10 SEO trends to try in 2020
Year after year, Google brings its core updates, and occasional changes, impacting site ranking and results display standards. Therefore, it is always important to be updated on the SEO trends of the moment.
This year promises to bring some changes while realizing trends that were announced last year.
Mastering SEO parameters and current trends are essential to succeed with content strategies and positioning pages on Google.
Because of this, we will bring in this post the top 10 SEO trends for 2020. These are:
- Relevant and valuable content
- User Experience (UX)
- Mobile SEO
- Voice search
- Visual searching
- Rich and Featured Snippets
- User-focused optimization (BERT algorithm)
- E.A.T. content
- Influencer content optimization
- Video content optimization
Read on and learn more about each one!
1. Relevant and valuable content
It is common to learn about new SEO techniques and important technical adjustment tips.
However, there is one point that will always be essential, year after year: quality content.
Many marketers forget how important it is, above all, to produce content that meets what their audience seeks.
More than that, it is essential to offer something relevant, rich in information, that generates value and really make a difference to the user.
Optimizing content is essential but is even more critical to optimize quality content.
Therefore, when thinking about Content Marketing strategies, have as a priority its relevance and writing quality. This condition is the no. 1 Google ranking parameter.
2. User Experience (UX)
A user who searches Google has expectations about the content and the experience in general. SERPs, for example, need to deliver exactly what people are looking for.
That’s where the process begins, and so Google sets its ranking from the user experience, meaning that UX parameters are at stake.
So, when producing content and managing websites, marketers need to think about optimizations targeted at UX.
It is essential to offer a complete experience, ensure good access to the website, good browsing experience, and even a post-visit feature using remarketing strategies. All this has great value for the user experience and, therefore, impacts the page ranking.
Definitely, thinking about UX when creating content is one of the most important SEO trends for 2020.
It is essential to think from this perspective as soon as possible!
3. Mobile SEO
If you’ve been following SEO trends from previous years, you’ve undoubtedly seen that mobile SEO was among them.
We’re not repetitive. Mobile SEO it’s something essential and still deserves to be highlighted when dealing with this topic in 2020.
The numbers prove it: 63% of Google’s organic search traffic comes from mobile devices. It’s an extremely relevant number and increased in 2019. Thus, there is no doubt that this percentage will remain significant, if not growing, for 2020.
The mobile searching experience needs to be as satisfying as it is on computers. Therefore, marketers should be concerned with optimizing all their content and settings for this environment. Otherwise, penalization and a low ranking can become a reality.
It’s as simple as that!
4. Voice search
The voice search, created in 2012, has only gained notoriety and has become a common option in recent years. For 2020, this is undoubtedly one of the most important SEO trends that deserve marketers’ attention.
According to Google, 27% of the global online population is using mobile searches. These numbers mean that more algorithms will be ready to rank sites that optimize their content for this type of search.
For this optimization, however, it is essential to know how to use Schema Markup.
The tool helps Google identify relevant information to generate featured snippets, which are important sources for indexing content for voice searches.
5. Visual searching
Through its Google Lens technology, Google has made visual searching extremely relevant.
Today, the tool can identify about 1 billion objects, which makes this possibility real and relevant.
There are several reasons why users use virtual search. Among the main ones, we can highlight:
- to know more about a product they want to buy;
- directions in a specific location;
- reviews about local businesses;
- translations of words or sentences;
- nutritional food information.
Functionality is the critical factor in the visual search: just point the cellphone camera at the object, place, or store.
The Google Lens app provides the most relevant information that can help the user answer their questions.
Investing in image SEO is the main point in meeting this requirement. Upload your product images and locations with clear descriptions and relevant keywords.
These steps are the best way to index them effectively and attract traffic.
6. Rich and Featured Snippets
Zero-Click is more present than ever: more than 50% of Google searches end without the user clicking on anything, having their information only with what the SERP displays.
This optimized use of the results is possible thanks, among several features, to Rich Snippet and Featured Snippets. The first has more content than usual, provided with information like:
- meta description;
- meta title;
- users comments;
- business address;
- star rating.
Featured Snippets are also another traditional feature, very crucial for the zero-click. It brings summaries on a subject, usually answering directly the search terms used by the user. They are Position Zero on Google.
7. User-focused optimization (BERT algorithm)
User-focused optimization has been a priority for Google. The goal is to deliver content that meets the user’s intentions.
For this, Google has launched Bidirectional Encoder Representations from Transformers, the BERT algorithm.
The purpose of this technology is to optimize the understanding of what search terms represent for the context.
When faced with this change, there are no optimization adjustments for BERT that marketers can do.
The focus should be, above all, to create content that actually answers the search intentions properly, being qualified and in-depth.
8. E.A.T. content
Following the concept of BERT and its relevance, it is essential to talk about E.A.T. as a parameter that Google is valuing.
It is an answer to the question of how to produce content, even if there is no SEO optimization for BERT.
The acronym E.A.T. gathers the initials of the main qualities that content should have, which are:
- Expertise: the content of the page must have been written by someone who is an expert on the subject;
- Authority: the blog or site must be an authority on the subject in question;
- Trustworthiness: the backlinks of this site must be directed to other relevant and reliable pages.
When thinking about relevant content that can perform well in front of the BERT algorithm, consider the E.A.T. parameters.
9. Influencer content optimization
Influencer Marketing is a reality for all kinds of businesses. Companies have invested heavily in this strategy and, most importantly: the public is well engaged with this approach.
In a survey, 49% of people interviewed said that the recommendations of influencers were decisive for them to buy. This approval can also have an essential effect on Content Marketing blog posts, generating more traffic to pages.
Because of this, it is undeniable how important investing in content with influencers is. These people promote products and services in the same way that they can bring more relevance to web content.
Consequently, if these contents have more access, they are automatically identified as relevant, which improves the page ranking.
10. Video content optimization
Another tip you’ve seen in past SEO trends lists: videos have great value to Google.
Marketers need to invest in this type of content for their strategies since the traffic they can attract is really high
Videos are 50 times more likely to appear on the first page of SERP when compared to other content.
In itself, this is already a strong indication that Google gives a lot of value to visual content, especially in video.
What does this say to marketers and content creators? Even if we are talking about blog posts, product pages, or other types of content, videos need to be related to them.
It’s essential to think about strategies that have this kind of media illustrating what is displayed. This approach will enable greater public engagement and also a much higher ranking.
Careful analysis of these 10 SEO trends can generate decisive results for your marketing strategy in 2020. Focus on quality content is the beginning of it all, but it’s always essential to understand the changes in Google’s algorithm and what it sets as the ranking parameter.
Are you looking to understand more about SEO and how to structure content, pages, and websites? Check out our complete guide on the subject and start your optimizations right now!