Ever since Google first introduced a complex set of algorithms in 2000, the race to compete with other websites for ranking on top in Google has been prevalent.
The competition becomes fierce every year with new competitors entering the market and some significant algorithm changes made by the search engine.
Today, it takes much effort, including researching keywords, building an appropriate website, writing niche content, improving the website's UI/UX, optimizing the marketing funnel, and appropriate link-building process to rank higher on Google.
What does Google Algorithm 2021 Update Bring?
Google has announced that the July 2021 CORE UPDATE rollout has started and will significantly impact search results.
If you see a drop in rankings, it does not mean your website has significant SEO flaws, but it's just that somebody else has better content.
The last major update was in December 2020, but the July 2021 updates have everyone on their toes because it targets "Core Web Vitals."
The core web vital consists of three page-experience metrics, namely
- LCP (Largest Content Paint) measures how quickly page loads and a visitor can see something on the screen.
- FID (First Input Delay) – which measures how quickly a visitor can interact with your page by, for instance, clicking a button.
- CLS (Cumulative Layout Shift) – which measures how quickly the page is visually stable.
Everything boils down to how quickly your website responds to users' needs. The core web vitals will determine your search engine ranking position from quality content, better UI/UX to appropriate keyword targeting.
July 2021 Core Updates
Here are a few of the core web essential updates.
Google announced the rollout of spam updates to make the search safe for users. If you own a simple website, you needn't worry! The spam update targets deceptive websites designed to improve search engine ranking through keyword stuffing and repetitive text.
Page Experience Update
The page experience update is targeted toward demoting websites that provide a poor page experience to users. The Page Experience Update will be part of the more significant segment of Google Algorithm that includes other ranking elements such as Mobile-Friendly, Safe Browsing, HTTPS, and No Intrusive Interstitials.
How to improve your website ranking in 2021?
Here is a comprehensive guide to improving your website ranking.
Improve Your On-Site Search Engine Optimization
Improving your On-site SEO refers to improving your website's outlook, including using keywords on the title tag and Meta tags, and more extended page contents. A longer content of at least 1800 words has been found to rank higher.
Other significant aspects of On-site SEO are responsive website, removing 404 pages, adding a blog for fresh content, improving the user interface and sales funnel, etc.
Add LSI Keywords to Your Page
The LSI keyword refers to Latent Semantic Indexing keywords. They are search queries and phrases that are similar or related to a web page's target keyword.
You should use LSI keywords to help search engines better understand the content of your page. For example, if your primary keyword is "Pizza restaurant," the LSI keywords you need to use in your content are dough, dressings, beverage, firewood, olive, pepperoni, etc.
These LSI keywords confirm to Google that your content is actually about the critical keyword. You can use an SEO tool called LSIGraph to find out relevant LSI keywords.
Monitor Your Technical SEO
Technical SEO is the process of ensuring that a website meets the technical requirements of modern search engines to improve organic rankings.
In simple words, mastering technical SEO refers to improving the technical aspects of your website to make it faster, easier to crawl, and understandable for search engines.
While the content and keyword help improve your website's visibility, technical SEO helps comply with technical requirements.
- Check whether your website is 100% optimized for mobile devices.
- Check whether your website has broken internal links or a sitemap preventing link crawling.
- Check whether your website loads quickly in different browsers and devices.
Match Your Content to Search Intent
The search intent refers to the user's intent when searching a query in a search engine. Matching your webpage content to user's search intent ensures that they find the relevant content when they land up on your website.
Google algorithm is quite sharp in figuring out if your site matches the search intent. The web pages that do not match the search intent are downvoted in the search rankings. And, if people generally get what they’re looking for from your page, you can expect your rankings to improve.
For example, suppose your webpage advertises about making an apple pudding. In that case, your content should match the search intents, including "calories found in apple pudding," "homemade recipe," "ingredients," "serving per quantity," etc.
Reduce Your Bounce Rate
A bounce rate is a metric that determines if your webpage matches your user's needs. When a webpage fails to impress the user, the bounce rate goes up.
A bounce rate of 56% to 70% is on the high side, although there could be a good reason for this, and 41% to 55% would be considered an average bounce rate. An optimal bounce rate would be in the 26% to 40% range.
Google is quite intelligent in catching web pages with higher bounce rates. And, if your users aren't happy, you can kiss good-bye to your search engine ranking.
Here are some ways to reduce the bounce rate.
- Try to understand why visitors are leaving early.
- Revamp your website for a better user experience.
- Design a responsive website.
- Start doing A/B testing to check what works
- Find Even Keywords to Target
If you own a website, you'd know by now that a single keyword is never enough to bring in the needed traffic. A single keyword will hardly rank your website for a single keyword.
Target multiple keywords so you can lure in visitors with different search intents and interests.
For example, if you specialize in selling "home security," you can use multiple keywords that matches home security, such as;
- Monitored security systems
- 24/7 surveillance/ CCTV
- Wireless monitoring system
- Garage security system
- Intruder Alarm
Publish Insanely High-Quality Content
You must have heard that to rank in Google; you must publish high-quality content. But, what is high-quality content?
High-quality content is determined by its length, keyword uses, search intent, and marketability. Content should be relatable and engaging that people would like to share on social media.
Here are some tips for creating high-quality content.
- Consider the purpose or goal of each webpage.
- Answer questions before the visitors ask them.
- Show your originality.
- Remain consistently niche-specific.
- Be relevant.
- Reinforce your credibility with facts.
- Keep word count in mind, but don't be a slave to the numbers.
- Aim to be error-free.
Consider publishing various contents such as infographics, Google maps, charts, flowcharts, whitepaper, videos, etc.
Build Backlinks to Your Site
The primary Google ranking algorithm depends on backlinking. Publishing unique content is great, but you won't score much without few linkbacks from various websites!
Google rolled out a robust algorithm, Google Panda, designed to demote websites with poor backlinking and link spamming. This algorithm update also attested that a website with quality backlinks from a high domain authority website with a correct anchor text (text used to link back to the referring site) would be considered valuable.
However, creating backlinks isn't easy as it used to be ten years ago. You'd need to rely on various methods to gain backlinks. Here are some ways to earn high-quality backlinks.
- Become a reliable source for content curators
- Publish blog post, whitepaper, Infographic.
- Guest blogging.
- Use content formats proven to generate links.
- Replicate competitors' best backlink strategy
- Build a solid internal linking structure.
Boost Your Click-Through-Rate
CTR or Clickthrough rate is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR
The CTR is a metric that helps to measure the success of any marketing campaign. The same applies to websites, where the more clicks you receive, the great the CTR is.
There are many different proven ways to earn higher CTR. Some of which are as follows;
- Using emotional title tags such as "Best, Amazing, and Life-saving."
- Using short, descriptive URLs.
- Using rich snippets.
- Using compelling Meta descriptions.
Track and Monitor Your Results
Keep track of your effort by monitoring the results; otherwise, how would you know if those rankings are doing anything for you?
Monitoring results also help you keep track of change to update your campaigns midway. If you're wondering, you can rely on various tools to get different results.
- Google Analytics is a very reliable tool to measure both organic and inorganic results.
- Google Adwords helps you measure paid campaigns' success.
- MOZ helps you assess SEO measures.
Google Page Speed Insights, Screaming Frog, and Google Webmaster are other essential SEO tools.
You can always stay ahead of your competitors by staunchly following Google's guidelines. The more effort you put into improving your website, the greater you will reap in the future!
Get in touch with Searchable Design, the best digital marketing agency in the US, to learn more about achieving higher ranks in Google.