So It is the start of a new year and hopefully a better one, for many bricks and mortar businesses. But 2020 has shown that those with a strong online presence have survived better than most. In fact some companies have done record sales online as more people on furlough and lock down, choose to or are forced buy online.
So the question being asked most on podcasts and social media, is what changes will there be in 2021 in regard to search engine optimisation. Of course this has been magnified after the December 2020 Google update.
My Answer Is, Well “Not Much”!
I had no movers through the December update except one, that dropped ranking for 3 days then recovered stronger than before. What was interesting about this search term, is that there are very few links going to the website and none, going to the page that dropped.
There is no science to my opinion, but I believe the December update was to do with content, the knob being turned to better quality. This particular example already performed higher than those around, when compare to link power. So a further improvement in this area, backs up my opinion.
Content and Engagement Still The Factors
Going forward into 2021 I see nothing on the horizon that would change my opinion that content and engagement are the factors I will be working on. Of course link power is still very important, but my strategy will be to create the best site I can without links first and see where it stands against the competition, then work on back links last.
Of course my weakness is this site. Every minute I work on money making project, is a minute not dedicated to my own profile. I refuse to let anyone else write the content to my own site, but of course many others do not see this as a clever strategy.
Create The Opportunities
The lock downs are creating opportunities for many webmasters in terms of time. As many sit at home, why waste this time, get on that computer and start writing and analysing the competition, learn the skills you are possibly lacking.
I am also experimenting with pages one click form homepage and how that dynamic changes when a page is converted to subdirectory (by adding another page 2 clicks in). This is from something I noticed when adding a page of content to a site 2 clicks in, it looks like Google uses the subdirectory content as a priority and lowers the “related value” of other pages outside of that subdirectory.
This is just a gut feeling at moment, I need to show this by experiments and testing.