10 SEO Trends to watch in 2020
Technological advancement has evolved increasingly from the early days until today.
Among the technological advancements is the Search Engine Optimization (SEO). SEO is a technological process that enables the web search engine users to have a quick access of a web page.
SEO increases the quantity and quality of website traffic through increasing the website accessibility and visibility.
Different SEO professionals and experts have registered important SEO trends in 2020 which can be essential for knowledgability.
User focused optimization and BERT:
Having been launched in 2019, Google’s new BERT algorithm has increasingly acquired a lot of attention. All SEO experts and professionals yearn to learn on how BERT can be optimized.
On the other hand, user focused optimization involves the alignment of content and reassessing to the search user access points. Notably, users have numerous options than ever, on how they do their research.
With user focused optimization and BERT, users content delivery is of high quality and quantity. Furthermore, the use of BERT has played a great role in making user search more intent matching.
Research tools of keywords may become less relevant since the content will be written according to the user intent. There will be less consideration for the primary data set while creating content as derived from user suggested queries.
In 2020, there will be less use and consideration of key words. No more slowing down of deep learning research and more expectation is that, search engines are shifting from the keywords to “intent research”.
Continuously, Google is updating to the optimization of search results basing on the content of the user, instead, of focusing on the matching of keywords to the page.
Since SEOS are going to grow their skillsets to understanding the full digital stack and marketing, companies are going to treat SEO as a key factor for their business plans.
The evolution will care less about fixing the issues of SEO and focus more on fixing business and marketing issues. Therefore, tooling providers and practitioners will shift efforts to intent research and then user needs can easily be fulfilled.
High quality optimized content:
No-matter the placement of keywords,the way how the content is laid and written to the understand-ability of the local audience is essential.
Content is one of the great effects of SEOs, ranging, from the internal linking and site structure to the already built links. For the content to be successful in 2020, the writing has to be valuable, of high quality, on-point, authoritative, satisfactory, relevant, and consistent brand messaging in all channels.
SEOs have to ensure that they have the best content on their web and a subset of a specific topic. By doing the needful, the users will be future proofing their businesses through Google. With such an organization of content, Google is looking forward to satisfy the user needs.
Furthermore, Google is aiming at representing the investment type of market with massive scalable algorithms. There will be no chasing page views, and individual key word targeting with content in 2020, since, the obsession with key words will be irrelevant.
A hard look at the content quality and optimization is essential for users. Therefore, with a methodically and deliberate organization of cluster content, it is essential in delivering intuitive and comprehensive topical experiences to meet business objectives.
One might be surprised about mobile SEO as one of the important 2020 trends. As a matter of fact, almost every prospect that comes into shops comprises of a mobile site which, is a mess.
For survival in 2020, there is need for the implementation of the 2017 tactics and have mobiles fixed. This can be done by building sites for the mobile-first, and then make them compatible with the desktop.
For this reason, such sites do not have to be optimized for speed especially after the launch. Without a mobile-optimized and mobile-friendly website, action needs to be taken immediately since there is no need to wait any longer.
All online reporting must have a reflection of the insights into the mobile performance as a number one priority.
More so, a person sitting on their desktop should be visualized having the ability to access various websites on their mobile devices as well.
SEOs need to consider what they are up against, mobile search results, the kind of traffic hopefully expected, and the kind of optimization that will be a success at impacting the actual bottom line.
Unfair Advantage and E-A-T:
In 2020, Google is looking continuously at the overall E-A-T (Expertise, Authoritativeness, and Trustworthiness) and reputation of a specific company. Not only does it look at E.A.T but also the individual company content publishers.
In spite of the advancement, various companies struggling with poor customer service, reputation issues or other issues will have a very hard time competing.
However, a few ways can be of great importance to have competitive advantage that is a digitally-based. For example, niche products, supply chain excellence and customer service. A strong focus will be on the fight against fake news as well as ensuring high quality content.
More important than ever, there will be much focus on the authors trust value. This will involve having authority and verifying authors for particular sites and subjects in general.
For the large academic studies and papers, Google is attempting by all means to ensure and better understand the sources of references, and news stories.
In order to cement trustworthiness, the credentials of the author are meant to match with the sources.
Consequently, this is an easy way for Google to weigh trustworthiness and authority of a particular content piece, whether it is a publishing story or news.
On the other hand, the unfair advantage incorporates businesses which are offline to find their way online.
In fact, it is advisable that all those events, ranging from awards, conferences, partnerships, and the alike that cannot be seen by Google ought to suddenly take on enormous vitality. Thus, they have to be pulled online and then be pushed to Google for its credibility and understanding.
Technical SEO and UX:
In 2020, the biggest smart SEO professionals need to focus on UX (user experience) for a greater success. UX includes the general experience from the interaction initially in the SERPs, to the landing page overall experience.
By thinking about how users can be helped to have the best experience possible, there should be true pondering and value provision during their visit.
On the other hand, technical SEO is a piece that is greatly useful for the UX discussion of which, both involve page speed and site speed.
Notably, Google has reinvigorated focus and discussions around the speed reports and site speed, with the “slow warning badges” as new Chrome in Google Search Console.
Consequently, this will reignite developers’ conversations and lead to system complete redesigning in some cases of page templates.
Therefore, this has become more obvious this year 2020 though it started some few years ago with the popularization of JS frameworks.
With the general knowledge that high-quality content in 2020 will be important, this context is still not fully understood by algorithms.
There is need of giving hints to search engines to ensure that results are delivered and better understood depending on the intent of the searcher.
Notably, this involves structuring data in a manner that can help search engines to understand better, not only what a page is comprised of, but also how that page can relate to other various pages included within the website. Ultimately, the business wants to be found, understood by customers through any channel and be well-positioned, ready, to take advantage regarding the Google future features and other consumers of structured data.
Furthermore, rightly done structured data can be the marketing data layer. Such structured data allows publishing content for all machine, search engine, and voice assistant. In this way, the context provides service to customers across various surfaces and at all moments of interaction.
Smart SEOs will begin leveraging structured data to improve their analytics in order to gauge what part of the content is bringing results.
Ultimately, this data is used to influence content strategy, product features, marketing strategy, and much more, across their various companies.
Therefore, one should never automatically trust some plugins installed to the structured data since it can bring a lot of manual penalties due to poor structured data implementation.
Focus on Visibility, Not Just Blue Links:
Clicking zero searches has been a great disappointment and a reality in the previous year 2019. In 2020, focus should be established more on visibility than the blue links.
Multiple brand marketing is taking place on Google itself, not necessarily on ones’ specific website. Here, smart marketers will require learning how to adapt the brand marketing. Eventually, they will get more strategic advantage about the information that is shown in the search snippets.
Search snippets comprise the basic tactics meant to increase the actual clicks over impressions. Basic tactics can be the use of newer schemas, featured snippet optimization, favicon optimization and image targeting.
Therefore, there will be continuous localization in the search results with the help of Map Packs, events and News ranking as well as taking clicks from rankings which are organic traditional.
Knowledge Graph Optimization and Entity:
Searching of the future is increasingly about real-world objects and by this; Google is finding means to include entity information which can be related in search results.
Effectiveness can be achieved through things like, augmentation queries. One can optimize entities that their site is about through doing things such as, optimizing entities for Google’s Knowledge Graph and ensuring that they appear in the Knowledge Panels.
Now that everyone has to pay much attention to what is happening, local search is at the major forefront of the entity-based search. In fact, local SEO has for years been entity-based that one could easily be able to rank local businesses however much they never had a website.
Google is now and then tracking real-world visits recently and already received a patent right for using a ranking signal of ‘quality visits’.
Large amounts of cornerstone content need to be tied to certain entities, which, Google can either recognize or not.
In 2020 internal linking will be to the fore, but based around things, and not strings. For clear understanding of the unique knowledge graph, the web presence will empower many to link together those concepts better within the content. As a result, this will benefit crawlers and users.
For a business and brand to be seen as an entity by Google, original industry reports need to be published, new expert advise compiled and are among the voices dominant in the market.
Therefore, it is these signals related to entity that will help business to keep ranking.
Brand Building and Link Building:
Whoever wants to acquire the top-tier links in 2020, it is high time to move the building of link from the dark ages to a consumer-first approach.
Through focusing on the three journalistic writing types of planned editorial, planned reactive editorial and reactive editorial, link building will be more concerned about brand building.
With planned editorial, the topics are majorly covered by journalists at a specific point each year like Valentine’s Day and Black Friday.
Furthermore, planned reactive editorial writing includes features that are written by journalists on a particular topic and involves a seasonal event that is known to have been covered because of time frame.
Here, no one knows the exact story not until journalists write it on their editorial meeting.
For the reactive editorial, features are written in the now and here, as unplanned and can never be predicted.
They are dictated as a result of a news story breaking. SEOs have the responsibility to build media and links and placements that push brand and drive traffic.
Link building activity has to be based on-brand, unless otherwise, there is a chance that there will never be any brand-building activity.
Since customers are getting smarter and expect more regarding marketing, the more trust they have, the more they will share the business content (links), value, and products revenue purchase.
SEO programming languages:
SEO programming languages need to be tapped into in 2020. These include R and Python which eliminate the redundant and the most time-consuming tasks.
SEO automation will help to harness the marketing fundamentals power and these are not limited to branding, creating great customer experiences, storytelling, and speaking customer’s language.
Furthermore, there should be attentiveness in listening to the target market and provision of timely and thoughtful responses. Providing content that can be easily consumed, and being human is vital.
Thus, there is necessity to make decisions which have limited time for providing human input.
All in all, SEO in 2020 is trying to get high ranking pages. Professionals have decided to make new websites which, can be easy to understand and find. For the effectiveness of the SEOs, one has to embrace the concept of SERP.
SERP involves stopping to focus on the organic listings and optimize for the rest of other search elements that are not limited to: images, quick answers and videos sections. Therefore, key words will never fool Google because its major focus is on improving user needs and wants.
Kakaire Brian is the CEO of 1AdVERT Digital Marketing Agency based in Kampala,Uganda.
He has skills in website design, website development, and having tons of practical SEO knowledge and expertise, Brian’s skills run from SEO to digital marketing to website development. Brian offers SEO audits, SEO consulting, and website design & development through his company, Site Objective SEO Consulting.