A lot of people think that search engine optimization (SEO) is a one-and-done project, but great SEO involves a long-term commitment. Your website shouldn’t be stagnant, and search engines themselves continue to evolve as new updates are constantly rolling out. Google has always been focused on providing its own users with the most relevant websites + answers possible and make changes to how they determine which sites should earn top search positions accordingly. This year, we’re seeing things changing quickly + there are a lot of opportunities for housewares brands to optimize their websites for ongoing results!
Optimizing for Featured Snippets + Rich Results
Google has been focused on providing users with answers right on the search engine results page (SERP), instead of making them click through to a website. This means that obtaining a featured snippet is crucial for making your own website stand out from the competition. The information found in a featured snippet is also used in voice search results.
With the growth of voice search for retail, direct to consumer home + housewares manufacturers with e-commerce sites need to be focused on optimizing for featured snippets + Google Shopping results.
The epower at home team has always put the focus on unique content that answers questions real people are asking, as well as ensuring e-commerce products are properly optimized for Google Shopping to ensure our clients earn the search visibility they deserve.
Although the BERT update was announced in late 2019, it’s still important for 2020. The BERT update was designed to help Google understand the context around the words in a search query. This update primarily affected long-tail search queries that used words like “for”, “to”, “in”, etc. Informational content like blog articles, as opposed to product + service content, was more affected. If you’ve noticed traffic declines to the blog or other informational areas of your website, you’ll want to check the phrases that declined – it’s likely the search intent has changed.
Our digital marketing specialists keep a close eye on our clients’ website traffic to monitor changes, especially after an algorithm update. We work hard to create relevant content that is relevant to our clients’ target audiences’search intent.
Google has been rolling out mobile-first indexing for quite a while now. This has been a gradual process + is expected to be fully rolled out to every website by the end of 2020. Some best practices to follow for mobile-first indexing include:
- You should have search-engine readable content on your website
The same content + metadata should appear for users on mobile + on desktop
Make sure Google is able to crawl + index relevant pages (don’t use “noindex”, “nofollow”, or “disallow” on pages that you want people to find in SERPs)
Don’t let ads take up too much space on mobile devices
We can perform a mobile audit for your website to ensure your site is performing as expected for your users, just let us know if you’d like a free review. It’s important to have a well-functioning website built for mobile users in 2020 + beyond, we’re happy to help you understand how to get there.
What Should You Pay Attention to Going into 2021 to Stay on Top of Search?
Google continues to put an emphasis on providing its users with websites that provide the best user experience possible. In 2021, Google will be rolling out the Page Experience update that “measures aspects of how users perceive the experience of interacting with a web page”. Some of these aspects include:
- Safe, secure websites (HTTPS)
- No intrusive interstitials (pop-up ads)
Recently, Google added Core Web Vitals to Search Console to monitor website loading (largest contentful pain), interactivity (first input delay), + visual stability (cumulative layout shift). Each of these will play an important part in SEO for 2021 + beyond.
How epower at home Ensures Your SEO is on Track
The digital marketing team at epower at home always stays on top of the latest industry trends to ensure your marketing program is ahead of the competition.
We keep a close eye on Google Analytics + Search Console regularly to watch out for potential website issues. This includes monitoring Core Web Vitals + working with our clients’ developers to ensure the website is providing a good user experience.
We’ve also always put the emphasis on creating relevant, search engine optimized content that your users want to see. While good user experience is one of Google’s focuses for 2021, good, relevant content is still the highest priority. Our marketing team performs competitor analysis + key phrase research to answer questions better + create relevant content, so you’ll be well-positioned as new updates continue to roll out.
Are you ready to get a fresh perspective on your search presence? Wondering if you’re website has what it takes to perform well as we close out 2020? We’re here to help! We’d love to talk more about your business + provide a fresh perspective on your search performance + opportunities!