New website, immediate leads? Think again. SEO tips & trends for your business in 2021
Starting a new online business and stuck at website SEO? Have you even thought of your SEO? Your business website is a critical part of your brand, which will prove to be the hub for all the online marketing campaigns you run in the future. This makes it important for you to put all your focus on making your brand-new website launch a huge success. And for that, you will need to consider SEO. What’s the point of working on all your gorgeous new branding if the content on your new shiny website doesn’t stack up to search engines’ needs to help you get found?
In this guide, I’m going to help with tips that will show you how to implement SEO on a new website and make it 2021 ready with the latest SEO trends. This post is not only for startups but also for business owners that are looking to update their website’s SEO game. Let’s get started!
Top SEO Tips & Trends to focus on in 2021 for optimal Website Optimisation
1. Choose an easily relatable domain name
The domain name you choose for your website is going to stick with your brand. It is going to help you align your brand name and your official website, and further allow your audience to know where to access information about your brand. The domain name should also give your target audience some idea of the products and services you are offering. I know, I know Pickled Ginger….but hey the name stuck and all my social media has the words “Pickled Ginger Marketing”. If I had known when I started my journey though…..hey ho.
The recall value of the domain name should be high. This can only be achieved if the domain name is short, simple, and memorable. But that’s not it, the domain name also functions as a ranking factor. Since you have a new website, the search engine crawlers will try to discern what your website is about. I’ve heard Google says this isn’t a ranking factor, but from experience….it is, but what I’m trying to convey, if you are a totally new business and domain, really think about it. Is your domain name memorable? Easy to write? Not too confusing with too many tricks?
If you have your primary keyword included in your domain name, it will be easier for the crawlers to rank the site. So, come what may, I’d always do extensive keyword research to find your primary target keyword and then apply the keyword in your domain name. Lastly, make sure the domain name is unique. Brainstorm with your team, friends or even better, totally impartial peeps for potential domain name ideas.
2. Know exactly what you are going to build
Your business website is only going to take the desired shape if you have a site structure and architecture ready in advance. The skeleton of the site is not only going to help you design the website but will also give the search engine bots better accessibility while crawling your site.
If you have a good site architecture, indexing the site will be so much easier for the crawlers (ie Google’s spidey eyes that scan, crawl and look at keyword intent). It will become easier for them to gather the required information and classify or rank the pages accordingly. The basic pages that you’ll require on your business website will be a homepage, about us page, content page, services page, and sub-services page. You will also want to have a blog section on your website. I bang on about this so much because blogs are a huge part of fresh content and therefore your SEO campaign. Everything that you add to your business website should be under these pillar pages.
The need for a sitemap is vital…. as you begin to add granular details of your business and the products and services, the amount of content will quickly build up. It will become difficult for you to organise content in a way that makes sense not only to your audience but also to the search engine crawlers. Most importantly, it will allow you to know how much content you require for your website.
3. Hire professionals or build the site yourself
The next thing that you have to take care of is building the website itself. Once you have decided on the site structure, you can go on to address the part where you will want to design the site. This is the difference between development and design. I’d say you should make an informed decision as to whether you want the website to be designed by a professional web designer or you want to design the site yourself.
One of the most important decisions when designing a website will be selecting the right content management system (CMS). A content management system, often abbreviated is software that helps users create, manage, and modify content on a website without the need for specialised technical knowledge.
So while you decide on what platform and CMS you want to grow with, I’d suggest making sure if the tool you are using gives you an ample amount of autonomy and control over your website.
Factors like SEO and other essential plugins should be easily accessible on your content management system. Most importantly, you should have 100% access to the back-end of the website. If that’s not what you get, your website will fail to match the modern-day SEO standards. It’s ok to get your web designer or developer to help you with on-going work, but don’t underestimate the website’s update. Websites are a little like cars……they need services and MOTs to check they are healthy. Do you feel confident that you can delete, add or amend your site as your business evolves and grows? Last thing you want to do is tweak your site to find out you have damaged your domain SEO. Believe me, I have seen this SO many times and it costs a lot to resolve and fix a site rather than maintaining it on a monthly basis.
4. Have a content plan scheduled
The very first thing that you should do while planning your content for the website should be finalising the pages where the content won’t frequently change. These are the pages like ‘about us’, ‘services’, ‘sub-services’, and ‘contact us’ page.
However, the content on these pages will also need to be optimised for search engines and the user experience as a whole (especially if you are e-Commerce). You know Google et al need help finding you! Therefore, you will need to conduct extensive keyword research before putting content on your website. We can do this for you for a small charge if it’s something you have no idea where to start. While researching for keywords, my tip would be to try and include keywords that have specific questions related to your primary keyword.
Once you have a list of keywords that you would like to target, start designing a comprehensive editorial calendar. In this, your focus should be sketching out a weekly timeline of content that you will be posting on your website. Create a list of events related to your industry, issues that your audience has, upcoming trends, and other things worth addressing, and create relevant content around it.
Content is vital for your SEO and overall marketing. Without content….well what do you have to share? Content is everything (and by this I mean text, video, infographics, podcasts…it’s ALL content).
5. Deploy On-Page and Off-Page SEO
Since you have a new website or a website you’d like to update, you will be delighted to know that you have to now continue your content creation! Yep, you can’t leave your website stagnant, that’s a big no no for Google. Every page on your site should not only be well-designed, but the content on it should be effective. Once that is taken care of, you should direct your focus to onsite and offsite SEO.
The checklist for on-page SEO hasn’t changed much. It is still all about choosing the right keywords, including those keywords, title tags and meta descriptions, optimising all images (very important for e-Commerce), and having an overall strong content game. You should also focus on implementing internal links, installing social media sharing buttons, and incorporate outbound links. SEO is your long-term game plan, don’t be disheartened that SEO takes time – the sooner you start, the quicker you’ll be ranking effectively.
Next, I’d suggest bringing your attention to off-page SEO to improve your search engine ranking. How are you going to do this? You will need to have a strong backlink strategy. This can only be achieved through exceptional content creation that demands your ideal audience’s engagement. Remember the above point about creating high-quality content? Also, our blog on what content Google wants from you is HERE – it’s important, so have a good read.
6. Setup tracking and analytics
One of the most crucial aspects of growing a brand new website is tracking and analysis. This is important because you need to know how the ongoing optimisations are reflecting on the website’s performance, together with knowing where all your website traffic is coming from!
However, you need to learn about tracking and analytics before you go on to launch your website. You should have hands-on experience with the analytics tools and how exactly you need to use them to get valuable insights.
We highly recommend you to start with Google Analytics to get inside about customer acquisition, conversions, and behaviors. Check for organic traffic, backlinks, site authority, and other key performance metrics. If you’d like training just jump on a call to set it up, either Elaine or Kyle can share your screen on a Zoom call. Might as well get it right from the beginning!
7. Follow the latest SEO trends and best practices
Lastly, you will need to stay up to date with the latest best practices and trends related to your industry and Search Engine Optimisation in general. SEO requires weekly (minimum monthly) attention to your website. The team here at Pickled Ginger Marketing have such useful free resources AND seriously informative blogs. Make use of them because we are always learning ourselves and keeping our clients’ sites up to date.
Once you set things up for your website and launch It, you’ll want to start identifying problems and ensure that the information and insights gathered from Google Analytics are well implemented.
You will be well equipped to expand your SEO knowledge if you consume SEO related content and make sure you are well acquainted with the latest trends.
Latest SEO Trends You Should Know in 2021
What are the major SEO trends that we recommend you should be implementing into your website (new or existing) in 2021? We’ve shortlisted a few SEO trends that you should definitely implement on your brand new website. There is Google’s new Page Experience algorithm kicking in around May 2021 too which is also very content and UX led. We’ll update about that as and when!
Anyway, here goes with trends we’re experiencing for 2021:
1. Focus on high-quality content
As we mentioned earlier, high-quality content is a must if you want your brand new website to rank higher on search engines through the coming months and years. The better the content, the more your brand is thought of as a trusted source of information. Thin content is pants. Google, simply put, will penalise your site rather than rank it if you don’t offer your audience, your readers and shoppers,a banging UX (user experience).
I know it might seem a simple solution to cram a short article with keywords…but please don’t. That’s seen as keyword stuffing and thin content. Don’t go for short articles – it really is an ineffective strategy. If you want your content seen, you’re going to have to focus on the quality of your articles and ensure that the reader gets all the answers to all their questions in one place. Think about writing naturally and then editing with keywords once written.
2. Local SEO helps with overall SEO
Local SEO is still a huge opportunity for local businesses and brands that rely heavily on foot traffic. Although local searches haven’t been made as expected this year due to the coronavirus pandemic, we mustn’t give up on the advantages of optimising a website for local SEO. Google is constantly working towards updating the algorithms related to local searches, in order to provide more opportunities for local businesses. Believe it or not, it wants to push local trade, so small independents simply HAVE to get their Google My Business platforms on point, add citations and regularly post.
3. Invest in a great user experience
Apart from creating high-quality content, you must also give an ample amount of attention to designing a great user experience on your website. This will involve understanding how visitors land, navigate, and investigate the information on your website. Once you have enough information to work on, you can start designing a “User Experience” for visitors using different devices. No matter how much time and effort you put into creating exceptional content, a poorly designed UX will always let you down.
Look at your colours, your banner sizes, your image sizing, your CTAs, all of these factors are just small parts of the SEO’s UX experience.
4. Track mobile search rankings
Organise content and navigation on your site in a way that makes life really easy for mobile users. Since major advancements in technology are related to mobility, you must adopt this trend from the very beginning. Mobile search, for example, is something Google is keen to make mainstream and is steadily working towards creating a mobile-first ecosystem. The performance of your website and the content on it should be tracked for mobile search rankings. The mobile-first indexing update requires websites to be mobile optimised. So, make sure your new website follows this latest SEO trend.
5. Optimise for voice search.. Hey, Siri
Heard yourself ask Alexa a question? Speaking into your phone for Siri’s help? Where do the answers come from…..yep, search engine optimisation results. Voice searches, driven by artificial intelligence, are becoming a really convenient way to get information online. It makes sense any of your marketing and SEO endeavours take into account these trends. Optimising for a voice search will need you to organise the content in a way that common queries and questions are answered quickly and in their native language. The best way to do that is by starting your content with questions. Why not use questions in your titles, etc, such as ‘what’, ‘how’, ‘when’, and other words followed with your answers. Most importantly, pay attention to your particular niche and research exactly what and how your target audience uses voice search for. The search intent will lead you to better optimise the content.
6. Video is a part of SEO strategy
I’m just going to say it …..Google owns YouTube. You want help with getting found easier, work with Google products (as a long term strategy) and you’re more likely to rank higher.
You can no longer ignore video. When it comes to online content consumption, video ranks really high. We’re all pretty visual right? Branding experts can work on moving pictures, animated logos and social media is full of fun. This is mainly because this kind of content delivers information in a more interesting, entertaining and engaging way.
The content can be consumed on any device and the chances of going viral increases significantly with video. Make video marketing a part of your SEO strategy by creating videos for the content you post on your website. Post videos on YouTube and share the link to the video on your website post.
Reminder….make the video count with a reason behind it. Share with a CTA, make sure any video works with a website so as not to delay a download but ultimately have fun.
There you have it. SEO is changing all the time. Digital evolution is driven by technological advancements that make the internet more powerful, especially for business owners relying on organic marketing. It is crucial for business owners to stay flexible in their approach to SEO and remember to be patient, yet persistent. I hope these SEO tips and trends will allow you to make a solid move forward and turn your business website into a money-making machine.
The team and I are here to help with audits, management and implementation. It’s always great to know your strategy before you begin. If you are talking with a brand designer or website designer, why not get in touch to see at what point SEO needs to kick in? Or if you need help with questions to ask your designer.
Grab a virtual coffee with me by scheduling a call, or just drop me an email. All the details are HERE.