11-Feb-2020 12:24 PM Digital Marketing
Search Engine Optimization (SEO) is an unavoidable aspect for any digital marketer, brands of all sizes, and website owners. Because SEO is about making websites easy to find. It plays an important role in getting the websites to appear in the search results when the user types an inquiry for which the website has an answer or solution. When played well, SEO will help a website rank better and get it to appear in the first pages of the search result. In a nutshell, it increases a website's visibility in the Search Engine Result Pages (SERPs) that help you gain more organic traffic to your website.
SEO is constantly changing. The year 2019 alone saw several updates on Google algorithms. So, it is crucial for any digital marketer or an SEO expert to know and keep updated about the latest trends to reap the best out of it as each of these trends can impact how you plan, implement, and report on campaigns.
This article will look at what is there in the store for SEO in 2020. We will also evaluate how these factors will influence the way we formulate strategies this year (and beyond too, if these trends remain unchanged).
While AI and chatbots stay prominent in the main domain, the latest entry in the SEO trends is voice search. User experience has increased with the real-life examples of voice searches such as Google Home, Google Assistant, Siri, Alexa, and Cortana.
Here are some astonishing statistics:
The number of voice searches performed in Google have increased by 35 times since 2008.
In the past 12 months, 60% of smartphone users have tried voice search at least once.
55% of teenagers and 41% of adults use voice search at least once in a day.
20% of all searches on mobile are voice searches.
By 2022, voice-based shopping is expected to jump to 40 billion USD.
The global voice-based smart speaker market is expected to be worth 30 billion USD by 2024.
Now, let's see the three types of questions answered by Google:
Direct Answer Questions (DAQ)
These question keywords start with What, Which, Where, Who, etc.
Short Answer Questions (SAQ)
These questions start with Why, Can, etc.
Long Answer Questions (LAQ)
These questions require a longer, often instructional, answer.
Because of voice-based technology, searches in the form of direct questions will play an even more crucial part in SEO in 2020. Since the user asks (or speaks out) a query, most of these queries are long-tail and very specific as the user wants an accurate answer to the exact question asked.
And so, the content creators must make sure that the content contains scalable phrases for search engines. By incorporating phrases instead of keywords, SEO can be optimized for voice searches.
The popularity of videos is increasing daily and it seems that Google loves videos. It has become a very important part of any SEO strategy and digital marketing efforts.
According toa report from Zenith Media, people spent more than one hour (an average of 67 minutes, to be precise) watching online videos per day in 2018. It also predicts that the average video consumption per person will continue to rise steadily next year (and beyond, of course) as the average video consumption per person is expected to reach 100 minutes per day in 2021.
So, undoubtedly, including video content in your SEO strategy is one of the top SEO trends of 2020. The goal must be to create great video content as video marketing has the power to make your audience stay glued to the content displayed. You can create great video content by adding a story line of the incident and situations that the audience can relate to.
Many people find video content more relatable and they learn from it better. So, creating helpful YouTube videos that support existing content on the website can definitely get you higher traffic when Google indexes your video.
Domain authority is not anymore about links. Google evaluates your website based on Expertise, Authoritativeness, and Trustworthiness (E-A-T). And in many more ways, E-A-T has become the new Domain authority now.
Now, Google understands the relationship between words better with the launch of the recent BERT update. BERT is an update to the core search algorithm that comprehends the intent of the searcher behind a search query. Which means, if you produce great content by focusing on the E-A-T principles, it will rank higher.
Now, let us focus a little bit on E-A-T:
Expertise: The page must have quality content written by an expert writer.
Authority: The page must have an authority on the subject.
Trustworthiness: The page needs to have other authoritative links pointing to it from trusted sites.
Now let us see how to create great content:
Your journey to creating great content starts with details. The content should be original with detailed information. The next step is to include information or value to your article. Every page on your website must help the reader by serving a clear purpose.
Now, the content must be well written by an author who has an excellent grasp on the topic as well as the language. It should be engaging and well communicated. A well written content must be free of typos, misspellings, misused words and punctuation errors. And for that, the article must be well edited.
Finally, provide good user experience to your reader by removing ads or pop-ups if there is any and keeping the article well structured.
87% of internet users are on mobile phones and 40% of financial transactions occur on mobile.
Mobile phones were simply phones first, then it became on par with desktops, and now, it is leading the way. While desktop optimization is on its way to extinction, Google has already started ranking websites on the basis of their mobile-optimized versions.
Being rich with high-quality content, AMP version compatibility is a must for any website to survive in this competitive era and take over its competitors.
Mobile-first indexing was enabled for all websites from July 1, 2019. But what is mobile-first indexing and how does it work?
According to Google, “Mobile-first indexing means Google predominantly uses the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page's content when evaluating the relevance of a page to a user's query. Since the majority of users now access Google Search with a mobile device, Googlebot primarily crawls and indexes pages with the smartphone agent going forward.”
Unless your entire SEO strategy is mobile-driven in 2020, the indexing and ranking of your website will not be any positive.
Artificial Intelligence has been revolutionizing industries for over half a decade and has been a pioneering force in the evolution of SEO. Even though we are only catching early glimpses into how AI will dominate, it definitely is one of the biggest trends in digital marketing for 2020 and beyond. It has become an important component of how pages are classified by search engines. This explains why it is crucial in SEO.
In many ways, AI can be a huge help in SEO. It can help you improve your current SEO strategy by identifying opportunities, especially by finding out the most relevant keywords. AI's speed and algorithm help businesses speed up the process and enhance keyword research accuracy, competitor analysis, search purpose research and more.
AI is becoming easier and more accessible for businesses to use, as the technology is progressing continuously. Its ability to complete dozens of functions and analyze trillions of data points makes it an intelligent tool in any SEO strategy.
AI will keep on influencing SEO in 2020 and the years to come. We can identify specific search terms by using websites and applications that integrate AI. And it will boost our traffic and enhance interaction. We can provide the user targeted and personalized content while companies can create engaging and dynamic landing pages with the help of AI.
The world of SEO in 2020 is bright and exciting. But it will require more investment and intelligent strategy than ever before. Start revising your SEO strategy today. Include voice search optimisation and mobile-first strategy, add great video content, consider E-A-T, and consider AI in your SEO strategy to reap the best out of it.You WILL NOT find better SEO warriors than those in Verbinden Communication. To help you with developing a great SEO strategy and rank your website first on Google SERPs, contact us. Now!