2020 proved to be a turbulent year for many. The unpredictability had brought forth many challenges for businesses, leading to the need of evolvement to survive.

It is vital for businesses to continue to adapt and overcome the challenges to be able to come out stronger in a time where normality is uncertain. This is where reviewing your Digital Marketing Strategy to work for your business  is crucial.

Search Engine Optimisation (SEO) is one of the most vital elements of any business, providing it with the necessary visibility it needs to attract more customers. Implementing a strong B2C or B2B SEO strategy can allow a businesses website to attract more visitors, subsequently increasing the likelihood of turning prospects into conversions.

So, what trends can we expect to see from SEO in 2021?

Local SEO

Local Search Engine Optimisation is important, most especially if your business is serving a small local market. If you have noticed your website is not within the first 1 to 6 listings in your area, the most vital step would be to drive traffic to your site. This can be achieved through expressing your expertise in the area.

One of the most effective ways in doing this, is by getting your website listed on area-specific directories. For example, if your business is primarily serving customers within London, it would be advised to have your website listed on London target directory services.

In addition to basic search results, Google offers Google maps in which users can search for a specific location and get directions. Local SEO is important since people are more often using this feature to seek local businesses in place of a traditional search.

Local search continues to be one area where 46% of the search engine users choose to click on a local business once they have found it. If your business is listed on these maps, you will stand a good chance of gaining new customers.

A few ways in which you can increase your local SEO performance are by:

  • Optimising your website for mobile devices
  • Sourcing and targeting local keywords
  • Creating or claiming your Google My Business

Improve User Experience

December 2020 saw Google unravel their latest core update, which incorporates new web vitals related to User Experience (UX). This means that usability of your website will impact your traffic even before users land.

The core update also means that providing users with an attractive interface (UI) is vital. To improve your websites UX and UX, you should consider:

  • Faster loading times across devices
  • High-quality images, fonts and coherent layout
  • Improving the navigation interface


E-A-T stands for experience, authority and trustworthiness, and are the elements that are mentioned in the Search Quality Evaluator Guidelines by Google. E-A-T is vital to consider when reviewing your SEO strategy and is fundamental to measuring the relevancy of pages or content on your website!

Websites with good EAT will rank higher than those with poor EAT, to ensure your website is outranking competitors you can:

  • Get links from domains with high authority through Digital PR and Outreach
  • Demonstrate work that showcases your expertise in your respective field
  • Get more user reviews
  • Keep your content up to date


Polaris is an award-winning B2B SEO agency in London specialising B2B, PPC, e-commerce and the healthcare industry.

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