SEO is at the core of every digital marketing strategy. It’s the most effective way to attract website traffic. Users typically look for products and services online using a search engine, which is why investing in SEO is necessary for any business. One of the most challenging aspects of SEO is how it constantly evolves. There are new trends and techniques that have a significant impact on success. And according to the best Milwaukee SEO companies, making an effort to know and adjust to these trends is what drives positive results.
What do the best SEO companies consider as top performance indicators?
A strong SEO strategy pays attention to metrics and data. The best thing about SEO is that results are measurable and these indicators will determine if your techniques are working. For example, there are tools that measure website traffic, number of social media engagement, and the quality of backlinks. These are only a few of what you can measure to know if your SEO efforts are succeeding.
Of course, it helps when you also play close attention to the changes in SEO, as well as the trends that will impact your overall strategy. Since 2021 is fast approaching, here is a list of eight trends that will make a big difference to your digital marketing campaign next year.
Artificial intelligence will play a significant role in the future of SEO
A few years ago, AI was nothing but a novelty concept. But over time, it has reached prominence in plenty of digital applications. While not as impactful as many presume, the best Milwaukee SEO companies are already paying attention to AI and what it means for the future of SEO. Google, the world’s largest search engine is already using AI to refine website ranking. Machine learning, a critical component of AI, will only become more sophisticated in the coming years. As such, SEO professionals should focus on user experience. AI will enhance Google’s ability to measure engagement and content relevance.
Search using voice feature
Voice search gained popularity because of Siri and Alexa. The technology has come a long way, and results have become more refined and useful. In 2022, it’s predicted that 55% of households in the US will have a smart speaker.
What does this trend mean for SEO experts? Optimizing for voice search requires focus on phrases instead of keywords. Since users ask questions through voice search, SEO content should have natural phrases that people use in ordinary conversation.
Mobile-friendly sites rank higher
Last year, Google launched a new feature, which is, “mobile-friendly indexing”. What this means is that Google will look first at the website’s mobile version. This change is timely, since a majority of users today rely on their mobile phones. In the coming years, it’s likely that internet use will be dominated by mobile use because smartphones are now becoming more sophisticated.
Google ranks based on content expertise, authority, and trustworthiness
The best Milwaukee SEO companies will tell you that high-quality content follows three essential principles: authority, expertise, and trustworthiness. In businesses niches that are related to lifestyle and finances, these principles are vital.
One strategy that professionals use to come up with quality content is to use a buyer persona in understanding what the target audience wants. Another helpful strategy is to conduct a research on user intent. This way, you can create a map of the customer’s journey from searching, to completing a transaction.
Improved predictive search
Another AI-driven Google tool that will impact SEO in 2021 is Google Discover. This tool uses previous search patterns to come up with predictive results or suggested results. That’s why, most people today receive targeted marketing information based on their online activities. Fortunately, there isn’t much you need to do if you want to take advantage of this tool. If your website is already included in Google’s index, then Google Discover will include your site in predictive search results.
SEO should focus more on using video content
Videos seem to be the way of the future. If you notice the current trend on YouTube and other social media channels, users engage more when they consume video. In fact, it’s predicted that the highest chunk of online content consumption is video.
How do you optimize video content? The answer is creating a channel or website for video. You’ll notice these days that even the most well-known brands have a YouTube channel. Of course, SEO principles should still apply such as using optimized keywords for video links, descriptions, and channel name.
Search context and semantics are importance in choosing keywords
When SEO was still a new concept, the main focus of SEO professionals is choosing primary keywords that are relevant to the product or business they are promoting. However, this technique no longer works today. As recommended by the best Milwaukee SEO companies, the technique today is to optimize according to user intent. Also, keywords should make sense and should be logically related to each other.
Local search will become prominent
Most people’s concept of the Internet is limited to its global reach. But, a majority of Internet users depend on search results to find local businesses. In 2021, the focus will be on local search as economies around the world attempt to bounce back from the effects of the pandemic. How do you get into this trend? You need to create a page in Google My Business. Of course, you also need to work on backlinks if you want to rank higher against your competitors.
Another trend worth looking into in the coming year is the importance of using analytics and tools to monitor results. A data-driven audit of your SEO strategies will lead to an improved decision-making process. And if there’s one thing that makes SEO more efficient and successful, it’s the availability of automation services.
A well-established toolkit, along with the help of the best SEO companies will ensure that your business stays on top of these trends. Most importantly, you’ll be prepared for whatever comes your way, especially algorithm changes and whatever new tools and policies Google and other search engines implement.