There are multiple characteristics that go into user experience. The digital platform user experience can be characterized by its accessibility, clarity, and speed.
Of those three characteristics, site speed has a significant impact on your SEO visibility.
Google is rolling out a new ranking algorithm designed to judge a web page based on the perceived experience a user will have with your webpage. Google measures page experience by a new set of metrics called Core Web Vitals.
These metrics can be used to understand when events complete, what is interactive, and how long it takes for a page to load until a point of stability is reached. As users interact with your page, you will see score values adjust.
2. Mobile-First Indexing
While this is not new, Google continues to change search results to favor mobile users.
More specifically, mobile users are searching for stores and using the Local Pack in their decision-making process.
Enterprise websites are ranking for large volume search keywords in the Local Pack, so as search adjusts to mobile/local results, your enterprise site needs to consider how this is impacting click and purchase behaviors.
Things to Consider for Mobile-First Indexing
Make sure the mobile site displays valuable content that exists on your desktop site. Double-check that your text, videos, and images are all crawlable and indexable to help search bots better understand your site and offerings.
Include the same structured data markup on your mobile and desktop pages. Avoid any unnecessary structured data if it is not relevant to the page being crawled.
Ensure your meta descriptions and title tags are optimized. You may want to consider mobile title optimizations and use titles with fewer characters.
Verify that links to sitemaps are accessible from the mobile version of your website.
3. Original Content
Original content is any kind of material that is uniquely produced for your organization. These materials can be a variety of text, videos, infographics, or images.
Originality is the first step in producing high-quality content that will rank well and be easily identified by search bots.
Why does original content rank well?
This type of information has never been published on the internet prior so it is fresh, relevant, and completely original. Search engines love to reward organizations that are able to create fresh content that provides users with the best experience and the latest information.
While this sounds easy to do in theory, unique ideas may be difficult to come by in competitive markets.
So if you need to reproduce an article, ensure all content is unique and completely your own. Adding additional ideas and content will help your post stand out and could be considered unique content.
Enterprise organizations fall victim to duplicate content when they do not adjust product descriptions given by the distributor.
4. Voice Search Optimizations
Approximately 55% of all households in the US are expected to own a smart speaker in 2022, and nearly 20% of all mobile search queries are currently done using voice search.
There is no doubt that voice search adoption will continue to grow and aid end-users in their search for products and solutions.
How Enterprise Organizations Can Better Optimize for Voice Search
Let’s break it down.
Individuals who use voice search are typically specific in what they ask.
For example, what is the address or hours of operation of this business?
How much does this specific product cost?
Does that business offers a specific service?
Understanding the intent of voice searches enables you to structure your website by preemptively answering questions that your users are actively searching for.
It sounds simple, but making sure your important business information is easy to find will help you perform better in voice search. The easier you make it for Google’s bots to crawl your content, the more likely you will perform in search results.
Use Schema Metadata
Schema is a markup language that allows webmasters to provide search engines with additional information about your website, events, and products.
This data makes it easier for search bots to understand your offerings and can boost your visibility.
Top 10 Enterprise SEO Trends You Need to Know in 2021Target Long-Tail Keywords
When optimizing for voice search, it is important to optimize for long-tail keywords. These are search terms that are longer than your typical search query and are often more specific.
Large organizations often forgo optimization of these types of keywords for shorter keywords with a higher search volume.
So why should you focus on keywords with typically lower search volumes?
Long-tail keywords reflect how many people actually use voice search. These keywords are conversational and more specific. This leads to increased conversion rates with engaged audiences.
Top 10 Enterprise SEO Trends You Need to Know in 2021
5. Featured Snippets
Featured snippets are commonly referred to as “Position Zero.”
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These results have been selected by search engines as highly useful in sharing information with the end-user. Google first introduced this feature in 2014, and it has quickly become a prominent feature in search activity.
Featured snippets typically come from pages that already rank in the top 10 for a specific search query, and the vast majority come from pages that rank in the top five results.
That’s why a strong SEO strategy that focuses on ranking high for profitable keywords is critical.
One brand that has focused on ranking high for profitable keywords is REI. As an outdoor supplier, they understand that a lot of research goes into deciding what gear is best to invest in.
This knowledge has encouraged them to create content that aids users in the research stage of the sales funnel.
Top 10 Enterprise SEO Trends You Need to Know in 2021
6. Google’s E-A-T
E-A-T refers to Google’s pneumonic that stands for expertise, authoritativeness, and trust. E-A-T is a part of Google’s Quality Rater Guidelines, which are used by human raters to evaluate