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Google is constantly evolving over time, often much faster than we realize, and the impact is usually felt most prominently after core algorithm updates. The latest update that occurred on December 4 had a greater impact compared to May. Since Google first introduced broad core algorithm updates in 2018, they have typically occurred around four times a year. However, due to COVID this year, there have been only three updates: one in January, one in May, and now one in December. Sites may be negatively affected by these changes, but there are times when you may see an increase in organic search favorability.
1. User Experience In the first months of the year, historically low industry-wide RPMs make January the best time to take design and layout risks. Regularly visiting your website, especially on a mobile device, can help you experience it as a user would. Elements to focus on include font size, information organization, line spacing, page speed, and content accessibility (e.g., do ads block content, are there pop-ups?). These factors play a role in brand perception and user engagement on your site. Google uses metrics like bounce rate, time on site, exit rate, and pages per session to assess user satisfaction. Another important metric is how often and quickly a user clicks on a search engine result page (SERP) result, reaches a page, and returns to the results page - a measurement tracked by Google bots.
2. Content Marketing How you organize your content on a page can directly impact user experience. Since Google shifted to mobile-first indexing in 2016, they've been focusing on delivering results that cater to user needs. Google continues to evolve in providing the best results for each search query. Structuring content intentionally with clear headings can help Google quickly scan and understand your page.
3. Quality Content Quality content has been a recurring topic for years, but in 2021, content creators need to deliberately write comprehensive yet concise content for users. Long-form content tends to perform well for certain topics, while shorter content might be more beneficial for others. Ensure your content is unique, accurate, interesting, and relevant to avoid losing user interest.
4. Predictive Search Predictive search is becoming part of daily search functions. It utilizes popular searches to predict what a user is looking for as they type. Google Discover, introduced a few years ago, aims to provide answers before a user even starts a search, based on user behavior tracking and realistic understanding of user intent.
5. Images Quality content extends beyond text on the page - visual elements like videos and images should meet the same quality standards as written content.
Source: 5 SEO Trends to Tap Into in 2021
1. User Experience In the first months of the year, historically low industry-wide RPMs make January the best time to take design and layout risks. Regularly visiting your website, especially on a mobile device, can help you experience it as a user would. Elements to focus on include font size, information organization, line spacing, page speed, and content accessibility (e.g., do ads block content, are there pop-ups?). These factors play a role in brand perception and user engagement on your site. Google uses metrics like bounce rate, time on site, exit rate, and pages per session to assess user satisfaction. Another important metric is how often and quickly a user clicks on a search engine result page (SERP) result, reaches a page, and returns to the results page - a measurement tracked by Google bots.
2. Content Marketing How you organize your content on a page can directly impact user experience. Since Google shifted to mobile-first indexing in 2016, they've been focusing on delivering results that cater to user needs. Google continues to evolve in providing the best results for each search query. Structuring content intentionally with clear headings can help Google quickly scan and understand your page.
3. Quality Content Quality content has been a recurring topic for years, but in 2021, content creators need to deliberately write comprehensive yet concise content for users. Long-form content tends to perform well for certain topics, while shorter content might be more beneficial for others. Ensure your content is unique, accurate, interesting, and relevant to avoid losing user interest.
4. Predictive Search Predictive search is becoming part of daily search functions. It utilizes popular searches to predict what a user is looking for as they type. Google Discover, introduced a few years ago, aims to provide answers before a user even starts a search, based on user behavior tracking and realistic understanding of user intent.
5. Images Quality content extends beyond text on the page - visual elements like videos and images should meet the same quality standards as written content.
Source: 5 SEO Trends to Tap Into in 2021