Every year, digital marketing trends grow and change. Using websites for marketing isn’t a new concept, obviously, but the COVID-19 pandemic has made web marketing more important than ever. Businesses big and small have to adapt to these changes to stay relevant. Make sure you are aware of these digital marketing trends for 2021 that are critical for your organization. These apply whether you are a state or local government agency, college or university, or a traditional B2B business.

In-Depth Website Analytics

Digital marketing trends and analytics consultation
Photo by Anna Shvets on Pexels.com

Website analytics can already tell you a lot about how your site and its pages are performing. Google Analytics makes it easy for you to see how many page views a site is getting, the average time people are spending on specific pages and so much more, but web analytics are getting even more in-depth in 2021. Google Analytics can now monitor things like site speed, which can have a major effect on visitors and SEO. The Google Analytics Site Speed section gives a view of the speeds that your pages load, counting from the moment the user clicks onto your site and the time it takes for the entire page to load fully. It can also show how the speed changes based on variables like different browsers and geographical regions.

Google is also constantly making updates to give website owners a better understanding of how customers are interacting with their site. A recent Google Analytics upgrade offers a more customer-centric measurement. Instead of measuring by device or platform, it can now use multiple identity spaces to give a more complete view of how customers interact with a business. For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there.

There are also a few SEO trends to keep in mind. Now that Artificial Intelligence, like Alexa, Siri and Google, is more prominent, it’s important to make sure your site’s SEO is optimized for this purpose. Copy and headings should be written in a way that makes answers easily identifiable by these AI devices. This means making text more conversational to increase readability. Google is also focusing more on design when it comes to SEO rankings. It is now taking elements like page responsiveness and visual stability into account when determining how your website will rank.

Video Marketing And Analytics

Digital marketing with video
Photo by Martin Lopez on Pexels.com

Another web marketing trend is the use of video. Video has been an important medium for a while, but now it is even more useful because potential customers cannot always see a business or its products in person. Videos can demonstrate how something works, give virtual tours or even help audiences get to know business owners. If your website doesn’t include video, you could be missing a key component that would help increase sales. Analytics for videos on your website can provide valuable information about your audience. You can tell which videos are performing the best, what topics people are most interested in and which ones are being ignored or clicked away from.

It can be difficult for any company to stay on top of web marketing trends when things are constantly changing. Instead of keeping educating yourself on the latest algorithms and trends, you can save time by hiring a web marketing consultant. If you need a web marketing expert to analyze your analytics and make sure your website always stays optimized, contact me to set up a free consultation.