Think your business is on top of SEO for 2021? Any top SEO agency will tell you to think again. Search engines are constantly changing the way they access and rank pages for search results. For this reason, it’s always important to stay on top of what you’re doing for SEO. Your business or your digital marketing agency needs to take an adaptive approach to whatever SEO strategy you take.
Ask any SEO consultant in Melbourne. What helped your website rank last year may not necessarily work in 2021. So it’s always best you stay up to date with the latest trends and tips for ranking at the top of search engine result pages. To help your business stay ahead of the pack, we’re sharing with you an updated version of our top SEO consulting tips for 2021. These tips are part of the same advice that any SEO agency should be sharing with you.
- Create content that aligns with search intent
Ask any SEO Agency or Digital Marketing Agency and they’ll tell you to search intent is the purpose behind every search query. For example, a user may be looking for a recipe that shows how to make a chocolate cake. If your business is selling related products such as a recipe book or chocolate chips then this user is like your target audience.
Can you imagine the best way to capture this user’s search query? To answer this question you’ll need to understand how Google identifies a user’s search intent. Or simply ask your SEO Agency. They should be able to answer this and explain that there are four main categories:
A search is classified as informational intent when the user is looking for specific information. “What’s the weather tomorrow?” is a perfect example of a search query that provides instant results. Searching “how to make a chocolate cake” is likely to yield search results that lead to more in-depth articles or recipes published online.
Sometimes a user simply wants to head straight to a login page for an online tool or platform they’re using. This commonly happens when someone has gone through the effort of saving a bookmark in their browser for the platform’s URL. In this case, a user will simply search for a term like “Amazon” or “Twitter”. Google will recognise this as a navigational search and take the user straight to the login page for that website.
Google recognises when the intent behind a search is commercial. A great example of this is “best running shoes”. The user is searching for a commercial product but hasn’t decided on a particular brand or model of shoe. Google will then show you search page results full of different shoe brands and models. It’s critical for you or your Digital Marketing Agency to identify what search intent your users will have.
The intent of this search is to buy. The user has already made the decision to buy a particular product and they want to land of the product page now. Google will recognise your search as transactional if you include the exact product’s name and brand such as “Microsoft Xbox Series X”.
You can make search intent work for you by recognising what intent users have when it comes to your product or service. If a user is searching with keywords such as “best gaming console”, you need to recognise their search intent is commercial, not transactional. The user is undecided if they want to choose a particular brand or model of gaming.
In this example, you would need to consider ways to optimise your website for search results based on commercial intent. So consider publishing a few blog articles or videos that have been made to answer this question on how your gaming console is one of the best options available today. So what’s the biggest takeaway from this? Always try and create content that aligns with the search intent of your target audience.
2. Write compelling title tags and meta descriptions
A title tag and meta description cover essential information that appears on Google search engine page results. They are short summaries of the information that’s covered in the page they link to. That’s why it’s so important to include the right information.
Title tags are the clickable headlines that appear in search results pages. From an SEO perspective, it is critical to get these right. They give users a quick insight into what your page is about. It is a vital piece of information that instantly tells a user if your page will feature the information they are looking for. For this reason, you should be using high-quality titles to link to your webpages.
Search engines like Google typically display 50-60 characters of a title tag. So make sure all of your title tags are within this character limit so users will see the most important information. Your titles should do the following:
- Include relevant keywords
- Match your user’s search intent
- Be unique and don’t include any duplicate content from other title tags
- Appear short, descriptive, and concise
Meta descriptions are the second most important feature on a search engine results page. It is a brief description that provides a summary of what appears on your page. It should inform users about what’s included on the page it links to. This also provides a great opportunity to pitch a particular product or service with persuasive and engaging copy.
Search engines like Google will typically display between 155-160 characters. So try your best to provide an accurate summary of your product or service within these 160 characters that appear on the search engine results page.
So when it comes to your SEO strategy, think about all the little things you’re implementing to achieve better results in 2021. Is your Digital Marketing Agency or SEO Agency doing any of these for you? All of the tactics you do must align with each other and work together.
Simply changing your meta titles and descriptions isn’t enough. You or your SEO agency needs to take a targeted and focused approach that includes other areas such as aligning with search intent, optimising page load speed, and generating internal linking. Nail all of these elements and you’ll help set up your business for SEO success in 2021.