Search Engine Result page(SERP) – Latest Trends in 2021
Search Engine Result Page shows us websites related to the search query. This SERP shows a result as Ads first then local listings & organic results and ends with the ads again. To decide the occurrence of websites, ads & local listings on SERP Google follows an algorithm that scans websites according to the query & sets the ranking of the websites.
This SERP algorithm changes several times a year. But as there are very minute changes every time it doesn’t affect the ranking that much.
In 2021 also, SERP is ready for updation which may affect your organic ranking.
Let’s see what this updation brings –
Focus more on User Intent –
Before year or two keywords or user queries used to play a very important role in the ranking of websites as SEO focused mainly on keywords, keyword search volumes, and content which includes keywords with a density of keywords kept in mind. Now, there is a little bit of change in the way of keyword role, now the algorithm focuses on user intention according to the search query, which means that the content you are going to write on webpages should understand the user intention also. For example, if anyone is interested in buying a fish tank for a house, then it will take the user’s intent as he is in search of tank size, types of fish, fish food, etc. So, the content which is full of this information will rank organic.
Focus more on user behaviour, not on keyword search volume –
A keyword search volume is used to be the major factor to add content on the webpages & to add description & headings in the Ad copy. But the keyword search volume itself indicates that there is high competition for this keyword, so everyone is in the race to get the rank for the same keyword. Then how to be different from the others? Check your user behavioural analytics which helps you to find where a user comes from as direct, referral or social media. Then the path flow of user behaviour on the website & where the content of your website promotes a new product which is in offer or sale. To track this behavioural analytics of users you can follow the Google Analytics tool which gives you an exact idea of your user behaviour which helps you to be different from the competitor.
There are others factors also which plays a important role in SERP rankings –
Natural language processing –
Google doesn’t only search for what users are searching for, but it tries to understand what users are exactly looking at by natural language processing. It is done by artificial intelligence which helps computers to process & understand human language naturally.
For example – If you are searching for “Test cricket match time for tomorrow” on Google, it shows you the whole timetable for test cricket as you haven’t specified a team and place for the query. It concludes that Google focuses on User Intent, not on traditional optimization.
More focus on Core Web Vitals –
To improve your ranking core web vitals play an important role. There are 4 core web vitals which includes
How much time page takes to load & displays components.
It is the length of delay between when a user does some action & how much time it requires to process the user interaction.
Visual Stability –
Mobile Experience –
Your website should be responsive regarding the device on which it is opened. You can enhance your website’s mobile experience by using a readable content format on mobile, removing components that take more time to load & using buttons that are more clickable on mobile.
More focus on Passage Indexing –
Passage indexing is a new method of indexing a page used by Google. In this method instead of indexing the whole page, Google snips out the section from the longer page which is not directly related to the user query but related to the content the user is looking for & index it. This passage indexing focuses on the content you have added to a website.
Changes in SERP layout & functionality –
SERP is changing drastically in the last few years, features added are Google Answer Box, local 3-pack & people also ask other users to help them out.
What is in the future of SERP?
More zero-click answers –
Google is enhancing their SERP in a way that users directly get the answer for what the user is searching for, which prevents them from clicking any link.
Local SEO –
As Google has started to understand user intent, it gives you local results more often. That is the reason why GMB is more important.
Google will use Virtual Reality & Augmented Reality in the future -As video usage is rising nowadays Google will definitely use videos, Virtual Reality & Augmented Reality for the SERP in the future.
Google has already started to focus on the Users, marketers have to do the same. You need to focus on passage indexing, user experience rather than focusing on traditional ways of optimization like writing meta title, description for every page. In the end, user intent needs to be more focused on your webpage content.