What Will Google SERP Look Like in 2021?
Contents:
What Will Google SERP Look Like in 2021?
Google SERP in 2021: New Changes
User Intent Becomes Important
Pay Attention to Behavioral Analytics
Innovations in Natural Language Processing
Core Web Vitals
Focus on Mobile Experience
Task Automation: Useful Tools
Passage Indexing
SERP Innovations
Conclusion
Google is a company consistently striving to improve its products. In 2021, changes impacted SERP. Thanks to the addition of some features, the appearance and algorithm of the search results page have transformed. Innovations include mobile-first indexing, aimed at more comfortable internet usage on mobile devices, and the unique Passage Ranking algorithm.
The adjustments to Google’s products are explained by their desire to create the most comfortable conditions for users. However, these innovations sometimes negatively affect marketing departments, especially when over 10 types are implemented in a year. Specialists in this field need to react quickly to changes, offering new and effective marketing strategies. For a more detailed understanding of SERP features, it is recommended to study this article.
Google SERP in 2021: New Changes
According to Moz reports, Google specialists update the algorithm more than 1000 times a year. However, not all have a significant impact on search result changes. Only a small portion contributes to enhancing SERP. There are several trends regarding Google’s search results page that are recommended to pay attention to in 2021.
User Intent Becomes Important
Just a few years ago, optimizing metadata was crucial for attracting users. Special emphasis was placed on titles and meta descriptions. However, in 2021, it’s recommended to temporarily forget about this approach. Digital marketers need to focus on changes like the increased importance of user intent.
To properly study and understand user intent, one should pay attention to what motivates people to click on links and perform searches. This principle was incorporated into SERP. As a result, the focus shifted from small optimizations, like metadata, to satisfying search intent.
Due to Google’s constant desire to develop its products, new trends emerge in this field. A new direction is forming: zero-click queries.
Analyzing past updates, which included the RankBrain system and BERT neural network, it is clear that user intent is perceived as a cornerstone. In 2021, it is the main and initial component of SEO.
To optimize user intent, several methods can be used. The most popular include:
- Using answers to frequently asked questions. This allows for display in Google blocks.
- Paying attention to dwell time. This term refers to the time a user spends on a page after clicking a link. The longer this period, the higher the usefulness of the information on the page.
- Tracking changes in the marketing funnel. Special attention should be paid to potential client movement. This helps determine queries leading to conversions.
Despite the value of keywords, intent plays no less significant a role. Moreover, these two concepts are closely connected. Since keywords can include two, three, or more intents, the content should satisfy several user intentions. Understanding the essence can be illustrated through situations, like the user query “pumpkin pie,” where they might be interested in multiple questions, such as:
- how to buy products?
- how to make a pie with pumpkin filling?
- how to prepare pumpkin, etc.
Thus, optimization should be created for various intention variants. In such situations, the key queries should be long tail.
Many specialists predict increased demand for user intent over the next few years. Therefore, when searching for information on Google, one might encounter several search results simultaneously. Such a system maximizes user needs satisfaction.
Pay Attention to Behavioral Analytics
The value of search volume by keywords depends on how often a user performed a search for a specific word. The average value is taken into account.
This method of determining target keywords has been used for many years. At the same time, optimizers and PPC specialists believed it made no sense to spend money on content and advertising for phrases not in demand by users when searching.
However, the modern reality of SEO can be effective only by working on different systems, as it has a more complex structure.
The main issue is that targeting settings for a keyword are practically identical for many. As a result, complications arise when ranking competitive queries. To eliminate such problems, behavioral analytics is used. If the necessary information is correctly gathered, one can determine data for creating an effective funnel.
Google Analytics offers several convenient reports aiding this process. These include behavior maps, goal reports, and traffic sources. Together, they help determine:
- where the user comes from;
- channels directing users to the site;
- user navigation paths on the site;
- frequency of actions, etc.
Besides Google Analytics, other tools also help in studying behavioral analytics. Popular ones include Smartlook and Mixpanel.
Innovations in Natural Language Processing
One of Google’s primary goals is to use maximum technologies for better understanding of user queries. Particular attention is paid to natural language processing. This branch of AI is aimed at not just processing but understanding human speech.
The main focus is on user intent, with less use of search optimization strategies. Google’s direction suggests companies, brands, and marketers focus on three aspects:
- volume of complete information;
- user intent;
- long-tail queries.
Core Web Vitals
Core Web Vitals combine three factors – visual stability, loading, and interactivity. According to Google, these are the most important when creating a user experience.
However, an update is expected in 2021, adding more factors to Core Web Vitals, like security during browsing or using HTTPS. This update is a ranking signal for Page Experience.
Core Web Vitals have several indicators:
- Indicates element shifts on a page during loading, e.g., while clicking.
- Shows the delay time between user clicks on a link or button and the browser’s response.
- Time the browser spends rendering the largest element on the page.
Using Google Search Console, these indicators can be studied by visiting the ‘Enhancements’ tab.
Google’s changes signal companies and other site owners to pay attention to user experience, focusing less on traditional optimization methods.
However, caution is essential in improving core internet indicators. Excessive deviations might result in negative ranking consequences. It is advised to work on code optimization, removing unnecessary plugins, and other unused elements.
Focus on Mobile Experience
Understanding the importance of mobile devices, Google is making new efforts to improve their functionality. The first step is transitioning the entire internet to mobile-first indexing. These actions will orient search systems towards mobile site versions due to an increase in mobile traffic (more than half of the total).
Attention! Experts warn that lack of site optimization might lead to ranking issues in the future.
There are several effective ways to handle the issue. For instance, using a site design that functions consistently on both PCs and mobile devices. Reducing heavy code can speed up page loading on gadgets. It’s also necessary to enlarge button sizes for easy pressing on a small phone screen.
The extent of a site’s mobile optimization can be checked in several ways. One effective and quick method is using Google’s Mobile-friendly Test.
Task Automation: Useful Tools
To simplify and make many tasks more effective, automation is used. Freed time is spent working on creating a user-friendly site and engaging content.
There are many tools for automation. The list of the most popular includes:
- PrFlare guest posting service – simplifies link profile building on quality platforms;
- YourAmigo – responsible for long tail keyword optimization;
- SE Ranking – simplifies standard task execution (e.g., studying the competitive environment);
- Pardot – influences quick and effective attraction of the potential user segment.
It’s important to understand that the concepts of marketing automation and SEO automation are not identical. In the first case, the digital marketing team is given more time to develop strategies and analytics.
Passage Indexing
Google uses many useful tools, such as Passage Indexing, for fragment ranking (in other words, sorting). Its appearance allows reducing the time spent searching for suitable content.
During this period, digital marketers are advised to focus all their attention on two goals. The first is using long-tail queries. The second is providing valuable information to users.
SERP Innovations
Over the years, Google’s search results templates have undergone significant changes. Many useful and effective features have been introduced, aimed at helping users quickly find the information they need.
However, many are concerned not just with current changes but also with the future situation. It’s clear that SERP’s functional capabilities will significantly grow. This growth trend is currently observed: in 2020, about 1200 unique features were found, exceeding 2019 by 400 features.
Experienced specialists have highlighted several trends that will only develop in the near future. For example:
- video consumption will increase;
- many virtual technologies will enter SERP;
- the volume of ready answers will increase, providing necessary information to users;
- the share of local results will grow due to the concept of client intentions.
Tip! Considering this potential outcome of events, it’s unequivocally recommended to create a “Google My Business” page for a business or company.
Conclusion
Google’s main focus is users. According to them, marketing companies should take the same course. To confirm this statement, the company begins to favor studying and using user intent. These steps are supported by actions such as releasing Passage Indexing and Page Experience updates.
Thus, search results will be formed based on a deep understanding of each user. Therefore, it’s essential to consider preparing your site for such innovations.
