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SEO TRENDS 2021. – FOUND

The
last 12 months have seen a significant change in consumer behaviour due to
Covid-19. Online retailers have experienced unprecedented revenue growth and
demand for goods delivered to the door has exceeded capacity. During these
times, many businesses have had to evolve a greater online presence or die.
Investing in digital marketing is more important than ever to safeguard future
interests. With most sales growth predicted from online, SEO is critical for
driving business expansion. So what SEO strategies and tactics will help you
dominate in the SERPs and earn more revenue in 2021?

User experience & Core Web Vitals

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Last
year Google confirmed that Core Web Vitals will become a ranking signal this
year in May. The new page experience signals will combine existing UX related
signals including HTTPS-security, mobile-friendliness, page load times, and
interstitial guidelines with Core Web Vitals.

It’s
key to prepare now for when page experience becomes a ranking factor for two
reasons; to safeguard and expand your brand’s visibility in search whilst also
boosting engagement on-site via enhanced user experience.

The
Core Web Vitals report in Google Search Console is an excellent resource to
identify areas for improvement. If you aren’t sure where to start, Found put
together a comprehensive blog post ‘Core Web Vitals
Guide’

to walk you through the process.

SERP
understanding and optimisation

In
2021 search engines are highly sophisticated and have a greater understanding
than ever of queries beyond keywords – they can find and deliver the exact
information that users are looking for. It’s more critical than ever to
concentrate on learning what a user is looking for and how Google answers those
specific queries.

Found’s SERP real
estate tool

tracks the proportion of page one SERP real estate your brand owns and monitors
the make-up of the page (ads/maps/google products/related searches/organic
results). SERP Real Estate helps to proactively identify SERP feature
opportunities whilst additionally pinpointing where competitors are targeting
their efforts. It also gives a breakdown of the domains and SERP features appearing
on the first page, along with the keywords triggering them to provide insight
into who is owning what features and where the opportunity sits. This can be
used to help optimise and improve existing content, identify new opportunities
for search as well as determine paid media budgets.

Local
SEO

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The
Covid-19 pandemic dominated the events of 2020. During the crisis period public
mobility has been much reduced and there has been an increased demand for local
commerce. This is exactly why local marketing strategies should be introduced –
consumers want to learn about local business and for brands there is a great
opportunity to grow their customer base. Google My Business is the perfect tool
to achieve this. To make the most of your GMB listing your business information
must be current and accurate, and your customers need to be up to date with
changes in opening times, schedules, delivery options, etc. And don’t forget to
leverage promotional deals to help drive sales during the economically tough period.

Going
beyond Google

SEO
is about owning the space wherever people are searching for your business – not
only Google.  With the increasing
dominance of Amazon, Apple and YouTube, high priority needs to be given to
these platforms which will help to boost the brand’s discoverability. In 2021
the narrow focus shouldn’t be on Google only – it’s key to understand the full
user experience and optimising the full journey to satisfy the user’s needs.

After a challenging 2020, 2021 has started with much of the same. Big bricks and mortar brands are struggling as restrictions continue to bite whilst online retailers are seeing revenue increasing exponentially. This online commerce trend looks set to stay even after Covid-19 as consumers retain habits such as online grocery and clothing shopping. For brands it is key to tap into this growing audience, understand the ranking criteria and ensure their websites are searchable on a broad range of platforms. At the opposite end of the scale, knowing your local area and optimising your discoverability to the communities in which you are based will enable your business to hoover up increased local demand for goods and services.

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