SEO in 2021 – It Hasn’t Changed (Much)

Let me explain, in 2019, there were three core algorithm updates, one in March, another in June, and the final one in September. And do you know what happened in each one of these updates? Probably not. But I can guarantee you that ninety nine point nine nine percent of people watching this video don’t either. And it’s not because the updates weren’t important, it’s because they didn’t affect the fundamental principles of success.

So rather than searching for the latest ITW hack or trying to optimize for Bird, you should focus on the three most important things that will determine the fate of your rankings. And that’s what we’re covering in this video today. Stay tuned. Google’s algorithm is always changing, but the one thing that hasn’t changed is what the algorithm is trying to do. Google’s job is to provide the best search results for any given query. They need to find pages and rank the ones that best match and serve the user’s intent. And to figure this out, they use hundreds of different ranking factors. So there’s really no point in chasing algorithms. Instead, our job as content creators and marketers is to show search engines that our pages deserve to rank. And the three things that will determine whether you rank or not are content back links and indexation. Let’s go through each one of these first. And arguably the most important thing in SEO is content. No matter how prolific your writing skills are, you won’t rank unless you’ve gotten your content right and by right. There are a few major things to consider. First is search content. Search content means the reason behind the search is query. To figure this out, just do a search on Google for your target keyword and look through the titles of the top ranking pages. From these, you should be able to figure out the three C’s of search content. The first key is content type. Content type can usually be categorized into blog posts, product category and landing pages. The second C is content format and this applies more to blog posts and landing pages. A few common blog formats. You’ll see our how tos step by step tutorials, list posts and opinion editorials for a landing page that might be something like a tool or calculator in the third C is content angle, which often depicts the benefit. It’s basically your hook as to why someone should click through to your page. Search content today is more important than ever and if you want to rank high, you’ll want to match the type, format and angle of other top pages. Second, make sure you’ve covered the topic in full. This doesn’t mean that you have to give every last detail on the topic. For example, if you’re running about a topic like the best headphones, you don’t have to mention every single manufacturer and or model. Instead, look at what the top ranking pages are talking about. So for best headphones, you’ll see that Tech Radar has organized their post by best type headphones, like best in your headphones, best on headphones and so on. See the article from Digital Trends and they follow the same or at least very similar format. You can also use HFS content cap tool to see common keyword rankings among the top three to five pages.

Just enter the top ranking you URLs here, which I’ve already done, and run the search. And now that we can see keywords that the top pages rank for, we can extract subtopics and create a thorough page to maximize search traffic. So I might want to talk about budget headphones as well as the best portable headphones and categorize my post that way. Finally, make sure you get the on page stuff down pat. Things like titles overall slug’s and heading tags are basic things in on page MCO, but they’re important rather than going into the details. I recommend watching our full on page checklist tutorial, which will walk you through all of the important steps. The second thing is to continue focusing on building back links. Links have been and still are one of the strongest ranking signals and if you want to rank for anything remotely competitive, you’ll need to build them now. While you might be searching for new and revolutionary link building tactics in twenty twenty. My recommendation is to stop things like broken link building the skyscraper technique and guess posting all work really well. What doesn’t work is when you copy other people’s templates verbatim. By doing that, you’re essentially putting yourself in a box with hundreds of other people doing the exact same email, which probably won’t yield the best results. Try and provide value to the person who’s receiving the email to increase your chances of getting links. We have an awesome playlist on various link building strategies. So if you’re relatively new to link building or struggling to build quality back links, I highly recommend watching those videos, choosing a strategy for your pages and executing. All right. The final piece to ranking is. Indexation search engines crawl, pass and store information in a database called a search index, and users are then able to access this information using Google search. So if your pages aren’t indexed, then it’s impossible to get your site or pages discovered in search to check if your site is indexed, go to the coverage report and Google search console and you should be able to see which pages Google is indexed. Also, if you haven’t submitted a site map, then you can do that here too.

Now, if you don’t have search console set up, go to Google and search for cycle in your domain. Hopefully you’ll see most of your pages there. If you’re seeing zero results, it means your site is indexed. If this is you, there are three things you should look for. First, make sure you have an unintentionally no index, all of your pages. This often happens with redesigns where developers will no index an entire site during development and forget to switch it back when migrating. Just open the source code on your home page and search for no index. If you see it in your Metrobus tag, then you’ll want to fix that. Second, make sure you’re not blocking Googlebot or all user agents in your robots file. Just go to your domain dot slash robots that texte. And if you see something like this, it means you’re blocking all bots from calling any page on your website. And third, check search console for a manual action. You can do that by clicking on manual actions in the sidebar, fix whatever it is and submit a reconsideration request. Now, if you have specific pages that aren’t being indexed, then you likely have more of a technical issue. First, do the same checks that I mentioned, like making sure you didn’t no index the page. Another reason can be if you’re automatically generating millions of indexable pages, these are most likely going to be low quality and will affect your budget. Some examples are form profiles or faceted navigation issues. On e commerce pages. There are literally an endless number of things to check for if your pages aren’t being indexed. But these are the most common bottom line. If your pages aren’t in Google’s index, your future in twenty, twenty or even twenty two twenty two won’t be very promising. Now, while things like Birte or using Python to automate tasks might seem exciting, prioritize and don’t lose focus on these three things that are actually going to get your pages ranking high. Think about it like this. You don’t need to know how running shoes are made. In order to become a better sprinter, you need to strengthen your core muscle groups. Practice the fundamentals like starting, accelerating and finishing. Most importantly, you need to get out there and compete with others in the same way. Esko is all about fundamentals. Focus on the things that matter most rather than chasing shiny tactics from headlines claiming SEO has completely changed.

Now, I’d love to hear from you. Do you think that SEO will be more or less the same in twenty twenty versus last year?

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