15 SEO Tips, Tactics, and Trends for Website Content
15 SEO Tips, Tactics, and Trends for Website Content 
Do you also think that will Google turn the search landscape upside down in 2021? We wonder about it. Although change is inevitable, you can sustain or even gain an edge with a little vigilance.
But don’t expect any support from the relentless trend of organic results moving way down the search engine results pages (SERPs). Like any great content marketer, Google is focused on the requirements of its audience – searchers.
To help you achieve your SEO efforts this year, we created 15 quick-hit SEO tips plus reminders. Use the tactics & insights that completely match your goals.
Before we get within the full list of advice, keep this in mind: However Google regulates its formula, the ranking factors always sum up to 100%. If something new appears, that means another variable’s weight, such as content headers or backlinks, has shifted (still slightly).
1. Enjoy the advantages of passages
In October, Google announced that it can now index not only pages but also passages inside the page.
Picture a website page with 15 paragraphs. Before this change, the 14th paragraph likely had limited value in the eyes of Google. After all, it’s a small part of the content, it is near the bottom of the page. Maybe, at most, it helped set the overall point of the content on the page. And yet, that paragraph may be the key to an often-searched question.
2. Pay attention to subtopics
Google also expects to produce better results for precise topics. As Google explained in the very announcement: “If you search for ‘home exercise devices,’ we can now understand important subtopics, such as budget devices, premium picks, or small space ideas, and show a wider variety of content for you on the search results page.”
3. Create new content with SEO in mind
New content – whether it’s one page or a whole topic cluster – gives you a fresh turn to get everything right. When you’re creating a new page, put significant thought into page titles, image file names, page content headers, subheads, etc.
Favor long-tail keyword phrases, which typically have three or more words and enable you to connect with searcher intent. You’ll improve the odds of achieving content marketing purposes like website traffic, branding, leads & sales.
In November 2020, Ahrefs shared unusual long-tail findings from 1.9 billion search queries: What Are Long-tail Keywords? How to Make & Use Them.
4. Check your website analytics setup
I often come over websites that aren’t set up ideally. Are the goals defined? Is organic traffic getting credit for leads and sales? Google Tag Manager lets you understand how commonly your organic traffic led to PDF downloads or how various times organic search companies followed website links to email addresses like [email protected] plus [email protected]
5. Don’t freeze
Too often, marketers crank explanation pages, “optimize” them, & never return. While you probably can’t do it for each page, make time to optimize essential pages plus any pages close to ranking on the first page of Google search results.
Here’s an example: ApplicantStack has a well-designed website. But its Products side doesn’t rank well, based on SEMrush data. Instead of giving the content – and the page title – frozen as is, changing the title to reflect searchers’ requirements (rather than the company’s name) would provide the company a chance to increase its organic traffic.
6. Revise page titles
As in the ApplicantStack example, page titles are an open area to look at for optimization.
- Website pages can rank well with various approaches to the page title
- Coffee Makers | Drip | The Home Depot
- Buy Coffee Makers at The Home Depot
The key is to tweak titles over time based on ranking data, keyword relevance plus search volume – and then test the changes. Only testing will tell which works best. Some marketers prefer to withdraw anything that breaks up keyword phrases. That’s unfortunate because they might miss out on many rankings from various scenarios.
For the coffee maker example, a team could try certain combinations:
- Coffee Makers (week one)
- Buy Coffee Makers (week two)
- Buy Coffee Makers at The Home Depot (week three)
- Coffee Makers at The Home Depot (week four)
7. Update page content headers
You can also quickly adjust page content headers for best-ranking benefits. If you had to write about shipping, for example, you force to use this blog page header I got across – Order Management & Order Processing: Why They’re So Great for Business
Let’s assume someone interested in that content also has a stake in SEO success.
- Order Management: Important for Business?
- Is Order Management Essential for Business?
- Order Management and Processing: Yes, They’re Necessary for Business
8. Remember quality isn’t a guarantee of an SEO expert
Google has promoted for years the value of producing quality website content. In turn, marketers have championed quality as the party to the high-ranking universe. And yet, it’s simple to find high-quality content that doesn’t rank well. That’s because fine-tuning of keywords, page titles, backlinks, headers, also more still matters.
Here’s an example: In 2019, Allstate won a Content Marketing Award for the best corporate blog. It’s a well-designed site packed by useful content, so it’s no surprise the company earned the honor. Even with the usual high quality, some of the content failed to rank well for various keyword phrases. The chart below shows the room for development with the post Tips for Maintaining Your Sump Pump:
I offer more insights into how? Do you need both quality content plus SEO optimization in this article: Writing High-Quality Website Content? Don’t Ignore About SEO.
9. Find your sweet spot
Be realistic with keyword choices. Does it make sense to go after keyword phrases that are searched 5,000 times a month if your beloved spot shows your existing top 10 keywords typically are searched 50 to 300 times a month?
Your delightful spot for SEO purposes is some relationship between rankings & monthly search volume. Take a look at this example from keywords for Manpower’s site.
The site ranks in the top 10 on Google for keyword phrases sought from 90 to 4,400 times a month, according to SEMrush data.
Take the time to search keyword options plus periodically update your strategic word sets. If you must go away from your sweet spot, creating new content is likely your safest bet. Build a new page and related pages around your preferred phrases.
You’re probably close with Google’s Keyword Planner and popular services SEMrush, Moz, Ahrefs, and Majestic. Here are several other tools including sources to consider:
- Ubersuggest generates keyword ideas.
- Keyword Tool also presents keyword ideas.
- Google Trends tracks that demand for a keyword phrase above time.
- Google People Also Ask is the bane of SEO experts because it’s one of the SERP elements that drive organic results down the page. But the questions listed in that section may prove valuable as you examine keywords.
- Ahrefs Keyword Generator produces spinoff concepts such as questions among the root keyword phrases.
- Keyword Sheeter taps Google’s autocompleting characteristic and provides an assortment of ideas. Use negative plus positive filters.
- Answer the Public lets you discover all varieties of keyword phrase ideas by showing questions that people ask plus how they position their queries, such as expressions with comparisons.
- Keywords show the keywords people use while they’re active on Reddit. You can get a feeling for search queries you never even examined.
- KWFinder specializes in the long-tail variety – related keywords that people use. Often, long-tail keyword phrases have less competition so it’s simpler to rank. Also, try Long Tail Pro.
10. Focus on page load speed
We consider page load speed is a nominal ranking factor (many enterprise websites rank well too if they don’t appear as promptly as they should). But it’s a technical issue you should address. Use a tool like GTmetrix or Google’s PageSpeed Insights to get a thought of your speed.
11. Pursue backlinks
The quality & number of backlinks to your site directly affect search engine rankings. Backlink in 2020 found that nearly 95% of all website pages have no backlinks from other sites or pages describing them. Ouch. You can pursue & attract backlinks through existing relationships and great content.
12. Favor clean, short URLs
URLs likely still make a slight variation with search engine rankings. That’s why you should keep them short. Ensure that the few words you use have the greatest weight. Don’t dilute a page URL by loading it with 12 words from your headline. Searchers are also likely to click on short URLs on these results pages.
13. Learn from internal search
It’s easy to learn ideas for keywords and SEO by analyzing what keywords people use when they’re searching inside your website. First, make sure you have site search tracking allowed in Google Analytics. This is how it should look if fixed up properly:
Then you can run reports to determine what terms are searched on your website. Look for Site Search under the Performance heading in the left navigation in Google Analytics.
14. Add transcripts to videos
Videos can be beneficial & help with website engagement. But the audible and visual content isn’t a linear optimizer. Why not increase a page’s SEO potential with a transcript as well? The extra text can be created with third-party services like Speechpad.
That’s my take on several possibilities for better SEO in 2021. What are your preferences? Which SEO tactics do you consider will be the most useful this year?
15. Protect your ground
If you have pages that previously rank well, guard them. Track their performance, but don’t become greedy & manipulate them to squeeze out more rankings.
The most reliable way to protect them? Don’t change anything on those pages. If you must turn a few words or add some extra text you should be fine. But I’d try to avoid changing the page content header plus leave the SEO page title alone. And, of course, don’t delete the page.
If you do get a risk & alter SEO elements, watch exactly to see how the changes influence your rankings.
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