To increase the visibility of your business, it is obvious that it is necessary to continue the efforts in terms of SEO . However, faced with the perpetual evolution of algorithms of search engines, we must understand changes. For this year, search engines, in particular Google, has guided its strategy by focusing on customer experience . It will therefore be necessary to go in this direction to build your e-marketing strategy .
Provide quality content
In SEO , the content is king ! Google works its algorithms in order to better identify content with high added value , which respond in a relevant way to the problems of Internet users . Google's updated learning algorithms are becoming more and more intelligent and are increasingly emphasizing the content , that is to say concise, informative and targeted .
Google pushes to highlight strategies such as keywords in natural language and promotes quality to quantity . It emphasizes the understanding of the intention of research requests. You can therefore use long-city keywords that certainly reduce the search volume, but increase the conversion rate . The use of long-draggy keywords allows you to rank at the top of 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 the security of your website will make you lose precious places in the SERP. First, because Google's algorithm takes into account the safety of the sites to make its ranking, and especially because the user must feel that you are reliable . It is therefore essential to activate the HTTPS protocol of your site , and to write the General Data Protection (GDPR) of your company , etc.
Priority to SXO
Google incorporates the UX (User Experience) in its classification criteria. For this, it deploys three user experience metrics: LCP, FID and CLS. These measures will be called essential web signals (core web vitals) and will be used to assess the user -friendliness and usability (USABILITY) of websites in order to classify 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 upset the mode of consumption. 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 referencing requires your Google My Business (GMB) profile to be optimized with keywords and links. The strategies to improve local referencing include NAP consistency (name, address, telephone number) , links, image geolocation and other commitments with your GMB profile such as opinions .
SEO favors video content
Internet users love videos . YouTube is, after Google, the website and the second most used search engine in the world. This marketing potential should not be overlooked which offers a conversion rate multiplied by six . This shows that videos are particularly appreciated on the web, and that the creation and integration of video content has the power to optimize organic referencing.
But beware, in order to succeed in optimizing referencing through videos, information must be useful and qualitative . This increases the attractiveness of the video and the duration of user involvement. You have to pay attention to technical optimization in addition to the content of the video. A strategic focus on a keyword, a relevant description and title will allow the video to be more easily found .
SEO and digital marketing constantly evolving areas . The creation of links, visibility and user are at the heart of this evolution for this year and the coming year, because to please the search engine, internet users must be pleased.