As of 2021, search engine optimisation is the most effective way to reach a broad audience at scale. While SEM channels can be extremely effective for quickly building an audience, SEO provides a sustained method that companies can use to grow over time and reach new audiences with a relatively low cost.
2020 was a monumental year for the search engine optimisation industry. The global pandemic forced a number of industries to pivot their online industry and many companies were forced to look at new ways that they could reach customers outside of traditional bricks and mortar interactions. Safari SEO Adelaide reported that local businesses invest more than 132% more in digital marketing services in 2020 than in previous years.
So, with so much growth occurring in search engine optimisation services over the last 12-months. It makes sense to look forward to the trends that will continue to shape the industry over the next 12-months.
Keyword Intent Is Paramount
Historically, SEO marketers have looked at keyword search volume as the most important metric when looking at keyword potential in a particular industry. Now, as the industry evolves, there is a growing emphasis on matching keywords with the right intent. In 2021, it is not enough to develop a keyword strategy that is based purely on the potential search volume of a keyword set. The most successful SEO strategies must have a strict focus on the intent behind a keyword search.
Mobile is Essential
Mobile optimisation was once a luxury for websites, in 2021 however, it is a necessary. Websites that have not optimised their website for mobile search are missing out on enormous search potential. A 2019 study found that more than 73% of users would not purchase from a website that was not optimised for local search. With more than 61% of all searches occurring on mobile devices, it is essential that your website is optimised for mobile search.
User Experience is Essential
In May 2021, Google is set to roll out the page experience update that will have far reaching effects on website search visibility. The update aims to get punish sites that provide a poor user experience, and reward sites that provide a positive onsite user experience. At present, we do not know just how dramatic the effect on SEO rankings will be, however, we expect to see dramatic fluctuations on search rankings in 2021 as a result of the update.