When we talk about SEO, it is an ever-changing landscape. But 2020 looks like a dynamic year for SEO with a handful of vital trends that are set to shape the SEO tactics for the year and moving ahead. While some aspects remain the same like using relevant keywords in titles, optimizing mobile-first experience, etc. you need to align your strategies with the latest SEO trends to stay on top this year.
Carrying forward the latest trends of crafting user-centric experiences, Google along with other huge platforms is aligning their framework. This, more or less, sums up the major SEO trends for 2020. Here are 5 SEO trends that you need to know for 2020.
- Prepare for Zero-click Searches
More than half of the searches are now “zero-click searches.” This means that your queries are being answered on the SERP itself, rather than you having to click on any links to get your answer. This is being made possible with smart features like featured snippets, knowledge graphs, Google’s Local Packs, and so on.
Identify keywords that can bring you clicks. So you can spend less time and effort on optimizing for queries that don’t deliver results.
- Optimize for Rich & Featured Snippets
With zero-click searches being so prevalent, the information shown on the SERP becomes important. Rich snippets show, in addition to title and description, images, ratings, prices, etc. are easier to get but doesn’t affect your CTR. Featured snippets, on the other hand, display an entire block of information at the top of a SERP. It is difficult to get but greatly increases your CTR.
Getting both snippet types requires structured data. Target keywords which already have a Featured snippet.
- Update Local SEO
Local SEO activities bring real customers who are trying to find you right now. So it forms an important part of any SEO strategy. A large number of these zero-click searches are local searches which means the getting that featured snippet slot will be crucial. The local search results are displayed on the SERP itself, in ‘Local Packs.’ For mobile usage, a Local Pack might take up the entire screen space.
Create a Google My Business page for your business. In addition, having a solid backlink profile is crucial. Also, remember to track your local ranking performance.
- Adapt to Google’s Algorithm
By December 2019, Google initiated its latest search algorithm named BERT. In 2020, working within Google’s latest algorithm will be the key. The first mechanism Google involves is Neural Matching, which analyzing the query. The second is RankBrain; it adjusts the SERP’s using collected data about users’ behaviour. The third is the newly-implemented BERT - an algorithm that analyzes the structure of a search. It helps Google to understand the search context better.
Write relevant content using intent matching. Monitor Google’s results to see what content it considers relevant. After that, create the content to match users’ intent through their search.
- Prioritize Brand Building
In a scenario where paid social advertising is prevalent and expensive, brand awareness and brand building through social media have to be prioritized to create revenue in the long run. Brands need to go and build relevant mentions. Linkless mentions are becoming increasingly important as ranking signals.
Pay attention to building quality link profiles as well as managing linkless mentions. Using social media listening like monitoring every mention of your brand and service/product, you can engage with your customers directly. It also helps you build brand awareness through public customer service or care.
Every time marketers think we have got on top of their SEO game, the trends shift. Look at what local SEO was 5 years back and what it has evolved into today. Having Google My Business has pretty much become a mandate for some local businesses, more so than having a website. This is just a sign of things to come. To identify SEO best practices we need to always keep ourselves updated and adjust strategies to work around the new challenges.
With more than 10 years of experience, handling numerous clients in the digital ecosystem, Amura keeps you ahead so that you can get the best out of the SEO strategy.
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