Top SEO Trends in 2020
In recent years we have seen how the SEO world (or Search Engine Optimization) many webmasters and SEO professionals have passed extremely critical but also successful moments. And it is that Google, the world’s largest search engine, continues to innovate and improve its algorithm so that it is less and less artificial and more similar to a human. Therefore, in this post, you can see the main SEO forecasts or trends for 2020.
These changes inevitably cause changes in SEO strategy, traffic drops and increases and, most importantly, a need for constant attention by SEO professionals in all the news that, from Google, come out and are rumored.
As every year-end, in all areas of Digital Marketing, the forecasts on trends for next year come to light. So that nobody is surprised and has everything ready to adapt to the incessant changes that arise in the online sector, today we bring the SEO Trends for 2020 pointed by experts.
The user experience, pillar of any SEO strategy
The user experience remains one of the biggest goals that Google pursues. Offering users the content they are looking for, without distractions and in the most original and fastest way possible, has always been their main objective. That is why those websites that meet the requirements and guidelines of Google, gain in terms of SEO positioning in the rankings.
The importance of the search intent is going to be greater, so Google will understand more frequently if a page responds or not to what the search users. For this reason, the optimization of the content in the face of a search intention is vital to be able to rank any project.
“Without leaving the subject, the rich data that are increasingly important will be more clearly reflected in the SERPs, occupying the zero position, and also the first results,”.
The experts say that we must continue working on the paradigm shift that involves trying to position simply by a keyword or keyword to analyze the SERP and check what Google interprets the user is looking for and therefore, the results it offers (results in the local, knowledge graph, content mix, structured marking.
Attention to loading speed
In 2020 Google will continue to place special emphasis on the loading speed of websites.
It has even recently included a report (in beta) dedicated to this topic in its Search Console tool and, on the other hand, has announced that they are studying« tagging »slow websites and letting users know about it in Google Chrome », adds the expert.
Other factors that you think will continue to have an impact next year are tracking and indexing. “For medium and large size sites it is essential to optimize this aspect, since they are directly related to the resources that Google has to allocate and, therefore, optimize internally.
More voice searches
2020 presents great challenges for professionals who design and manage digital marketing and paid media (PPC) strategies. The SEO expert, María Julieta, affirms that “if I had to highlight two great trends (and opportunities), I would focus on the rise of voice searches and the increase in the consumption of increasingly visual multimedia pieces that the opportunity offers us to create more visual marketing campaigns ».
There are more and more voice searches, either directly from the search engine or smart speakers like Echo or Google Home. “This change and trend in search habits require that campaigns be adapted to more semantic phrases and the use of longtails at the keyword level, in addition to adding a conversational tone in-text ads,” he adds.
The expert says that this is a great source of organic traffic. It is an exclusive mobile function that adds content to the user’s feed or the application according to the interests of navigation of the users. «To get to appear in Google Discover it is very important to have an AMP version (although not mandatory) and manage Google News for Publisher.
The AMP is a new Google format that will gain a lot of weight throughout 2020. The format is similar to Stories that use Instagram or Facebook but in Google search results. Now it is in beta and you have to request to enter the experimental program and adopt AMP technology to use them.
More multimedia content
On the other hand, it is undeniable that marketing is increasingly visual. As the quality of mobile screens improves, the use and consumption of multimedia and animated pieces will increase (videos, infographics, animated images, etc.). Google, on the other hand, has access to information and inputs of this use which will allow optimizing the display campaigns which will increase the investment in the display campaigns.
New BERT algorithm
For years, Google has been using learning algorithms to improve the experience of its users with search and help avoid websites full of keywords. In 2020, this will be more important than ever with the latest Google algorithm called BERT.
Now, as far as we know, Google uses three mechanisms: first is Neural Matching, which discovers the meaning of the query. The second is RankBrain, which adjusts the SERP based on the data collected on user behavior. The third, BERT, recently implemented, is the algorithm used to analyze the structure of a search to better understand the context in which the keywords are used.