9 SEO Trends to Try in 2021

You already know the importance of positioning your pages on the top of Google SERPs rankings, right? Well-ranked pages provide enormous organic reach to your website, increasing the possibility of attracting and converting leads.

To achieve this goal, it is essential to apply SEO techniques, which are designed to adapt their content to the algorithm’s ranking criteria. 

These criteria, however, are not permanent. In an effort to make the user experience ever simpler and more efficient, Google frequently updates its parameters. 

Besides the algorithm, it is also necessary to consider the audience’s behavior and preferences. Ultimately, the most important factor for maintaining good positioning is the quality of the experience you offer to your website visitors. 

Therefore, to achieve good results in a Digital Marketing strategy, it is essential to stay up-to-date on the SEO trends that arise with growing frequency. 

With that in mind, we have selected the 9 top SEO trends for 2021. Check out the list and learn more about each one of them!

  1. Relevant and valuable content
  2. User Experience (UX)
  3. Mobile SEO
  4. Core web vitals and page experience
  5. Zero-click searches
  6. Website Security
  7. Search intent
  8. Long-form content
  9. Local SEO

1. Relevant and valuable content

If you do not produce relevant and valuable content for the buyer persona, there is no point in following any SEO tips. That’s a trend that will never change. 

This is because all factors analyzed by Google’s algorithm are somehow related to the user experience. And for visitors to feel satisfied after entering your website, they need to be contemplated with rich, authentic content that delivers what they were looking for. 

If this does not happen, the user will press the “back” button and choose one of the many options present in the SERP. 

This means that your brand will lose the chance to acquire a new client, who may even develop a negative feeling about the company. 

The increase in bounce rate and the decrease in the number of satisfied users affect your brand’s general reputation and digital authority. 

Therefore, to achieve and maintain good SEO results, it is imperative to create relevant and valuable content. 

To do so, concentrate on developing your strategy by touching your persona’s pains, needs, and wishes. Your goal should be to meet the demands of your visitors, not just those of Google bots. 

At this point, it is worth considering the production of interactive content, which attracts and retains the attention of users more easily. 

Moreover, the direct interaction with their own experience increases the chances that the visitor will feel satisfied and continue browsing your site.

2. User Experience (UX)

As you saw in the last topic, user satisfaction remains extremely relevant for success in an SEO strategy. 

However, it is important to note that such satisfaction does not depend only on qualified and relevant content. It is necessary to offer a complete experience. 

Therefore, investment in user experience (UX) techniques is one of the major SEO trends for 2021. 

But what does that mean? 

Don Norman, co-founder of the Nielsen Norman Group, created the term UX. In this video, you can watch Norman explaining the concept. 

When applied in Digital Marketing, UX is related to user interaction with the brand’s channels. It needs to happen in a simple, accessible, and barrier-free way. 

In other words, when accessing your website, visitors should find fast-loading pages, intuitive menus, and other elements that make their experience richer and more efficient. 

From now on, all this will be taken into account, too, by Google’s algorithm. The information comes from a post in Google Webmaster Central Blog, which explains how the algorithm evaluates each page’s experience to define its ranking.

Thus, if you want to maximize your SEO results in 2021, you will need fast, stable, and interactive pages. To understand your pages’ current performance, it is worth taking a look at Google PageSpeed Insights

3. Mobile SEO

If you’ve been following SEO trends from previous years, you’ve undoubtedly noticed that mobile SEO was among them. Not by chance. 

Since 2019, Google has been analyzing the mobile pages of websites as primary versions, leaving the desktop versions as secondary. 

Therefore, Mobile SEO is key to your strategy’s success and becomes even more relevant in 2021. This is because the number of people who access the internet from smartphones does not stop growing.

The stats prove it: throughout 2020, the number of searches conducted from mobile devices surpassed those performed on desktops. 

Moreover, according to a study released by the World Advertising Research Center (WARC), the future will be even more mobile. The expectation is that, by 2025, approximately three-quarters of the world will use just their smartphones to access the internet.

The mobile searching experience needs to be as satisfying as it is on computers. 

Therefore, marketers should be concerned with optimizing all their content and settings for this environment. Otherwise, your pages may be punished and lose ranking positions. 

4. Core web vitals 

Following efforts to optimize users’ digital experience, Google introduced Core Web Vitals in 2020.

As you saw on the topic in which we discussed the user experience, the main factors are related to loading, interactivity, and visual stability. The idea is to offer the best possible page experience. 

But after all, what are the Core Web Vitals, and how will they impact the SEO ranking in 2021?

Google itself, in its Central Blog, defined the three factors that will be analyzed by the algorithm: 

  1. Large Contentful Paint (LCP); 
  2. First Input Delay (FID);
  3. Cumulative Layout Shift (CLS). 

Let’s talk about each one of them!

Large Contentful Paint

LCP measures exactly how long it takes for a page to load and display its main content. 

Therefore, it fits the loading factor of the Core Web Vitals. The ideal, according to Google, is to keep the LCP measurement at 2.5 seconds maximum.

First Input Delay

The FID measures the time it takes for a page to become interactive. In other words, from the moment the user accesses a page, how long does it take before they can interact with it? 

According to Google, this process should take less than 100 ms.

Cumulative Layout Shift

Finally, we have CLS, which refers to the volume of unexpected layout changes in visual content. The ideal is to keep this index below 0.1.

5. Zero-click searches

Eventually, Google makes changes in the SERPs’ design and layout to provide faster and more effective consumer experiences.

Recently, the platform started to focus on zero-click searches, i.e., the results that appear on the very top of the first results page. 

Now, Zero-Click is more present than ever: more than 50% of Google searches end without the user clicking on anything.

Such content should be able to directly answer the questions inserted by users in the search bar.

This way, the audience can find exactly what they are looking for in the SERP itself without clicking any further. This type of activity was introduced in March 2020, and the tendency is that it does not stop growing. 

If you are already an expert in Digital Marketing, you can notice this resource’s similarity with the already famous featured snippets.

It is not by chance. The mechanism works similarly, with the difference that Google can now identify individual passages on a webpage to surface relevant content in the search results.

As a Digital Marketer, you must optimize your content in order to make this new feature easier to operate. Use structured-data to facilitate the algorithm’s understanding, improve your organic CTAs, and focus your efforts on answering possible buyer persona’s questions.

6. Website security

It’s nothing new that Google considers your website’s security status when analyzing its relevance and, of course, its ranking. 

So if you want your SEO strategy to be successful, it is important to add security features such as specialized plugins and SSL certificates.

In 2021, in front of an audience increasingly aware of the threats present in non-secure Internet environments, the trend is that website security becomes even more important.

After all, if people do not feel safe when accessing your pages, your access rate will drop, as well as your ranking in the SERPS.

7. Search Intent

User-focused optimization has been a top priority at Google for a long time. The goal is to always deliver content that meets the user’s intentions.

For this, Google has launched Bidirectional Encoder Representations from Transformers, the BERT algorithm

This technology aims to optimize the understanding of what search terms represent in a particular context. 

In other words, the algorithm makes it possible for Google to interpret the intention of a specific search, even if it includes long conversational language.

In this way, it becomes even more important to produce content that directly matches users’ intentions, always using natural language. 

With the introduction of the BERT algorithm, Google is improving its effectiveness in delivering the most appropriate content, which increases the demand for quality. 

8. Long-form content

Expertise, Authority, and Trust. These are the words that form the acronym E.A.T, which is becoming more relevant in the world of Content Marketing

The idea is to assure users that the content they are consuming is offered by someone real, who has the credibility to talk about it. 

One of the most important things to do is invest in the production of long-form content to adapt to this new system. 

The State of Content Report brings data that confirm the relevance of longer content. 

According to the study, long reads of 3000+ words get 3 times more traffic, 4 times more shares, and 3.5 times more backlinks than average length articles (901-1200 words). 

This contributes to the expansion of your brand’s organic reach and to the development of your digital authority, resulting in better SERPS rankings.

9. Local SEO

The Covid-19 pandemic was the major event of 2020. In addition to the consequences that the period of social isolation caused in health and social security, consumers also had their habits changed. During the pandemic period, there was a greater appreciation of local commerce. 

This occurred due to several factors. First, the economic crisis led local populations to focus on supporting the local market to keep the economy functioning. 

Similarly, transportation limitations led more people to search for establishments near their homes. 

This is where Local Seo comes in. This resource has existed for some time and has Google My Business as one of its main tools.

However, the specificities of the year 2020 made it even more relevant. It was from GMB, for example, that local businesses were able to keep their customers up to date with changes in schedules, special deals, delivery options, etc. 

In 2021, if you don’t actively use Google My Business, you will simply fall behind the competition. 

Appearing in the local SEO ranking means establishing a positive link with the neighborhood and also attracting customers who are just visiting or passing through the city. 

Understanding the SEO trends and adapting to them is fundamental for improving the results of your digital strategy in 2021. 

As Google’s algorithm criteria change frequently, you need to be aware of the latest updates. The most important thing, however, is always to offer fast and qualified experiences to the user. 

Interested in improving your ranking in SERPS? Download our complete guide on SEO and increase your reach and authority on the internet!

Rock Content's SEO Guide Promotional Banner


SEOWriter – The Importance of Meta Descriptions -2021 Free SEO tips

Post image

We all yearn for higher click through rates to our websites. Did you know meta descriptions play a major role in getting higher click through rates to your website by appearing in the search engine result pages? What is a meta description, and what are the tips on writing a good SEO description for your web pages to get more clicks? This article will explain everything about meta descriptions and the importance of having compelling meta descriptions for your web pages.

Let’s see where you can add the meta descriptions!

Post image

A meta description is an HTML tag that is not visible when viewing the page. This is a limited characters summary that describes web pages’ content and appears in blue links in search engine result pages. This is also called a snippet. Meta descriptions do not directly impact search engine rankings, but they play a key role in increasing the click-through rate. When your webpage gets more clicks from the users, search engines consider your website to be a good result, and they will rank your webpage at the top of search results. Let’s see where you can add the meta description!

Post image

You have to set the meta description in the section of your web site’s HTML.  You can see the meta description for a page by right-clicking on the page and choosing ‘View page source.’ Here is how a meta description may look like.

Homepage meta description

It is recommended to have site-level descriptions on the homepage meta description. You can set up the homepage meta description in the required character length to appear in search engine result pages. Make sure to write a summarized description of your overall website that can influence the users to click through your web page. There is an excellent google extension that will easily give any page SEO information, including meta descriptions.  SEO meta in 1 click will allow you to take competitors’ meta descriptions using that tool and analysis for a better solution. 

About us meta description

Since most websites have the about us page, you will have to ensure that the about us meta description is accurate, engaging, and have complete but summarized details about your business organization. Having a specific and appealing about us meta description will help you increase the rate of getting clicked by users. If you need to optimize your meta description, our experts are here to help you with years of experience.

Google meta descriptions

When writing meta descriptions, you will have to ensure that you are concerned about the Google meta description length requirements. Make sure to have at least 70 characters or less than 160 characters in Google meta descriptions. Suppose the meta description is too short, or there is no meta description written for the web page. In that case, it will result in Google producing a description on its own. 

Tips on writing a good SEO description

Post image

  • You will have to ensure to keep your meta description length to be in 130-150 characters. If the meta description length going over the character limit of 160, search engines will cut off the extra text.
  • Creating meta descriptions using relevant keywords can be resulting in search engines giving priority to your web pages to appear in search engine result pages. 
  • Include verbs in your description that call to action such as ‘buy’ or ‘learn’ or ‘explore’ or ‘find our more.’
  • Avoid putting misleading meta description and ensure to have a description that matches the content of the webpage.
  • Avoid creating duplicate meta descriptions. It is important to have unique meta descriptions for each of your web pages to appear in search results.

A meta description is important to influence the users to decide if they need to click through your web page by seeing the limited description of search results. Therefore, you will have to use the above tips to write a unique, attractive, and relevant meta description for each of your web pages. When you set up the meta description by putting the necessary time and effort, you will see that your site gets more visitors every day. It will elevate your website to more people. 

That is not the only thing you need to consider in SEO to know more. Contact us with a free consultation 

Post image


What to expect from SEO in 2021?

30-second summary:

  • The pace of technological advances and progress in the SEO sector isn’t slowing down, and you should expect major changes and updates in 2021.
  • Google has already announced two algorithm updates slated for March and May 2021.
  • There are various trends for SEO in 2020 like UX SEO and feature snippets which appear to become more prominent in the upcoming year.

From the humble beginnings of the Internet and online advertising, we’ve reached an era where the Internet is an essential communication tool, and online advertising is valued at more than 400 billion dollars a year, more prominent than even the TV ad industry. The global pandemic only accelerated this trend and pushed more companies online. So, what can we expect out of SEO in 2021? Which trends should we be looking forward to? Which changes will impact the industry? In this article, we’ll discuss the main trends we expect to have an impact and change the direction of SEO in the coming year.

Direct changes to search engines

SEO is entirely dependent on the major search engines, primarily Google. Any changes to Google’s modus operandi, algorithm, and priorities will have direct, wide-ranging impacts on SEO in 2021. These changes lead to losses in billions of dollars for some businesses while leading to gains of billions of dollars for others. It is important to be aware of the upcoming changes and how to best prepare for them.

#1 Page experience as a ranking factor on Google [May 2021]

As of May 2021, you should expect what Google dubs as “page experience signals” to be a ranking factor. The page experience refers to the way the visitors feel as they interact with the web page. It is determined by a multitude of attributes from mobile-friendliness, safe browsing, HTTPS, and the others. These were already ranking factors previously, but they’ve been more institutionalized and work within the “page experience” framework. Furthermore, Google is introducing Core Web Vitals as part of ‘page experience’. They’re considered to be user-centric metrics that try to determine the quality of the user experience. These user-centric metrics will measure the loading speed (Largest Contentful Paint), interactivity (First Input Delay), and visual stability (Cumulative Layout Shift). The first two items that go into Core Web Vitals seem quite self-evident, so it doesn’t seem like a good idea to spend more time explaining them in this article.

Although, the third item might confuse some people. Visual stability refers to how much the layout shifts and jumps around. For example, imagine if a button tracks your mouse and jumps around whenever you get close to it, this is quite a self-evidently bad user experience, and this variable aims to capture this. The self-advertised purpose of adding an explicit page experience ranking factor is so that Google can provide higher-quality, more engaging content to its users. Considering the variables that it takes account of, a website with a high page experience score will load faster, be more interactive, more stable, more secure, more mobile-friendly, and much more. These all combined, admittedly, will lead to a superior experience.

Get featured in top stories without AMP

Another purpose of the introduction of the new page experience ranking framework is to make non-AMP content eligible to appear in the Top Stories feature for mobile phones. It is one of the main ways websites drive traffic to their content from mobile, so this could be a significant change that would disrupt the rankings of many websites on mobile. This change will also roll out in May of 2021, which makes May a hell of a busy month for SEO specialists.

We need to be ready for all the drastic changes this change in the algorithm can bring. We can’t possibly ascertain its impact at this stage.

#2 Mobile-first indexing for all websites on Google [March 2021]

Mobile-first indexing is certainly not new, Google has been using it for more than several years. It was first introduced as an answer to a widespread problem: more and more people are using their phones to look up stuff and browse the net. The problem is that the mobile and desktop versions of websites don’t always match up in content, and Google usually only indexes one version, which traditionally was the PC version. This creates a mismatch between the rankings on mobile and the content on these pages. To alleviate this mismatch as it was becoming a growing problem due to the increasing popularity of mobile, Google decided to implement mobile-first indexing. Mobile-first indexing refers to the practice of indexing the mobile version of the website first in Google’s databases instead of the desktop version. This would accurately gauge the amount of content on mobile sites and their relevance before displaying the results.

Going from an entirely desktop-first indexing scheme to an entirely mobile-first one would’ve been a massive step, however, and this is why Google has been taking years implementing this change. It started by allowing the option to webmasters to change their website indexing to mobile-first. It was followed by making mobile-first the default option for crawling new websites. The final and latest update is going to come in March 2021 when Google will start making mobile-first indexing the default option for all websites. This means that the way your website is indexed and the content that’s considered might change in March. It is hard to determine how big of an impact this will make beforehand, but you should expect some instability.

Thankfully, Google has published a basic guideline to ensuring the transition to mobile-first indexing goes smoothly on your website:

  • Make sure the content of your website is visible to Google crawlers and bots.
  • Ensure you fill out all the relevant meta tags on both the mobile and the desktop

versions of your landing pages.

  • Ensure that your mobile website loads quickly by enabling lazy loading.
  • Ensure that you are not blocking any relevant mobile-specific URLs in your robots.txt file.
  • Although it is hard to ensure identical content, you should try to have at least identical primary content on both versions.
  • Check the alt tags of both image and video embeds.

Wider SEO trends

Aside from specific updates to algorithms, we have prior information about, some wider trends in the sector that are going to change how we engage with SEO. Some of these trends have been going on for years and only just accelerating and others are new. Below, we’ll cover the most prominent ones.

#1 Voice search is becoming more and more prominent

Voice search was virtually non-existent just five years ago. Still, the development and proliferation of Alexa, Google Assistant, and a multitude of other voice assistants over the last few years have popularized voice search beyond our wildest dreams. According to data, voice search revenue will more than quadruple from 2017 to 2022 from just 2 billion to 40 billion dollars. This explosion in popularity presents opportunities and challenges to traditional SEO approaches. Just as an example, in voice searches, getting the first position is much more important than it is in traditional text searches. That’s why you need different approaches to capitalize on this new, emerging SEO arena fully.

#2 Feature snippets and microdata

Google is trying to introduce more and more types of featured snippets to its home page. These range from recipes to news and tutorials. These snippets aim to make searching faster for users and keep traffic on Google’s website. It is nevertheless beneficial for websites to implement it because you have a chance to be featured, which would drive a lot of traffic to your website.

Of course, getting featured doesn’t always mean you’ll see exponential growth in traffic, but data from Ahrefs shows it matters a lot! On average, getting featured means you’ll get, on average, around 8,6% CTR while the top ‘natural result’ will get 19,6% of the traffic. This is extremely impressive and shows that the featured snippet steals a substantial amount of clicks from the top position, which would get around 26% CTR in SERPs without a featured snippet. Although, you have to be careful about how Google features you. You should monitor your ranking and readjust your snippet and optimize it for more clicks.

#3 Non-textual content

As we move into the next year, we’re seeing an Internet saturated with blogs and landing pages. and it is becoming increasingly difficult to rank for noteworthy keywords with decent traffic. That’s why many SEO agencies are trying to expand their reach by diversifying the type of content they produce and publish. Infographics are one of the easier ways to create engagement and rank higher. Although, even they’ve been overused in recent years. A much more promising frontier for 2021 seems to be videos. These could be uploaded to Youtube as standalone content or embedded in your website too. It’ll help you gain more traffic from Youtube views, which seems way less saturated than Google’s traditional search engine currently. This doesn’t mean it is any less important. YouTube generates 15 billion dollars for Google each year. It is a platform you can’t afford to ignore.

It is also worth mentioning that there are specific video snippets on SERPs that you can only rank for through video content, and these video snippets are really prominent on search queries beginning with “how-to”, asking for tutorials, and other forms of educational content. They are prime real estate that you can potentially rank for with a reasonably produced video.


The days where SEO was just about meta-tags and titles have long gone. Nowadays, SEO is an intricate subject that combines expertise from many different fields from marketing to software engineering and creative writing to achieve the best result. A recent trend in SEO that is gaining more and more stream is the UX SEO framework.

UX SEO refers to the practice of optimizing the user experience of a website to achieve better conversion rates and engagement. It isn’t only important that your site gets regular visitors, but it is also equally important to ensure that these visitors engage with your website. UX redesign success stories are almost limitless, for example, ESPN found out that just a homepage redesign increased their revenues by 35%. There is no reason why UX optimization could not be an integral part of your SEO strategy, and UX SEO gives you a framework to achieve this.


Each year, Google introduces more than 3600 small changes to their algorithms, and each year, trends emerge in this volatile sector that nobody has been able to predict. You need to continually keep up with the news to be on top of your SEO game, reading an article on the trends in the upcoming year isn’t enough. Nevertheless, I tried to make this article as comprehensive as possible, and you should be moderately prepared for the challenges ahead if you pay attention to all the trends that I’ve featured here.

Harpreet Singh is Owner at Bir Digital Marketing agency. Harpreet is a tech enthusiast, in the SEO industry for over 9 years. Consultations and audits for businesses from various markets. Responsible for running both worldwide SEO campaigns for ecommerce stores and local SEO for businesses worldwide (UK, USA, Australia, Spain, and much more).