SEO Trends 2020 that will impact your work.
Google's goal is to be the ultimate destination of its users' activities. This defines above all the most important SEO trends for 2020.
The SEO landscape is very dynamic, this simultaneously define the SEO Trends 2020. Sure, some things remain the same: put relevant keywords in your titles, make it a priority to optimize for mobile users, etc.
But other things continue to change in an endless spiral. This year, Google, along with other major platforms, is trying more and more to be the final destination of its users' journeys.
This especially defines the most important SEO trends in 2020, as we now need to find the best ways to stay effective within the framework Google has created.
1. zero-click searches is the new normal
Thanks to SERP features like snippets, Google's Local Packs, Knowledge Graphs, etc., more than half of all search queries are now "zero-click searches". This means that the user's query is answered on the SERP itself, without having to click away anywhere.
What do we do now?
Don't panic. Think about what kind of search this is: these are people looking for your address and phone number. Or people looking for an answer to a quick and easy question. These particular clicks probably wouldn't convert anyway, so they shouldn't be upset.
Identify which keywords can actually bring you clicks. With Rank Tracker in conjunction with your Google Search Console account, you can analyze which keywords of those you are optimizing for are actually bringing you clicks. This way, you'll save yourself a lot of time and effort optimizing queries with keywords like "when", "how many", "which year", etc.
These are obviously crucial to the content, but should not be the focus of your SEO efforts.
2. do your best to optimize for rich and tagged snippets.
In the situation where zero-click searches are so prevalent, the information displayed on the SERP itself is now more important than ever. Two great ways to stand out are rich or featured snippets.
Rich snippets - those that display images, stars for reviews, prices for products, etc. in addition to the title and description - are easier to get, but also bring lower CTR improvements compared to a featured snippet. However, your results will be more noticeable even if your position in a SERP remains the same.
Selected snippets - a whole block of information displayed at the top of a SERP - provide a big boost in CTR. But getting one is a bit more complicated.
What do we do now?
To get these two types of snippets, your data must be structured first and foremost. Contact WebSite Auditor and check if the data on your website is already structured.
- Use rank trackers to find opportunities for featured snippets. Don't just research the keywords you're searching for. Look specifically for keywords for which your competitors already have a featured snippet.
Always remember that nothing, including first place, actually guarantees that you will get rich or marked cutouts. At the same time, the potential gains for them are absolutely worth optimizing.
3. local SEO changes
A large number of the zero-click searches mentioned above are local searches, where the results are displayed on the SERP itself, in so-called Local Packs. On mobile devices, a single Local Pack can take up as much memory as an entire SERP displayed to a user.
What do we do now?
You can cover a variety of searches, mostly those with keywords like "near me" or "address" and "phone number" in one fell swoop by creating a Google My Business page for your business.
But that should only be the beginning of your efforts. A large number of searches don't end at Local Packages. People who want to compare products, look up more detailed information, etc. will still come to your website, and that's where traditional SEO practices become important.
So, having a solid backlink profile is of utmost importance. See what kind of backlinks your competitors are getting and try to find them for yourself.
One peculiarity of local SEO is that you don't have to have just any backlinks, but those that Google deems locally authoritative.
And of course, remember to track your local ranking performance. Keep in mind that the slightest change in location will affect the type of results users receive. To find rankings for keywords down to a street and a house, you should use a keyword research tool like Rank Tracker.
4. the machines are here to stay.
For years, Google has used learning algorithms to improve search usability and avoid keyword stuffed web pages. In 2020, this will be more important than ever with Google's newest algorithm called BERT.
As far as we know, Google uses three mechanisms: first is Neural Matching, which finds out the meaning of the query. Second is RankBrain, which adjusts SERPs based on the data collected about user behavior. The third, the newly implemented BERT, is the algorithm used to analyze the structure of a search to better understand the context in which keywords are used.
What do we do now?
As for neural matching or BERT, there's not much we can do about these algorithms - neural matching is really Google's inner kitchen, and BERT really requires you to write good content.
But RankBrain should really be accounted for very carefully. The goal here is not just to rank by keyword. Today and in the future, intent matching is of utmost importance for creating successful content.
Because right now, simply ranking without matching intent will exclude you from a large number of SERPs.
To understand the right search intent, you need to keep your hand on the pulse of current rankings. Monitor results with Rank Tracker software to see exactly what content Google thinks is relevant to the search queries you want to rank for.
After you've properly determined the intent behind the search queries you want to rank for, create the content to match your users' intent when they search.
5. brand building should be a priority.
A notable trend for any marketer working today is that organic social is pretty much dead. While paid advertising still works great for social, the fact that more and more companies are doing it creates a real trend where the ROI for paid ads will decrease.
It's obvious at this point that paid ads are becoming more common and expensive for anyone looking to grow through this avenue. Under these conditions, brand awareness and brand building are moving to the forefront of digital marketers' efforts. On the other hand, linkless mentions are becoming increasingly important, with Google and Bing confirming that they are used as ranking signals.
What do we do now?
First and foremost, we need to go and make appropriate mentions. And for 2020, we need to pay as much attention to creating quality link profiles as we do to handling and managing linkless brand mentions.
For example, with something called social media listening, you can track every mention of not only your brand, but also the type of service/product you offer.
First of all, this allows you to connect directly with your clientele. Secondly, it gives you the opportunity to build brand awareness through public customer service.
It helps to let the people who are actually interested in your product know about any campaigns or promotions you may have run, etc. Also, you can look up where your main competitors are mentioned and start a campaign to be mentioned there as well.
By using social listening tools, marketers are able to build brand awareness through direct interaction with their customer base, so they shouldn't be thrown off a digital marketer's agenda.
Thanks to Marketing Land on English for this brilliant article, the SEO Trends 2020 will definitely make a difference.