Online Advertising Trends in 2021 Part Two

#2 Search Engine Marketing: SEO Continues to Focus On Content 

Gone are the days when it was all about keywords and links to get a good ranking in search engine results. Content matters today. By 2021, it is to be expected that the Google algorithm will include the quality of the content of a page in the evaluation even more than before. 

Instead of indexing keywords, the algorithm is increasingly able to "think" semantically. In 2021, he will probably be able to evaluate even better whether the content is user-friendly.  

It is therefore essential for a brand to position itself online with relevant content. The publications should consequently be advisory, informative, and entertaining and offer users real added value. 

#3 SEM: Has Cost-Per-Click Become Obsolete? 

For years, online marketers in companies have been working on reducing the cost-per-click of Google's ads. But the optimization of the amount with which the search engine is paid, for example, by forwarding a user to their website, has become obsolete in many areas, according to experts. That seems to be the result of a natural development: The CPC requirements are now at the theoretical maximum of economic efficiency, which means that substantial optimization is no longer possible at some point. 

Therefore, the goal will be not to buy every customer on Google, but rather at best to pay once and then to bind users to the brand in the long term - at least for companies that have been investing in search engine advertising for a long time. 

Ideally, you create synergy effects between paid search campaigns and others marketing channels: for example, by strengthening trust in your brand with good content after you have directed users to it through targeted advertising.