As we finish a turbulent year, it’s time to reflect on search marketing in 2021. What will it be like? Will it be much different than search marketing in 2020? Will it be simply a continuation of trends that have been in motion since well before the pandemic? That last question probably hits closest to the mark. As we consider SEM predictions for 2021, it’s no coincidence that the list could easily be mistaken for 2020 predictions. In many ways, they are. Yet, as the pandemic demonstrated, some have been kicked into high gear.
Search engine marketing relies on these trends because they help determine who will emerge as leaders in the next year and who may fall behind. SEO is highly competitive, regardless of which industry we’re talking about. With that in mind, let’s consider some SEM predictions.
E-A-T or Be Eaten
E-A-T is Google’s acronym for expertise, authority and trustworthiness. It’s not a new concept, having surfaced several years ago. However, it’s clear that E-A-T is the guiding light for every Google update.
To optimize content for E-A-T, search engine marketing experts must do the following:
- Create content authored by true experts on the subject.
- Verify that all content is factual and can be verified.
- Triple-check that any claims are supported by links to credible sources.
- All off-site content should be on trusted, authoritative websites.
- Monitor all third-party references for accuracy, such as Google My Business, LinkedIn and popular online review sites.
Over time, websites tend to grow and become increasingly difficult to monitor. That means pages on your website could be actively undermining your SEO without you even realizing it. Routine updating and re-optimizing of all web content is important if you wish to avoid being E-A-T-en. This isn’t a fast or easy process, but it’s a necessary one for search marketing in 2021. The alternative is to watch your rankings slowly drop behind those of your competitors.
Voice Search Becomes More Dominant
Voice search is another trend that’s far from new. As it began being mentioned, some SEO weren’t necessarily connecting the dots. They only saw people turning on their lights with voice command. It didn’t sink in at first that voice command went hand in hand with the ever-increasing use of smartphones to access the internet.
Clearly, voice assistants were being used more every day. Common tasks that people accomplish using voice command include:
- Searching for a product or service
- Researching a product or service
- Comparing products or services
- Comparing prices
It’s not ridiculous to say that voice commands will almost entirely replace manually keying in search commands. However, that day has not arrived, and probably won’t in the near future. As voice assistants rely on improved technology, their ability to help users will increase.
What are the implications for search engine marketing as voice search becomes more prominent? It doesn’t really require any big changes in terms of how SEO strategies are implemented. That being said, when voice assistants get better at anticipating user’s wants, that could place an even greater emphasis on getting your SEO strategy right.
Get Your Search Marketing Strategy in Order for 2021
There are a number of search engine marketing predictions that could be made in any given year for the foreseeable future. In fact, search marketing in 2022 may not look much different from search marketing in 2021. Keep in mind that the speed at which technology is adopted (or superseded) can’t always be predicted. However, some things never change, regardless of how fast or slow technology progresses.
Excellent content that’s relevant to your audience will always rise to the top. As algorithms get smarter, it becomes easier for Google to separate high-quality web pages from poor ones. That’s why a solid digital marketing plan always has a focus on content creation that is logical, timely, relevant and motivating. You can monitor the latest technology all you want. However, in the end, great content that people want to read is ultimately how you increase your web traffic. It’s just that simple.
If you’re looking for ways to improve your search marketing in 2021, Dreamscape Marketing can help. We have the knowledge and experience to take your SEO to the next level. Call us today at 888.307.7304 and let’s discuss what 2021 looks like for you.