SEO Trends 2021: Tips for your business content

In MARKETING
4 February 2021
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This year, optimizing content for search is top of mind for businesses everywhere. Of course, search has been key to success on the Internet for more than 20 years. But as just about everything went online, getting discovered in search results has taken on a new importance. What are the SEO trends to know in 2021?

But first…

In case you missed it, check out our look at the top SEO trends in 2020. Learn about voice search, the no-click challenge and more. All caught up? Read on for three ways to prepare for the future of search.

2021 Search trends for business

Back to basics

The number one rule for 2021 is to focus on the fundamentals. Despite entire industries built around tiny changes to the way search works, simple optimizations are still easy and effective. They may not be new, but these strategies are the starting point for any good SEO effort. For example, make sure that you associate each piece of content with appropriate keywords. Then, double check that those keywords appear in the content’s title, description and text.

While this idea has always been the heart of SEO, few would have imagined it to be a major trend in 2021. However, the Covid-19 pandemic forced businesses to move everything online—and revealed that many were neglecting search basics. All the more reason to set aside the fancy stuff this year and review your content’s keywords. Or to put it another way, don’t let an oversight stop your content from being found in search.

💡 TIP: You can add or update your publications’ title and description on Calaméo in just a few clicks.

UX factor

Although the basics should come first in 2021, that doesn’t mean SEO trends are standing still. One major announcement from Google made it clear that it’s time for businesses to get serious about user experience. Also known as UX, this aspect of digital design includes the interfaces and structures that allow people to interact with websites. Overall, good UX makes it easier to do things like placing an order or contacting support online.

And now, improving your site’s UX can have a big impact on its visibility in search. Just like loading speed and mobile display in past years, UX factors will soon affect search results. According to Google, content quality still matters most. But the pages to beat will be the ones with great content and great experience. The bottom line? Starting in 2021, UX should be part of your business’s SEO strategy.

Analytics overhaul

Last but not least, there’s a new reporting tool in town for anyone following their content’s views. More specifically, businesses are looking at Google Analytics 4: an updated version of the data tool used by millions of sites. GA4 will eventually replace Universal Analytics, which was first released in 2012. First, however, businesses need to consider how and when they will want to make the switch.

In addition to technical changes, Google Analytics 4 offers fresh ways to understand how people use search to visit your site. That may mean adapting your existing methods for evaluating your content’s performance. Before updating everything, take the time to test the new platform. Be sure to note the metrics you want to watch and connect them to the information you already have. For a smooth transition, a little preparation goes a long way!

Quick conclusions

Now that you’re all caught up on the most important SEO trends for 2021, what’s next? Here are a few action items to help you start taking advantage of these trends today.

Invest now

If it’s been a while since you made SEO a priority, put it back on your to-do list in 2021. You may want to invest in a full SEO audit of your business’s content to get a sense of where things stand. Then, commit the time and resources necessary to optimize the basics. Don’t forget content types other than regular pages: videos, images and publications should all be optimized.

Be patient

Even with a solid investment, the visibility of your business’s content may not grow overnight. Building an audience on search requires consistent content and attention to quality. Create a few benchmarks that you’d like to achieve this year and track your progress, but stay focused on your long-term SEO goals.

Look ahead

Many of the upcoming changes to SEO involve complex projects. For instance, UX improvements can take months to research, design and put in place. As a result, it’s a smart idea to begin planning for these changes now. Decide on a timeline for how your business will tackle big SEO transitions, like moving from Universal Analytics to GA4. That way, you’ll be ready for the SEO trends in 2022!

As always, one simple way to boost your business content’s SEO is with smart digital publishing. You’ll find all the details you need to get started in our Ultimate Guide to Digital Publishing. Or see for yourself how easy it is to do even more with your professional content! Create your free account on Calaméo today.

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Design: 5 tips to create beautiful layouts

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25 May 2023

The layout is a crucial element of design. It allows you to present content in a clear and attractive way to the eyes of the readers. However, achieving a successful layout can be a real challenge. Designers have to consider different aspects, such as typography, colors, grids, negative space and consistency. In this article, we’ll share five tips that will help you create aesthetically pleasing and effective layouts.

Color contrast

The choice of colors is crucial to the layout. It is important to use colors that work well together to avoid a busy or confusing look. Color contrasts are also an effective way to draw the reader’s attention to key elements. For example, a bright color can be used to highlight a headline or call-to-action button. On the other hand, a light background with dark text can be used to make it easier to read.

It is important not to use too many different colors to avoid overloading the layout. In addition, it is advisable to choose colors that work well together. Complementary colors, for example, can be used to create interesting contrasts.

The use of the grids

Grids are an essential tool for page layout. They allow you to divide the available space into equal sections and arrange the elements in a consistent manner. Grids can also help maintain balance and symmetry in the layout. There are many different grids, each with its own advantages and disadvantages. It’s important to experiment with different grids to find the one that works best for your content.

The importance of negative space

Negative space is the empty space between layout elements. It is also an important part of creating a successful layout. Negative space helps to reduce confusion and highlight key elements. It also helps to give the layout a clean, professional look. It’s important not to be afraid to use negative space and feel like you have to fill every square inch of the page.

Typography

Typography is a key element of layout. It can help set the tone and personality of your content. It’s important to choose a font that is easy to read and works well with the rest of the layout. It is also important to vary the size, style and color of the font to give the layout a dynamic look. Finally, it’s important not to be afraid to leave space between lines and paragraphs to improve readability.

The importance of consistency

Finally, consistency is a crucial element to the layout. It is important to use the same colors, fonts, and grids throughout the layout to give a professional and consistent look. Consistency can also help reinforce your company’s brand or visual identity.

Conclusion

Layout is a vital part of design and can be a real challenge. By using these five tips, you can create effective, aesthetically pleasing and professional layouts. Color contrasts, grids, negative space, typography and consistency are important elements to consider when creating a layout. Designers need to experiment with different elements to find the layout that best suits their content.

MARKETING

7 ideas for better B2B content marketing

In MARKETING
27 May 2021

Have you tried content marketing as a way to attract new customers for your business? If so, you’re in good company. Since this strategy is more popular than ever, finding fresh ideas is key to standing out. Today we’re rounding up the best ideas to improve your B2B content marketing plans.

1. Target to decision-makers

First things first: a main rule of content marketing suggests tailoring the message to your ideal audience. In other words, you should design your content around the needs and expectations of the people you want to discover it. In practice, this means choosing subjects, formats and keywords that will appeal to your target audience.

But are you focusing B2B content around the actual decision-makers who approve purchasing your product? To start addressing this essential audience, use B2B buyer personas to find out what information decision-makers want. Or keep things simple and ask your sales team for insight on decision-makers.

2. Broaden your reach

On the other hand, you may also want to consider making a wider range of content! Studies show that for B2B products and services, the decision to buy involves 6-10 people on average. All of them will do their own research throughout the buying process. And chances are, not all of them will be in the specific decision-maker roles you’ve identified.

As a result, it makes sense to create content that reaches more people and boosts your business’s profile. For example, some resources should be relevant to people in your industry, while others could speak to IT professionals in particular. When several stakeholders engage with your B2B content marketing, it can improve the path to purchase.  

3. Give your company a voice

For too long, B2B content had a reputation as old-fashioned. Compared to the B2C world, the audiences were smaller, more specialized and less interested in change. However, both business audiences and business content have shifted toward big trends in recent years. One huge trend in this space that’s easy to join is the B2B audio boom.

Audio has strong advantages for content marketers looking to shake things up. Most importantly, it’s a surefire way to add a personal touch to your communications. Next, there are lots of ways to use audio to connect with your audience. From Clubhouse to podcasts, jumping on the audio trend is a low-cost option for creating enriched media.

4. Create multilanguage content

Not sure how to grow your B2B content marketing audience beyond current followers? The best place to start is by checking out your own analytics. Especially if you tend to focus on target personas, content analytics often reveal global reach that may be underserved. Without re-working your entire sales and marketing plan, multilanguage content can help activate new audiences.

Because making multilanguage content is complex, try starting small. Choose a language that’s already represented in your audience and translate a popular publication. Or do some keyword research to support a brand-new article in another language. Either way, be sure to adjust your content’s SEO to reflect the needs of multilanguage buyers.

5. Collaborate with others

B2B content doesn’t have to be 100% centered on the benefits of your business. In fact, a very simple way to maximize your reach is to share the spotlight with another company. Teaming up to create collaborative content brings new audiences along to discover your brand: your followers, plus your partner creator’s followers.

Although independent influencers are powerful in B2B social media, you don’t need to dive into the world of influencer marketing to find collaborators. For instance, you can turn toward your own customers to find content opportunities! Highlight their use of your solutions in a case study or work together on producing an industry-specific resource.

6. Try a new format

Sometimes even the best B2B content marketing gets stuck in a routine. In particular, paying close attention to what works can lead to a kind of content “comfort zone.” Or to put it another way, your audience responds so well to white papers that you build a whole strategy around your library of white papers.

But even the most successful content plans can be improved with a fresh twist. Why not take some of your existing content and re-use it in a new format? You could make a poll about one of your white paper topics, make a GIF from a tutorial or even start your own magazine. Mix it up with different formats to catch your followers’ attention and perhaps reach new ones. 

7. Highlight your values

Last but not least, consider shifting your perspective for better B2B content marketing. Similarly to changes seen elsewhere, B2B buyers are showing continued interest in the values and purpose of their partner companies. In addition to product and industry content, business audiences want to know more about what brands stand for and why they do what they do.

Of course, the answers to these questions are unique to every business. And while they don’t have to become a main feature of your content, it can be worth introducing your company values when relevant and appropriate. As long as you keep things authentic, highlighting your purpose and principles helps attract audiences ready to engage beyond the bottom line.