To increase the visibility SEO efforts . However, faced with the perpetual search engine algorithms For this year, search engines, in particular Google, have focused their strategy on customer experience . You will therefore have to go in this direction to build your e-marketing strategy .
Provide quality content
In SEO, content is king ! Google is working on its algorithms to better identify content with high added value, which responds in a relevant way to Internet users' problems . Google's updated learning algorithms are getting smarter and putting more and more emphasis on well-written content , that is, concise, informative and focused .
natural language keywords and favors quality over quantity . It focuses on understanding the intent of search queries. You can therefore use long-tail keywords which certainly reduce search volume, but increase the conversion rate. Using long-tail keywords helps you rank high on the SERP (Search Engine Results Pages) .
You will need to improve the source codes by providing precise information to Google about the content of your page, to obtain structured data. They allow search engines to better understand the content of a website . The information included in your meta title and meta description is displayed directly in the SERP. This enriched data provides users with relevant information about the landing page before they even click.
Compliance with EAT criteria
The EAT, for Expertise, Authority, and Trust, has already played a central role in the evaluation and classification of content since 2018 .
Expertise
Algorithms are getting smarter , Google now favors content that reflects a high level of expertise. Your page content should clearly indicate that you have skills and experience in your field.
Authority
Links can increase the domain authority of your website and incidentally improve your online visibility . The strategy involves placing content on third-party sites with links to your website . The more websites that link to yours with substantial DA, the more visible your website becomes.
Trust
Neglecting your website security will cause you to lose valuable spots in the SERP. First, because the Google algorithm takes into account the security of the sites to make its ranking, and above all because the user must feel that you are reliable . It is therefore essential to activate the HTTPS protocol on your site your company's General Data Protection Regulations , etc.
Priority to SXO
Google integrates UX (user experience) into its ranking criteria. To do this, it deploys three user experience metrics: LCP, FID and CLS. These metrics will be called Core Web Vitals and will be used to evaluate the usability and usability of websites in order to rank them in the SERP:
LCP (Largest Content Painful): the main elements of your page must display in less than 2.5 seconds. It's usually a video, a large text item, or a slideshow.
CLS (Cumulative Layout Shift): Unexpected shift in site design or layout when using the website and during the loading phase must not exceed 100 milliseconds in order to be considered good.
FID (First Input Delay): Browser reaction and possible user interaction on this page must be less than 100 milliseconds .
In 2021 , your site must be perfectly optimized for all possible devices and resolutions. Mobile indexing, “mobile first” prioritizes the mobile version of a site rather than its Desktop . If your site is not perfectly responsive, you will have little chance of ranking in SEO, because only the mobile version will be used for indexing and search ranking. Make sure the content on the mobile version matches that on the desktop . Avoid using smaller images to fit the small screen of the mobile . Low quality images will not be favorably indexed .
Local SEO
The Covid-19 pandemic has changed consumption patterns. Thus, the SERP now displays results close to the user (thanks to geolocation, IP address, etc.). In fact, high visibility on the map is crucial. Local SEO requires your Google My Business (GMB) profile to be optimized with keywords and links. Strategies for improving local SEO include NAP (name, address, phone number) consistency , link building, image geotagging, and other engagements with your GMB profile such as reviews .
SEO favors video content
Internet users love videos . YouTube is, after Google, the website and the second most used search engine in the world. We must not neglect this marketing potential which offers a conversion rate multiplied by six . This demonstrates that videos are particularly popular on the web, and that the creation and integration of video content has the power to optimize organic SEO.
But be careful, in order to successfully optimize organic SEO using videos, the information must be useful and qualitative . This increases the attractiveness of the video and the duration of user involvement. You need to pay attention to technical optimization in addition to the content of the video. Strategically focusing on a relevant keyword, description, and title will make the video more easily findable .
SEO and digital marketing constantly evolving fields . building , visibility and user experience are at the heart of this evolution for this year and the year to come, because to please the search engine, you have to please Internet users.
