Search engine optimization (SEO) is a fluid, ever-changing field of study. Savvy digital marketers understand the importance of keeping up with the latest updates and strategies, and they use them to increase website visibility. For clarification, Search Engine Watch defines visibility as having a website rank high on a search engine results page (SERP).
Search Engine Optimization Basics
Is SEO still relevant in 2021? Most definitely. And when it comes to global organic traffic, Google is the clear leader, so it is crucial to have a strong presence on their SERPs. There are two main categories for the best SEO tools: on-page technical practices completed on the website, and off-page social media marketing and link-building. Also important to know: the top five results on the first SERP page accounts for close to 70 percent of all clicks.
Semrush explains that the main SEO focus areas include:
The basics, like setting up the search console, Google Analytics, and an SEO plugin
On-page SEO and content
Optimizing a Site
Search Engine Watch lists 22 ways to optimize websites, divided up into two categories. The first category is what search engines are looking for, and the second is what they are not looking for. Two of the main things that search engines seek out are relevancy and quality. If a user enters a search query such as “Where can I find a good landscaper in Seattle, WA?” Google’s algorithms will use the searcher’s location, the time of year and the search history to find them the most relevant results.
Take a look over your site content and objectively ask yourself if it is useful and interesting. One of the new rules of SEO basics in 2021 is that Google now looks for longer, “evergreen” content. The trend is to understand a user’s overall intention, rather than finding keywords that are based on common search queries. Here are three words to keep in mind when writing content: practical, helpful, and thoughtful.
Search engines also like websites that are easy to search and navigate, with related content and relevant internal linking. Those links on the website take users to another page on that same website. Not only does this encourage readers to learn more about the company, but it also increases rankings for keywords.