SEO changes and what they mean for your business

SEO in 2021 – Three Changes & What They Mean for You

Content may famously be king, but it’s not enough on its own to put you ahead in Google’s Search Engine Results Pages (SERPs). Here, we look at what else you need to do to stay ahead.

‘Adapt or die’ may be a cliché, but it happens to be true. And it’s certainly a mantra Google adopts itself. The search giant has had a busy 2021 this far, with multiple updates in recent months resulting in important changes to SEO and the way owners manage website quality. What’s more, Google has upped the pace with which it makes changes, in a bid to reach ever greater numbers of businesses.

What exactly has changed?

Here’s a quick round-up:

  • SERPs: The rules for these have changed quite significantly over the last 10 years, with Google exerting greater influence than previously.
  • Core Web Vitals: Google may have been saying for years that these (and speed) are important success factors.
  • MUM: This AI model gives a newer, speedier and larger data processing capability, helping the search juggernaut to handle text-to-text transformation, and understand and process a page’s meaning more quickly than ever previously. It has enabled Google to make many changes, such as T5, which is to do with quicker ways of processing information.

In terms of what this means for you, the future is likely to be less about a focus on more keywords, and more about making the keywords you already rank for perform better.

Other trends in recent months have included surges in searches for live events, such as concerts, plus in-store shopping. Understanding such search patterns can be useful in managing search expectations.

In truth, the modern dynamic market needs quicker and more tightly targeted decision making than before. So think again about what you want your brand focus to be when it comes to search, and builder more dynamic content as well as greater engagement with your audience. This will help you increase traffic and raise awareness with Google.

A final word on Core Web Vitals (CWVs)

One recent study of two million URLs found that just 4% managed a strong core web vital score.

(Launched in May 2020, these user-focused metrics measure page ‘health’  in terms offering a seamless and smooth experience for the user.)

We’re likely to see Google become more volatile in terms of CVW, and more quickly. What’s more, more design factors could be used to drive experience scores.

Summing up

  • Google is upping the pace at which it introduces changes
  • It’s not just about more keywords, but about making the ones you have do better
  • Make your brand as relevant as possible to improve your search performance

 How we can help

In today’s market, you need to make quicker, more targeted decisions than ever before. We’re here to help, with an in-depth understanding  of search performance and how you can stay abreast of Google’s fast-paced changes. Get in touch right now.