SEO Stats of 2020 and What It Indicates about Possible Strategies for 2021

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A pandemic-challenged world was what search engine optimization (SEO) professionals and websites had to face in 2020. An experienced SEO company New York would have lots of client stories to relate regarding traffic and ranking losses or fluctuations during the pandemic.

The Challenges of 2020 Could Continue Into 2021

Apart from the reduced business and search traffic – for certain terms and topics – that organizations and their SEO staff or outsourcing providers had to face, they also had Google’s algorithm updates to deal with. 2021 isn’t going to be free from the Covid-19 menace. But the basic principles of search engine optimization and digital marketing remain the same. It’s the user, and what they need, that need to be the focus of your efforts.

In 2020, Covid-19 content saw big traffic because that was the pressing concern. With a new viral strain reportedly spreading, along with vaccination drives, you probably need content revolving around these topics in 2021 too.

But let’s look at some statistics of 2020. They always present an objective picture, and could give you an indication of what to expect for 2021.

What Keyword and Search Traffic Stats Tell

Let’s look at keyword-related stats from 2020 presented by various digital marketing experts:

  • Of all the search queries, 12.3% have been found to have a single featured snippet at least.
  • Among the searching audiences, 75% don’t go beyond the first page of the search results.
  • Google still enjoyed the lion’s share of global search engine traffic on the desktop, with 75.5% of desktop searches being conducted on Google.
  • Bing and Baidu accounted for 9.8% and 9.5% of desktop searches respectively.
  • Yahoo received only 2.8% of the traffic.
  • Pages that ranked from 1 to 3 on the SERPs enjoyed 36% click-through rate (CTR).
  • The average time a top 10 result was on site was 3 minutes, 10 seconds.
  • Users coming to a website from the search result page were found to visit 3 to 3.5 pages at a particular time.
  • As far as retail revenue is concerned, organic traffic accounted for over 40% of it.

If there’s something you could learn from this, it’s that Google deserves all your attention. You need to take the algorithmic innovations very seriously. But there’s no point in panicking with every update that comes up. Focus on the user and ensure your web pages and blogs are filled with high quality and relevant keywords.

But here’s a really strange piece of news revealed by these search experts:

  • Nearly 91% of web pages don’t get traffic from Google.

That shows you need to do everything you can to get your pages crawled by Google. Get you metadata right so that Google’s algorithms are able to detect your pages and show them up when people search for relevant products or services.

Contribution of Desktop Searches Keeps Reducingg

Things are way beyond purely desktop searches now. In fact, Blu Cactus research projects that voice technology would take center stage. There will be one smart speaker at least in 55% of households in the United States. Globally, voice technology would be used by 1.1 billion smartphone users every week.

Conversational Search and Long-tail Keywords

This is a clear indication that focusing on long-tail keywords is the way to go. Since voice search is rising in importance, conversational search terms that contain long-tail keywords can help your website rank higher when people search that way.

Organic Search the Most Important Traffic Source

The importance of organic search is still significant, though there are other channels to bring in traffic. The aforementioned research also states that 53.3% of the traffic websites receive is contributed by organic search. The search engine is the starting point of a user’s online experience in 68% of the cases. That is an indication that figuring in the SERPs still makes a big difference, despite the presence of social networking, email marketing and other channels. It’s also super important to figure right in the front page of the search results because only 0.78% of users on Google care to click on the second page results.

Keep Search Intent as the Top Focus

Search Engine Journal recommends user and search intent focus as the most important trend for 2021. Ultimately, that’s what matters. It’s only when the content of your web pages satisfies the intent behind the search terms can you hope to feature in the search results. Google’s algorithms are now more advanced than they ever were, and avoid giving false results by understanding what the user truly intends through the search terms they enter.

So, satisfying user intent and providing more content in line with user’s requirements is still an important factor heading into 2021. An SEO company in New York can develop the right strategies and prepare your organization for the challenges involved, if all this seems overwhelming for your staff.