During the course of 2021, Google has accounted for over 70% of all global desktop search traffic, and as of April 2021, Google had received over 360 billion searches, with ‘first five organic results’ accounting for around 68% of all clicks. The importance of SEO has gone from strength to strength in recent months, with Bright Edge reporting that it drives 1000%+ more traffic than organic social media. Despite its consolidated status, SEO, like other online marketing tools, is one that continues to evolve. The following are just a few trends dominating its usage and results.
Artificial Intelligence A Key Tool For Effective SEO
When it comes to using the right keywords, tools like MarketMuse, Bright Edge, Frase, or HubSpot can give you an edge over competitors. By analyzing large amounts of data to discover specific keyword clusters, these tools extract information on what well-ranked sites are doing to appear at the top of search rankings. HubSpot takes things a step further by identifying the themes that search engines associate with your content, and then makes useful suggestions so you can build a targeted strategy to improve your rankings.
Blending SEO And PPC
Companies in the U.S. (ranging from legal firms to fashion houses) spend around $100 billion per year on paid search advertising, owing to its ability to target audiences, its measurability, and its suitability for customization. In the legal sector in particular, using a PPC guide is often a choice marketing strategy because pay-per-click marketing enables firms to pay only for high-intent visits, run daily in-depth analyses of data, and remain up to date with algorithmic changes within a budget. Using a guide ensures that law firms are able to use it to its highest potential. Because measuring ad performance focuses (among other things) on keyword performance, PPC makes the perfect partner for a sound SEO strategy. SEO and PPC are currently being used as a means of sharing knowledge, since both share the identical advertising space (the SERP). A lack of communication between SEO and PPC teams could essentially result in less than optimal results for both channels.
Mobile-First Indexing And Mobile Friendliness
As of July, 2019, mobile indexing was enabled by default for all new websites. This decision makes sense considering the fact that mobile phone searches have increased vertiginously in number over the years. For instance, in the U.S., there were 177.8 million mobile phone search users – a number that rose to 211 million in 2020. Google has a free mobile-friendly test for website owners, and its Search Console provides them with a mobile usability report. Just a few mobile SEO best practices include increasing page speed; the avoidance of blocking for CSS, JavaScript and images; optimal design for mobile users; and the use of optimized titles and meta descriptions.
Catering To Audiences
Google is becoming more efficient at matching results with what it thinks is the searcher’s intent, therefore highlighting the importance of creating content that matches the information users are seeking. Savvy companies are learning that their websites need to truly address visitors’ demands and concerns, instead of talking excessively about products or services. Readers should not have to register, provide their email, or take any other action to access your content. Content should be free and contained on a site with speedy rendering.
Google is accounting for over 70% of all global desktop search traffic, so working to improve SEO strategy is vital for any business. Just a few trends savvy websites are taking on to achieve this aim include AI and joint SEO and PPC strategies. Mobile friendliness and the creation of audience-centered content will also hold sway in the upcoming months.