2021 SEO Trends Guide
Posted: Mon Dec 09, 2024 7:19 am
There were many exciting developments in the SEO sector in 2020, a year that no one alive will forget. Along with the core update news we are accustomed to, we read definitions such as core web vitals, which Google has newly included in our lives. Of course, these developments are also a harbinger of the SEO trends of 2021.
As we did in previous years, as Zeo's SEO consultants, we wanted to compile our SEO agenda predictions for 2021. In this article, you can find what you will need to pay attention to in your SEO work and what we will talk about the most this year. Happy reading to everyone.
1. User (Search) Intent
Tevfik Mert Azizoglu , SEO Team Lead
Perhaps one of the most important SEO focal points of 2021, User Intent (Search Intent) is actually a topic that can be talked about for hours. I will try to summarize it for you as much as possible. In fact, I think we can use the concept of User Intent, or Search Intent, which has become increasingly important in the last few years, as "Search Intent" in Turkish.
The concept we call search intent analysis can be explained as - as its name suggests - correctly analyzing why a user who makes a search query on a search engine makes that search or what they are actually trying to achieve with that search query.
To give an example from Google, we can say that its main mission in constantly improving its search engine product with its algorithm updates is to provide a better web experience for all its users. When we consider that approximately 20% of the searches made every day are search queries that have never been made before, we can say that there is a huge workload here. Google's ultimate goal is always to present the most relevant web page results in the SERP (search results pages) for the search queries made in the most accessible way.
Based on all these, we, SEO consultants, should understand the intention behind these search queries correctly and optimize our entire site architecture and on-page SEO elements in this direction in 2021.
For this reason, it is important to monitor and follow SERP very well. Classifying search intents (user-intent), in other words, the purpose of the keywords searched by users, is a solution that has been used for many years. We can classify search intent under 4 main headings:
- Informational
Search queries in this class are mostly search queries (keywords) made for the purpose of getting information or learning something. For example:
“Galatasaray match result”, “Who is Elon Musk?”, “Royal family”, “Cesme beaches”, “How to tie a sailor's knot?”
- Navigational
We are faced with an audience that is much more job seekers database aware of what they are looking for in these types of search queries. We can also say that they usually include keywords that target the website and detail page they want to reach. For example:
In this class of search queries, we can say that users are generally ready to take conversion-oriented actions such as purchasing, filling out forms, or receiving offers, and they are conducting searches for this purpose. For example:
“cheap m1 processor macbook”, “xiaomi redmi note 9 pro”, “affordable robot vacuum cleaner”, “zoom annual membership prices”
- Commercial (Promotion focused)
We can call the Commercial class mostly promotional search queries. These are the search queries frequently made by users who are still in the decision-making phase and who are doing detailed research on the subject or product they are interested in. For example:
“slack or discord?”, “best seo agency”, “best breakfast places in besiktas”, “iphone model comparisons”
It is not always possible to make these classifications precisely for every search query. For example, as you can see in the image above, there are landing pages that include a calculation tool for the word “calculator”, which has a very high search volume, as well as e-commerce sites and Chrome extensions that allow you to do calculations.
However, it is obvious that the main reason for the users who make up the large search volume here, that is, the search intent, is to access Google's own calculator tool, which I have marked in red and which is available as a SERP element.
For this reason, as I said at the beginning, it is very important to follow the competitor landing pages that appear in the SERP, the landing pages that have appeared in the past, and the Google SERP elements (organic & advertising) for the keywords we target.
The snippet types and SERP elements, all of which you can see with examples and explanations on the serpfeature.com website, can give you a great idea on this subject. The elements that appear in the SERP for your target keyword can actually give signals about which of the 4 classifications I gave examples of above it falls into. For example
As we did in previous years, as Zeo's SEO consultants, we wanted to compile our SEO agenda predictions for 2021. In this article, you can find what you will need to pay attention to in your SEO work and what we will talk about the most this year. Happy reading to everyone.
1. User (Search) Intent
Tevfik Mert Azizoglu , SEO Team Lead
Perhaps one of the most important SEO focal points of 2021, User Intent (Search Intent) is actually a topic that can be talked about for hours. I will try to summarize it for you as much as possible. In fact, I think we can use the concept of User Intent, or Search Intent, which has become increasingly important in the last few years, as "Search Intent" in Turkish.
The concept we call search intent analysis can be explained as - as its name suggests - correctly analyzing why a user who makes a search query on a search engine makes that search or what they are actually trying to achieve with that search query.
To give an example from Google, we can say that its main mission in constantly improving its search engine product with its algorithm updates is to provide a better web experience for all its users. When we consider that approximately 20% of the searches made every day are search queries that have never been made before, we can say that there is a huge workload here. Google's ultimate goal is always to present the most relevant web page results in the SERP (search results pages) for the search queries made in the most accessible way.
Based on all these, we, SEO consultants, should understand the intention behind these search queries correctly and optimize our entire site architecture and on-page SEO elements in this direction in 2021.
For this reason, it is important to monitor and follow SERP very well. Classifying search intents (user-intent), in other words, the purpose of the keywords searched by users, is a solution that has been used for many years. We can classify search intent under 4 main headings:
- Informational
Search queries in this class are mostly search queries (keywords) made for the purpose of getting information or learning something. For example:
“Galatasaray match result”, “Who is Elon Musk?”, “Royal family”, “Cesme beaches”, “How to tie a sailor's knot?”
- Navigational
We are faced with an audience that is much more job seekers database aware of what they are looking for in these types of search queries. We can also say that they usually include keywords that target the website and detail page they want to reach. For example:
In this class of search queries, we can say that users are generally ready to take conversion-oriented actions such as purchasing, filling out forms, or receiving offers, and they are conducting searches for this purpose. For example:
“cheap m1 processor macbook”, “xiaomi redmi note 9 pro”, “affordable robot vacuum cleaner”, “zoom annual membership prices”
- Commercial (Promotion focused)
We can call the Commercial class mostly promotional search queries. These are the search queries frequently made by users who are still in the decision-making phase and who are doing detailed research on the subject or product they are interested in. For example:
“slack or discord?”, “best seo agency”, “best breakfast places in besiktas”, “iphone model comparisons”
It is not always possible to make these classifications precisely for every search query. For example, as you can see in the image above, there are landing pages that include a calculation tool for the word “calculator”, which has a very high search volume, as well as e-commerce sites and Chrome extensions that allow you to do calculations.
However, it is obvious that the main reason for the users who make up the large search volume here, that is, the search intent, is to access Google's own calculator tool, which I have marked in red and which is available as a SERP element.
For this reason, as I said at the beginning, it is very important to follow the competitor landing pages that appear in the SERP, the landing pages that have appeared in the past, and the Google SERP elements (organic & advertising) for the keywords we target.
The snippet types and SERP elements, all of which you can see with examples and explanations on the serpfeature.com website, can give you a great idea on this subject. The elements that appear in the SERP for your target keyword can actually give signals about which of the 4 classifications I gave examples of above it falls into. For example