In SEO, you can never rest on your laurels, you have to constantly adapt your positioning strategy to the current trends and guidelines.
In SEO (Search Engine Optimization), the only thing that is certain is constant change. Search engine algorithms are constantly being improved in order to provide users with the highest quality of search results. This implies that administrators must constantly adapt their positioning strategies to the current trends and guidelines. What to look for in SEO in 2021, which factors will play an increasingly important role - we suggest in the text.
SEO - trends 2021
The ways in which it was possible to take the top positions in search results 10 or 15 years ago are radically different from those that guarantee good visibility in the search engine today. This is due not only to the many algorithm updates made by search engines in recent years but also to trends that, as in all areas of social life, come and go in SEO.
Whoever wants to achieve success on the Internet today must be up to date with all the news, follow the behaviour of users, which are subject to constant fluctuations. Recent changes in this area result from the popularity of mobile Internet. The number of smartphone users to surf the web is growing every year. In 2016, according to the Global Stats survey,
In SEO, you can never rest on your laurels, you have to constantly adapt your positioning strategy to the current trends and guidelines. It's best not to wait for a trend to become a binding and common standard, it's better to meet it. Then we can hope that when the competition is just introducing changes in the strategy, our site will already be in the leading positions.
1. Keywords- although they have been the basis of SEO for years, the ways in which search engines analyze them are changing. This is mainly due to the development of mobile Internet technology. In the near future, attention should be paid to their semantic and personalized nature.
The results must reflect not only the user's interests (search history) but also their physical location and the type of device they are currently using. Google is trying to meet this challenge, which is why the search engine user, after entering the same phrase, will see different results on the smartphone and different on the desktop computer.
In addition, search engines learn to interpret queries so that users see results that match what they meant (this is not always the same as the query entered). SEO specialists will also have to face this challenge,
2. RankBrain- artificial intelligence is the future of information retrieval. This mechanism has been permanently included in the search engine's algorithm and classified as the third most important factor (after the page content and links leading to it), taken into account when determining the website's ranking.
Its task is to read the real intentions of users entering into the search engine queries that have never appeared in it before (this is about 15 % of the total number of over a billion queries asked to the search engine daily). Its essence is to convert words into mathematical units (called vectors) that are better understood by the computer.
RankBrain simply guesses words and phrases that have a similar meaning (it is based on semantics). RankBrain is a mechanism that learns can draw logical conclusions and interpret questions. Thanks to this, the obtained search results take into account not only the nature but also the context of the query (according to Google RankBrain, it helped to improve over 50 % of queries that were previously difficult to understand).
For example, if we ask about the maximum speed on a motorway, we will get a response tailored to the current location and will also be expressed in the measurement units in force in that country. RankBrain is to be a response to the increasing number of inquiries, not only the complex ones but also the abbreviated ones (certain types of phrases based on shortened colloquial or slang terms), which are mainly used by young people.
SEO specialists have to face these ways of asking search engine questions, although, as they indicate to the engineer from Mountain View, artificial intelligence is to help them effectively. Thanks to it, our website will not have to take into account all the phrases used by users, because the algorithm will be able to better match the queries to our website (as long as the queries entered by our clients will be understandable to the search engine).
3. Voice search - since 2010, the number of people using this form of asking questions has been systematically increasing. It seems that the better the search engine will cope with voice recognition, the more people will use this form of querying. People responsible for the visibility of the website in the search engine will have to take this trend into account in website optimization (e.g. focus on complex queries, the so-called long tails and contextual queries, etc.).
4. AMP (Accelerated Mobile Pages) - is a new standard for mobile websites. Page acceleration is an option to minimize the number of bounces caused by slow page loading, a factor that is taken directly into account by Google's algorithm when ranking natural search results.
AMP is a kind of web development code that clearly states which HTML elements you should drop out of in order to load a page faster. Pages designed according to this philosophy can already be found in a mobile browser. Google engineers indicate that by using this technique, you can speed up the loading time of pages by 30%.
5. HTTPS - Internet users expect that website administrators will do everything to ensure absolute security on the web, especially when shopping in online stores or operations performed in online banks. Google has long encouraged the use of the HTTPS protocol, which has been an important factor taken into account by search engines when ranking search results for over two years.
However, you must be careful when switching to HTTPS. Such an operation performed contrary to the guidelines, may have an impact on the ranking. It can also involve data loss, which is very expensive in the e-commerce industry.
Summary
SEO is an area that is constantly changing. However, as in other areas of social life, there are also things in SEO that, despite the trends, do not change. Such a permanent element in SEO is valuable content that has always played a large role and there is no indication that it will lose relevance in the future. It is worth remembering about this when designing a positioning strategy.
