New Technical SEO Trends
Search engine optimization (SEO) requires different levels of care and feeding – paying attention not only to keywords but to technical SEO trends on the horizon. Here are three trends on our radar that we think will dominate in 2021. It is not going to be thinking about next year very soon. As you probably know, the foundation of the ground needs to be laid quickly for a successful SEO strategy.
Page Experience – Core Metrics
In late May, Google announced new page experience updates that would go live in 2021. We know that Google is constantly updating algorithms, but with this lead time, it is safe to assume that it is going to take effect.
These new ranking factors are referred to as core web vitals and can be measured in a new report under Google Search Console. Contains:
– First input delay (FID) – Measures FID when a person can interact with the first page. To ensure a good user experience, the page must have an FID of less than 100 ms.
– Largest Controversial Paint (LCP) – LCP measures the performance of the largest material element on the screen, not to be confused with previously controversial paint. It should be within 2.5 seconds to provide a good user experience.
– Cumulative Layout Shift (CLS) – This is a new factor added to the page experience and it measures the visual stability of elements on the screen. Sites should try to maintain a CLS of less than .1 second for their pages.
• Avoid # in URLs – Googlebot ignores #, so URLs that use it may not be read properly and may prevent Google from accessing content.
Schema – Structured Markup
The schema is not a new concept, but it is constantly evolving. The schema helps define the context of a query and simplify page content so that search engines can easily understand what that page is about. Once added to a webpage, it will also create rich snippets in search – these are essentially enhanced listings that are more attractive to a user.
This can be particularly important for e-commerce sites that sell similar products to their competitors. When looking at SERP results, the first few listings will clearly get the most traffic. If the title tag and description are essentially the same, schema markup can help set you apart as a more attractive option.
What type of schema should I put on my eCommerce website?
Our general philosophy is to add anything possible to schema markup. Simply placing search engine references around the content of your site can make it easier for them to understand and rank your content.
With that said, these are some of the most common types of schemas that we add to our eCommerce sites:
• blog posting
• general question
There are many technical elements to pay attention to in the developed world of SEO – we think these three are going to be the most important for a well-optimized site in 2021. Have questions or want to know how your site is stacking. New Google Update? Please leave us a comment.
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