Welcome back to top SEO trends for the new year! In part one, I discussed how Google’s Core Web Vitals are crucial for the user-experience on your website and how mobile-first indexing is becoming mandatory. Also, I touched on the rise of BERT and how Google is connecting relationships with entities rather than backlinks. Continue reading about the top SEO trends to look out for.
In part two, I will talk more about SEO trends such as EAT (expertise, authority, and trust) factors, the complexity of local SEO, structured data, and how Google goes to great lengths to satisfy the search intent. Be sure you and your digital marketing team are aware of these trends so you start the new year off with SEO tactics that will help to drive home sales.
I mentioned how important it is to keep up with these trends in part one, but I feel the need to emphasize it once more. SEO is an ever-changing tactic where if you don’t stay up to date with important changes, your website could drop in the rankings. It’s best to hire an SEO agency or digital marketing professional to help you keep your site updated to Google’s standards.
In the SEO world, EAT factors are controversial. Some parties claim there’s no way Google can measure an EAT score of a website in its algorithm while others claim it’s a ranking signal. Nonetheless, your website should convey expert level, with high authority and be trustworthy to your target audience.
When looking to build the EAT factors for your homebuilding or development website, consider adding backlink building to your current SEO plan. Backlink building will enable your website to not only increase your rankings, but also, it’ll help grow your website’s domain authority (DA). And with a high scoring DA, more people will come to your website, earning you more traffic and sales.
If you’d like to learn more about DA, I’ve written an entire article devoted to how to increase your domain authority for home builders and developers that you should check out as well. The top strategies for enhancing your DA score include increasing your PR efforts, creating useful infographics, and fixing all of the broken links on your website to name a few.
Most people would agree that they enjoy how convenient it is to find a local store near them. Local SEO makes it possible for nearby home hunters to easily find and visit your business. Google My Business (GMB) is becoming more and more important with its enhanced features and you need to be aware of how it can impact for your Local SEO.
To grow your Local SEO, you’ll first need to claim and verify your GMB listing. Once verified, you can publish posts, answer questions, add products and services, and incorporate messaging. Google makes it easy for your business to update its hours, add alternative hours, post events, and inform your audience on any changes to your business they should be aware of.
Part of how I directly assist my SEO homebuilder and developer clients is by completely optimize their GMB listings. In addition, I also post content to their listing entity every week to generate more clicks, views, and impressions for people searching for them. GMB offers yet another platform to reach your target audience.
Structured Data is not necessarily a new trend, but it can be used for Local SEO. Recent research suggests there is a type of schema called “local business” and it allows you to mark your company and its contact information. Once you apply this local schema, it gives you a better opportunity of reaching more people trying to contact your business or sales team.
Structured Data helps you create entities, which I outlined in part one of this series. Google emphasizes Structured Data and entities on the search engine results page. Searchers use Structured Data to mark important places, people, and companies. It’s simply snippets of HTML added to your website’s content.
In other words, Structured Data is a standardized format for providing information about a page and classifying the page content. A common example many refer to are recipes. A Structured Data recipe would inform the user of the ingredients, cooking time, temperature, calories, etc. Take a look at these recipes for apple pie for an example:
In the example above, Google first presented the top row as the Structured Data. Then I selected “Show More”, and other Structured Data recipes for apple pie popped up below it for rows two and three.
The last SEO trend is a constant reminder that Google is forever improving to supply the users with the most accurate content they are searching for. As I mentioned in part one, BERT is an artificial intelligence component that extracts a specific paragraph or several sentences to fulfill the user’s search intent.
To better comply with BERT and Google, you must keep the featured snippets in mind and properly label your subheadings to be cohesive and to the point. Someone might be searching for first home buying tips and if you have proper headings, Google is likely to turn your content into a concise list for the user.
Be sure you or your content marketing team prioritize featured snippets, meta-descriptions and subheadings when creating content. Without doing so, you might be missing out on important searches from potential prospects.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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