You’re probably already looking to 2021 with optimism, and really, after the year we all had, how bad could it be? As you look ahead, think about your SEO strategy and how your marketing and digital content can help your small business in the new year. Content remains king for SEO and should be a priority for any marketing strategy – because, as we all know, SEO can’t exist without content.
Let’s put 2020 in the rearview mirror and make 2021 the best small business year ever! Here’s how you can plan your SEO content strategy for the coming year.
Make The Shift To Search Intent
Keywords will always be important, especially on your website’s main pages. However, Google’s algorithms are changing, and with the advent of BERT in 2019 (Bidirectional Encoder Representations from Transformers), the search engine is trying to answer specific questions like a human. In 2021, you should think like Google: try to answer your audience’s questions and get your content ranked as informative.
BERT is a neural network-based technique for natural language processing pre-training. Through this program, Google is getting closer to understanding the questions of humans like a human. Now more than ever, you need to understand the search intent of your targeted audience; these are the users you want to visit your website who are most likely to lead to conversions.
Make Constant Research An Important Part Of Your SEO Content Strategy
SEO content strategies must be data-driven, so if you’ve been guessing until now, change your approach this new year! Instead of thinking, “I believe my customers would be interested in x topic,” take a different angle: “I know and understand that my audience would be interested in x topic.” Researching keywords, subtopics and search intent will help you get to know your audience better.
Research helps you form content and marketing goals, ideas, keywords for ads, topics for blogs, and any other plans. Compile all this information and planning in an accessible document or organizational tool like Basecamp and use it as a reference point for all content in 2021.
How Can You Improve Your SEO Content?
Research and data should not be end goals: they are the start of great things! Even if you’re happy with the content you have, always think about how it could be better using data from social media and Google Analytics. What posts, pictures, or blogs are drawing audiences and keeping them, and what isn’t? How can you improve on what you’ve written?
Content strategies are never rigid documents – they are always changing and adjusting to new information and data points. Small businesses should never be afraid to take their website in a new direction, use a new content tool, or rewrite a piece to answer the search intent of their audience. Creating SEO-driven content can be hard work, but with information and a good marketing team behind you, your small business can succeed!
What Makes A Trustworthy Website? Information And Consistency!
When making changes to any of the above information, always consider every platform. For instance, your Google My Business page might need to be updated to reflect a minor, and you may need to share posts making your audience aware of the change. If your audiences see different answers, your trustworthiness will go down!