SEO Goals in 2021

by Kai Davis | Last Updated: October 5, 2020
SEO Goals in 2021

I’m speaking on SEO Simplified for Indies and Firms at ClientCon on October 13th. Want to skip the line for my talk at ClientCon? Go and register right here for free.

This week, to celebrate, we’re going to talk through SEO in 2021 (and potentially answer some reader questions on SEO).


Let’s start at the 50k foot view with SEO for indie consultants, answer three questions, and compare the answers and see what stands out.

Q1: What’s your goal with your website as an indie consultant?

Your website is one of your marketing tools. Your website aims to attract visitors and convert visitors into prospects, leads, customers, and clients.

To do that, you want to portray yourself accurately as an expert, authority, and trusted resource to your prospects and visitors.

How do you do that?

Q2: What’s Google’s goal as a search engine?

Google’s goal is to return the most relevant websites, resources, and pages to a searcher for the searcher’s query.

If you search “Red Dance Shoes,” “What to pack for Burning Man,” or “How do I get on podcasts as a guest?”, Google wants to return the most relevant results for you.

The issue? Spam and black-hat SEO.

People want to be at the top of the search results without investing the time, energy, attention, and resources. In the before times, if you blasted a page with links and keyword-stuffed content, you’d jump to the top of the search results. Sure, you’d fall over time, but until then, you were at the top! And searchers were getting a lower-quality webpage at the top of the results.

Bad mojo.

To fix this, Google has started to look at page quality as an essential ranking factor. To assess page quality, they look at Authority, Expertise, and Trust. Over to an excerpt from Google’s Search Quality Rater Guidelines:

“For all other pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important. Please consider:

● The expertise of the creator of the content.

● The authoritativeness of the creator of the content, the content itself, and the website.

● The trustworthiness of the creator of the content, the content itself, and the website.”

Q3: What’s Google’s goal for you and your website?

Google’s goal is for your website to be an expert, authoritative, trusted resource for relevant queries.

For that, Google wants your website to be an expert, authoritative, trusted (E. A. T.) resource (or, at least, not be a non-expert, unauthoritative, untrusted resource).

The more E. A. T. your website and webpages are, the more likely you will be helpful for someone searching with a relevant query.

To judge E. A. T., Google layers expertise, authority, and trust on top of your content and links. (This is one of many ways that Google sifts the good content from the bad.)

Comparing & Contrasting Answers

Let’s compare the three answers.

There’s an interesting alignment here that only started to pick up speed in the past few years. To rank well, you need content, links, and expertise, authority, and trust.

Tomorrow? We’ll dive a little deeper into what this tactically means for you (and what high-quality content means in 2021).

Got an SEO question? Tap reply and send your question, comment, or feedback my way.

Excelsior!

Kai

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