For many business owners and advertisers, the big change to digital has characterized the past year. We may argue, of course, that we were headed in that direction anyway. But the COVID-19 crisis drove the majority of customers to flock to online platforms, speeding up several years of technology-driven marketing adoption.
The drastic shifts in our consumption habits of everything from goods to media is the most prominent among the digital marketing developments 2020 brought on. TikTok became the social media phenomenon of the lockdown (The Guardian, 2020), brands realized their role in social problems, and people switched to video calls and other virtual experiences. Online shopping reached new heights.
According to McKinsey & Company, customers shaped the digital landscape, while market leaders and business owners struggled to satisfy their demand, led by healthcare, finance and professional services.
When you want to exploit growth prospects waiting on the horizon, joining 2021 with a fresh digital marketing plan is the way to go. There are plenty of lessons to unpack from last year’s updates, so why don’t we begin there?
Search Engine Optimization
Here are the big trends to remember as you plan and prepare for what is to come in 2021, through digital marketing platforms.Chances are you’ve heard about your own search engine optimization or SEO approach or come up with it. By bolstering your search engine visibility, SEO helps you to target leads. Since it attracts traffic to pages, blogs or online shops, it is a critical part of any digital marketing strategy.
If you have built an optimization plan in 2020 or not, this year provides a new opportunity to adopt it as a main component of the 2021 version of digital marketing trends. And without these top SEO insights, what is an SEO strategy reset?
Search Intent
In the good old days, to align your content with a query, Google tested keyword and connection consistency. But they got better at recognizing the meaning behind what users type in the search bar as search engines became smarter. In 2020, companies whose clients went online and turned to Google for responses could no longer disregard the search intent.
Passage-Based Ranking
Imagine looking for the concept of “coronavirus” or “vaccines,” and the most important page is pulled by Google and the passage that addresses your question is highlighted. The search giant said it would display more passage-based content in October 2020, boosting seven percent of Google Search queries.
Shannon Thammasiene, Thrive’s director of SEO services, said, “This could affect click-through rates (CTRs) because users get their responses right away.” It also weeds out filler material, which, more on this later, is a voice search target.
Core Web Vitals and Page Experience
A Google algorithm update is underway and websites with bad user interface would not be generous to them (UX). The search giant will add new ranking signals, the Main Web Vitals, to the current search signals by May 2021. Together, these metrics decide if the overall page success is user-centric.
When you first come across the following technical terms, don’t get scared. Here, we link them to the features of the site you are probably familiar with:
Largest Contentful Paint (LCP) / Loading Speed: In order to signal to users that the URL is loading, the key element of the content must load within 2.5 seconds or less.
First Input Delay (FID) / Interactivity: Your website should respond quickly to user-initiated behavior, such as clicking a button.
Cumulative Layout Change (CLS) / Visual Stability: In order to avoid errors, page elements can switch about minimally during loading, such as when users mistakenly confirm a purchase when they decide to cancel it.
This is only a sneak peek, but in Thrive’s Core Web Vitals primer, you can further research these metrics.
AI Search
One of the most interesting developments in technology has been artificial intelligence (AI). AI is used in SEO to accurately interpret search intent. The pre-training technology of Google’s natural language processing (NLP), BERT, is applied to nearly 100 percent of English queries. BERT is designed to enhance the consistency of search results, which could once again have an effect on site ranking.
Voice Search
Last but not least, voice search is one of the 2021 digital marketing trends that is bound to be big among the SEO ideas we want you to mull about. This update melds with the adoption of voice assistants by humans, a natural way to ask questions, “What is SEO strategy?” For voice vs. “SEO strategy” for text, and because of the busy demands of a post-pandemic environment, a growing desire to be hands-free.
Key Takeaway
Both the 2021 and 2020 versions of digital marketing Services patterns express the understanding that user experience is king. Delightful, fulfilling UX is at the heart of the techniques we’ve just discussed for SEO, web design, social media, PPC, eCommerce, and link building.
It was also the target of each update of the Google algorithm. So concentrate and continue to build human content because it will send a hint of your goals to search engines and get you rewarded in the long run.
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