The State of SEO in 2021
As we have come to expect, the ever-evolving landscape of Search Engine Optimization (SEO) continued to shape-shift in 2021. Whether you’re an SEO expert, a digital marketing enthusiast, or a curious reader, the world of SEO is sure to enthrall with its ceaseless innovations and challenges. This article will endeavor to decode the major SEO trends of 2021.
Google’s Core Web Vitals: Changing the SEO Playing Field
Undoubtedly, one of the biggest talking points in the SEO community in 2021 has been Google’s announcement of Core Web Vitals as ranking signals, an update that was rolled out in June. This is Google’s attempt to make the web more user-friendly, with an emphasis on page load speed, visual stability, and interactivity, gauged by metrics like Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and First Input Delay (FID).
SEO experts and web developers have spent much of the year preparing for this change, optimizing sites to meet the new user-centric performance metrics. If you haven’t yet, start leveraging tools like Google’s PageSpeed Insights or Lighthouse to diagnose and improve your website performance.
E-A-T: Becoming the Cornerstone of SEO Strategy
The concept of Expertise, Authoritativeness, and Trustworthiness (E-A-T) is not new to SEO, but its importance has grown in 2021. Google’s search algorithms have been increasingly rewarding high E-A-T scores to offer users content from reliable and credible sources.
Businesses and content creators should focus on enhancing their E-A-T by ensuring their content is accurate, well-researched, and valuable to the user. Remember, your online reputation heavily influences your E-A-T score, so managing your online reviews and ratings is crucial.
The Advent of Passage Ranking
Google introduced the concept of Passage Ranking in 2021, a new method of indexing that allows Google to rank individual passages within a page, instead of ranking based solely on the page as a whole. This development means that Google is now able to identify and rank valuable information hidden deep within long-form content, providing more opportunities for lesser-known websites to rank on Google.
Mobile-First Indexing: No Longer an Option
In March 2021, Google made mobile-first indexing the default for all new web domains. This means Google predominantly uses the mobile version of the content for indexing and ranking. With more than half of the world’s web traffic now coming from mobile devices, optimizing your website for mobile is not just advisable – it’s mandatory.
AI and SEO: A Growing Alliance
Google’s introduction of AI-based algorithms, such as BERT (Bidirectional Encoder Representations from Transformers) for natural language processing, has brought a significant shift in SEO strategies. These AI models are capable of understanding the nuances of language and context much better than previous algorithms, making keyword stuffing and other manipulative practices obsolete. In 2021, creating natural, user-focused content has become paramount for good SEO performance.
Long-form Content Takes the Lead
While quality has always been preferred over quantity, in 2021, long-form content started gaining more traction. This shift isn’t about word count, but the depth of the topic covered. Long-form content allows for in-depth information that can satisfy user intent better and increase dwell time, which can, in turn, improve SEO rankings.
The year 2021 has reiterated that SEO is not a static field; it evolves with every technological advancement and shift in user behavior. Staying adaptable and open to these shifts is the key to maintaining a robust SEO strategy. As we transition into 2022, let’s continue to align our SEO strategies with these developments, focusing on creating valuable, user-centric content and experiences.