How to do SEO in 2021?: 10 tips for positioning

local SEO

SEO, contrary to what many claims, has never died. It has simply evolved over time: for this it is necessary to be able to face the changes that occur.
There are some substantial innovations recently implemented that make the race to the top of the SERP (Search Engine Result Page) even more captivating. We have tried to summarize them in 10 useful tips that will help your site compete for referring keywords. Or at least, they can try!

The user, first of all:
It has long been known that the User Experience is a real positioning factor (we were already talking about it in 2017): the most recent Google Core Updates (March, June and September 2019, together with the - very recent - of January 2020) not only confirmed this trend, but they even emphasized it. In fact, those sites that have directed their attention towards user satisfaction have been rewarded by search engines, with remarkable growth rates. Want to start the blog You should read it first

The content strategy, which we will explore further on, must be user-centered: it is the main lever to attract the attention of the public and drag it towards your site. It is equally important to ensure that, once entered, the user does not exit immediately: to facilitate their stay and avoid a high bounce rate, they must be guided along the path not only towards what they want but also and above all in the direction towards the which you wish to go. Attract, convert, close, delight: isn't this the true essence of the conversion funnel?

Mobile first:
If we had already talked about the User Experience in 2017, in the following year we did it for the Mobile-First Index: in full 2018, in fact, Google publicly declared that it would use the mobile version of the site to determine the positioning of websites in the SERP. as a reference. Since then, connections made via mobile devices have grown significantly, so much so that 65% of users in the world already surf via smartphones.

The Google Core Update of September 2019 was the inevitable confirmation of an ever greater push towards mobile: all sites not optimized for smartphone connectivity have suffered a heavy algorithmic penalty. To pay the consequences was, above all, the Italian version of the site of Purina, the American giant of pet food of the Nestlé group, which saw many of the queries on the front page go out of the same and even position themselves beyond the tenth.

Visual branding:
2019 was, from an SEO perspective, the year of Pinterest. As also confirmed by a research by the social network based on images has obtained relevant results in SERP thanks to a greater focus on textual content (remember, in fact, that the texts of Pinterest - unlike what happens in many other social platforms - are indexed). Thus, for several queries, a good description within the Pins (especially the Article Pins) contributed to the achievement of the first position, effectively opening a new era of visual branding: in this specific case, Pinterest images have surpassed texts. and, above all, videos.

The latter, however, remains a relevant tool for SEO (YouTube is the second search engine for interactions, behind Google): also in this case, the race to the top of the SERP is open, but provided that the title and description respond to SEO dictates

Best Answer:
An old, but still in force, customary law of inbound marketing provides for the spontaneous attraction of the user to the site, through an accurate content marketing strategy. It is essential to be able to provide the best possible response to the user's needs, showing authority in order to gain trust not only in respect of the single content but of the entire brand.

In 2019, according to the research already shown in the previous paragraph, the health portal MSD Manuals seems to have succeeded in its intent, which managed to climb the SERP thanks to an excellent strategy that focused on the cornerstones of inbound marketing . Articles signed directly by doctors, together with differentiated content between a B2B (doctors) and B2C (patients) audience and consistent use of multimedia elements, have helped to provide authority and a considerable feedback of trust. Complete mission!

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