SEO-specialists from all over the world note the monopolization of search engines, ie the desire to get as much traffic as possible on their own resources. And also the growth of influence on advancement: authority and popularity of a brand, speed of loading of a site, existence of high-quality mobile adaptation.
So, in this article, we will consider in detail what basic requirements need to be met to remain in the TOP of search results and in 2020.
WHAT GOOGLE PROMOTION TRENDS ARE RELEVANT IN 2020?
Creating high-quality content
Content is the only thing in SEO that will NEVER be relevant. This means not only the texts but also the structure of the site, internal linking, external links, etc.
Therefore, in 2020 you need to write a lot of interesting and useful content. Use more longtail queries to better uncover a topic that interests users.
Make sure your content is the best on the Internet, not just among competitors.
We believe that 2020 will be the end of keyword obsession and the beginning of focusing on content. It’s time to stop creating content focused on one keyword and reveal the topic completely!
To create well-thought-out and structured content that will cover all user questions and meet the needs of the business, you need to understand what information the user will need next.
The main thing is not to forget that nothing in the world is eternal – the intention can change or your competitor will do better. Keep an eye on this and, if necessary, improve your content!
Also, don’t forget about cannibalizing content – make sure that several articles are about the same thing. This will create competition between them.
As for international sites, it’s time to start localizing content for each country separately, taking into account language standards.
Optimize for the user, not the search engines
In October 2019, Google introduced a new algorithm – BERT, which helps the search engine to better understand user queries and provide the most relevant results. This does not mean that you need to optimize the site for this algorithm but focus on optimizing content for users.
The implementation of this algorithm shows how much Google is trying to understand user intent and natural language, rather than simply selecting pages with specific key queries.
Thus, in 2020 it is expected that:
- pages with high-quality user-written content will rank well;
- keyword collection and analysis tools will gradually lose their relevance.
To understand the needs of the audience, you will need to communicate with it, not just collect key queries. And it is important not just to sell the product/service, but to provide after-sales support and service.
Compliance with EAT requirements
In 2020, Google will continue to take into account the reputation of companies and content authors (EAT requirements – Expertise-Authority-Authenticity).
Companies that have problems with credibility, customer support, and other reliability indicators are unlikely to last long. Here it is important not only to work with positive feedback about the company but also to eliminate technical errors on the site. This is especially true for YMYL companies (Your Money or Your Life), ie those that can affect the lives, health or well-being of customers, news and financial resources, medical and legal sites, government agencies and organizations, etc.).
UX and technical SEO
What could be more important than User Experience? Everything should be ideal: snippet in search results, content, landing pages, communication after the user has left the site (email, remarketing, etc.). Think about what you need to do to make visitors like your site ?!
Mobile site optimization
When it comes to website development, you need to start with the mobile version. Well, if the site already exists, and it is not adapted for mobile devices – act immediately!
It is important that the mobile version of the site contains all the information that is on the desktop version.
Correct micro marking
Structured data helps search engines better understand what information is located on a page and how it relates to other pages on the site. Proper micro-markup allows you to attractively design content for any search engine, social network or chat, voice assistant.
In 2020, SEOs will begin using micro-markup to expand analytics to understand which part of the content is attracting more attention, and based on this data will develop marketing and content strategies.
New types of micro-markings are constantly appearing, and this needs to be monitored, as manual filters for their misuse may soon appear.
Optimize content for Google Knowledge Graph
Know that Google does not give clear instructions on how to get into the quick answer block. But there are some recommendations for content optimization:
- structure the text (headings, lists, images);
- use keys in Title, headings, text;
- use more queries in the headers (for example, “How”, “Where”, “How many”, etc.);
- give extended answers to the questions.
Everyone will benefit from such optimization – you, visitors to your site, and search engines.
Also Read: Top 10 Ways To Increase Website Credibility
In 2020, we will have to focus on placing links that will bring traffic and improve the visibility of the company, and not just to build a lot of links. Guest posts and articles on reputable sites (outreach), crowd marketing (forums, blogs, social networks, review sites, job search sites, online directories, comments, etc.) will work well.
Issuance with zero clicks
In 2020, user interactions with the site will increase directly in the search engine, i.e without going to the site. It is not necessary to be afraid of it and to be ready: to improve snippets, micro marking, favikonki, etc.
Simplification of SEO-tasks with the help of software methods
Labor-intensive SEO tasks can be reduced with the help of Python and R programming languages. For example, you can improve the program for regular SEO-audit by combining different data sources. In any case, the ability to program will only benefit SEO-specialists.
Do you have more questions or need a consultation or site promotion – contact us!