With the transition into the new era of digital marketing sparked by the shopping disruption associated with Covid-19, the SEO landscape in 2021 will look like nothing before. Jos Davies, SEO expert at Ueni, has put together 5 powerful optimizations to improve your ranking and meet your sales goals in 2021.

With the transition into the new era of digital marketing sparked by the shopping disruption associated with Covid-19, the SEO landscape in 2021 will look like nothing before. With e-commerce sales expected to grow from 14.1% in 2019 to 22% by 2023, mobile shopping dominating online retail and UX will become a ranking factor. In such a dynamic and competitive environment, companies face both growth challenges and technological setbacks, and try to adapt to the consumer market. With a 78% market share and 3.5 billion searches per day on Google, there is no doubt that having a competitive edge means you’re following Google’s rules more intelligently than your competitors.

Jos Davies, SEO expert at Ueni, has put together 5 powerful optimizations to improve your ranking and meet your sales goals in 2021.

Plan your keyword research strategically

Keyword research has always been the core of writing and optimizing content for your online audience. However, good keyword research represents the link between your users’ intent and your business goals. To find the perfect match, you need to invest in audience research, thematic research, and competitive research, and plan your marketing strategy accordingly.

How can you run a keyword campaign that will make the process more efficient and help your content rank higher on Google? Evaluate your website’s performance: which pages are performing well, where might need improvement? Review the keywords you have for low performing pages and find the gaps in the keywords that your competitors are already ranking for. Use tools like Google Keyword Planner, SemRush Keyword Overview and search for longtails with Alsoasked. Choose keywords based on their potential, their low level of competitive difficulty, and how meaningful they are for the type of content you’re serving. Analyze the organic results pages and use your copywriting skills to make your content stand out.

Use latent semantic indexing (LSI).

Over the past decade, Google has gotten better at interpreting content targeting multiple terms and understanding the relationship between related queries. It just means one thing: your pages shouldn’t just focus on your primary keywords. From synonyms to keyword variants, longtails and related phrases, Google attaches particular importance to semantic analysis in order to provide users with the most relevant results for a specific search query. Writing quality content with LSI keywords is a great incentive to add more informative text that your users are craving. It also helps reduce the bounce rate by giving readers more reasons to stick with them. This in turn would increase the relevance of your page for a particular search and improve its rankings.

Update your website footer

Webmasters don’t think much about their website footers and links, but when it comes to your SEO performance, small changes can go a long way. Having external links in your footer used to be a black hat technique and you risked a penalty. Nowadays they have no value. Just in case, it would be good practice to keep these links internal.

To stay safe, follow John Mueller’s advice and do so naturally using cross-navigation and interlinking. Use it for: contact information, call for promotions, site map, terms of use, social media, website search, latest blog posts, etc. However, note that you can keep adding green content and top landing pages that deserve more attention. Take the opportunity to optimize the anchor text and make it more descriptive. When doing this, follow the best methods for keyword research. It would give you a boost in traffic in the long run.

Optimize the outbound link tactics

Using outbound links can have a number of benefits for your website if you follow best practices and link to new content from high authority websites. This will improve your website’s reputation as high quality content increases the value of your content and displays relevant sources for network development and encourages them to come back to you

It builds your readers’ trust and helps you gain ranking power. This also helps Google understand your content and in return gives you higher rankings. Improve internal linking by updating the new content to link to older pages and vice versa. The process helps to build authority, distribute PageRank and improve organic ranking. In addition, it encourages users to stick with your content and consume it in a meaningful way to keep bounce rates in check.

Fix broken links

Broken links affect user experience, website performance, reputation, and of course, revenue. You can use tools like Dead Link Checker to make them easier to discover. For internal sources, find a valid replacement or remove it entirely. Repairing broken external links is challenging because you are out of control. This is less likely to happen when you refer to government websites. However, if it does, contact the website owner and remove the link at your end. Remember, crawling your website regularly and fixing broken links is part of a healthy SEO routine. It is worth investing the time and effort to avoid the undeniable secondary impact on your website’s performance.

From Jos Davies

SEO expert

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