This article is part of a series where we take a closer look at our Search Engine Optimization (SEO) product and share the experience we have with delivering a strong online presence for SMB’s.
The world of SEO is a constantly evolving one. Due to the consistent algorithm changes from Google and other search engines, SEO experts need to be in the loop of the latest trends. In 2021 we saw some major changes, especially with the new Page Experience Update, called Core Web vitals, which looked at the overall interaction between an user and a website, checking on everything from page speed to layout shifts.
Spotzer Digital has a multitude of SEO experts able to serve more than 10 languages. Every year we come together and look ahead at what SEO trends are in store for us. Keeping in mind the core needs of our SMB clients, putting in perspective what can be used to future-proof our strategies.
Two of the key trends that we will keep an eye on have already been discussed with our two previous articles:
But there is more on the horizon to look forward to.
Improving Page Experience
Users of websites are hard to decode, but that didn’t stop search engines from trying to create a series of measurable data points to assess how an user experiences a website page. With the introduction of Core Web Vitals, we are about to enter a completely new age of SEO wherein the presentation of the information is of nearly equal importance as the information itself.
Improving Core Web Vitals can be boiled down to three different concepts:
- Largest Contentful Paint (LCP): how long does it take before the largest piece of content loads
- First Input Delay (FID): How long it takes before an user can first interact with the page
- Cumulative Layout Shift (CLS): How many times the layout of the page shifts unexpectedly
Most of these improvements find their root in technical solutions. Fortunately, with 15 years of experience building tens of thousands of websites, we are able to construct a strong technical foundation with which we develop dynamic websites that continue to help our clients.
E-A-T and the Users Intent
Standing for expertise, authoritativeness, and trustworthiness, E-A-T is becoming even more vital for businesses which sell products or services directly on their website. Customers need to be able to trust who or what they are spending their hard earned money on, and E-A-T rankings are used by Search Engines to assess this. In a nutshell, this is what is meant by each element:
- Expertise: Writing content from an expert perspective. Everyone, from plumbers to lawyers, need to make clear how they are the best in class in their respective fields.
- Authoritativeness: Reviews, listings, articles, all mentions of the website on other reputable sites enhances the level of credibility and authority.
- Trustworthiness: Trust is about the legitimacy, transparency, and accuracy of the website and its content. Who is responsible for the content and is their contact information and socials properly shared to guarantee the source.
Mobile SEO first
Even with the global pandemic confining people to their houses and placing them closer to their desktops and laptops, we continue to see an upward trend towards mobile browsing of the web. We are nearing a 60 percent market share for mobile use vs desktop, and this has consequences on how we approach our SEO best practices.
Slowly, Google is preferring to focus on the mobile version of websites to determine rankings and assess user friendliness. For us this requires a mobile first approach, without compromising the desktop experience. Allocating resources more and more toward the mobile interface and optimizing our pages to make sure that customers have a seamless on-the-go experience.
Looking ahead for Spotzer Digital
Our SEO services for all our partners are continuing to grow and becoming more popular for a wide range of SMB industries. At Spotzer Digital we are regularly updating our SEO strategies and policies to be in line with the latest developments, ensuring that your clients will receive the best possible experience and rank well for all appropriate keywords.
With four offices around the globe, including the headquarters in Amsterdam, Spotzer Digital serves tens of thousands of small and medium businesses by building and managing their websites, launching their paid search and SEO campaigns, managing listing solutions, E-commerce and local market place. Spotzer Digital also consults on, and builds SaaS solutions that help support partners take to market best in class website and digital solutions.