“Google houses the world’s information and they know what the majority of people searching ‘x’ seek,” Muller said. “Paying closer attention to search results will give SEO pros a leg up in creating competitive content in the way that searchers desire to consume it.”

And many other of our SEO experts agree with Muller. This includes Andrew Dennis, Content Marketing Specialist, Page One Power.

“Google is already showing you which results it thinks serve users’ intent, use this data for your own strategy,” Dennis said. “For me, SERP analysis will be an important practice not just in 2021, but moving forward as search intents change and Google continues to become more sophisticated to keep up.”

It’s clear to Marie Haynes, CEO, Marie Haynes Consulting Inc., that if you want to win at SEO in 2021, you’ll need to do a stellar job of providing information to users.

“Google will get even better at recognizing when a searcher is looking for expert advice and will rank those posts above articles written by content writers who are lacking E-A-T,” Haynes said. “The SEO pros who will be successful in 2021 will be those who can truly understand how to meet a searchers’ needs.”