As competition continues to rise in the digital sphere and websites are launched every day, it is time to rethink your SEO strategy time and again. The SEO landscape also is quite dynamic. Some things remain the same always: place appropriate keywords in titles, keep it a priority to make your website mobile-friendly and so on. However other things change drastically with the passage of time. With updates of Google on its own algorithm business owners, therefore, need to be always up on their toes. Here are a few SEO trends that are sure to come up in 2020.
Zero-click searches get due importance
Because of prominent Search Engine Result Page (SERP) features namely featured snippets, Google’s Knowledge graphs and Local Packs, etc., more than 50% of search engine searches are at present zero-click searches. It implies that any user’s query is itself answered on SERP without actually clicking them at any time.
Finding out about these zero-click searches, therefore, is crucial. These clicks are done by people who search for address or contact number or by those who look out for reply to easy questions and so on.
Identifying specific keywords that bring you the clicks is also necessary. By using a powerful rank monitoring and keyword research tool such as Rank Tracker in combination with Google Search Console a/c, you may evaluate what keywords that you are optimizing actually bring the relevant clicks. In this way, you are able to save time as well as effort thereby optimizing queries with keywords.
Rich as well as featured snippets are optimized
In a scenario where zero-click searches are predominant, the details shown on SERP seem to be important. Optimizing rich or featured snippets is a trend that will be followed in the coming year. By definition, featured snippets are the whole block of information that may be displayed at top of search engine result page and they help to increase click-through rate (CTR). Rich snippets, on the other hand, are those that show pictures, stars for the reviews, product prices in addition to description and title. Unlike featured snippets, the rich snippets bring CTR improvement at lower pace but they are easier to get. The result is easily noticed even though position in search engine result page remains unchanged.
For snippet optimization, it is therefore vital that data on the website should be structured. You should use on-page SEO auditing tool such as WebSite Auditor and find out if data on the site is structured. Make use of Rank Tracker tool to find out more about the featured snippets. Search for the keywords for which the competitors already have featured snippets. You need to make use of potentials that help you to optimize rich or featured snippets in the best possible way.
Local SEO techniques are changing
The aforesaid zero-click searches actually are the local searches for which results may be displayed on SERP, to be precise in Local Packs. For mobile equipment, single Local Pack would take up equal amount of space as the whole search engine result page being shown to the user.
You may use large number of searches especially those containing keywords like ‘addresses, ‘near me’, ‘phone number’ by creating Google My Business page for your own company. However, people, who wish to make comparison of products, search for more details and they may go on to your site and that is where the conventional SEO tactics become important. Undoubtedly, having solid backlink profile seems to be of utmost importance. You need to find out the backlinks that your competitors get and also try to get them for your site also. Another important thing is that apart from backlinks you also require those which Google considers to be locally authoritative. Also, you have to track performance of local ranking and remember that minimum change in location may influence the results effectively.
Algorithms continue to play vital role
Over the years, Google has been using algorithm in order to enhance users’ experience with searches and also prevent over-optimized web pages. From 2020 onwards, this feature seems to be more popular with the coming of the updated algorithm of Google called BERT. Till date, Google makes use of three popular mechanisms and the first one is Neutral Matching that depicts meaning of query. The second one is RankBrain that rightly adjusts reliance on SERP on data collected on users’ behavior. The third is newly launched BERT which is an algorithm that evaluates structure of search so as to have better understanding of the context in which the keywords may be used.
In 2020, the focus is simply not to rank relevant keywords. In fact, ranking without proper search intent is sure to hamper results in SERPs. In order to know correct searching intent, you need to know what is ranking in the current time. By using appropriate rank monitoring software such as Rank Tracker you are able to monitor results to find out what content Google considers appropriate for searches. Once you determine the right intent behind search queries you wish to rank, develop content to match the user’s intent in search.
Brand building should be a priority
In 2020, brand building as well as awareness seems to be a vital task for digital marketers. You need to pay attention to building high-quality link profiles as well as handling brand mentions without links.
Making use of what is popularly known social media listening will surely help you to observe each and every mention of not only your brand but also the kind of product or service you provide. It also helps you where competitors are mentioned and even starts a campaign to get mentioned there also. By using diverse tools for social media monitoring you may build brand image through direct interaction with their client base so that you may not be thrown out of competition in due course of time.
Every time the digital marketers assume that they knew everything about SEO, the rules shift as well as change. The apt example is how the local SEO trends changed. Currently creating Google My Business is slowly turning out to be more vital for a few local businesses than creating website and this is in trend for some time. Therefore you should always have to keep abreast of the latest trends and also adjust work to new challenges they are rightly facing so as to bring in optimum results.
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