SEO Success in 2021

Deb Turney

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SEO Success in 2021

back-links | content | Digital Business | Digital Planning | keywords | Measurement | SEO | seo strategy | traffic | UX Design | goals | keyword research | data analytics | tracking | key phrases | mobile-friendly

What does SEO success look like for your business? It’s a hard question. There are a lot of aspects to consider, and there is no secret ingredient; that’s what makes SEO so difficult. It’s a moving target; search engines make the rules and they continually get smarter. 

The important news is that organic search results still get more clicks than paid ads on both mobile and desktop SERPs. Your organic SEO should work in conjunction with your paid marketing efforts for longevity, and to leverage gradual reduction in your PPC costs. 

While there are a myriad of ways to gain SEO success, below are some of the key areas that you should invest your money and time on now. Even when you are behind your competitors in the SEO stakes, it’s never too late to start - you’ve got to be in it to win it!

SEO Strategy 

This should be your initial step, and one of your key SEO activities. Your SEO strategy needs to align with your business strategy and will include below activities and more. SEO undertaken correctly will maximise the opportunity for your website and business to attract more organic traffic via search engines. 

Your strategy should outline the process your efforts follow to get more organic web traffic to your website and/or site pages; the right users at the right time. The process should include planning, outlining and implementing the organisation of your website’s content by topic; to target your users, and gain increased conversions for example. Successful SEO strategies and activities should improve the chance of appearing in your user’s search results.  

Keyword Research

Keyword research image for SEO successThe next (or some say the first and) most critical aspect of your SEO is discovering the words and phrases - keywords - that users input to search engines to find you. This will impact all your other SEO activities including on-page SEO, email marketing, content topics and content promotion.

Creating content that attracts both customers and search engines comes from understanding your target market and how users are searching for you, your service, your products and your expertise or content. 

Passages and pages rank for keywords, websites don’t - so the best practice is using a variety of relevant keywords across your pages to be captured by search engines. However, don’t just pepper your page titles, headings and content with keywords that rank, new algorithms by search engines rank quality content that best answers the user query, including the user intent. So creating relevant and concise content, that’s keyword-rich is the best start to get yourself appearing on SERPs organically. 

Searcher Satisfaction (or Intent) 

As mentioned earlier in this blog search engines are constantly implementing updates to their algorithms that affect rankings. Google’s recent Google Page Experience Update - is all about the user. It’s making search user-centric; fundamentally it means that user-friendly sites will rank higher than those that users don’t like. Make sure you cater to your audience. 

The main factors that will determine user satisfaction (ask yourself do your website pages and content answer the query) can fall into four categories. 

  • Informational - can you provide the information that the user searches for? “Will it rain tomorrow?” is a simple one, and can be immediate on a Google SERP. 
  • Commercial - users may be doing some research on specific products to help them make a decision such as “best CRM platform” or “best laser printer”. 
  • Navigational - looking for a specific platform or site such as “Skypoynt”, “JB Hifi” or “Amazon”. 
  • Transactional - users are ready to purchase and terms such as “buy Samsung S21+” or “buy Macbook Pro” will offer the user options for ranked businesses. 

Good content that is based on user intent and is optimised for your user queries with keywords, phrases and content will rank higher on the Google SERP. 

Is your Site Mobile-Friendly?

No brainer alert! 

63% of user searches occur on our smartphones these days, and it’s imperative that your site is mobile-friendly, and yes it does have an effect on your ranking and SEO. 

Mobile responsiveness is ensuring that your website: 

  • Sizes content so no horizontal scrolling or zooming is needed
  • Displays readable text size without zooming 
  • Has links far enough and legible enough so they can be tapped easily
  • Doesn’t display pop-ups that makes users dismiss to access main content
  • Has compliant meta-data such as titles and descriptions, robots.txt specifications, meta tags, etc
  • Includes structured data 

There are many tools that can assist you to check the mobile friendliness of your website so you don’t experience negative impacts on your site rankings. Starting with Google’s Mobile-Friendly testing tool you can improve your results. 

The End Game - Measuring to Reach your Goals

Establishing one primary goal, amongst the multiple in your strategy is essential. Understanding your website’s goal and the clients needs should be the focus; and then you can measure and track how you are moving toward it. 

Professionals track everything from ranking to conversions to measure the value of SEO; if you can measure it - you can improve it. Ongoing refinement is critical to SEO success. 

goals for SEO success image

Simple tips to setting your goals are: 

  • Make them measurable so you can track and improve, or even pivot where necessary. 
  • Be specific, and keep them clear and concise. 
  • Share your goals with your team and others. 

When you’ve set your goal/s, you can evaluate how people are engaging with your site through metrics such as conversion rate, bounce rate, time on page, pages per visit, and even scroll depth.

Other traffic data and insights can be examined and leveraged with tools such as Google Analytics. Reports can be generated covering variables such as isolating organic traffic from paid campaign traffic, viewing visits to various pages over a specific amount of time, specified page visits or and click-through rates or CTR. All these measurable factors simplify tracking activities and triggers on your website. 

It’s called Optimisation not Implementation

With the above in place, you need to realise it’s a long distance race, not a sprint. Even when you’ve met your initial goals, you can undertake further SEO activities as your business and website develops and grows. 

As search engines evolve, and primarily cater to the user for best results, it’s inevitable that we will continue to undertake SEO activities to successfully get in front of the right audience at the right time, regardless of our goals or the business we are in. 

Contact us at Skypoynt to help you reach your goals and attain SEO Success by completing the form or setting up a meeting call with Tom Pritchard below.  

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