Written By : Rashmi Singh
The biggest search engines like Google and Bing make substantial changes in their algorithms every year. However, there are still some undercurrent trends that keep going on for years. Magazine publishers can get a huge amount of traffic if they can manage to ride on these trends.
Below is a list of six SEO trends that every magazine publisher should keep in their mind while creating their digital content strategy:
Core Web Vitals
An official Google ranking factor, Core Web Vitals is all about measuring page experience from a user’s perspective. Google announced its new Core Web Vitals in May 2020, and it’s expected that these factors will continue to stay important in the upcoming time.
The three most important metrics that come under Core Web Vitals are Largest Contentful Paint which should be 2.5 seconds or less, First Input Delay which should be 100ms or less, and Cumulative Layout Shifts score which should be less than 0.1.
Search Intent
Just like Core Web Vitals, search intent is also a factor that has been crucial for a long time and will continue to be important in the future. Google and other big search engines are getting better at knowing whether the content of a page is relevant to the user’s search intent.
Magazine publishers can make sure that their articles go along with the user’s search intent by targeting the right keywords. Adding generic keywords that can mean a lot of things no longer work to rank on the first page of search results.
MUM Update
More powerful than BERT, the MUM update can understand dozens of languages and different types of media such as text, images, videos, and even podcasts. What this means for magazine publishers is they now have to produce quality content having multimedia formats.
Magazine publishers who publish in languages other than English will now have an easy time as the MUM update will increase the reach of regional content in more than 75 languages. In fact, creating content in regional languages that are not covered by other publishers can actually be a competitive advantage.
IndexNow
For a long time, search engines used crawlers to index the web. But IndexNow is here to change that. IndexNow is an open-source search engine that allows publishers to let it know when their website’s content is updated, created, or deleted.
Bing and Yandex have already adopted IndexNow. Google is expected to adopt this open-source technology but there is no official confirmation from the tech giant yet.
Visual Search
People from all age groups are now using Google Lens. And the AI behind Google Lens is already capable of identifying billions of things. This number is expected to increase many folds as more and more people will start using Google Lens for uses like identifying places, copying text from images, shopping, etc.
Magazine publishers can ride on this digital trend by using more and more reluctant images in their content.
EAT
The new-age tech startups now allow every user to produce content. This trend is empowering every individual who is online but it also creates room for less authentic and low-quality content. Magazine publishers can use this opportunity to shine by working with credible authors.
The EAT update ranks the type of content higher that has the following elements: expertise, authoritativeness, and trustworthiness. Publishers also benefit from creating authoritative content as such type of content gets more backlinks than the other types.
All the major search engines like Google and Bing are updating their algorithms to rank high-quality and authoritative content higher. So, it makes complete sense for magazine publishers to invest in producing content if they want to get traffic from search engines.
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