SEO trends of 2020
2020 brings with it a wave of new trends for SEO specialists: new algorithms, attention to the local and focus on user experience are today among the key points of an effective SEO strategy
Each new year brings with it new SEO techniques and new challenges for those who have to study the best marketing strategies for the months to come. The SEO universe is incredibly dynamic and it is essential to keep up with the times constantly, to know in advance the tactics that will work and will lead to significant advantages in terms of page ranking and positioning in the SERP.
The SEO trends of 2020 are divided between evergreen rules to be respected and growing news, to be monitored carefully to better optimize your website or that of your customers.
Let’s find out together what are the new SEO trends for 2020 .
One of the main novelties in the SEO panorama concerns the introduction of the new Google algorithm, Bert, an acronym for Bidirectional Encoder Representations from Transformer , the latest revolution, capable of processing the natural language in an extremely advanced way , analyzing the individual words of the query of research in their context and deliver incredibly precise and accurate outputs.
In SEO terms this means that hyper technical tricks aimed at better positioning are working less and less, in favor of truly quality and useful content for the end user. Google Bert does not require a particular SEO optimization Services, but an ever more marked ability to respond accurately to the requests of end users, together with a thorough study of the needs of its target that allows you to always propose consistent and interesting themes. The focus is therefore to be placed on a communication that is as natural as possible and designed with the users’ research intent in mind.
One of Google’s goals is to provide more and more information directly in the SERP. In fact, more than half of the searches have become zero-click searches , that is, the user’s request is increasingly given a reply directly in the SERP itself, without the need to click on any link.
One way to stand out is therefore to work a lot on Rich Snippets and Featured snippets . The Featured Snippets , increasingly relevant, consist of a block of information shown at the top of a SERP. Obviously they represent a precious way to be more visible and authoritative among the results, and the percentage of clicks that occurs through the featured snippet now exceeds 50% of the total searches.
The Rich Snippets are snippets that in addition to the title and description showing pictures, prices, reviews for stars: they are easier to get, but lead to improvements in the lower CTR Featured Snippet.
The first step to take to obtain these types of results is to make sure that the data of your website are structured , so as to transmit clear and relevant information to the search engines and help them understand the requests and generate consistent outputs. The data must therefore be structured in an optimal way to highlight not only what content is present on a page, but what relationship there is between them and what link is present between the different pages of a site.
In a world increasingly characterized by voice assistants such as Amazon Echo, Google Assistant and Siri, voice searches have become an essential focus on which to focus. By now become a real trend, they allow users to obtain information in a simple and innovative way , even when they do not have the possibility to type on a keyboard.
Voice searches are nowadays not only carried out via smartphone, but through more and more devices that accompany the user in the most different moments of the day. An example are the supports for voice search for home use , often with speakers integrated and connected to the home wifi network, which greatly simplify the life of those who want to search without necessarily being in front of their PC.
Voice research integrated in automotive systems , such as that of the Apple Carplay and Android Auto systems, which aim to minimize distractions while driving and to maximize safety and comfort, is definitely useful .
Local SEO comes into play in a predominant way when users search for products or services related to a specific territory . Anyone who has a physical store will have to take local SEO , a fundamental point of the strategy, into high consideration when you want potential customers to find their own business.
Google MyBusiness is a service that certainly helps a lot from this point of view: taking care of the personalization of MyBusiness in a precise way allows you to be much more visible among the search results, with evident positive repercussions on your business . In addition, a feature of local SEO is the enormous usefulness of having as many backlinks as deemed locally authoritative by Google.
One trend that an SEO professional should undoubtedly focus on in 2020 is the user experience. This includes the entire user experience starting from the initial interaction in the SERP, up to the navigation through the pages of a website.
All phases of this interaction must be immediate and simple for the user , for whom it is of fundamental importance to find highly accessible information and to navigate fluidly from one content to another within the same site.
It is therefore good to plan the structure of your web space in a global and accurate way, to make it coherent in its tree structure , and to equip it with pleasant and usable graphic and textual elements: from the simple typographic aspect to the links, up to a pleasant color scheme, adapted to the target and aimed at the most positive online experience.
Link building and brand building
To obtain quality links in 2020 it is necessary to focus on creating content respecting some three types of writing, such as: drafting of content planned for recurring events, such as black Friday, Christmas or Valentine’s Day r reactive edazioni planned linked to a seasonal event, which is expected to take shape but you do not know the story until the moment when you actually take place
contents related to unplanned and unpredictable events, generated by news with a sudden cut
Building and nurturing users’ trust around their brand is really important, given that as it increases, the chances that they share links and talk about the brand proportionally increase, guaranteeing positive advertising.
In addition to focusing on creating content that helps ranking, those who do SEO should therefore engage in building links that push the brand upwards, strengthen it and generate an authoritativeness that inspires full confidence in potential customers.
The abbreviation EAT stands for experience (authority), authority (authoritativeness) and credibility (trustworthiness), three parameters considered essential by Google’s quality raters to position a website. The EAT method indicates whether a website is valid or not and provides guidelines to be followed to make it so.
The three mentioned above are not the only factors to consider when creating content for a website, but should be kept in mind for a detailed evaluation. The EAT parameters are mainly applied to websites that deal with finance and medicine , topics to which Google pays particular attention in order to avoid that inadequate or poor quality content may have a negative impact on the health or on the portfolios of its users.
Video content will continue to be a growing trend also in the course of 2020. Current internet users, especially those of the younger generations, use videos as their preferred channel for acquiring information. YouTube for example is the second largest search engine after Google and has become a sort of new TV, while many users prefer to collect information on a service or company through short videos, rather than articles, e-books or infographics .
The choice to create video content is therefore successful also in 2020, and it is important to use this communication tool adapting it to the different channels on which it can be shared: depending on the target and the marketing objective , Facebook , Linkedin, Youtube are preferred or Vimeo or even Tik Tok.
The visibility of the business will be guaranteed not only in the platforms on which the video is present, but also in the organic search results : with a view to promoting a company, a product or its own personal brand, appear on Google Search, Google Images or Google Discover with an engaging user experience, it can be a truly winning strategy.
To minimize wasted time and optimize productivity, an excellent aim for 2020 is to take advantage of programming languages such as Python. The time saved by using the efficient SEO automations that can be generated, allows you to focus on other fundamental aspects of your marketing strategy such as:
- Creating a great user experience
- The planning of effective storytelling
- The construction of authority
- The provision of adequate and timely responses to the reference market
- The creation of user-friendly content in a simple and engaging way
- Harnessing the power of automation and making longer or complex processes easily manageable is one of the winning strategies for 2020.
The main trends of 2020 are however dynamics in continuous evolution: the SEO universe is often too fast and constantly innovating to be pigeonholed in pre-packaged rules. The basic strategy of a good SEO expert is therefore only one: updating constantly and with curiosity.