuses heavily on mobile-first indexing, where search engines will prefer mobile-friendly websites. With the majority of the users accessing the internet through smartphones, it is now or never the need for a mobile-friendly website.

4. Quality content for better ranks:

Expertise, Authoritativeness, and trustworthiness (EAT) – Google’s EAT principle will be critical for content for its success in ranking. The principle here is to offer users quality content rather than content that’s keyword-stuffed and irrelevant. Therefore, high quality is the key here.

5. Longer content, better rank in SERPs:

The longer your content, the higher will be your chance to rank better, and receive more backlinks. You cannot compromise the content’s quality for quantity either. The aim here is to provide users with shareable information that will keep them engaged.

6. Featured snippets will play a prominent role:

Featured snippets are sort of shortcuts to gain importance on Google. These brief pieces of information are provided to users through featured snippets which are showcased above the SERPs. These snippets are known for stealing significant traffic from your competitors.

7. Better predictive search:

Google’s AI-driven tool – Discover – identifies a user’s behavioral pattern over time and learns their habits. This enables Discover to identify content that the user will love and prefer. The content here is ranked based on algorithms that inspect the content quality and user interest.

8. Need for video:

Your next effective SEO strategy needs to include video content. Video content is set to surpass all other forms of content in terms of consumption. You will need your video channels with proper names and keyword-rich descriptions.

9. A lot of image optimizations:

Visual image search has evolved drastically. In the near future, people can make purchases, get information, and more just by using images. Google has been on the toes for proper marking and image optimizations, and therefore, this should be a part of your long-term plan.

10. Semantically-related keywords will be significant:

Semantic search and intent optimizations will be prominent in the near future. Google won’t prefer a string of words; it will be analyzing the query and offering results based on a user’s search intent. The more relevant is your content to the search query, the more the chances of your website ranking better.

11. Local search listings will be prominent:

Most people make use of Google to search for localized products and services. So, Local SEO is highly essential, and it’s evolving. This evolution is in line with the rise of zero-click searches, which some are dubbing as the new normal in SEO. Here, the user’s query is answered via the SERP itself.

12. Priority to data and analytics:

Data science will help you understand your buyers, get foresight into your campaigns, and create highly targeted messages. Analytics will help you verify which URLs are being crawled, identify referral sources, analyze page load times, indexing, redirects, response errors, bounce rates, and more. All this information will help you create a highly efficient SEO strategy.

13. Page speed is a direct ranking factor:

While search engine algorithms are ever-changing, you can bet that page speed will always be a factor. According to Moz, pages with shorter load times tend to rank higher than those that take longer to load. Make sure your site loads quickly on all devices by using one of Google’s many PageSpeed Insights tools, which help diagnose and fix issues like HTTP requests and blocking CSS stylesheets. Learn more about speeding up your website here.

14. Time to focus on getting high quality backlinks:

Quality backlinks are one of, if not THE most important factors when it comes to SEO. If you’re in a competitive industry and don’t have great links coming into your site, you simply won’t rank well.

15. Optimized URL Structure Is Really Important:

Google consistently delivers relevant results to searchers, so it has to know what each page in its index is about. A good URL structure makes your site easier to navigate for users search engines too. The search engine crawler can more easily make the relevant connections between different pages on your website. The URL is one of the most important parts of the page Google looks at to determine what a page is about.

16. Google’s Core Web Vitals: UX Takes a Whole New Meaning:

Google’s Core Web Vitals focus on speed, responsiveness and visual stability. Optimizing your website for Google’s core web vitals can help you stay ahead of the majority of your competitors as it is still new and a crucial SEO trend.

17. SEO Influencer:

Hiring influencers is one of the easiest and most effective ways to make sure your content gets seen. Researching top bloggers can be time-consuming and expensive, but influencer marketing platforms do all that work for you. These platforms connect brands with influencers across various categories.

18. A high focus on ranking highly for amazon searches:

Amazon reaches a million customers a day and receives 1.2 billion ad requests. It receives 45 million visual search queries and takes 212 milliseconds to retrieve search results. This is why it is important to get Amazon SEO right. It’s algorithm is based on relevance and performance, therefore, you will have to optimize your Amazon product page for these two crucial ranking factors, and you’ll end up converting and selling more on the site.

Conclusion:

To stay relevant, you need to be one step ahead of your competition. All trends will help you gain the necessary traction you will need to stay on top of the pile and offer your users the best results. The trends are constantly evolving, and you need to be just as quick to adapt to them.

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Evolving the “nofollow” link attribute

On top of the existing rel=”nofollow” link attribute for link building, Google has also introduced the rel=“sponsored” for links that are advertisements or paid placements (such as a sponsored blog post), and rel=”ugc” for links to comments, forum posts, and other user-generated content.

Changes to structured data markup

In January 2020, Google announced that all sites that used data-vocabulary.org structured data markup will be ineligible for Google rich results, and website owners have until January 29, 2021 to switch to schema.org markup. If you’re unsure whether your site supports rich results, run the Rich Results Test to see which rich results can be generated based on the structured data on your site.

Changes to featured snippets

Previously, sites that appeared as a featured snippet could also appear on page one of Google search results. However, in January 2020, Google announced that they decluttered the first page of search so that pages that have earned a snippet won’t show up again as a regular listing. These snippets are now also counted as part of the top 10 organic results, and Google has also launched its featured snippet to web page highlight feature.

 Updates to reporting and analytics tools

Both Google and Bing made significant updates to their analytics platforms in 2020. These changes included additional insights and reports, new tools, and new performance metrics such as Core Web Vitals. 

Launch of the new removals tool in Google Search Console

This tool allows site owners to hide URLs from appearing in search results. On top of this, site owners can also see which pages have been filtered by SafeSearch, and which content isn’t displaying in search because users have made requests via the public Remove Outdated Content tool.

New and revamped Search Console reports

As we touched on earlier, Google has rolled out the Core Web Vitals report ahead of the new Page Experience Google Update. In addition, Search Console also revamped its crawl stats report to provide more actionable data for any site crawl issues.

Introduction of Search Console Insights

In August 2020, Google launched a closed beta for Search Console Insights. This view combines data from Search Console and Google Analytics to help publishers identify top-performing content, see how people are discovering their content, and more.

Google unveils Google Analytics 4

Google Analytics 4 is one of the biggest changes to the Analytics platform that the SEO community has seen in recent years. GA4 comes with a number of features and updates, including:

AI-powered insights and predictions that can alert marketers to shifting data trends, and predict outcomes such as churn rates or the potential revenue that could be earned from a particular customer segment.

Google Ads integration that allows businesses to create audiences from their website visitors and app users. GA4 will also provide cross-platform metrics across YouTube, Google Search and the Google Display Network.

Reorganised reports that are centred around the customer lifecycle. Businesses can now get granular and drill down to particular aspects of the customer journey, such as acquisition, engagement and retention.

 Microsoft Revamps Bing Webmaster Tools

Alongside the Google update to Analytics and Search Console, Microsoft has also overhauled its Bing Webmaster Tools with new features and tools. 

Some of the highlights include a new site scan tool that crawls a site and identifies any common technical SEO issues, a backlinks comparison tool that allows site owners to compare their backlink profile to another site’s, and an enhanced robots.txt tester.

 eCommerce SEO updates

eCommerce saw a surge in 2020, largely due to lockdowns and social distancing brought about by the pandemic. In turn, both Google and Bing have made a number of updates to their eCommerce search results.

Google and Bing opens up Shopping to unpaid organic listings

By far one of the most welcome updates amongst eCommerce businesses and the broader SEO community, Google and Bing have both opened up Shopping search results for unpaid organic listings — a domain that was previously reserved for paid ads only. Paid placements will still appear at the top and bottom of the page and, like paid Shopping Ads, these product feeds need to be uploaded to Google and Bing Merchant Centre.

Google updates popular products section to mobile search

In addition to Google Shopping listings, Google added a Popular Products section to search results for apparel, shoes, and other retail categories. This section is purely organic for the time being, and draws data from product schema and product feeds uploaded to Google Merchant Centre.

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Set Your Goals 

Before you beginning planning your email marketing strategy, it’s essential to define your goals. Determine what you want your email marketing strategy to achieve. Some great goals to consider include: 

Increase sales 

Connect with existing clients 

Increase website traffic 

Increase brand awareness 

Listing your email marketing strategy objectives is critical and will help you stay on track throughout the stages of developing your email campaign. 

Craft a Clear Subject Line 

When a subscriber receives your email, the first thing that they typically notice is the subject line. It can be the deciding factor on if they will open the email or not. Using a clear and direct subject line that tells the reader precisely what is in the email is far better than using an enticing call to action to drive to a landing page where the content or promotion lives. This may mean sacrificing opens for a higher click to open rate, but generating opens where the viewer doesn’t actually read the content, isn’t beneficial to your business. 

Build Your Email List 

To build a successful email list, it’s essential to send your emails to a targeted audience. Your viewers should include people who show interest in your industry or products. An easy way to build your audience is to include a “subscribe” button on your website. To register email addresses, you will need to link this button to an opt-in form.

Another great way to encourage subscriptions is to offer users something in exchange for sharing their emails, such as webinars, free trials, and podcast episodes. 

Tone And Timing

While creating engaging subject lines is essential, you also need to create engaging content that resonates with your audience. Content is the key behind a successful marketing campaign, after all. While writing content for your emails, you’ll need to determine the best time to send your emails. This greatly depends on your target audience. Test different times and take note of your open rates to determine what time works best for reaching your audience. 

Design a Template

An attractive email design can be vital to driving conversions. It’s an underrated yet essential part of developing a successful strategy. Here are some things you should consider when designing your email templates: 

Use a vertical layout. 

Keep your sentences and paragraphs brief.

Make your call-to-action button noticeable.

Avoid using lots of images. 

Provide your contact information in the footer of your page

You are also able to use email platforms such as Mailchimp, ConstantContact, or Sendinblue that provide easy to use templates and drag and drop building tools. Another advantage of using these platforms is that they offer a machine learning-powered send time optimization feature. This feature ensures that your email is sent at the perfect predetermined time. 

Choose Your Email Type 

There are many different email types you can send to your email list. You can choose one or change it up based on the various lists you have segmented. Here are three different types of emails you can start with.

Newsletters: Newsletters are a popular email format. They are delivered to your subscribers at the same time during a recurring schedule. This a great way to show your audience any content they may have missed from your website. 

Automated Drip Emails– These are emails based on user interactions within your website. Once your subscriber takes action, emails are dripped into their inbox. If a subscriber adds things to their cart from your webpage but doesn’t check out, these automated emails could be sent to gently remind them to head back to your page or provide them with more information on your products. 

Promotional and Seasonal Emails- Timed emails that contain great deals to encourage your audience to purchase from your website. The emails usually vary in time and content. 

 Set Up A/B Testing 

A/B testing is a series of tests that allow email marketing teams to change out parts of their email to see what performs best with their audience. Details of your email you can test out include: 

Subject line 

Testimonials 

Headlines 

Offers 

Images

Calls to action

Creating a successful email campaign can seem like a daunting task, but with the tips we’ve listed, you will be able to set goals, plan your emails, and create a strategy that helps promote your business and interact with your audience. 

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Over the last ten years, outsourcing has become much more common. It is a great way for businesses to save money because it allows them to trim the HR budget while delegating task to firms that specialize in Human Resource functions. However, it is often difficult to determine what should be outsourced and what should stay in-house. 

When Should You Outsource HR?

Many companies may hesitate to consider outsourcing HR because of the costs associated with it. However, there’s a point at which keeping all HR in-house costs more money and time than outsourcing would. But how do you know when your company has reached that point?

HR Staff Are Overwhelmed with Administrative Tasks

If your HR staff are so busy with administrative tasks that they don’t have time for anything else, it may be time to consider outsourcing those administrative tasks. HR is so much more than just processing forms and inputting data. With those administrative tasks outsourced, your HR team will be free to contribute more to strategic planning.

HR Software Doesn’t Support Remote Work

Remote work is becoming more and more common. It’s a popular perk that employees look for in a company. Plus, thanks to the coronavirus pandemic, it’s more of a necessity than ever before. If your HR system isn’t able to support remote work, it’s outdated. HR data should be cloud-based so it’s accessible wherever your HR staff may be working. This may mean an upgrade to your HR software, but outsourcing may be more cost-effective.

HR Costs a Lot of Money

If HR is running inefficiently, it can end up costing a lot of money. In fact, high HR costs can be a sign that you need to make some changes to how your HR department is run. Outsourcing inefficient processes can not only make those processes more efficient but also can save money.

There’s No Employee Self-Service

Employee self-service can help make HR processes more efficient by removing the burden of managing employee information. It also reduces the number of questions that employees may have for HR professionals. If your current system doesn’t have employee self-service, that’s a sign that outsourcing may be beneficial.

Keeping up with Regulations Is Difficult

It can be difficult to keep track of legal regulations and requirements. Not only must companies remain compliant with federal laws, but there are also state and local laws. If a company is international, then there are the laws of each country to factor in as well. If keeping up with these laws and requirements is overwhelming for your HR staff, a HRIS upgrade or outsourcing may help.

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First and foremost, their focus on content creation. Depending on your needs and marketing strategy, that can include everything from writing blogs and crafting white papers to creating infographics and generating scripts for webinars and podcasts.

But before they ever write a piece of content, they do a lot of research, a lot of strategizing, and a lot of organization. Once the content is created, they then publish and promote it to drive traffic to your site and, ultimately, boost sales.

Some content marketing agencies are great at writing blogs, while others excel in generating videos and graphics. Just keep in mind that not every agency is an experienced B2B content marketing agency. B2B companies need to hire an agency that understands B2B marketing as much as they understand D2C marketing.

Why Is Content Marketing So Important?

Having a content marketing strategy is critical, regardless of your brand, your business, what products you sell, or what services you provide.

Strong content is key to brand marketing and lead generation to attract qualified leads that convert to customers.

But there’s a lot more to it than that …

With a strong content marketing strategy, you can:

Position yourself as a subject matter expert in your field

Become a thought leader in your industry

Create opportunities to educate your customers on your brand

Demonstrate the value that you offer other businesses

A marketing plan that centers on incredible content will drive traffic to your site, spur interest in customers, and increase revenue and sales.

How Do You Vet a Content Marketing Agency?

When you hire a content marketing agency, you’re actually hiring an entire content marketing team. And while you won’t be able to vet each and every individual on the team, you can get a better sense of an agency’s marketing efforts and abilities by asking a few key questions.

Here are some of the key steps in vetting a B2B content marketing agency:

Check Their Online Reviews

The first step is to check their online reviews and client testimonials. Sites like Google My Business, Facebook, and Yelp are great places to start and can give you a quick overview of how other customers and clients rank and rate an agency.

It goes without saying that you’ll want to hire an agency with as many 5-star reviews as possible, but you should take the time to read some of their 1-star and 3-star reviews as well (if they have them). This is a good way to get an overview of their capabilities.

Ask How They Conduct SEO

Any agency worth its salt should be able to give you an in-depth explanation of how they conduct SEO. They should be keenly aware of the importance of link building, know how to properly research keywords and topics, and help to build your content strategy from the ground up.

Inquire about their process and ask to see examples or case studies of results they’ve provided to other clients.

Learn how link building drives results: How Link Building Helped Scale a Hosting Business 35% in 3 Months

Discuss Expectations

Building a strong content marketing strategy that generates results won’t happen overnight. Ask the agency how long it should take to see results.

If an agency quotes you anything less than three to six months, you’re likely to end up disappointed with the results.

In addition, discuss how you can track the progress of your content deliverables. The more involved you want to be in the process, the more important this becomes. An agency should be able to provide you with an editorial calendar outlining the topics and deadlines for upcoming posts.

Ask How They Report Results

One thing that great content agencies excel at is tracking and reporting results. Ask the agency if they provide metrics on backlinks, keyword rankings, and organic traffic results.

While increased sales may be your only measure of success, understanding how, where, and if your content is performing is just as important.

How Much Do YOU Want to be Involved? 

Some clients want to be fully involved in content creation, while others prefer to step back and let the agency handle everything. When vetting an agency, be sure to understand how involved they expect or want you to be.

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What are you trying to accomplish with your press release? Do you have a new product to introduce, or have you improved on an existing one? Do you want to increase your visibility in a new market? Having a clear understanding of your goals will help you focus the text of the release.

Are your expectations realistic? Chances are your release won’t result in tripled sales overnight. A press release should be just one part of an overall public relations campaign, and often you won’t see immediate results. Yes, there are amazing media success stories, but few companies report this experience. Ten phone calls from journalists would be terrific, but one or two responses will mean success.

What is your marketing message, and is it newsworthy? Your “hook” or angle should make the release newsworthy to the media by describing what’s special about your company or product. Identify your hook by answering these three questions:

How is your product or service special, unusual or different from competitors’?

What innovations can be attributed to your company? Example: “ABC Company pioneered the use of double-sided widgets to reduce equipment failure rates by at least 50%.”

What would make people want to read or hear about you? An unusual feature or benefit will pique their interest. Example: A discount travel service, Campus Travelers, can claim a unique service — helping students enrolled in prep schools, colleges, or universities find exclusive student discount fares. That’s newsworthy.

What to say in a press release?

Don’t make false claims or create expectations that can’t be met. The media will discover the truth (it’s their job!), and you run the risk of exposing yourself to unfavorable coverage.

Tailor your press release carefully. For food editors, highlight the taste and nutrition of your fat-burning Yogurt Dream product. Lifestyle editors will want to hear about its potential as a weight-loss aid, while science editors will be more interested in the product’s special chemical composition. If you can include a glossy photo that tells a related story, it will make your release stand out from the dozens of others the editor receives. Suggest a caption for the photo, just as you suggest text for an article with your news release.

Avoid jargon and highly technical language. Don’t assume anyone receiving your release has technical or industry knowledge or expertise.

Do your homework. Read back issues of the newspapers and magazines you want to target. Emulate the content and style they favor. Examine PR Newswire press releases for more style and content ideas.

Include the right details. Press releases are written and presented to the media in a standard format.

Release statement. Include the words “FOR IMMEDIATE RELEASE or FOR RELEASE AFTER (date)” in the upper-left margin, just under your letterhead. Always boldface and capitalize every letter, and use a slightly larger font size.

Contact information. Skip a line or two after the release statement. Then list the name, title, telephone, and fax numbers of your company spokesperson. Supply home numbers because reporters work on deadlines and may not be available until after hours.

Headline. Skip two lines after contact information and list your main headline in boldface type.

Dateline. Your city and the date you are mailing your release should begin your first sentence.

Lead paragraph. The first paragraph needs to grab the reader’s attention and quickly impart key information relevant to your message.

Text. The main body of your press release should thoroughly develop your angle.

Concluding recap. At the bottom-left corner of your last page, restate your product’s specifications, highlight a product release date, and indicate if a free sample or review copy is available to the media. Don’t forget to list your booth number if you’ll be attending a trade show.

Make your headline strong. The media are more likely to read your press release — at least through the first paragraph. Stick to one-sentence headlines. You’ll find good examples in newspapers and magazines. Avoid cuteness or cleverness, such as “Yummy Yogurt Will Make Your Waistline Yippee.” Focus instead on your marketing hook — that is, your product’s greatest strength:

Breakthrough Yogurt Product
Burns Fat While You Eat
or
Yogurt Product Actually
Helps People Burn Calories

Use your lead paragraph to convey, in two or three sentences, the purpose of your release.

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Expanded text ads provide more space for your ad text and are designed for optimal performance on mobile devices. To take advantage of the benefits of this new format, we recommend that you update your existing text ads to expanded text ads. There’s no cost to do so.

Expanded text ads

Expanded text ads are similar to the text ads that you’re used to, but with a few key differences.

Expanded text ads have three headline fields. The first two headline fields are required, while the third is optional. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline. The headlines will appear next to each other, separated by a vertical pipe (“|”). Depending on the size of your potential customer’s screen, they may wrap to a second line. The third headline can appear more often on wide mobile devices.

Expanded text ads also have two 90-character description fields, giving you more control over your ad’s messaging.

The domain of your display URL is based on your final URL domain. Google Ads will use the domain from your final URL and show it as your ad’s display URL. For example, if your final URL is www.example.com/outdoor/hiking/shoes, your ad’s display URL will show as www.example.com.

The display URL can include two optional “Path” fields. You can combine your display URL with up to two new optional ”Path” fields. These fields are added to the display URL after your website’s domain, so you can add text that will help people who see your ad get a better sense of where they’ll be taken when they click it. The text you put in the path fields doesn’t necessarily have to be part of your website’s URL, but it should be related to the content on your landing page. So if your final URL is www.example.com/outdoor/hiking/shoes, you might want your path text to be “Hiking” and “Shoes” so your ad’s display URL is www.example.com/Hiking/Shoes.

Expanded text ads are mobile-optimized. A preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad.

Use the right ad extensions for mobile

Ad extensions allow you to show extra business information with your ad, like an address, phone number, or links to specific pages on your website. These extensions help make your ads more prominent and appealing for customers on mobile.

There’s no cost to use ad extensions, although you’re charged as usual for clicks on your ad.

Follow best practices for writing effective mobile ads

To connect with potential customers on mobile devices, your ads should be relevant, compelling, and informational. Let’s recap some best practices for writing a successful mobile ad:

Grab attention with compelling headlines: Your headline is what people see first. It’s the clickable and most prominent part of your mobile ad, so focus on making it relevant and appealing. Try including your keywords so people will know right away that your ad is relevant to what they’re looking for.

Use a strong call-to-action: A strong, clear call-to-action tells mobile visitors what to expect and encourages them to perform the action you want them to take. Use strong verbs like Buy, Call Today, Order, Sign Up, or Get A Quote. By choosing the right action phrase, you’ll avoid having to pay for clicks that are less likely to result in business for you.

Make the most of your description text: Highlight what makes your business unique and why you have what customers are looking for. Emphasize your key selling points (service, reliability, wide selection, exclusive products, specific prices or promotions, etc.) that set you apart from competitors.

Rotate multiple ad variations: If you have more than one ad in an ad group, Google Ads will automatically start showing the better-performing ones by default. We recommend having 2 to 4 different ads, each with varying headlines or description text.

Make sure your mobile landing page matches your ad

Your mobile landing page plays a big part in turning clicks into customers. When someone clicks your ad, they expect to land on a page that’s relevant to what they saw in your ad. If they don’t immediately find what they expect, they’re more likely to leave your site.

Choose a mobile landing page that mirrors the call-to-action in your ad text and provides a clear path to take that action, such as purchasing a specific product or filling out a form. Any promotions or special offers promised in your ad should be prominently featured on your landing page.

The connection between your mobile ad and landing page is the bridge between a potential customer and the action you want them to take. Are you driving customers toward the same action in both places? Are you emphasizing the same selling points? The stronger the connection between your ad and landing page, the better your chances of getting results.

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Why Does Google Update Its Algorithm?

Since 1998, Google has become the most used search engine globally, partly because of the accuracy and features of its search results.

These search results are chosen by factors in Google’s search algorithm, a complex set of computer programs used to understand what a searcher is looking for and therefore provide the right results to answer their search.

To provide the best and most accurate results for searchers, Google needs to update and improve its algorithm regularly. It does this in what the industry calls Google algorithm updates.

Previous algorithm updates have changed the way that Google:

Understands human language

Understands search intent

Provides search result with additional features

Provides localized results

Provides similar search suggestions

Judges the quality of content on webpages

What Is A Google Core Update?

A core update is a type of Google algorithm update that has a significant impact on search results.

These are significant algorithm changes that can impact different types of websites on various platforms in various industries. Whether you have a dedicated team of Search Engine Optimisers (SEOs) or not, a Google core algorithm update can affect your website for better or worse.

So what Google algorithm updates have had the most impact on websites around the world? And how can you tell if you have been affected by a recent update?

The Most Important Google Algorithm Updates Of All Time

Florida Update — November 16, 2003

Jagger Update — September and October 2005

Big Daddy Update — March 29, 2006

Vince Update — January 18, 2009

May Day Update — April 28, 2010

Caffeine Update — June 8, 2010

Panda Update — August 12, 2011

Penguin Update — April 24, 2012

Hummingbird Update — September 26, 2013

Mobilegeddon Update — April 21, 2015

RankBrain Update — October 26, 2015

Medic Update — August 1, 2018

BERT Update — October 22, 2019

Google January 2020 Core Update — January 13, 2020

Google May 2020 Core Update — May 4, 2020

Google December 2020 Core Update — December 3, 2020

Out of the many recorded Google algorithm updates, a few significantly changed SEO and still affect the way that sites appear in search results today.

These updates, usually given affectionate names, were massive news at the time and will forever be a defining moment in search engine history.

Florida Update — November 16, 2003

In November 2003, Google released the very first algorithm update, and it changed search forever.

The Florida update is so-called because of the hurricane-like way that it took search results by storm. It impacted retail sites the most. This included hotels, clothing, jewelry, and businesses ranking for highly commercial terms with significant search volumes. And it hit them right in the middle of the holiday shopping season.

These sites all had one thing in common: they all used keyword tactics that we would now consider spammy. The sites affected used keyword stuffing, which involved repeating the keyword everywhere and as many times as possible, including in-text colored the same as the background.

These sites saw ranking plummet almost immediately after the Florida update rolled out. They lost their large search volumes to smaller sites that did not use the same spammy keyword techniques.

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The Tools Publishers Need for Improving Page Experience

To get ready for these changes, Google have released a variety of tools that publishers can use to start improving their page experience. The first step is doing a site-wide audit of your pages to see where there is room for improvement. Search Console’s report for Core Web Vitals gives you an overview of how your site is doing and a deepdive into issues. Once you’ve identified opportunities, PageSpeed Insights and Lighthouse can help you as you iterate on fixing any issues that you’ve uncovered. Head over to web.dev/vitals-tools for a roundup of all the tools you need to get started.

Additionally, AMP is one of the easiest and cost-effective ways for publishers looking to achieve great page experience outcomes. Based on the analysis that the AMP team has done, the majority of the AMP pages achieve great page experiences. If you’re an AMP publisher, check out the recently launched AMP Page Experience Guide, a diagnostic tool that provides developers with actionable advice.

Google continue to support AMP content in Google Search. If you publish an AMP version of your content, Google Search will link to that cache-optimized AMP version to help optimize delivery to users, just as is the case today.

At Google Search, mission is to help users find the most relevant and quality sites on the web. The goal with these updates is to highlight the best experiences and ensure that users can find the information they’re looking for. Our work is ongoing, which is why Google plan to incorporate more page experience signals going forward and update them on a yearly basis. Google hope that the tools and resources Google have provided make it easier for you to create great websites, and thereby build a web ecosystem that users love.

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What are search engines looking for?

Search engines like Google, Yahoo and Bing want to direct users to websites and content that are relevant to what they’re searching for. But how is relevancy determined?

There are four main elements that search engines look at when determining which site is more relevant and should show up higher in search engine results pages (SERPs):

Content: Is the content relevant to what the user is searching for?

Performance: Does the site load fast and does it work properly?

Authority: Is the content useful enough to link to or do other authoritative sites use that website as a reference or cite the information that’s available?

User experience: How does the site look and behave? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?

These are the most important elements you need to focus on when optimising your site. Here are the vital SEO steps you need to follow to make sure your site has what search engines are looking for.

Step 1: Choose a great domain name

Choose the best possible domain name for your site. When selecting this important piece of digital real estate, think about:

Spelling: If your company name can be easily misspelled, then it can be easily missed too. While many people will look online and probably find you if your SEO is right, many others will find out about you through word of mouth so if your domain name sounds a bit too much like something else, they could end up missing you. So make sure your domain name is short, easy to spell and easy to remember.

Branding potential. It’s easier to build credibility and links to branded domains as people will take a yourcompany.uk more seriously than keyword-keyword.uk which looks spammy and isn’t fooling anyone. A branded domain can help build trust online and also increase the value of your content.

Keywords. Having keywords you’re trying to rank for in your domain isn’t as important as it used to be. So while it can’t hurt to register a domain with a keyword in it, you shouldn’t stress over it.

Step 2: Research the right keywords

Before you start adding content to your new site, you need to do a proper keyword research to find out which words your audience is using when they’re searching for your products or services.

Before you get started with your keyword research, ask yourself:

What is your page about? Is it about a product or service you’re selling, like water heaters or burst pipe repair? Or a useful how-to guide on how to fix a garbage disposal unit. When you know what will be the main topic and what information you’ll include, you’ll have an easier time determining the type of keywords you’ll need to target on that page.

What is the main intent of the page? What are your main goals for this page? Is it to sell a product or a service, or is it to provide more information that can help visitors make an educated decision? By figuring out the main intent for a page you’ll be able to focus on more relevant keywords, rather than generic ones.

Now, let’s take a simple example to show you how you can perform your keyword research.

Say you’re selling water heater repair services. Use this as the starting point of your research. So, add the “water heater repair” to various keyword research tools to get more suggestions on what word and phrase variations people are using to search for these services.

Step 3: Craft your content

High quality content is the cornerstone of your interactions with customers and how sites achieve top rankings. By content we’re referring to anything you publish on your site that educates, attracts and delights customers, such as:

Web page content

Blog posts

Ebooks, white papers, and reports

Brochures, tips sheets, and frequently asked questions (FAQs)

Sales pages

Videos

Pictures, infographics and more

Now that you have a better idea of what users are searching for to find a page like yours, you need to start writing your content and optimise it. Search engines will crawl your website and try to figure out what it’s about and then decide what queries each of your web pages should rank for.

Make sure you write for your visitors first, and then for search engines. Your content needs to be fresh and enticing, otherwise you won’t stand a chance converting visitors into customers. Don’t ever sacrifice the usefulness and persuasiveness of your content for SEO-friendly content.

When writing your content for both users and search engines, pay extra attention to:

Titles. Write catchy titles that grab your visitors’ attention.

Keywords. Focus more on adding relevant and useful information that will bring people to your site. Also, combine relevant keywords together and focus on adding varied forms of keywords rather than adding as many keywords as you can.

Topics. Every page needs to focus on a unique topic. At the same time, make sure you don’t optimise more than one page for the same product or intent as this not only causes confusion but you’ll have two pages competing for the same keywords. You don’t want to be your own competitor, do you?

Quality. Your content needs to be unique and purposeful. The reason people come to your site is because they’re searching for information, for a solution to a problem so make sure you can provide it to them so they don’t go elsewhere.

Freshness. Add new content on a regular basis. You can create a blog where you constantly share information your visitors might find useful, or you can share ebooks or whitepapers.

Length. We recommend having more than 500 words on a page. But the idea is this: your content should be long enough to answer visitors’ questions about your product or service.

Our Search Engine Optimiser tool can save you lots of time on research. It will show you the type of keywords that users search for on search engines so you know what to focus your page on.

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The post Vital SEO first steps for a new website – Part 1 first appeared on Webigg Technology.