Google handles approximately 3.5 billion searches every day, but despite that enormous number, only 0.78% of searchers will end up clicking a result from the second page; the #1 result, by contrast, will receive an average click-through rate (CTR) of a whopping 31.7%. Those statistics alone should tell you just how crucial to your digital footfall it is that your site comes to the top. To make sure it does, you need to know about and utilize Search Engine Optimization (SEO).
So, how do you use SEO to your advantage? We’re going to look at some top tips for 2021.
1. Think About Search Intent
Search intent is absolutely key when you think about search engine optimization. This is not a new concept, but the focus on search intent and finding out what your user is looking for is increasing all the time.
That means you need to think about your user, who they are, and what they want. If they search for “Korean food,” are they looking for recipes or restaurants? Historical articles? Inspiration? Beautiful photographs?
The better you know your audience and what they are looking for, the more you can tailor your content to suit them. Search engines are getting increasingly good at measuring whether sites are actually meeting a user’s search intent, and if you aren’t doing it, you’ll get bumped down in the results.
High click back rates (where users visit your site and then leave again promptly) can get you penalized, so make sure you know what you are doing and your content is as relevant as possible to your audience.
This often means taking the time to think about who your audience is and what they are doing. Build a rough profile for your ideal user, and check any new content that you put up suits this profile.
2. Look At Core Web Vitals
What’s a core web vital? This is the information about your site and how it operates, and search engines like Google study this when ranking your site. Things like loading speed, mobile friendliness, safe browsing, and stability all make a difference to how search engines treat your website.
If your site’s core web vitals are good, it means that users are getting a great experience, and the search engine will therefore rank you more highly. If, however, your page takes forever to load, bits don’t load, or the site is unstable or not compatible with mobiles, you will find that you get bumped down on the search engine page.
3. Think About Voice Search
How many people now search from their phones by using their voice? You have probably done this yourself, or at least seen other people doing it. If so, you’ll already be aware that our search structure and approach tends to change when we verbalize it instead of typing it.
In general, people will use longer phrases when searching by voice, and these phrases will sound more natural. Instead of being choppy, with small words omitted, they may be full sentences. Make sure you take this into account when building your SEO strategy. Voice search is going to keep growing, so including it in your strategy will ensure your content is relevant and easy to find.
4. Create Skimmable Content
How long should a web page be? There’s no easy answer to this, but we do know that the attention span of people is constantly reducing, and this is particularly true in the online space. Users are busy and they just want quick, simple answers or solutions to their searches.
Your content should make the answer easy to find. Often, a bold, straightforward paragraph at the top of your page is a great way to get yourself ranked on Google – and possibly even win the Google snippet.
Break your content down into very simple concepts, and make sure you answer any questions posed very quickly and simply. This should encourage users to keep returning to your site, and will prove to them – and to Google – that your content is valuable.
Conclusion
SEO is more important than ever, and if you’re struggling to utilize it, hopefully those tips will get you started. Remember, quality is the key!
Jenny Williams is responsible for business analysis and content creation at both Thesis writing service and Lucky Assignments Glasgow, as well as writing for the service blog Gum Essays.
