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There are 3.5 billion searches performed on Google every single day. No matter what you do, people are looking for your products and services on Google. How are you going to succeed in search engine optimization in 2021 and beyond?
In this article, I’m going to show you how to do SEO so that you can be successful when it comes to search engine optimization.
#1: Create content
Create content around all the things that your customers search for. Who is your customer? What are all the different things that they search for online? Create content around that. Especially all of their most important pain points.
By doing that, you’re going to make sure that you show up higher in the SERPs and that you’re getting them to click on your website. You can use that for a lot of different things, like capturing email addresses, remarketing lists, and so on.
#2: Update your most important content
Take a look at your most high-volume pages that drive the most conversions every single month. Make sure that that’s totally up to date. You’re going to update your secondary content on a quarterly basis. Which means every three months.
Also, you’re, going to update the rest of your content on an annual basis. You want to make sure that every single page on your website is updated once a year at a minimum. If you do that, you’re going to continue to see fantastic growth on your website for the content that you have.
#3: Create long-form content
You want to have long-form content, but not just long-form content. Long-form content that also has optimized images, and it has optimized video.
Videos are completely exploding. So on your long-form content for your top terms, you want those to be hubs of content. You want that content to list all the frequently asked questions. Plus all the greatest images, and all the best videos on the topic. Make sure to link out to other areas of content within your website that explain more on the topic. Item number three is going to be really important, especially for those top terms.
#4: Check your CTR
If you go inside of Google Search Console, there’s a really cool report that’s going to show you the click-through rate for the different pages on your website.
If a certain page has a really high click-through rate, that’s great. Even so, if the page has a low click-through rate, try to figure out what you’re doing on those other pages that are higher so that you can improve your lower pages.
Numbers really work quite well for incorporating into your titles, and so that’s something that you might want to consider. For example, ’10 Tips’ or ‘7 Reviews’.
#5: Consider AMP (Accelerated Mobile Pages)
Accelerated mobile pages are something that will make your website extremely fast. That’s going to be really important to make sure that you have a fast page feed. This is a ranking factor, so consider using accelerated mobile pages. That’s going to make it so the mobile version of your site loads very quickly.
#6: Schema.org strategy
You need to have a schema.org strategy. On every different type of website, there’s a different schema strategy that you would have. For an e-commerce site, you might be marking up your product pages with pricing reviews and shipping.
For a local website, you’d perhaps mark up your local pages with the exact location. And for a general website, You may be marking up your logo with schema.
For a news website, you might be marking up your website with speakable markup. That’s something that will actually read the text on the page to somebody. Ensure you define your schema strategy for your website so that you incorporate all the most important things.
#7: Go secure ‘https’
The website has to be secure. Not only is it a ranking factor, but visitors are looking at it more and more. Make certain that you take the time to do that.
#8: Set a linking strategy
You need to have a linking strategy for every different type of website. You should be picking three to four different strategies that are
going to really help you with linking. Whether that’s un-linked mentions, going after awards, promoting a piece of content, writing a column.
Writing a column shouldn’t be a linking strategy. Writing a column should be a strategy to get you exposure to a great publication.
Pick a great linking strategy and make sure you’re allocating a good amount of hours that are going to make you competitive in your space. This is really important and still a big factor.
#9: Use social media
You want to get social shares and you want to continue growing your social media communities and engagement. This is essential. You can build an entire business model off of social media at this point. Furthermore, when you get these social shares, your website will get indexed quickly.
If your new blog posts and new pages get a lot of shares, a lot of interaction, they’re going to shoot straight to the top of the rankings.
For previously shared posts that have moved down your page, sharing it again will oftentimes help it rank higher much quicker.
#10: Increase brand searches
Google has gone on record saying that pages that get searched for more, and brands that get searched for more, often will rank higher in Google. That’s regarded as an indicator of quality and can help your search rankings.
You should be doing paid media, running YouTube ads, Facebook ads, and doing creative campaigns. As you build the brand, you get more brand searches because that’s going to allow you to get higher click-through rates from brand recognition in the SERPs. It’s going to allow you to get more direct traffic, and all of that comes around to lead to higher rankings.
#11: Google rollout
BERT and E-A-T are two very big things. So BERT is a new framework that’s going to be rolling out to all of the different web pages out there that Google is indexing. And this is quite important.
It looks at certain types of metrics and it also looks at the intent of the user. The intent has never been more important. So, be sure to check out the actual intent of a user before you even make a web page. If you don’t do that, you could totally be wasting your time.
In addition, there’s E-A-T, which stands for Expertise, Authority, and Trustworthiness. This is critical because when you have that correct, it’s going to allow you to rank in some of these competitive niches.
Things like having an author bio on the page, sourcing your facts and your figures, and bringing credibility to the website in general.
#12: Videos get attention
There’s a lot of videos that are being served now inside of Google. Inside of the Google home hub, and also now inside of Bing. Video is the fastest-growing type of multimedia. People want to consume it. I highly encourage you to create videos around all of your top terms, all of your top pages and do the best you can to scale that initiative.
#13: International SEO
Certain markets are more competitive than others. The US and the UK for example, are competitive markets for SEO. Other areas are not so competitive such as Canada, Mexico, and Spain. Know your market and know your ability to expand outside of your market. It might be easier to get a higher page ranking in a different language or a different country version of Google than it is in your own. That of course means you need to be able to do business in those areas, so make sure you keep that in mind.
#14: Core Web Vitals
Google is looking at page speed. They’re looking at how things load and how quickly? They have a new report called the Core Web Vitals. Essentially, this is a group of elements that Google considers relevant in a webpage’s overall user-friendliness. It consists of three different page speed and user experience components. Such as largest contextual paint, first input delay and, cumulative layout shift. Google is going to be doing a very big update on this in the future.
It’s vital that you ensure you have no usability errors in the report. As a result, it’ll give you a huge competitive advantage over other people in the SERPs.
Obviously, there’s a lot of different things that you can do in SEO. This list is by no means all-inclusive but should give you a better understanding of how to improve SEO for your website. If you implement the 14 items above, you’re going to have tremendous success with SEO in 2021.