Will SEO Trends Change in 2021? The Latest News
On 13th January 2021, Google confirmed the January 2021 Core Update, which is set to impact all search results on a global scale.
In fact, in the last few days, data centers are already seeing significant changes in rankings, with the positions of the stable domains changing after the recalculation. As they roll the update out to Google's data centers across the world, its effect is still under scrutiny.
But that was not the only recent change. In October 2019, BERT was released internationally. It supports over 70 languages.
As you can find in the latest webmaster report, Google has issued several other small tweaks in its algorithms, which will, directly and indirectly, influence your site rankings. Staying on top of these constantly evolving updates and SEO trends is indispensable for every marketer.
The most fundamental and proven approach to succeed in SEO is to prioritize the content above everything else. In 2021, communicating with your audience to provide the best solutions is where your primary focus should go to.
What you would want to avoid is creating content and then integrating SEO into it. The audiences' search intent should be at the forefront of your marketing strategy.
With that in mind, let us look at which SEO trends are expected to shine in 2021.
Leverage the Effect of Zero-Click Searches
Featured snippets were introduced into Google search results a while back. However, in 2019, there was a noticeable change in how brands started taking advantage of this feature.
For instance, when you look for the best essay writing services, Google right away suggests EssayPro service through its featured snippets, so you do not have to visit student review sites.
According to the data provider Jumpshot, in the first half of 2019, Google's US search engine solved 48.96% of searches without a click. These zero-click searches occur when users can find answers to their queries without having to click on any links.
Now the competition is no longer about being in position one but at position 0. This is only achievable by providing qualitative answers to frequently asked questions.
It might not necessarily convert into traffic but will definitely boost your brand awareness as an expert on the topic and increase visibility among organic results.
Understanding the BERT Update
BERT was initially published in November 2018, aiming to make the NLP (Natural Language Processing) more efficient. The goal was to understand the search intent better, along with the context.
The most recent version is bound to impact the informational queries more than navigational or transactional queries. BERT finds quality content more relevant that the common conception of using informational related keywords in the search results.
The algorithm also doesn't focus on word count, but on the content being super-specific. With BERT 2021 update, the SEO works more or less the same.
Now it includes different languages. Marketers will also have to adapt to the local context and what would influence the search intent in different parts of the world.