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Search algorithms
Google updates its search algorithm thousands of times a year. Most of these updates
too small to notice, although there are always some big updates. So the
search rules are constantly changing, making optimisation a moving target, so to speak.
makes. Except when he really doesn't. If you know the history of Google updates, you can
probably knows that they actually follow a fairly predictable pattern. A
Google will find the most relevant content, albeit little by little, but continuously. This means
means that it will be increasingly difficult to manipulate Google with black hat and grey hut SEO
tactics.
Structured data
This tendency tends to make people wonder whether the
SEO continues to matter, because this year we have seen articles that
claimed that the days of SEO were over.
It is true that some parts of it have been absorbed by other segments of digital marketing, and other parts of SEO are completely outdated.
However, completely new areas of SEO are emerging, such as structured
data, real elements, entities and increasingly complex local search
optimise. It is far from dead, we can say, Google Search Engine Optimization SEO is becoming more competitive,
more technical and nuanced.
More emphasis on the "new" SEO trends
In this article we take a look at some of the new SEO trends - which have emerged in recent years
have been published and which are expected to become more prominent in the near future:
1. New Page Experience indicators will affect rankings
2. Mobile indexing will be the main driver for all websites
3. Artificial Intelligence(AI) will dominate all searches
4. Entities will be used as equivalent to back links
5. EAT factors are given a greater role
6. Local SEO is becoming increasingly complex
7. Structured data is becoming inevitable
8. Google will make more effort to satisfy search intent
New user experience indicators will affect rankings
In May 2020, Google introduced the Core Web Vitals concept - Google has since added three new metrics to measure user experience. All three are broadly about the perceived speed of the page: how quickly it loads, how quickly it becomes interactive, and how stable it is when it loads.
Google recently announced that Core Web Vitals will officially become a Ranking Signal in May 2021.
Page Speed Insights Google
Mobile
When this happens, these indicators will be used as tie-breakers rather than strong ranking factors. So, for example, if there are two sites with the same content, similar quality and Authority, it will be up to the user experience metrics to decide which one to rank higher.
In addition, Core Web Vitals serves as a qualifier for sites that want to appear in Google Top Stories. Previously, only AMP (Accelerated Mobile Pages) sites could appear in Top Stories because they were reliably fast. Now that Google can measure speed using Core Web Vitals, this option is extended to all pages with a high enough optimization score.
In addition, Google is considering some kind of identifier to tag search results with a good user experience. Similar to the way AMP pages are marked with a lightning bolt icon. If implemented, users may find fast pages in search results and are likely to prefer them to slow pages. How to optimise Core Web Vitals can be measured using any number of tools from Google Web Developers: PageSpeed Insights, Chrome UX Report, Search Console, Chrome DevTools, Lighthouse and Web Vitals Chrome Extension. Most of these tools also give you suggestions on how to improve each metric, so you just need to follow the advice until you get the values you want.
Mobile indexing will be the default for all websites
Google already started to move to mobile indexing of websites in 2016. This means that a site is ranked based on its mobile version, not its desktop version.
So far, this has been a rather slow process. Google has been checking each site to see if they are ready to switch to a mobile device. It only switched if the site passed the test. However, all newly registered sites were indexed on mobile by default.
Four years later, the process is almost complete, but there are still some older sites that have not yet adapted. These websites are told by Google that they have had enough time and will continue to be indexed whether they are ready or not. Currently, this migration is planned for March 2021.
How to optimise?
If you're one of those who's sticking with mobile optimisation, Google has put together a detailed checklist of everything you need to consider when making the switch.
Artificial intelligence will dominate all searches
From RankBrain in 2015, to BERT in 2019, Google has made a huge leap in the use of AI in both query and search result interpretation. The use of BERT, since its launch, has grown from 10% to nearly 100% of all English language searches in just one year.
Artificial intelligence
BERT
AI (artificial intelligence) also helps Google find relevant videos and identify songs from humming, among many other seemingly impossible things.
Bert is a natural language processing, an approach that can be used on large amounts of text. It handles tasks such as entity recognition, part of speech tagging and question answering, among other natural language processes. Bert helps Google understand natural language texts on the web. Google has open sourced this technology and others have created variations of BERT.
BERT has proven to be incredibly effective in determining the exact intent of the query
to identify. You can solve lexical ambiguities, learn new words, correct spelling mistakes, find synonyms and take into account previously ignored words.
How to optimise?
Now that BERT works effectively and understands natural language, the content we publish doesn't need as much help from SEO. We can switch from writing for search engines to writing for users, which means fewer awkwardly placed keywords and no tight keyword variations, giving you more freedom to write good
for people with writing skills.
Entities will be used as equivalent to backlinks
To date, Google's knowledge graph has collected more than 5 billion entities and their 500 billion attributes. Which isn't that much considering that these things are not just remarkable people, but also books, songs, movies, companies, concepts - literally anything.
More importantly, Google now has the technology to discover these entities on its own (not just borrow them from Wikipedia). It uses AI to follow the syntax around known entities and see if they lead to new ones. These new things are logged as related to old ones. This simplification, provides the basic functionality.
So instead of a site consisting of pages connected by backlinks, Google will soon create a web of entities connected by their links - modelled on the real world. This model will tell Google which companies are trustworthy, which authors are experts, and which content really deserves to rank higher.
How to optimise?
A good starting point might be one of the previous posts on this topic - what they are, how to use them, and what you can do to use them for SEO. Some of the things you can try include building a unit Brand (with explicit syntax and frequent mentions), claiming a GMB profile, using structured data and relevant research you mention in your content.
Essentially similar to what used to be done with backlinks
and keywords, but in a slightly more complicated way.
EAT (Expertise, Authority, Trustworthiness) factors may play a greater role
EAT factors are a controversial topic in the SEO community. Some say EAT is a Ranking signal, while others say there is no way Google can measure EAT with its algorithm.
In truth, Google is unlikely to be able to answer many of the EAT's questions directly. It cannot check whether the information is scientifically accurate or whether the author is an expert. But it can still check indirect EAT signals. For example, if the page mentions all the relevant items associated with the topic, it is probably accurate.
If the author's name is well-established on the internet, associated with other thematically similar platforms and profiles, then the author is probably an expert.
With AI and a growing knowledge graph, it is safe to assume that Google will soon be able to confidently measure EAT. Which is an increasingly pressing issue, given the proliferation of spam, conspiracy theories and fake news.
How to optimise?
Don't worry, it's not just about batteries, units and artificial intelligence. In fact, many of the indirect EAT signals are quite familiar and easy to detect. Still, good old backlinks are still an indicator of Authority value. A secure protocol is still a sign of trustworthiness, as is a good user experience.
Local SEO is becoming increasingly complex
Not so long ago, Google suggested local businesses based on their proximity to the search engine.
However, in the last few years, we have seen that Google is no longer focusing on proximity, but rather on quality and relevance.
Local SEO
Google My Business
This means that businesses have some leeway to influence local rankings. And Google is happy to support this with an ever-expanding toolkit. A Google My Business (GMB) and is constantly adding new features to the list. Businesses can now post entries, answer questions, add products and services, offer bookings and set up messaging - all from their profile. In fact, it's now so detailed that search engines hardly need to visit the actual sites.
With the release of COVID-19, Google has added more options to the GMB listings. You can now mark your business as temporarily closed, hire alternative hours, collect donations, sell gift cards, and activate special attributes to highlight safety opportunities.
An interesting pandemic-related update was that Google has enabled telehealth listings on GMB, which previously no online business could register.
How to optimise?
The best thing you can do for local SEO is to optimise your GMB listing. Think of it as your second site, explore all the features(posts, questions and answers, attributes etc.), don't forget about reviews.
Structured data is becoming inevitable
Creating structured data is not a new trend - we've been talking about it for years. Despite its growing importance, structured data is not yet a widely accepted SEO tactic.
The most direct application of structured data is to create detailed descriptions, which are essential for ranking recipes or news articles, for example.
Structured data
Local search results
Another use of structured data is for local SEO. There is a type of schema called "local business" that allows you to enter your company, address and key contact details. Once applied to your website, the local schema tells Google where your business is located and improves its chances of showing up in local search results.
Finally, structured data helps to create entities. Even though Google can now recover entities from unstructured data, it can speed things up by using structured data to tag important places, people and companies.
How to optimise?
Creating structured data sounds like it would be too complicated to attempt on your own, but it's not. You just need to add some HTML to some of your content. You can do this manually, or use the Structured Data Marker Helper.
(Structured Data Markup Helper)
Google will make more effort to satisfy search intent
Thanks to BERT, Google can now retrieve not only pages, but also relevant details from a page - to match the search engine's intent. For example, if I want to know if elephants can jump, Google will find the paragraph answering my question, so I don't have to read through it or click on the page.
And if, for example, I want to know how to sharpen a pencil, Google skips the slow parts of the tutorial and instead offers me to look at the gist, where I can see exactly what I need to do.
How to optimise?
Prepare your content with one key detail in mind. Use parallel syntax for headlines - Google can turn these into lists. Add FAQs to your pages - Google can use them for question-based searches.
Highlight key moments in your YouTube videos - Google can display smaller segments of your videos to answer very specific questions.
Summary:
SEO seems to play more of a supporting role. In the past, SEO was the main
driving force and could be used to rank a site, whether it was actually good or not. Today, first and foremost, a site must have great content first , then it is worth using SEO to make it visible to Google's search engine. This work will become more and more complex, especially as rich elements become more and more common in SERPs, becoming more central than
ranking.
Cikk by: EffectiveSEO
Source : https://www.link-assistant.com/news/seo-trends-2021.html
