- Jan 21, 2021
In our previous blog we looked back at some of the SEO trends that we focused on in 2020, but as one year comes to an end, we look to the future and the trends we should prepare for in 2021. Take a look at our top 3 predictions for 2021:
1. Google’s EAT principles are here to stay
Keeping Google’s EAT principles (expertise, authoritativeness and trustworthiness) in mind when creating content will remain critical for ranking success 2021. These core principles are:
To be seen by Google as an expert, you need to demonstrate how deep your knowledge is and how well you know your niche. This is important to ensure you stand out next to the thousands of businesses who are all working towards the same goal.
Authority is measured to see how well you, your brand or website stands against your competitors. Users are looking for websites in which they trust the expertise from someone they know is the best in their industry. So when you’re writing content for your website, keep in mind that Google looks for content that is expertly written, but is the most authoritative to their users.
Google measures trustworthiness based upon a website’s backlinks from other domains. However, a misconception of backlinks is the more you have the higher authority a website has, but this is not the case. A website’s backlink strategy should be about quality, not quantity. The more links your website has from trusted domains, the more trustworthy Google thinks you are. Much like how people will look for examples where your brand has repeatedly proven to be trustworthy through reviews or word of mouth.
2. Longreads will be more prominent
According to SEMRush’s ‘State of Content Marketing Report’, content that has 3,000 or more words has 3x the amount of traffic, 4x the social shares and 3.5x the number of backlinks than content that averages around 900 words. Additionally, SEMRush found that content with headlines with 14 words or more would get 2x the traffic, 2x the social shares and 5x the number of backlinks than content with shorter headlines.
Additionally, serpIQ found that the top 10 results (for the 20,000 keywords they researched) have content pages that averaged around 2,000 words. It is therefore very evident that there are SEO benefits to writing longread content on your blog, as Google rewards many websites with longread content with the top 10 spots in the search results.
Google Webmasters have also hinted that users often turn to Google to answer quick questions, but that research suggests up to 10% of user’s daily information needs involve learning about a broad topic.
3. Semantically related keywords will be more important
After Google’s EAT algorithm update revealed that Google are developing smarter algorithms to understand primary keywords and their semantics to provide the best and relevant results. Due to this, it is no longer recommended to focus on one primary keyword but to focus on your main keywords’ synonyms.
The main focus when writing content on webpages should be on searcher’s intent which will dramatically affect content marketing tactics. Your content strategies should consider using more semantically relevant keywords alongside the chosen primary keyword. For example, if Digital Reflow wrote a blog about ‘Marketing Services’ then our semantics keywords would be ‘SEO Services’ or ‘Pay Per Click Advertising’.
The best way to write content for your SEO strategy is to ensure that your content is written for humans and not for bots. Your content shouldn’t be written for the sake of keyword stuffing but instead should be written to a ‘keyword cluster’ as seen in the image here:
Preparing for SEO in 2021
It is important to focus on the SEO trends that come to light in 2021 to continue to drive relevant traffic to your website through this year and the years to come. Google is updating their algorithms often without warning. However, we do know about one update to expect in 2021, which we discussed previously, Google’s Page Speed Experience Update in 2021.