THE FUTURE OF SEO: INTRODUCING SEARCH ENGINE OWNERSHIP
By: Toni Becker
W
e all know that trends come and go, and marketing tactics that were previously popular can quickly sink into oblivion. This is particularly true when it comes to digital marketing, as the online world continues to evolve and shift every single day. Search Engine Optimisation, also known as SEO, has dramatically altered since it first became a part of the marketing world in 1997. In the beginning, to get your website to rank online, you would simply focus all of your SEO efforts on keywords, getting your pages to rank higher than your competitors solely based on keywords. Today, we focus on keyword intent, the user's needs, helpful and useful content, and above all else, conversion rate and performance metrics. The history of SEO is full of exciting twists and turns, with the birth of new search engines, new SERP features, algorithms and consistent updates, as well as the emergence of SEO experts and advanced SEO tools. While search engines have evolved enormously over the years, one thing will always remain - as long as we are searching for information online, SEO is vital.
SO, WHAT IS IN STORE FOR SEO IN 2021? Before we delve in, let’s unpack the ultimate goal of SEO and how it is designed to better your business. The fundamental goal of SEO is for your website to rank high on the search engine results pages or SERPs. There are two primary processes that will get your page to rank in the results and these are:
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The technical quality of your website The quality and amount of content on your site.
If you have a technically healthy website, packed with high quality, consistent and helpful content, your site will rise up the Google ranks. But the process is not simple, and it takes a lot of time and strategy to get your website to rank above your competitors. Now, the most important aspect of SEO is to rank higher than your competitors online for relevant, industry related search terms and phrases, because ranking higher than others in your industry makes you appear to be an industry leader, and will get you more click through rates, which has immense monetary value.
AND IT IS UNDERSTANDING THIS VALUE THAT IS KEY TO SEO IN 2021.
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