Four Ways SEO Marketing Changed in 2020—and Where It’s Going in 2021

2020 threw all of our marketing plans and predictions out the window. But marketers are smart, determined people, and instead of winning defeat, we find ways to adapt and move on.

If we want to succeed, it is essential to intentionally set aside time to slow down our context, perspective, and priorities. The way we identify our ever-changing needs and create future-proof strategies will withstand the uncertainty that we will face in 2020.

And in the SEO industry, there are certainly important trends to watch for in 2021.

  1. Discover SEO marketing opportunities in the automation revolution

The way Google displays content online is constantly changing. Artificial intelligence has an increasing influence on the algorithms that feed the Internet.

Google is making technological advances in the way it analyzes and shares content with researchers, from the RankBrain machine learning model to a neural network-based natural language processing technique called BERT.

These innovations are monumental advances in the research world: RankBrain interprets a researcher’s questions to understand his intention and provide the best results; BERT goes a step further by helping computers understand language as they would.

The importance of BERT alone cannot be overestimated – Google claims to be the biggest leap in five years and one of the biggest in the history of searches, affecting 1 in 10 searches, and although it is almost impossible for innovations like this to optimize, the marketers can still do a few things to play well with the new search rules.

Understanding what drives your customer is fundamental: what do you look for in people and why? What is their ultimate goal and how can you best meet their needs?

The rules of SEO went beyond the need to optimize only for keywords. Creating quality content that outperforms your competitors by ten is a sure bet today; To compete and succeed, you also need to know your audience inside and out.

Customer optimization is the smartest search strategy a marketer can use in 2021.

  1. Adapt to the movement of the Google link in the comments

Google is moving from “10 blue links” to richer and more diverse SERP experiences. In 2020, Google increasingly focused on ‘responses’, including highlights and information collected from the web, providing users with quick solutions to their questions without having to search the publisher’s web pages.

The most recent innovation is “roll-to-text” snippets: specially formatted links, including links to search results, take you directly to the highlighted text on a web page that responds directly to the user’s query. For now, the feature works on Google’s Chrome and Microsoft browsers.

Google Answers presents new challenges for marketers looking to gain visibility and clicks in the new SERP environment. The goal of reaching a coveted response point (which can lead to higher CTRs) leads to more subtle keyword research, and pages now require a fair amount of on-page optimization to achieve this. Marketers learn to use Google Answers to increase visibility.

A better understanding of the analysis is needed to stay on top of all SEO trends from 2020 to 2021 and beyond.

  1. Preparation for Core Web Vitals in 2021

In 2020, Google announced an official ranking to be implemented in 2021: Core Web Vitals.

Core Web Vitals adds content painting metrics (LCP), cumulative layout changes (CLS), and delay in first import (FID) to metrics considered by Google’s algorithm. These statistics contribute to what Google calls page experience signals; These “characters” include the presence or absence of HTTPS security, intrusive pop-ups, and ease of use for mobile devices.

Google has confirmed that it will give webmasters a six-month notice before Core Web Vitals goes into effect as a ranking factor; but, like HTTPS, the major update is likely to have an immediate and dramatic impact on sites that are not optimized for these specific metrics, especially news media sites. Accelerated Mobile Pages (AMP) pages are a thing of the past and Core Web Vitals are needed to make headlines.

SEOs and marketers should focus on optimizing the three key metrics for Web Vitals: LCP, FID, and CLS. I suck

  1. Integrate crisis adjustment into your SEO 2021 strategy

If 2020 has shown us anything, it is essential that crisis planning and adaptation are essential in all sectors.

We’ve already talked about customer service, social media, and financial planning crises, but what if a crisis affects SEO? In the business world, everything must be concentrated in one place: the needs of your customers. Customers must be at the forefront of all strategies, including SEO.

By 2021, it is essential to listen to customers and observe their behavior to ensure that your business fits perfectly into their lives. Marketers and SEOs can be part of crisis communication, communicate change and ensure that all business listings are up to date and accessible.