Google is committed to becoming the ultimate destination for its users. This, most of all, defines the main trends of SEO in 2020.
SEO landscape is very dynamic. Of course, some things remain the same: insert relevant keywords in the headings, prioritize optimization for mobile users, etc.
But other things keep changing. This year, Google, along with other major platforms, is more and more trying to become the ultimate travel goal of its users.
This, first of all, determines the main SEO trends in 2020, because now we need to find the best ways to remain effective within the framework created by Google.
1. Zero-click search is fine
Thanks to SERP features such as select fragments, local Google packages, knowledge graphs, etc. Now more than half of all queries are “search by zero query”. This means that the SERP request responds to the user’s request.
What are we doing?
• Do not panic. Think about what these searches are: these are people who are looking for your address and phone number. Or people looking for the answer to a quick and easy question. These specific clicks will probably not be converted in any case, and therefore this should not bother you.
• Determine which keywords can bring you clicks.
This, of course, is vital for the content, but should not be the center of your SEO efforts.
2. Do your best to optimize snippets
In a situation where the zero-click search is so widespread, the information displayed in the search results is now more important than ever. Two great ways to stand out is to get rich or featured snippets / snippets.
Rich fragments — those that, in addition to the title and description, show images, stars for reviews, product prices, etc. — are easier to obtain, but their CTR is lower than the selected fragment. Your result will be more noticeable, even if your position in the search results remains the same.
Selected fragments - a whole block of information displayed at the top of the search results - significantly increase the CTR. But getting such a snippet is a little harder.
Always keep in mind that nothing, including ranking, guarantees the receipt of rich or recommended fragments.
3. Local SEO is changing
A huge number of the above-mentioned zero-click searches are local searches, the results of which are displayed on the very output, in the so-called local packages. For mobile devices, one local package can take up as much space as the entire SERP shown to the user.
What are we doing?
You can cover a huge number of search queries, mainly containing keywords, such as “next to me” or “address” and “phone number” in one fell swoop by creating a Google My Business page for your company.
But this should only be the beginning of your efforts. A large number of searches will not end on local packages. People who want to compare products, look for more detailed information, etc., will still come to your site, and this is where traditional SEO methods become important.
Thus, having a solid backlink profile is of utmost importance. See which backlinks your competitors get and try to get them for yourself.
The peculiarity of local SEO is that you need not only backlinks, but also those that Google considers locally authoritative.
And, of course, do not forget to track your results in the ranking. Keep in mind that the smallest change in location will affect the results that the user will receive.
4. Cars are here to stay
For many years, Google has been using learning algorithms to improve the search experience of its users and to avoid the use of keyword-filled web pages. In 2020, it will be more important than ever with the latest Google algorithm called BERT.
Now, as far as we know, Google uses three mechanisms: the first is Neural Matching, which finds out the meaning of the request. The second is RankBrain, which adjusts the results of search results based on the collected data on user behavior. The third, recently implemented BERT, is an algorithm that is used to analyze the search structure to better understand the context in which keywords are used.
What are we doing?
Regarding neural matching or BERT, there is little we can do with these algorithms - neural matching is really Google’s internal cuisine, and BERT really requires you to write good content.
But RankBrain should be taken into account. The goal here is not just ranking by any keyword. Consistency is now paramount to creating successful content.
Because now just ranking without a coincidence of intentions will cut you off from a huge amount of search results.
To understand the correct intention of the search, you need to keep abreast of what is in the ranking right now.
5. Brand building should be a priority
One notable trend for any marketer working today is that organic society is pretty much dead. While paid advertising still works great for social networks, the fact that more and more companies are doing this creates a real trend in which the return on investment in paid advertising will decline.
At this point, it is obvious that paid advertising will become more common and expensive for anyone who wants to go this way. In these conditions, brand awareness and brand building come to the forefront of the efforts of digital marketers. Non-referenced references, on the other hand, are becoming more and more important, and Google and Bing confirm that they are used as ranking signals.
What are we doing?
First of all, we need to take care of the relevant brand mentions. And by 2020, we should pay as much attention to creating quality link profiles as mentioning a brand without links.
For example, monitoring on social networks will allow you to track all the references not only about your brand, but even about the type of services / products that you provide.
It also allows, above all, to directly interact with the clientele. Secondly, it provides an opportunity to increase brand awareness through public customer service.
Every time SEO experts think that they have missed something, the rules begin to change. A great example is how local SEO has changed. Today, having Google My Business is becoming more important for some local businesses than having a website, and this is just a sign of a broader trend.
We must always keep abreast and adapt our work to the new challenges that we face in order to provide the best results for our customers. Turn to Futureinapps professionals for SEO promotion in Kazan (check this keyword)!