At the start of each year, advertisers ask the same question: “Is SEO still relevant for me?”
This year, the question takes a more significant meaning after having just come from that catastrophic 2019 when a pandemic ravaged the world. Business owners took a hit as 6 in 10 companies permanently closed shop due to lockdowns and plunging sales.
So, you might be asking the next question, is it still worth investing in SEO when all my resources are already tight?
The short answer is yes.
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As the 2008 financial crunch had shown us, businesses that ramped up their marketing spend in the middle of the crisis recovered quicker. Meanwhile, more conservative companies had a rockier restart.
However, it does not mean that you should hastily spend your money. It is why you should be on the lookout for SEO trends, which should help shape your decision.
Here are the SEO trends you can anticipate for 2021:
1. Remember the acronyms
You should be familiar with these two terms, which impact your SEO campaign. BERT stands for Bidirectional Encoder Representations Transformers, while NLP stands for Natural Language Processing. While they are not a new technology, you need to know that their machine-learning capability would drastically change the way Google will appreciate the search query.
With NLP, for instance, Google can better understand the context and nuance of the language used in the query. For now, nearly 4 in 10 organizations are already utilizing artificial intelligence to target their audience and analyze their data sets. AI will continue to change the SEO landscape as the industry will reach an estimated $120 billion by 2025. With machine learning, you can ensure more accurate results in your analytics, which will enable you to boost the success of your SEO campaign.
2. Corporate Identity becomes more relevant
Now, more than ever, you need to know who you are because Google would be asking the same question when indexing websites. You need to tick all the right boxes on the panels on Google’s Knowledge Graph, so you show up when people search for people, organizations, places, etc.
With the Knowledge Panel, you essentially have a billboard that lists the vital information regarding your company. More importantly, it also boosts your credentials, as far as Google is concerned.
Blue-chip companies automatically have their distinct billboards because they are aware of their significance. You cannot reason out that you are a one-person organization or a small business to justify your lack of a Knowledge Panel.
What this means is that you should start thinking of your brand as an entity. Any marketing effort you employ going forward should be to persuade Google and your customers about who you are.
3. The continued dominance of mobile
The trend is not new since, for many years now, people have been accessing the Internet using their mobile devices. For example, as of October last year,Tweet