When it comes to search engine optimization (SEO), the only constant changes. In fact, Google now states they make algorithm updates three times per day on average. But even with constantly changing search rankings, we can still spot SEO trends and determine which direction Google is going. SEO professionals make it their job to understand where to place their focus in order to achieve the highest rankings.
So what SEO trends are happening now? What is Google focusing on at the moment?
Seven critical SEO trends you must know in order to rank at the top of Google in 2021.
1. Quality Content
We’ve all heard the saying “content is king.” To be clear, it’s quality content that Google values. Boring content that regurgitates the same old information everyone else is saying is usually not as helpful.
So what constitutes quality content? Fortunately for us, Google gives us some website guidelines to follow.
Perhaps the most important advice Google gives us is to create content for users. Too many content creators focus on SEO results and write specifically for Google. You can tell when you are reading a piece that was written for search engines. It doesn’t flow naturally and keywords are shoehorned into places they don’t belong.
It’s much better to write as if you are speaking directly to a friend. Speak naturally and genuinely try to help them. Bonus points if you include your own unique point-of-view and personality. Users will resonate more with your voice than with content written for search bots.
2. Local SEO
Local SEO is not a new trend, but with the increasing importance of mobile devices, it’s more prevalent now than ever.
As an example of local search popularity, “near me” searches are experiencing a 500% increase in the past two years.
Most people will never look to the second page of Google so getting top placement is vital.
Here are some tips for more prominence in local searches:
- Make sure you’re signed up with Google My Business, which many people overlook.
- List your business address on your website and all your social media accounts.
- Write content for your website with your location in mind i.e. “landscaping service in Clearwater, FL”
- Include your areas of service on both Google My Business and on your website.
- Send strong social signals to Google and other search engines by focusing on social media content, Google reviews, and testimonials.
3. Schema Markup
Schema markup is a code you place on your website to help search engines give relevant information to their users. This data appears in the form of rich snippets in the search engine results pages (SERPs).
Examples of rich snippets include review stars, hours of operation, and movie times to name just a few.
As search engines move towards artificial intelligence (AI) and voice search, structured markup like this are going to be increasingly important.
Up until now, search engines index your page and all the data it contains and then return that information to the user. But now with Schema markup, you can tell search engines what that data actually means. This is especially helpful if your topic contains words that have multiple meanings or if you want to stress the importance of certain aspects of your content.
4. Core Web Vitals and Site Speed
Core Web Vitals are a set of specific factors that Google considers important in a webpage’s overall user experience. Core Web Vitals are made up of three specific page speed and user interaction measurements: largest contentful paint, first input delay, and cumulative layout shift.
Site speed is another important ranking factor being focused on. The speed of your website also affects user experience and sales conversions. Users will abandon slow sites and may not ever reach your sales page.
The first thing you need to do is check how fast your web pages load using a popular tool like Lighthouse. Google Search Console is another place to see your site’s performance.
5. Backlinks
If you frequent SEO forums at all, you may have noticed the huge debate surrounding backlinks. Long viewed as the holy grail of SEO rankings, many SEO experts now believe that backlinks are not as important as they used to be. Some even contend that link building is dead as an SEO strategy.
Let us be the first to say link building is not dead and it’s not going anywhere. It is, however, 
evolving. Search engines prefer natural and relevant links such as social shares to see that your content is part of a larger conversation on a subject.
It’s also recommended to get highly relevant links only. In the past, webmasters piled on thousands of backlinks from every website they could find, even if the content was about a different subject entirely.
The long-standing theory was this: If a backlink is essentially a vote for a website, they want to get as many votes as possible to win the top spot on Google.
Going forward, only relevant links will provide any SEO benefits. Concentrate on creating content that is strong enough to illicit social shares and attracts relevant links on authoritative websites.
6. Mobile Website Indexing
More people use the internet on their phones and devices than on their desktops. Not surprisingly, Google is now a mobile-first search engine. This means the search engine is now displaying results optimized for the mobile experience before all other listings.
Many sites are now responsive, leading webmasters to believe their sites are mobile-friendly. But many variables must be considered to make your site engaging for mobile users. Take the guesswork out of it and visit Google Search Console to grade your site’s performance and find suggestions on how to improve.
7. AI-assisted Voice Search
In 2022 it is expected that almost 55% of homes will be equipped with AI-powered assistants like Alexa or Google assistant.
How can you optimize for voice search? SEO experts advise focusing on natural language as opposed to searching for popular keywords. In other words, try to anticipate what users will speak into their devices when they want information. The answer will nearly always be long-tail keywords.
You may also use search variables like “near me,” and “open tonight” based on the location and time users search for information.
The RankBrain, Bert, and NLP algorithms are the driving force behind picking up appropriate answers for voice search. The faster a page loads with all of its content displayed, the better its chances to be included in the list of responses.
Conclusion: SEO Trends in 2021
The SEO trends in 2021 seem to revolve around user experience. Make sure your website is fast and mobile-friendly. Help busy users by optimizing for voice and local SEO.
On the other hand, some tried and true tactics never go out of style. Provide quality content and get relevant links and social shares.
As you carry out your SEO efforts this year, concentrate on the end user and giving them what they want and you will ultimately be rewarded.
If you found this article helpful, we invite you to check out our top 8 actionable SEO tips you can start today.
Matthew is the President of Infront Webworks and is a New England native now calling Colorado Springs home. Matt attended The University of NH where he pursued a BS in Natural Resource Economics & Business Administration. Aside from Infront; Matthew has owned and managed two other online agencies based on the seacoast of New Hampshire and been a key player in multiple technology mergers & acquisitions. When he’s not bathing in technology, online marketing & business; he’s probably spending time with his wife and daughter, boating, skiing the trees, hiking or cooking..he is a foodie for sure!
