SEO: Top Things to Know

It’s time to consider your SEO strategy. There are several SEO trends we all need to prepare for as SEO and content marketing professionals. In this article, we will outline the most important things you will want to keep in mind as you plan your SEO.

SEO Things to Know

SEO is just as important now as it ever was, but we will need to make some adjustments to our strategies while keeping the latest trends in mind. Let’s discuss the most important ideas to keep in mind for your SEO strategy:

Focus on User and Search Intent

We all know how a Google search works. Searcher intent is the idea of understanding what is the intent behind a person’s search query. If you understand searcher intent, you have a better chance of building a page that best answers their query. Though this has always been a major principle in the world of SEO for a long time, searcher intent is even more important now than ever.

We saw that the pandemic changed the search intent for many queries. For example, while in the past, someone might be searching for the best restaurants near them to eat at in person, it’s now more likely that they are looking for somewhere to get a take-out order.

In fact, some experts say that Google began adjusting searches to include more virtual and online results for queries last year in response to the new norm.

Keep an Eye on Trends

As we also saw as a result of COVID-19, certain searches gained popularity overnight. For example, the term “coronavirus” exploded in search popularity, according to Google Trends. By the same token, some other terms took a steep dive in their searchability. For example, concert tickets lost popularity. Keeping an eye on the latest trends – and jumping on them and integrating them into your content planning and keyword research as soon as they start – can help take your SEO to the next level.

SEO Experts Must Be Adaptable

So, how do SEO professionals protect against changing searcher intent and Google trends changing daily? It’s important to be as adaptable as possible. While we can’t change searcher behavior or intent, we can monitor it and adjust our strategies and tactics accordingly.

For example, in order to see changes in search intent, you can keep an eye on your target search engine results pages and watch how they change. If you notice more pages ranking that actually serve a different search intent than your page does, it’s highly likely that Google is trying out to serve a different intent. In this case, you might need to adjust your page – or risk losing your rankings.

To see searcher interest, you can use several different tools that measure monthly search volumes, like SEMrush, Moz, or Ahrefs. Google Trends can also help you see the latest search trends.

The main takeaway? In your SEO strategy, don’t get too comfortable or stay stagnant.

Get Creative With Local SEO

Sadly, one of the hardest-hit areas of the economy during the pandemic has been local small businesses. This has had a major effect on local SEO efforts. But what can SEO professionals do to help their clients who are these kinds of businesses? There are many ways local businesses can get creative and stay connected with their regular customers, like going virtual or offering pick-up and delivery services. However, there are ways they can utilize SEO, too.

For example, just keeping a company’s Google Business page updated with its latest info, like letting customers know if they are open or not, can make a big difference. Plus, updating websites frequently with the latest news on COVID-19 safety measures and precautions is another way to tell search engines and clients the latest from your company. (Plus, don’t forget to post your updates on social media!)

Behavioral Analytics Take the Forefront

Though SEO is traditionally all about keywords and driving traffic, it has become a lot more than just that. The focus is more and more on data focusing on behavioral analytics. While keyword volume and SERPs positions are still important, there will be an increased focus on how people are reaching websites, what they are doing on the site, and how to get more of them doing it. This is partly due to the evolving nature of the SEO field and partly due to the unreliability of keywords and search intent following the pandemic.

Focus on Online Customer Support and Self-Services

More and more, people are searching online for the products and services they used to go to a physical storefront to find. (Once again, this change is due to the pandemic.) If one of your competitors has a more user-friendly website that offers a completely self-sufficient experience and your website does not, you are likely losing business. This is why it’s so important to offer a help center and an FAQ section.

Increased Spotlight on Value

As we all know by now, what SEO really comes down to is value. Value is at the center of SEO. Why? Because the goal of your content should be to provide value to its reader. Content that provides value will rank highly all on its own. This has become clearer over the years. Poor content will not rise to the top. While keyword research and structured data are still important, your focus should be all about producing high-quality content that provides value for your target audience. If you do that, the search engines will provide you with a valuable ranking as a reward.

Core Web Vitals

Google announced a key algorithm change that is expected to take effect: Core Web Vitals. Since the search engine provided us all with a heads-up (thanks, Google), we might as well prepare for it accordingly! Core Web Vitals is a set of specific factors that Google considers important in the web page’s overall user experience, like page speed, interactive elements, and more. Particularly if you want to appear in Google To Stories, you will need to take Core Web Vitals into consideration as part of your SEO strategy.

Mobile Optimization

While for a long time, mobile optimization was thought of as second to desktop optimization, these days, most searches are being conducted on mobile devices. This means that optimizing for mobile should be a priority, especially if it hasn’t been a priority for you in the past. Google also uses your website’s user experience for mobile users as a ranking factor. This means your mobile UX will have a direct effect on your search engine rankings.

More Automation

Just as marketing automation is on the rise, so is the amount of SEO tasks that we are able to automate. Though this will be tempting to jump on this trend, there are also benefits to remaining human in your quest for the highest search engine rankings.

Optimize for Voice Search

Voice search is increasing in popularity, and so should your focus on it. This means optimizing your web pages in order to be found with voice search. What question might someone ask Siri or Alexa that would lead them to your article? The answer to that question will help you with your voice search optimization.

Get Help With Your SEO Strategy From SEO Design Chicago

If you need help creating your SEO or digital marketing plan, contact the experts at SEO Design Chicago today. We can help you craft the perfect search engine optimization strategy for your company.

Frequently Asked Questions About SEO Trends

1. How has user search intent changed, and how should I adapt my SEO strategy?

User search intent has evolved significantly, particularly since the pandemic, with searchers now favoring virtual, online, and contactless solutions. For example, restaurant searches now lean toward takeout and delivery rather than dine-in options. To adapt, regularly monitor your target search engine results pages (SERPs) to identify shifts in the types of content ranking for your keywords. Use tools like Google Trends, SEMrush, or Ahrefs to track changing search volumes and emerging query patterns. Update your content to match current intent – if users are searching for virtual alternatives to in-person services, ensure your content addresses those needs. The key is staying flexible and responsive to these intent shifts rather than sticking rigidly to outdated content strategies.

2. What are Core Web Vitals and how do they impact my SEO rankings?

Core Web Vitals are specific user experience metrics that Google uses as ranking factors, focusing on page loading speed, interactivity, and visual stability. The three main metrics are Largest Contentful Paint (loading performance), First Input Delay (interactivity), and Cumulative Layout Shift (visual stability). Poor Core Web Vitals scores can negatively impact your search rankings, especially for Google Top Stories. To improve these metrics, optimize your images, minimize JavaScript, use efficient hosting, implement lazy loading, and ensure your page layout doesn’t shift unexpectedly during loading. Use Google’s PageSpeed Insights tool to measure your Core Web Vitals and get specific recommendations for improvement.

3. How important is mobile optimization compared to desktop SEO?

Mobile optimization is now more critical than desktop SEO since most searches occur on mobile devices. Google uses mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking and indexing. Your mobile user experience directly affects search rankings across all devices. Ensure your site is responsive, loads quickly on mobile, has touch-friendly navigation, and provides the same content quality as your desktop version. Test your mobile site regularly using Google’s Mobile-Friendly Test tool and prioritize mobile page speed optimization, as mobile users are particularly sensitive to slow-loading pages.

4. What does it mean to optimize for voice search, and how do I do it effectively?

Voice search optimization involves adapting your content for natural, conversational queries that people speak to devices like Siri, Alexa, or Google Assistant. Voice searches are typically longer, more conversational, and question-based compared to typed searches. To optimize effectively, focus on long-tail keywords and natural language phrases, create FAQ sections that answer common questions directly, optimize for local search queries (“near me” searches), and structure content to provide clear, concise answers. Consider the questions your audience might ask verbally about your topic and ensure your content provides direct, conversational answers that voice assistants can easily extract and read aloud.

5. How can I monitor and adapt to rapidly changing SEO trends?

Stay ahead of SEO trends by using multiple monitoring tools and maintaining a flexible strategy. Set up Google Trends alerts for your industry keywords, use SEO tools like SEMrush or Ahrefs to track keyword performance changes, and regularly review your SERP positions to spot algorithm updates. Follow reputable SEO news sources, participate in industry forums, and monitor your website analytics for sudden traffic changes that might indicate algorithm shifts. Most importantly, don’t make dramatic changes based on short-term fluctuations – wait for patterns to emerge over 2-4 weeks before adjusting your strategy. Keep your content fresh and regularly update it to reflect current trends and user needs.

6. What role does behavioral analytics play in modern SEO strategy?

Behavioral analytics has become crucial for SEO success, shifting focus from just keywords and rankings to understanding user behavior on your site. Key metrics include bounce rate, time on page, pages per session, conversion paths, and user flow patterns. These insights help you understand what content resonates with visitors and where they drop off, allowing you to optimize for better user experience and conversions. Use tools like Google Analytics to track user behavior, identify your most engaging content, and spot pages that need improvement. This data helps you create content that not only ranks well but also satisfies user intent and encourages desired actions like purchases or sign-ups.

7. How can small local businesses improve their SEO during challenging times?

Local businesses should focus on maintaining accurate, up-to-date information across all online platforms, especially Google Business Profile. Regularly update business hours, services offered, safety measures, and contact information. Create location-specific content that addresses current local needs and concerns. Encourage satisfied customers to leave online reviews and respond professionally to all reviews. Optimize for “near me” searches and local keywords, ensure your website is mobile-friendly since local searches often happen on mobile devices, and use local structured data markup. Consider creating content about local events, community involvement, or local industry trends to establish local authority and relevance.

8. Should I embrace SEO automation tools, or maintain a human-focused approach?

The best SEO strategy combines automation for routine tasks with human insight for strategy and creativity. Use automation for technical SEO audits, keyword tracking, reporting, social media posting, and basic content optimization. However, maintain human involvement for content creation, strategy development, trend analysis, and relationship building. Automation excels at data collection and repetitive tasks but cannot replace human creativity, emotional intelligence, and strategic thinking. Start by automating time-consuming technical tasks, then gradually incorporate more automation while ensuring human oversight for quality control and strategic decisions. The goal is to free up time for high-value activities that require human expertise rather than replacing human judgment entirely.