The past 2020 has been a relatively non-dramatic year for SEO. Most Google algorithm updates are mild and don't require any major adjustments to your SEO strategy. However, there is still slight variation in the quality of the ranking factors.
The SEO landscape is looking different by the day, so it's not always easy to keep up with – or know which SEO trends are worth pursuing. So what's different about SEO in 2021? To help you stay informed and navigate your next effective SEO strategy, I'm going to take a look at the key SEO trends and SEO guides for 2021 you need to know!
Let's start learning!
Google's development direction until 2038
Since September 2018, Google started the "Broad core update" Updates and continuously updated more than 300 small updates regularly every year. During that time, the GTV team took the lead, continuously testing - applying and summarizing the knowledge around Google's direction. Although the algorithms still take place every year, the content of the algorithm remains unchanged. I will share with you 3 latest Google updates. Let's start exploring!
According to the Moz site, Google has more than 500-600 Updates every year. While the announcement continues, the core of the algorithm remains unchanged. After all, SEOs must already know how to get high rankings without getting penalized or having to use Black Hat SEO tactics. There are many ways to Rank Top Google, but before thinking about tactics, let's learn about how the Google Algorithm works.
Google was born with the mission to organize the world's information and make it the easiest place to access and use.
“Google's mission is to organize the world's information and make it universally accessible and useful”.
Google appeared in the world 20 years ago
Over 20 years of establishment, Google has repeatedly updated information to optimize the search engine, in order to provide users with the most complete information. But so far, Google's core values have remained unchanged. It is user-focused, trying to provide them with the most complete, relevant, and fastest possible information.
No matter what you search for, from recipes, exam preparation materials, to the best restaurants in your area, everything is answered correctly by Google. Google receives billions of queries every day, and 15% of them are never-before-seen queries. Can you imagine, everyone uses Google search to answer their questions every day, billions of people around the world is a huge amount of queries… At this scale, the only way to work, that is using algorithms. Let's take a look at the outstanding algorithms of Google!
Mobile-first update (July 2019): Googlebot views all websites as mobile, prioritizing pages that perform well on mobile devices .
Mobile-friendly update (April 2015): Prioritizes sites with mobile -friendly versions and sets the stage for future penalties if these sites don't comply player.
Google has algorithms that prioritize users on mobile devices
Pigeon – Pigeon algorithm (July 2014): Works with local search like Google Maps.
Hummingbird – Hummingbird Algorithm (August 2013): Aims to understand the semantics and intent behind user searches.
Penguin – Penguin Algorithm (April 2012): An algorithm update to hit Web Spam and Link Spam strongly.
Based on this 20-year "vision", the things I share below are not only true in 2021 but also beyond, at least the next 3-5 years. Let's explore with me!
What does Google update?
To do SEO safely and effectively, in addition to understanding Google's operating principles, you must always monitor its updates. Knowing what Google is updating will help you be well prepared to avoid unexpected penalties, traffic drops or website loss before updates. Join me in analyzing 3 new Updates to develop an SEO strategy to optimize rankings on the Serps search engine!
Moving from answering to accompanying you on your journey
Goal: To help you continue your unfinished business and learn more about your new hobbies and interests, we're bringing a new feature to Search to help you satisfy your constant need for information. .
Google has moved from answering queries to accompanying users on their search journey. This means that Google will not only answer you a single question you need, but will suggest useful ideas and content related to your search.
Let me give you an example to make it easier to understand. When you search on Google: “pug dog”. search intent to find out more “information” about it, not knowing whether to buy or not. Google understands that user's search need, it not only appears information about Pug dogs, but also provides information that matches their search intent, making the customer's search journey the most complete: features, place of sale, origin, price, images with Pug, etc. Users do not need to press the Search button again and again, but just need to click on the content classification items on the search bar to collect full information. believe I want. As such, Google is changing the trend of providing users with answers along the journey from information to purchase.
Google understands different search intents when users type “Pug Dog”
Similarly, when you search for the keyword “Camping”, Google will answer you all the “information” not only: “What is camping” but also pictures of famous camping sites, clips About the camping experience, you can see as shown below:
Similar when users search for the keyword “Camping”
Switching from querying to getting information without using a query
Goal: Google can display information relevant to your interests, even if you don't have a specific question.
For example: In the past, searching for "stomach pain", today just searching "stomach pain" (Symptoms of stomach pain) still results in websites related to "stomach pain". ".
Searching for "burst, stomachache" but Google still understands and returns web pages about "stomach pain"
Switch from a text search to a more visual way
Goal: Google is bringing more visual content to the search engine & completely redesigning Google Images to make it easier for you to find information.
When you search for information about a character, Google will also provide you with a Visual Video of that character to make it easier for you to visualize.
See example image below:
Content on Google is getting more and more intuitive
The foundation of these changes is artificial intelligence. Artificial intelligence is growing and contributing an important part to Google's search engine. With the mission of providing users with as much information as possible, Google will always innovate to perfect, to get smarter, which is the growing trend until 2038.
I will introduce the most prominent SEO trends of 2021 right here!
Content Hub and Entity Layer
Do you know:
The articles in your field are countless, rich in topics and constantly updated
Customers do not like a Blog site with rambling content that does not satisfy search needs
A Blog page full of information, clearly classified, eye-catching design will make an impression and build customer trust more easily.
Business Blogs are where users find information about brands and solutions to their problems. If you build a professional Blog site, you will help you attract, retain and build trust with customers. Let's learn how to upgrade your Business Blog with Content Hub and Entity Layer!
Google has introduced the concept of Content Hub including: Hero, Hub, Hygiene Content simple and easy to understand. This content pyramid model is basically a similarity to AIDA but more compact and helps you to make content with a strategic overview as well as clarity.
Hub Content plays an important role in ensuring repeat visitors. True to its name, 'Hub' means 'hub', which is the final destination that other types of content like Hero or Hygiene are supposed to lead viewers to.
Hubs play a “central” role in the content pyramid
So why do you need a 3H model?
Many of you mistakenly think that making content is just writing shocking stories or telling them clearly. This formula is only partially correct, but not sufficient. In order for content to attract users, you need a complete plan that guides viewers from strangers to loyal customers. Can be called Customer Journey. With 3Hs, these 3 types of content will support each other to lead the brand into the customer from the Awareness step to the Action step.
How to build 3Hs model?
The 3H model is built around 3 types of content: Hero, Hub and Help , to achieve 3 basic goals of the brand:
HERO: The main mission is to increase customer reach and brand awareness
HUB: As the main channel that the brand wants customers to reach, the goal of the Hub is to bring in revenue for the brand
HYGIENE (also known as HELP): As the name suggests, this type of content will appear and support when users have a need and search for a related issue on the Internet (such as blogs, reviews, ...) .
3 types of content in the 3Hs . model
You can see 3 types of content: Hero, Hub, Help all have different characteristics and benefits. You will need to combine all 3 types of content according to the customer's search journey to convey the right message you want and help you achieve your goals of increasing your brand and revenue.
What role does Content Hub play in SEO strategy?
Content Hub meets the search needs of users and satisfies Google's operating principles based on Update:
Optimizing from response to journey. When users search on Google, they only need 1 click to go to the Content Hub and get all the information here.
Content Hub provides content according to the AIDA funnel model, so it satisfies users' search needs and satisfies Google's queries.
That is its role, attracting and maintaining the interest of your target customers with your brand, ensuring visitors return to your website. This can be considered as a "long-lasting rain" step for your brand to go into the subconscious of customers.
Besides, in addition to satisfying users, Content Hub also targets an extremely specific customer segment, because the purpose of this type of content is to "make money" for the brand. Hub content should always encourage website visitors to buy and keep enticing them to come back to buy more. At this stage, the customer's attention will gradually turn to favor if the brand's payment and after-sales services are in their best interests.
You already know the purpose of Content Hub, right? Next, I'll tell you how to have valuable content that is loved by both search engines and users.
Case Study on Content Hub
As you know, few successful SEO websites stand alone, but need to have surrounding pages related to the main topic to link to the main page. Organizing Content in depth and focusing on the central page (Pillar Content) will the website have enough strength and trust with Google.
There have been many world famous websites using Content Hub to attract traffic, like Backlinko:
Backlinko website
Content Hubs are basically a bunch of content that is related to a particular topic. Instead of linking random blog posts together, you can simply present them as items in a single Hubs and create a central homepage.
At Backlinko, they have created 3 Content Hubs which are:
YouTube Marketing Hub
SEO Marketing Hub
Content Marketing Hub
They really did a great job!
In fact, the Content Hubs pages alone bring the website 26,438 visitors per month.
Very few people are willing to do the work required to create a Content Hub. So when you do this, you will instantly stand out.
How Backlinko Uses Content Hub
Moz website
I will take one more example of Moz's Content Hub for you to understand.
Moz – Another good example
Moz's Content Hub
Above is Moz's website implemented according to the Content Hub structure. The main topic of the page is: “The Beginner's Guide to SEO”. Related topics will be displayed on the same page with the main topic. Includes related subtopics: “SEO 101”, “Technical SEO”, “On Page SEO”, “Keyword Research”,… Readers can click on these links and be directed to the articles directly. instantly. With just one click, readers can have complete information about the topic, save time researching on other websites, optimize the experience on the page in the best way. And here are the results of the Content Hub implementation:
Moz achieves huge traffic thanks to Content Hub implementation
Looking at the data, the amount of Organic Traffic of the Moz website has grown significantly since January 2020. This is when this site rolled out the Content Hub. Proving that this method is effective, bringing many benefits to this famous SEO website not only in terms of traffic but also in terms of brand and revenue. Let me explain the benefits of Content Hub in business.
When analyzing the websites with a large amount of traffic, we can see that most of them are pages written on related topics as follows:
Moz's high-traffic sites are all related topic pages
This shows that, firstly, in terms of users, they are not only reading most of the content, have completely answered questions about the problem encountered right from the first visit, satisfying the purpose. their search intent. Secondly, in terms of websites, building according to this structure is also beneficial:
Building authority site authority: Deploying multiple related topics (subtopics) around a specific topic helps to inform search engines that: This website is an authoritative, trustworthy site about a particular topic. subject.
Increase rankings & traffic on the overall website: Deploying topic cluster will help your website to top not only a few keywords, but a series of keywords related to that topic!
Revenue growth: By using internal links, topic clusters lead users deeper into the marketing funnel, thereby increasing revenue for the business.
As such, Content Hub is an advanced structure that the world's countries are moving to build. Because of its great benefits, I advise you to start implementing Content Hub right away. As for the how-to, okay, I'll show you the Step-by-Step on how to build a Content Hub right here.
How to build Content Hub?
Step 1: Come up with an idea about the topic you want to write about
There are many ways for you to search for the topic you want to write about. But keyword research by Search Intent and Modifier Keyword method is the standard method to find the right topic based on Google's algorithm and GTV's real experience. A good theme if it comes with qualified keywords will be a great choice for your SEO strategy.
I have already guided you about 5 steps of keyword research, if you want to learn more you can read the article Keyword Research. For those of you who do SEO yourself, note that keyword research is the most important step because SEO is difficult, SEO without keyword research, the more time, effort and money you will spend to optimize. keywords that don't meet the standards and end up not ranking well, falling behind the competition and only bringing a sense of frustration.
You already understand the goal of keyword research, right? The next step will be to group keywords into general topics to get a list: Related topics. Follow me to step 2!
Step 2: Group keywords into related topics and implement AIDA model
After doing 5 steps of keyword research, you will continue to perform keyword segmentation according to the AIDA model. The goal of this step is that you find the right set of keywords that match the user's search needs.
Implement Search Intent according to AIDA model
As you can see, each keyword carries an intent.
Common patterns and modifier groups, commonly found in search intent groups, include:
Informational:
What – What?
Who – Who
Where – Where
When – When
How - How?
Why – Why?
Single word keywords like shoes, shirt, pants, ...
Navigational:
Brand name
Product or service name
Commercial Investigation:
Color: black, blue, red, green
Size: small, medium, large, 32, 11
Gender or age: male, female, child, child, etc.
Keyword containing the word “vs”
The best
Location: Philadelphia, Seattle, NYC
Transactional:
Price
Cost
Valuation
Free
Cheap
Coupons/Coupons
Discount – Discount / discount
Sale – Sale/discount
Search Intent & AIDA Model (Funnel)
For example: When a user searches for "what is Macbook Air 13 computer", they are in the "Information" stage of searching for information, and if a customer searches for "Macbook Air 13 computer price", they are in “Transactional” stage of transition.
You can read more about topic cluster and silo structure through the following articles:
Topic cluster vs Silo: Which web structure is better for you (gtvseo.com)
What is a topic cluster? 7 steps to deploy Topic cluster for web 2021 (gtvseo.com)
Step 3: Create a Hub Page according to the standard Silo/Topic Cluster structure
Creating a standard Hub Page with a Silo structure or a Topic Cluster distributed from top to bottom are both optimal options for you. But whichever way you choose, you should also note that the page structure must be complete:
There are breadcrumbs
Have Internal Links
Links cascade from top to bottom and bottom to top.
Step 4: Implement Content and optimize On Page separately for this Content Hub cluster thoroughly
On-page SEO is a multi-tasking job, the methods that SEOers perform to optimize elements displayed directly on the website. Onpage SEO helps the website to rank higher on Google. From there, the website has more traffic and reaches customers from many natural search sources.
And in order for keywords to be on the top of search, the content needs SEO standards. In addition, you need to implement Onpage and Offpage optimization techniques to make the content more accessible to users. These are 21 fast Onpage optimization standards 2021 that you should refer to to optimize Onpage. Below, I give you more videos about Onpage Optimization so that you can implement the best, get the traffic and rankings as expected!
Entity Layer – Schema application for superior ranking
What is Entity?
What is Entity concept?
Entity is not just a business entity or entity that people usually think of. Entity definition: Is something that exists as just itself, can be things, events, people. For example: Iphone, Ipad, Steve Jobs, etc. Entity Building is an important factor for website ranking.
Why use Entity Building?
Surely, no one can deny the power of the Entity Building method. So what are the benefits of Entity Building?
Google trusts a website to build Entity Building
Competitors can hardly find out your Entity Building method – which makes you superior in ranking
In Vietnam few people can understand how this method works so you will have an advantage over your competitors if you know how it works.
This is the White Hat method and Google is extremely fond of websites that use this method. Therefore, it will appreciate your website if you use Entity Building
The optimization process is short, your website will grow after only 3-4 days of implementation.
This is the process of creating Entity Building that GTV has drawn after a long process of project implementation. The process consists of 6 steps as shown below:
Entity Building creation process
Google ranks search results based on Entity metrics
Google's announcement about Topic Layer in Knowledge Graph
According to the new Update, Google used to use the Knowledge Graph to understand the connections between people, places, things, and evidence about them – and Google is designed to understand Topic Layers, gain insights into topic topics. parent topic and related topics (subtopics) and know how informative it is.
Topic Layer is built on all related topics on the website. In related topics (Subtopics), Google will determine the most relevant articles, videos, useful, novel, evergreen content. Then, Google looks at the content to understand how these subtopics relate to each other, to figure out what kind of content the writer wants to publish next.
All of these steps are taken with the aim of making it easier for the user experience to discover what they love, even if the user hasn't had that search in mind yet. Google's goal is to provide more opportunities for users to explore and experience on the search engine.
Google has used the Knowledge Graph algorithm to understand the keyword "watermelon", in the right hand column Google has displayed different information about the keyword "watermelon" as shown below:
Google used the Knowledge Graph to understand the keyword "watermelon"
How does Google understand your topics?
“Google uses structured data to understand the content on the page. You can help us by providing detailed information about your website. This can help your site appear in search results in richer formats. If you're new, check out the Google Report on Advanced Guide to SEO to learn more about how Google works:
Structured data is a language that makes it easier for Google to understand
Google understands the content on the page through structured data, if you use HTML language, it won't understand. And most of Google's structured data uses the code on Schema.org. If not depicted in the illustration below, they are attributes or objects that are not required for Google Search. However, those properties or objects can be useful for other services, tools, and platforms. Note, Google's structured data format is represented as follows:
Google's announcement about structured data format
To understand more about the above content, you can refer to the following Google articles:
Explore the Search Library and Rich Results (google.com)
Learn how structured data works | Google Search Center
However, Google cannot understand the relevance of topics in a web page. Therefore, you need to inform it that your articles are related by declaring Schema Markup for Internal Link. But first, you need to understand what Schema is. Let's go to the next part!
What is Schema?
Schema is a small piece of code that is attached to the HTML part of a website. It helps search engines read your website more easily, and increases your ability to rank in search results.
Schema here I use as an Entity construction technique. This way is a very small trick but helps Google understand your website better. From there, turn the keyword rankings in a positive way!
Schema – an effective Entity building technique
Step by step how to implement Schema. Please refer to my post below:
What is Schema? Schema secrets in SEO you need to know (2021)
Watch more videos about Schema for SEO to increase overall rankings:
What is Entity Validation using Schema?
In Entity Building, to define "entities" and let Google trust you more, there are 2 types of Schema needed: Business Schema (about businesses), Person Schema (about people).
How GTV SEO validates Entity with Schema
When Google searches and authenticates the GTV SEO entity, if it finds information about GTV's website that matches the location information declared on Google. At the same time, this company was founded by CEO Vincent Do of GTV. Then it's easy to verify the GTV business as an identifiable entity. Thereby helping to increase the overall website ranking.
Therefore, you need to declare the Schema about the business as shown below:
Business Declarative Schema Example
Schema helps website to be recognized better?
Google encourages all websites to use Schema because it makes it easier for Google Bots to understand your content.
So what are the benefits of Schema?
Help Google understand your website better. It's like you're giving an extra layer of information besides content and links.
Re-verify all information of the website, information on the internet, from which Google trusts your website and articles more. If you apply with backlinks to link out, Google will also appreciate that link.
Schema helps Google understand related topics.
I will repeat a little bit to make it easier for you to understand, Google understands your topic through 4 things:
Nội dung
Links (Internal Links and Backlinks)
Trust (Trust)
Schema
For example, when you deploy a parent topic or a Subtopic, Google will not know which is the Parent topic and which is the related topic (Subtopic). So what to do now? You need to use Schema to help Google understand the relevance of topics. As if you were speaking its language, it would be easier for it to understand you.
How to implement Internal Link using Schema
Step 1: For each article, you implement the corresponding Schema
Step 2: For each Link in the article, especially the Internal Link, please declare an appropriate Schema field (eg About, mention). To know the horizontal-top-bottom relationship.
While implementing the schema, add 2 fields:
For the blog site:
“About”: Lists the information and URL of the parent article (pillar page).
“Mention”: List information and URL of sub-articles or peer (cluster content)
Example: Part of a declarative schema sample for a Google Analytics tool article:
Parent article: SEO Tools
Peer Articles: Google Tag Manager Tool
Step 3: Declare the corresponding Schema Breadcrumbs in your Content Hub.
Specific types of Schema you can refer to here: What is a Schema? Schema secrets in SEO you need to know (2021)
Case Study on implementing Internal Link using Schema
I will take some examples of Entity Layer on the website for you to better understand:
Example of a website implementing Entity Layer
Entity layer on Product page: Connect similar (isSimilarTo) and related (isRelatedTo) products.
Or another Entity Layer example of the phrase “Chair”:
Implement Entity Layer at the phrase “Chair”
You can see that the word "Chair" will have Subtopics such as: Lounge chair, office chair, office swivel chair, conference chair, etc. Each Subtopic will have many related keywords. Example keywords: Hall chair has: Natural wood hall chair, high-class hall chair, TC hall chair,... All these keywords and subtopics are linked together, focusing on clarifying the topic called Entity Layer. You already understand this term. So how to optimize Entity Layer?
You can see more articles about Schema: What is Schema? Instructions to create Schema for websites from A to Z
Google Passage Ranking
Searching for something specific can be the hardest to find, so Google has shown a way to find specific answers deep within the content of the page. Specifically, Google had a breakthrough in being able to not only rank web pages, but also rank individual paragraphs from pages. That is Google Passage.
In this chapter, I will share with you how it works and how it applies to your business' SEO plan.
Searching for something specific can be the hardest to find, so Google has shown a way to find specific answers deep within the content of the page. Specifically, Google had a breakthrough in being able to not only rank web pages, but also rank individual paragraphs from pages.
In October 2020, Google announced a new search technology called “Passages”.
This feature allows Google to rank specific elements of a page (“paragraph”) independently.
This feature will affect 7% of all searches, which is a huge number (To put that into context, Google Penguin only impacts 3.1% of all queries. )
Let's find out how Google Passage Ranking works!
How Google Passage Ranking Works
Paragraphs allow Google to rank specific, relevant paragraphs from a particular page, not just a single page (It's like an improved version of Featured Snippet).
Here's an example from Google's feature announcement:
Google keeps improving its features
Instead of Google just taking into account the relevancy of the entire page. They will now also determine the relevance of a particular part of that page, and Google will still evaluate the entire page.
Therefore, Backlink, Onpage SEO, UX and other Google ranking factors will still apply.
The only difference is, a single page now has more chance of ranking if it is optimized and clearly structured.
How do you organize your content?
Yes, Google will rank paragraphs on your page independently. But that doesn't mean they can easily split a disorganized page.
Why?
Because now Google can view each element like a small web page. This means your content needs to be divided into separate sections, and each section should include a specific sub-topic.
Organizing content into sections is better for Google Passage ranking
Chances are, you've already applied this. If not, I recommend going back and organizing your content into the clearest and most specific sections.
Watch my video on: “7 SEO trends in 2021” to understand more about Google Passage!
Optimize Featured Snippet
According to SEMrush, up to 6.83% of all search results have featured Snippets. In it, featured snippets are stealing A LOT of "clicks" from position #1 (Position #0 is the new #1 position).
So the question is: How do you get your content to appear in featured snippets? Let's find out together now!
Featured Snippets Research
To research Featured Snippets, like everything in the SEO process, the first step is keyword research. You need to research keywords that you already rank for and keywords with featured snippets.
The point here is, why is it important to focus on keywords that you already rank for?
Research shows that up to 99.58% of all featured snippets are from pages that rank on the first page for that term (i.e., from the top 1-10).
So, if you haven't already ranked in the top 10, you won't have a chance to rank in the Featured Snippet position.
So, How do you find the Opportunity to Rank for your Featured Snippet?
Top 1-10 keyword research images for GTV featured snippets
Add “Snippet Bait” to website
“Snippet Bait” is a 40-60 word block of content specially designed to rank in position for Featured Snippet.
Example of Snippet Bait on SERP
Why is this content block 40-60 words?
According to SEMrush has analyzed nearly 7 million featured content snippets. And they found that the most featured snippets were between 40-60 words in length.
Example: I wrote short definitions of Snippet Bait for the article “What is an SEO Standard Article? Instructions on how to write standard SEO articles. And these have helped my content rank in the top positions for a lot of definition keywords.
Snippet Bait for GTV's articles when searching "what is an seo standard article"
HubSpot has taken Snippet Bait to the next level, they have added little boxes to their posts that are really like “featured snippets”.
Format for Featured Snippets
While paragraph snippets make up 81.9% of all Featured Snippets, it's not the only format.
If you want to rank for a list of Featured Snippets, I recommend using H2, H3 tags in your list of featured snippets (You can manually check the html to verify that. right or not).
Google will pull those subheadings from your content and include them in the featured snippet you want.
Example: Content from this table snippet…
Featured Snippet Tabular
If you want your paragraphs to rank in Table Snippets… Then you need to create a table that Google can easily pull data from.
Why should you optimize Featured Snippets?
Optimizing Feature Snippets gives you many benefits:
You don't have to be in the top 5 to be in the Feature Snippet. In some cases you're 20th but still top 1.
The Top 1 position helps you win the trust of customers, increase brand reputation
Featured Snippets significantly increase CTR
Take a look at the GTV website below at the top 1:
GTV SEO service position on SERP
SEO services of GTV SEO stand from the top 2 to the top 1
Surely you already know the importance of optimizing Featured Snippets, right? If you want to learn more about how to optimize Featured Snippets, read this article.
Understand user intent
Search Intent has been a big topic in the worldwide SEO community for the past few years.
For good reason: Sites with inappropriate search intent will not be ranked by Google.
And as Google gets better at giving people the exact search results they want, creating content that matches Search Intent is a must for SEO in 2021.
Key search intent
Search Intent has been a big topic in the worldwide SEO community for the past few years.
For good reason: Sites with inappropriate search intent will not be ranked by Google.
And as Google gets better at giving people the exact search results they want, creating content that matches Search Intent is a must for SEO in 2021.
There are 9 types of Search Intent:
There are up to 9 types of Search Intent
Identify the purpose of each keyword
Every keyword has an intent behind it:
Maybe it's looking for something
Or buy something
Or compare product A with product B
The better your content matches search intent, the better it will rank. So your first step is to figure out your target keyword search intent.
Sometimes the intent is right there in the keyword, but it's often not so obvious. So, for most keywords, the search results will tell you everything you need to know about that keyword's search intent.
Example: Take a keyword like: “glutinous flour”.
The search intent for the keyword "glutinous flour" is shown on the SERP
The user searching for that phrase may want to buy glutinous rice flour, or maybe they want to learn more about how it is made, price, or recipe…
According to the first page Google returns for that keyword, most people searching for “glutinous rice flour” are looking for information about it.
You can refer to user intent types with this article to understand more about user search intent: https://gtvseo.com/search-intent-la-gi/
Create content that matches search intent
Speaking of which, you must have identified Search Intent. It's time to publish something that gives searchers EXACTLY what they're looking for.
Basic level
For example, when you search for the keyword "interior design", Google will return the top results as follows:
Top results for keyword "interior design"
This proves that the user's Search Intent is not only a Research Intent but also a Visual Intent. At this point, your post must contain an Image. To be able to satisfy users' search intent, make sure you do user Search Intent research and prepare yourself with enough information, knowledge, images, videos to create a compelling article. Give the most value to searchers.
If you produce a lot of content that does not meet the user's Search Intent, this will affect the authority of your website and prevent ranking growth. Because, when users can't find the information they need quickly and completely on your page, they will quickly exit, which affects the Bounce Rate and the reputation of the website with Google.
Normal
In this section, I will talk about creating content that satisfies Search Intent for e-commerce sites. In this case, the definition of “satisfying Search Intent” would be very different from that on a fundamental level.
Website hanoicomputer.vn has a structure that satisfies users' Search Intent
You can see on the website “hanoicomputer.vn”, a sales page appears in the top 1 of Google when I search for the keyword: “receipt printer”. As I analyzed this page, I noticed the factors that make it so popular with users and Google.
And I found, as you can see in the picture, that the site has a wide range of filters by machine types, prices, ports, etc. That's why it's at the top of the search engines, it provides a " filter” stronger than competitors in the same industry, providing the most complete information about printers, and as a result, the website reached the number 1 position on Google.
Thus, the standard "satisfying the user's search purposes" will be to provide a full filter, satisfying the needs of viewing, comparing information, prices, and accompanying accessories such as website hanoicomputer.vn.
If you want to create a page that sells printers with content that satisfies Search Intent users, you need a simulation of “filter”… as complete as this site, or more powerful, to have a chance to appear on the web. search page.
Advanced level
You can make users see you as an expert in your field, making them trust to buy your products and services. What factors do you need on your website so that when users visit your page, they will get the most valuable information, satisfy their search intent quickly, from there, they will gradually trust in your website? your brand more?
I take as an example a website in the interior design industry that I consider to be very reputable, nadudesign.com:
Nadudesign.com website interface
The articles on Nadu's site are not intended to achieve a high position on Google, but rather like a design album, for customers to refer to when they have demand for apartment interior design.
Customers will want to experience a wide variety of designs, with articles on how to choose the right design for their lifestyle, price, and preferences. And of course, the more experience they have, the more interested they are in your product, which in turn increases the conversion rate to purchase.
From the perspective of an SEOer, a content maker, you need to analyze what the top websites on the search list in the field you want to publish content have in common, then you research to create a website with rich and diverse articles, satisfying the search needs of its own users.
Thus, producing content that does not meet the needs of search users will be one of the reasons why your website will not be on top of search forever. The process of doing SEO and technical testing on project websites led me to draw out 3 SEO errors that inhibit Rank Top Google. Watch the video below to understand them:
Re-optimize old content
Search Intent optimization isn't just for new content, it's also for old content.
You can edit your old content to better match user search intent. From there to boost your on-page SEO, or just to improve the overall user experience of your site.
Example: This post was used to rank for “SEO process”.
Table of Contents of the original “SEO Process” article
But when the Google update found out what users really wanted, the post started to drop in rankings. That proves the user has changed the search intent, they want a clear list of steps.
Therefore, the article has been improved and converted into a step-by-step guide that users can easily follow.
The article table of contents after being changed to a step-by-step guide in the article "SEO Process"
Today, this website has received more than that amount of traffic and meets the needs of users to find information.
UX/UI SEO: New factor in SEO strategy
UX/UI and SEO are becoming increasingly intertwined when they can be mutually supportive. SEOer's task is not only to optimize keywords anymore, but also to optimize the user experience on the page. So what is UX SEO? Let's find out together!
UX/UI SEO definition
UX stands for User Experience, which means the overall experience or feeling of customers when interacting with your product, service, or website. User experience can also be presented, conveyed through systems or approaches.
UI stands for User Interface, which is the user interface.
UX is like a skeleton of a design that represents the user's website and application experience circuit. And these skeletons will be illustrated by UIs, improving the interface and images to optimize the user experience. on the website.
Despite having different functions and properties, UX/UI is an important duo that produces results that are directly related to customer experience (CX).
In the 4.0 era, with the explosion of devices and smartphones, UX/UI helps to seamlessly represent user-friendly experiences and interfaces used on applications. Both factors that are optimized will bring about product results that bring a lot of value to businesses and positive emotions for users.
How important is UX/UI in SEO?
Make an impression from the moment you first come into contact with the brand
According to statistics, it only takes about 8 seconds to impress customers when opening an application or website online. This means that a good initial user interface (UI) will play the role of capturing the first glance of the customer that comes into contact with the product. Then, the factor for users to decide to continue to stay and explore the product is the interaction and UX experience (According to Microsoft Canada. 2015. Consumer Insights).
According to one study, more than 75% of consumer product reviews are specifically based on color (according to Inc. 2017. Research Shows Color Is Critical in Consumer Purchasing Decisions). Therefore, customers will not want to use your products if there are no less prominent colors.
Thus, UX / UI plays an important role in making a good impression in the hearts of customers, from which users will want to use products and services more. A good impression is always the key to success, right?
Combine a beautiful interface, fast page loading speed with attractive colors, and your website will attract a lot of unexpected traffic. If you focus on improving the following 8 factors, you will provide the best user experience:
Interactive design
User interface
Information structure
Visual design
Function
Possibility
Font
Content strategy
8 elements that need to be optimized in UX
In the article below, I will guide you through 10 very simple standards to optimize UX for your website, follow along:
UX Optimization: 10 Basic Standards to Improve User Experience
Increase website traffic
If a parameter like Time to stay on site is short, and page traffic is gradually decreasing, this indicates that the UX/UI of the website needs improvement. The bounce rate can show the website interface image is not eye-catching, heavy, causing the experience to be interrupted.
But when it comes to UI design and a simple UX-friendly browsing experience, it can make a website run faster, and from there customers can stay on the site for minutes or even hours to dig deeper into the service. services, products as well as information on the website. A website with a good design and experience leads to an increase in traffic and time to visit the website, and at the same time, reduces the bounce rate (Bounce Rate).
Therefore, UX and UI play a very important role in maintaining a quality website, helping businesses develop more ideas about the customer journey to expand more users. Become potential, loyal customers to create an effective SEO strategy.
Contributing to reducing costs and increasing profits
It's not obvious that E-Commerce companies like Amazon, Shopee, Lazada, etc. Always focus their human resources on developing the best user experience on their apps. Designing a good user experience means you are meeting your customers' expectations of easy, convenient, and fun shopping.
Apps with a good experience will save advertising costs for products that users are looking to buy. Users will trust reviews, shops, sellers, etc. If the E-Commerce intermediary trading platform provides a good experience in both UX/UI and service, after-sales.
In addition, a study also shows that up to 75% of users will rate the aesthetics of the interface of the app and website, and are more likely to make a purchase on platforms with an attractive interface. than websites with weak interface and experience (According to E27. 2019. Importance of UI/UX design interaction and why it will matter for your business).
Thus, UX / UI has the effect of creating momentum to decide whether users go to the final step of paying for the purchase process on the website, which means increasing the rate of converting potential customers into real customers. in SEO.
Make a difference and strengthen the brand
In the digital age, apps are everywhere. Brand identity not only appears in Slogan, Logo, advertising, ... but it also shows in customer experience and interface illustration.
Brands become powerful and valuable when the solution thinking (Design Thinking) in the UX / UI of the business is built coherently, simply but attractively, in order to increase user interaction.
The solution thinking in UX is different, connected and intelligent, making the brand different, outstanding and easy to leave an impression on users.
Therefore, businesses need to design an interface that is both SEO optimized and will make the website loved by both users and Google. The more popular the brand, the higher the ability to rank high on Google and attract more traffic to your website!
Case Study on UX/UI
I will analyze my project so you can see how the UX/UI is in optimizing the user experience.
The project of GTV website Tinhocanhphat has been optimized UX/UI
As you can see, this is Tinhocanhphat website that has been optimized UX/UI by the GTV team in terms of images, colors, content, page load speed, etc. overall. In terms of interface, customers experience a feeling of dynamism, fun, excitement and make viewers think of the feeling when using the brand's Computer product.
The page load speed is quite fast, the product content is provided in detail and complete. Thus, UI/UX has achieved its effect, which is to bring positive feelings through seeing, feeling, interacting with the website, thereby creating a pleasant and positive emotion about the brand's image. brand in the mind of the customer.
Or as another project on the GTV side has done. That is to improve the website, optimize the UX for Gumato,, a company specializing in packaging goods across the country.
GTV Improves UX for Gumato's Product Page
You can go to Gumato's website to try it out. I am sure you will be satisfied because the website provides you with detailed information, answering the questions that customers ask: 'why is this product necessary for me?', 'this product has What function'? and 'how to use the product?'.
The entire website is optimized for UX according to the flow: "Why - What - How" to create meaningful and seamless user experiences.
When implementing UX for this project, GTV has focused on improving the "filters" so that users can view prices and product information more easily, as shown below:
Gumato's price page is optimized for user experience
These filters will make it easy for users to view price lists, quickly see the information they want, and thereby provide a positive experience. And proving the effectiveness that UX brings, Gumato's website has been at number 1 on Google for nearly 2 years now.
Website Gumato has been at the top of Google for a long time
Come on, now come with me to the next chapter!
Core Web Vitals Overview
Core Web Vitals was recently announced by Google with 3 user experience metrics that affect your Web SEO. I will share an overview of Core Web Vitals and how you can improve it.
Do not worry! It's really not too difficult, of course, there will be examples for you to visualize and implement more easily.
What is Core Web Vitals?
Core Web Vitals are a collection of specific elements that Google considers important to the overall user experience of a website. Core Web Vitals is made up of three user experience metrics: Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift.
Core Web Vitals is the core metric for Google to evaluate the user experience on the page
In short, Core Web Vitals is a subset of Google's "page experience" elements (basically, how Google determines overall page size). You can find Core Web Vitals data for your site in the “Enhancements” section of your Google Search Console account.
According to Google, Core Web Vitals will directly affect rankings, and they also point out that Core Web Vitals is not a make or break factor. In other words, your site can still rank with a poor Core Web Vitals score. That said, there's really no reason NOT to optimize your site's Core Web Vitals critical metrics.
How to Improve Your Website Core Web Vitals
The exact steps to take to improve the Core Web Vitals metric depend on your site.
For example, a website running on Shopify will be different from a website running on WordPress. That said, here's a process you can use to figure out what you need to fix.
First, you open Google Search Console and click on “Core Web Vitals”.
Enter Core Web Vitals using Search Console
You see, this is how the pages on your site stack up.
Core Web Vitals interface on Mobile and Desktop
(I'll basically ignore the desktop score. Google's Mobile-First Index means that the mobile score really matters.)
You really want to ignore “poor URLs”.
Avoid letting website URLs fall into red
In my opinion, Google will penalize poor URLs rather than enhance good ones. So you should prioritize getting your URLs out of the red.
And how you deal with this will depend a lot on the Core Web Vitals score you're looking to improve on.
Example: A bunch of my sites have poor CLS scores.
Up to 128 URLs have poor CLS scores
Therefore, you should optimize to stabilize the pages and improve the Core Web Vitals index for your own website.
Example of how to improve Backlinko's Core Web Vitals
I will give you an example of how Backlinko improves Core Web Vitals for their website.
Backlinko's PageSpeed Insights Score
You can see that Backlinko's load times are really slow, this is not to say they don't try to be optimal. Their website uses wordpress, compresses images, and optimizes much more. But the reality is, Backlinko's pages are so huge that some of their posts even have over 40 high-resolution screenshots, images, embedded videos, and animations.
However, this has no effect on Backlinko's rankings. Meaning, when looking at and analyzing search engine ranking factors, they found no correlation between page speed and rankings.
But with Google's update this time is different, Google not only considers page load speed, but Google will directly measure user experience.
Therefore, Backlinko hired an Agency to "overhaul" the Backlinko website code and it is run on the Next.js platform. However, its price is not cheap, but in the end, this has greatly improved their Core Web Vitals score.
And here is Backlinko's PageSpeed Insights score after improvement
The development of Visual Search
Is Visual Search an SEO game changer?
Not necessarily! But based on current trends, Visual Search is poised to take off and grow further in 2021. Here's what you need to know to follow modern SEO 2021 trends.
Search by image
Currently, many people choose Visual Search to search. Take a look at the data below and you will understand.
Google Lens has been used 1 billion times (source).
The number of uses of Google Lens is up to 1 billion
Pinterest gets 600 million Visual Search hits per month (source).
Pinterest has 600 million visits per month
36% of US consumers have used Visual Search (source).
And a large number of Americans use Visual Search
Visual Search Technology
Visual Search technology is still in its infancy, but it works great. If you don't believe it, open Google Lens on your mobile device and scan everything around the room, you'll find a lot of cool stuff.
Today, Google Lens can identify 1 billion objects and that number is growing every day, and it's done really well.
I tried searching images using Bing on my phone. And it works super well, you can try it!
Everyone wants to search by image
Once you start using it, you will quickly find that Visual Search is extremely useful for:
Shopping
Determine the direction
Identify landmarks
Review local businesses
Language Translation
Recipes
Nutritional and medical information
And more
This is probably why 62% of young consumers want more Visual Search technology.
How to optimize for Visual Search
Earlier this year, I conducted my first study on Visual Search ranking factors. Here are some highlights from that study.
Mobile-friendly pages are a plus
9 out of 10 Google Lens results come from a website that has passed Google's mobile-friendliness test .
Mobile-friendly pages are easier to optimize for Visual Search
Essentially, 100% of searches on Google Lens are done on mobile devices, which means that Google prefers mobile-friendly websites.
Traditional image SEO still applies
According to my research, traditional image SEO techniques (optimizing image formats, alt...) also contribute to increasing rankings on Google Lens.
Websites with high DR will rank higher on Google Lens
And high authority pages and sites will be more likely to appear as Google Lens results.
Google Lens results tend to come from content-rich pages
I've noticed that Google is tending to pull Google Lens image results from pages with quite a bit of text (1600 words on average).
Content-rich pages are more likely to appear on Google Lens
This may come as a surprise, but when you realize that Google has stated that the text content on a page is important for image SEO, it makes sense.
Conclude
The above is a summary of all the information about 9 outstanding SEO trends in 2021 that you should know to help businesses Rank Top Google better.
Hopefully through this article, you have had a better overview of SEO and modern SEO trends in 2021. Before optimizing your website, let's quickly grasp the tips I shared above, You will stand out from your competition and deliver the most effective SEO campaign.
Good luck!
Reference source:
https://atpholdings.vn/content-hub-la-gi-tai-sao-can-chien-luoc-3hs-cho-content/
https://www.blog.google/products/search/improving-search-next-20-years
https://blog.google/products/search/search-on/
#gtvseo #gtv_seo #xu_huong_seo
Thông tin liên hệ:
GTV SEO
Địa chỉ: Số 91, Đường số 6, Khu dân cư Cityland Park Hills, Phường 10, Quận Gò Vấp, TP. HCM
SĐT: 0919-009-319
Email: info@gtvseo.com
Không có nhận xét nào:
Đăng nhận xét