Small business owners need to know how to adapt the content they publish on the Web to Internet users and search engines. The process of optimizing their website features and content bits for that purpose is called search engine optimization (SEO).
Since trends are constantly changing in this niche, every year brings something new.
In this article, new SMB-owners can read more about the main SEO features they need to pay attention to in 2021. Also, we’ll share some practical tips for implementing these elements into your business strategy.
1) Create longer pieces of content
Only a few years ago, marketers focused mainly on primary keywords. They would pack articles with those combinations of words and their online rankings would grow.
However, Google has changed its algorithms several times in the last few years, for the benefit of regular users. Now, squeezing too many keywords in the same articles for the sake of optimization is useless.
What’s highly valued is genuine, well-researched, and properly organized content. Longer articles, guides, and tutorials are more likely to get more readers. Also, such content bits will be shared more frequently.
Lists, how-to articles, infographics, and free e-books are only some of the effective types of content that will attract users in 2021.
So, take some time to properly research topics relevant to your industry and write longer bits of content to increase the competitiveness of your articles.
2) Open for predictive analysis
Artificial intelligence is becoming a vital element of proper SEO. For instance, the Google Discover tool was started in 2017, with the aim of collecting users’ data and using them to predict their future queries.
In other words, it tracks and records our behavioral patterns on the Internet and predicts our search intent based on those data. Browsing history, usage of different apps, location and search history, as well as home and work locations are all taken into account when building those behavioral models.
On the business owners’ side, there’s nothing much you should do. Just bear in mind that there are invisible tools collecting data on all of us when creating your content and do your best to give your users the best of you.
Also, register your venture to Googly My Business list, which will make it easier for both potential clients and AI-solutions to find more about your business. The more data about your business those tools can use, the more detailed predictive analysis they can provide to your potential users.
3) Mind the search intent
When you’re building textual and visual content for your users, be aware of something called search intent. This is based on users’ queries and their collected patterns from the previous paragraphs.
For instance, if a user googles the term ‘running shoes’, Google will probably add the footwear stores located in the user’s neighborhood after those words. Based on the location information and previous searches, it will be able to predict what that user needs and offer a solution for their needs. If you own a footwear store in that hood, you’ll be among the provided stores, but only if your business is properly registered and optimized on Google.
What you can do to improve your position in terms of search intent is to optimize your landing pages for SEO. The more focused your keywords are on those pages, the higher targeting precision they’ll have, bringing more people whose search intent was to find products or services that your offer on those landing pages.
4) Focus on videos and images
The omnipresence of visuals on the Internet is a potentially powerful tool for new SMBs to target and attract their audiences.
You can buy ready-made images from stock photo websites or take your own images and post them to your website.
Either way, make sure to perform SEO photo optimization before uploading those pictures.
Videos are another impactful visual features that can skyrocket the popularity of your business.
Again, videos need to be properly optimized for SEO if you want them to address your audience properly. This means add the target keywords to the title and description of videos, choosing an appealing thumbnail, as well as many other tips for SEO video optimization.
Explainer videos and infographics are also practical visuals that will improve your website’s appeal and online presence. From the SEO point of view, each of these elements needs to contain proper descriptions and target keywords.
5) Adapt to mobiles
As the number of Internet mobile users is constantly rising, websites need to adapt to these changes. New SMB owners need to bear this in mind when negotiating terms and conditions with their website designers.
As explained by web design professionals from one of the most respectful website design companies in Houston, you can make a regular website that’s responsive to mobiles and tablets. Also, you can go for a mobile app that will be a condensed version of your website, containing fewer features, but properly optimized for mobiles. There’s an option to build two different versions of a business website: a version for mobiles and a traditional desktop website.
In this light and the features above, SMB-owners need to adapt all the visuals they upload to their website so that they’re not too heavy. If your photos and videos are too large, it will take more time for your website to load, especially on mobiles. In turn, this will affect the user experience on your website and increase the bounce rate.
Business entities need to adapt their online presence to their users. Since there are more and more users visiting websites from mobiles, make sure to optimize your website content to such devices. Also, provide valuable images and videos, together with infographics and explainer videos. Google and other search engines take into account properly optimized visuals, as well, so these elements can help you boost your SEO status, as well.
When you’re creating your content, keep in mind that dozens of Google tools analyze your content to offer its users the most appropriate suggestions for their queries. Therefore, incorporate the right keywords in all your content bits to ensure that those solutions store valuable data about your business and your services.