The SEO landscape is quite dynamic. Sure, some things stay the same: use keywords in your titles and tags, make your site mobile and user-friendly, etc.
However, other factors will continue to change. This year, Google, along with other search engines, is trying harder to become the end destination of their users’ journeys. This defines major SEO trends, and we need to find ways to stay effective within the new frameworks that Google has given us.
SEO Trends 2020
1. Zero-click Searches Are the New Normal
Because of SERP features like snippets, Knowledge graphs, Local Packs, and more, “zero-click searches” have become a trend in their own right. What does it mean? Most answers to people’s query are on the SERP. They don’t have to click anything anymore.
Do not panic. What kinds of searches are these? Common examples are those looking for your business’ address and contact number, or people who are searching for quick and easy questions. This type of inquiry often won’t convert anyway, so don’t worry.
What should you do? Identify which keywords can bring you clicks. Several tools can help you analyze and determine the top-searched keywords for a specific niche. While answers to questions like what, where, when, and how are vital for content, they should not be the only focal point for your efforts, especially with SEO trends in 2020.
2. Optimize for Featured Snippets
Now that zero-click searches are very common, the information being shown on the SERP is even more important. For you to stand out from the competition, you need to get into Rich or Featured Snippets.
Rich Snippets are those that show pictures, review stars, and product prices. These are much easier to get, but they give a lower click through rate (CTR) improvements compared to Featured Snippets. Though the results are noticeable your rank may stay the same.
Having an entire block of information shown at the top of an SERP will bring great increases in CTR, but getting one can be more challenging.
To get both of these, you need to have your data structured. There are trackers available so you can check and find opportunities for Featured Snippets. You do not just research the keywords you are ranking for. Also check keywords that your competitors may have already used to get Featured Snippets.
3. The Machines Are Here to Stay
For years now, Google has been using algorithms to help improve user experience. One of SEO’s current trends today is BERT. It is used for analyzing the structure of a search to better understand the context in which keywords are used.
To understand the search intent, you have to keep your hand on the pulse of what is ranking now. You can use software to track and monitor results to see exactly what Google considers relevant to the inquiries you like to rank for.
There is not much that we can do about this new algorithm, no way to game it. If you want to rank, then it just requires you to write good content.
Every time you think you are already familiar with SEO trends in 2020, the rules start to shift and change again. For example, having Google My Business is becoming more important for some local businesses today than a website, and this is only a symptom of a much bigger trend.
You have to keep an eye on SEO current trends and adjust your strategies to the new challenges, pretty much always. That’s the only way you can give valuable content to users that keeps them coming back and also keep your ranking.
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