how to boost your website? 2020 -

In recent years, thanks to the emergence of IT, technological and digital tools, the digital world has been constantly evolving. All the biggest web professionals must constantly adapt to change and readjust their strategy, in order to take maximum advantage of the many advantages offered by natural reference. And 2021 will be the year of change, especially with the new algorithm update, GooglePage Experience Update

Let’s find out in this article, all the news SEO trends for 2021 as well as the actions to be implemented to improve and boost the SEO of your website.

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For anyone who owns a website or a blog, natural referencing brings many advantages: increasing your visibility on the web, attracting targeted and regular traffic to your website, increasing the click-through rate, the conversion rate, etc.

So how google works ? What elements / data will it rank a website on in the SERPs?

The Google positioning criteria are numerous and constantly evolving, to such an extent that it can sometimes be difficult to see clearly. Currently, SEO experts count no less than 200.

Although the basics of SEO remain unchanged (netlinking and content marketing), certain criteria seem to tip the scales and have a greater influence on the ranking of a website on search engines.

7 SEO criteria to improve the positioning of your website

1. User experience and updating of core web vitals

In 2021, theUX user experience will be an essential SEO criterion for Google. In addition to attracting Internet users and meeting their needs, you will have to offer them a positive and qualitative “experience”, which will make them want to come back to your website.

From now on, the strategy to be implemented will have to focus more on SXO (Search Experience Optimization), rather than SEO alone.

To do this, Google is integrating the updating of Core Web Vitals (essential web signals) based on 3 new indicators:

  • LCP (Largest Contentful Paint) which consists in analyzing the loading time of a web page ;
  • CLS (Cumulative Layout Shift) which consists in measuring the visual stability of the elements present on a web page;
  • FID (First Input Delay) which analyzes the interactivity of a web page, according to the actions performed by the user.

All these elements help to improve certain essential SEO indicators, such as rebound rate for example.

As you can see, Google is doing everything to offer the best possible experiences to its users.

2. Qualitative editorial content

Content is king, and in 2021 that won’t change. Even if the editorial content of a website is not a SEO criterion on its own, it is still essential and Google is still fond of it.

To increase your chances ofbe well positioned on search engines, the content offered to readers must be: unique, relevant, qualitative, with high added value and respond to a specific request on a well-defined theme.

To assess the relevance and quality of content, Google relies on the EAT criterion (Expertise, Authority, Trust).

  1. Confirm your expertise;
  2. Demonstrate your authority;
  3. Demonstrate your credibility.

The netlinking strategy with the backlinks also remains very important. Focus on quality rather than quantity in order to increase the domain authority, the trust flow and the flow quote of your website, which are essential SEO indicators for ranking.

3. Image optimization

Theimage optimization has evolved considerably, and this is a very important element to take into account.

As a first step, it is advisable to choose royalty-free illustration images (on the free online image banks), professional quality and relevant according to the content of the page.

Secondly, for optimize the images of its website, it is strongly recommended to compress them in order to reduce their weight. Indeed, images of illustrations that are too heavy slow down the loading time of web pages and can penalize you. You can check this setting with tools like GT metrix and use inline image compressors such as tinypng.com.

Then be sure to customize the name of the file (avoid img157842.jpg and prefer the format; main-keywords.jpg).

Finally, fill in the alt tag, used by google crawlers in order to reference your images.

4. Mobile optimization

Today, more than 80% of internet users use their smartphones to go online.

Mobile therefore holds a significant share of web traffic and each owner must ensure that their website is well optimized for the mobile format (responsive design site) for’get better ranking on google (” Mobile First “).

The pages of a website must therefore adapt to the size of the screens, whatever the tool used (smartphone, tablet, laptop, etc.) so that Internet users can browse in peace, fluidly and in so that their experience is positive.

Tip: Check the loading speed of your website on mobile. A site that takes too long to load is a lost user.

5. Video content

Big mistake not to start video in 2021! Inserting video content even inside your blog posts or web pages is a great strategy to put in place to boost your natural referencing.

In addition to pleasing Internet users, video is a fun, interactive format with tremendous conversion power.

However, it must also meet the requirements of Google’s algorithm and therefore must be optimized and provide useful, relevant and qualitative content.

6. Local SEO

In 2021, the trend continues to grow: Internet users who are looking for a product or a service want to obtain a result quickly, and local searches allow us to meet this need.

In addition, with the current situation we are going through, more and more people want to help businesses or small businesses in their regions.

Did you know that the local SEO accounts for 65% of online searches? Working on its local referencing is therefore a strategy to be exploited, in particular through creation of a Google My Business listing.

Well optimized, it offers you increased visibility on search engines, an increase in targeted and qualified traffic and also allows you to prove your expertise in your field of activity.

7. Voice search

The voice search is expanding rapidly. For a few years now, a good number of users have become familiar with Google Home, Siri or Alexa.

Oral research is totally different from writing. Users speak naturally and make whole, longer sentences instead of just using certain targeted keywords.

Your editorial content must be adapted accordingly and you must therefore work on your SEO by focusing on long tail.

For example, a user who performs a search on Google will type in the keywords “salon coiffure Paris”, but orally this one will express itself differently and will use a complete sentence: “which is the best hairdressing salon in Paris ? “. We call it conversational queries.

Google is once again looking to simplify and improve the experience of its users who will no longer really need to think about a particular keyword to meet their needs, by allowing them to perform their research by simply speaking. and freely, as if they were talking to a loved one.

Conclusion

The SEO is complex and constantly evolving. It is essential and essential to be always on the lookout for the latest information and news about it in order to readjust its SEO strategy and succeed in doing well. For 2021, if there is one essential point to remember it is that the user experience and the quality of the editorial content are at the heart of the inbound marketing strategy.

About the Author

Mélanie VIDAL – Web editor

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