Major changes in SEO for 2021.
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| SEO for 2020 |
So, what's going to happen in 2021? Well, first of all, according to Jump-shot and SparkToro, 49% of all searches performed on Google result in a no-click. That means almost half of all searches on Google won't send traffic to any website at all. People are either giving up on searches or they're getting the answers right then and there from Google. In 2021,
My opinion about SEO in 2021
I expect that to increase even more. The second big change is that the number of visitors that people are going to get from organic traffic is going to continue to decline. Sure, it's being made up at the same time by more people coming online and using Google. But according to Merkle, the total visits produced by organic search fell 6% year over year in Q2 of 2019. And mobile was the one that got hit the hardest. Where visit growth dropped by 13% in Q1 of 2019, to 5% in Q2 of 2019.
So, in 2021, I would expect the traffic to also go down. because that's the trend that's been taking place. Probably not at the same pace, but I would expect it to also go down. The third big change that I see, Google is going to be competing more heavily with Amazon. If you've already looked at Shopify, their company's been on a tear, right?
Shopify right now, at least according to Wall Street, is the Amazon alternative. It's your own way for anyone to create their own e-commerce store. Google, this year already, or in 2019, has released a Buy on Google feature, right? This allows people to buy e-Commerce products directly on Google. I look forward to 2021, in which Google will end up making more changes to compete directly with Amazon.
This should also potentially help people who have their own e-Commerce stores, such as people on Shopify, in which they can generate more sales without people going to their actual website. Now, even with the Buy on Google button right now, it's not perfect, but again, they rolled it out.
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| Major changes in SEO for 2020 |
I bet you, over time, they're going to make iterations to make it good, that people don't even have to go to your website to make any purchases. The fourth change, more people are going to get the information that they need through rich snippets. According to the study by Path Interactive on people aged between 13 and 18, a whopping 40% get the information they need from a snippet without clicking through.
Now, this doesn't mean that hey, we're getting less traffic by Google and they're evil. Think of it this way, a lot of those people are just looking for an answer. Sure, they could be coming to your website, but it doesn't mean they're going to buy anything or become a lead anyway. Now, when you expand the age group from 18 to 30, 20% get what they need from a snippet without clicking through. Some industries have already been disrupted by this trend. Other industries haven't yet.
But Google is going to continually make more and more changes like this to keep giving people a better experience. For example, with flights, if I put in a flight number, Google will show me if that flight's delayed if it's on time. They even have a nice pretty map to go along with it. You're going to see Google making more changes than in just flights. because they've had this for a while.
Whether it's hotel availability, or it's the weather, they're going to continually expand this into other areas like they have with lyrics and things like that and definitions, so that way, people can get what they're looking for without having to go to a site. For example, I'm a big basketball fan. So, when I'm looking up the latest scores on let's say, the Lakers, I don't want to go to NBA.com. Why can't I just get my answer on Google? See, I don't see this as a bad thing. NBA.com may get less traffic, but hey, I'm already watching the TV, I'm already on that television channel looking at the Lakers game, or any other sports game, and I'm looking up scores.
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| Major changes in SEO for 2021 |
So, when I'm doing this, they already have my attention, but why do I need to keep going to websites? And you're going to see that. You may lose traffic, and sure, sometimes, people may not have your attention, like the NBA or NFL or any of these sports league, but here's the thing, a lot of the times Google is providing the answers to people, a lot of the times they're trying to help them out, they're improving the user experience. By improving the user experience, sure, you may get less traffic, but
A, by Google providing a better experience, more people are going to be using Google, which should help you get more traffic.
B,
more people are also coming online, which also helps you get more traffic. And
C,
a lot of those people that Google's answering the questions for,
when
they land on your website, they're not buying anything anyways. So,
what you'll see a trend in 2021 as well if Google's answering
people's questions without them going to your website, the traffic
you are getting, should increase in conversion rates as well. I don't
want to end things with you thinking that, hey, Google is evil.
Because they're not.
They're
actually a really good company. They even have amazing perks, like
giving their employees discounts and money back if they do things
like drive an Earth-friendly car, right? This is nice, so I want to
give you five tips to help you with all the changes that Google is
about to make. The first tip I have for you is to become a master at
uncovering search intent. Look, most marketers are just looking for
keywords that they should target. It's not about keywords, it's about
problems.
When
someone searches for something, a lot of times, they have questions,
they're looking for comparisons, right? Comparing one business to
another to figure out, hey, what product or service should I buy? So,
you can use Uber Suggest for that. Uber Suggest will show you all the
questions, propositions, and comparisons people are typing in related
to your field. This will help you better figure out the intent.
1:
So, now that when you're targeting keywords it's not just about
traffic, it's about getting the right traffic so those visitors
convert.
2:
The second tip I have for you is to increase your CTR. Write compelling
titles. It's all about getting people to click on your listing.
Heck,
even if you're not at the top, it doesn't mean that you can't get
more clicks than the listing above you. You can do things like
creating a compelling title, using keywords in your title that your
competition isn't using, writing amazing meta descriptions that
people want to click through and read.
You
can also use breadcrumb mark-up, that helps. And you can also use
tools like Click Flow that'll help you optimize your title tag and
they have a free solution as well. So, that way you can get more
clicks.
3:
Next tip, explore schema mark-ups as much as you can. Schema mark-ups
helps your listing stands out. For example, on the NeilPatel.com
site, He uses the FAQ schema quite often. So, when you search for
terms like digital marketing, you'll see an indentation with
frequently asked questions that I answer right then and there. And
people are like Neil, why would you do this? Few people are going to
go to your website. That's actually helped me improve my rankings and
overall get more clicks to my website.
4:
The fourth tip I have for you, work on building a loyal audience so,
that way you can keep them coming back to your website. That's why I
use email opt-in. So, I use tools like Hello Bar to get people to opt into my list. And every time I have a new blog post, new feature
update, I send them a blast. I use tools like Subscribers for push
notifications because every time I have a new blog post, new video,
new podcast, I can send out a push, get more people back to my
website. I'm leveraging social channels, even chatbots. Like MiniChat or Mobile Monkey. These are always for me to get more people
back to my site.
5:
And the fifth tip I have for you, adopt an omnichannel approach. You
don't want to just rely on SEO or paid advertising or social media,
or content marketing. You want to look at everything. When you
combine everything and use it together, you'll notice that your CPAs
go down, plus people see you more often. The rule of seven in
marketing, when someone sees you seven times, they're much more
likely to convert. And this will help you build a brand.
If
you need help with your marketing and preparing for the future for
all the changes Google's going to continually make. If you have any
questions, leave a comment below, and I'll answer and I'll help you
out.
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Tags: SEO in 2021, SEO changes in 2021, SEO, How to do SEO in
2021, Major changes in SEO in 2021.
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