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Trends in 2021 for Search Engine Optimization

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The search engine optimization industry is constantly evolving in unpredictable patterns. The frequent search engine updates and web design trends make the industry extremely volatile, which requires a lot of time to be tied up in search engine optimization campaigns. As 2021 begins its home stretch in the fourth quarter, South Jersey SEO Companies took a look at top trends to learn from and look for in 2022.  

The Value of Video Content

If you utilize video content to boost your search engine rankings, you should’ve seen a huge boost this past year. The Google algorithm made announcements during this year that took a focus on video content and how it appears in search results. The announcements came with the launch of two new forms of structured data titled Seek Markup & Clip Markup which allow video content previews to show up on search results a lot more frequently. This new algorithm update is slowly taking shape as it will make this practice common with all video platforms, not just YouTube. This should help click-through rates of videos immensely. 

Multitask United Model Replaces BERT

The search engine powerhouse, Google, is constantly revisiting the drawing board when it comes to finding better ways to crawl the internet and grab more information. Google announced the Multitask United Model this year which aims to be a lot more powerful and useful than the BERT Model from 2019. Multitask United Model will be able to handle a lot more complex search queries and analyze content across the internet in over 75 languages. The model will have the ability to analyze multiple forms of content at once, which increase efficiency greatly. This new model will affect keyword nurturing and content curation heavily throughout the rest of the year and beyond. 

Passage Indexing

Another new algorithm announcement that came this year is passage indexing. The goal of passage indexing is to index longer-form content that answers a more complex search query directly. This adds value to concise, long-form content. The machining behind the passage index will allow Google to identify the meaning of different paragraphs or passages that can allow them to be indexed for a particular search query. In most cases, this new algorithm update will greatly affect the value of question-based queries or overall longer form queries. Users that are looking for in-depth responses will see a lot more longer-form content appear in their search results in an effort to provide a more accurate answer. 

Customer Data Analytics

Usually, the focus of search engine optimization efforts was focused on the best volume-reward ratio when it comes to keyword research. As search engines and consumer behavior change, the motivation behind our keyword selection must change. Retention and lifetime value are becoming more of a focus for keyword research. A deeper look at behavioral analytics will help show content opportunities that normal keyword research would fail to detect. Brands should focus a lot more on putting themselves in their customers’ shoes and figure out what makes them search a particular query, not sheer volume and relevance. It is important to think a couple of steps ahead with this trend.

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