9 SEO Trends of 2020 So Far: How Businesses Go Online

With the launch of the BERT algorithm from Google and the large-scale update from Yandex, Vega, a special stage in the annals of search has come. In order not to get lost on the Internet, businesses will need to think about quality content and user experience, as well as giving search engine optimization (SEO)tips. Here is how companies go online.

1. A brand new stage has come in the annals of search

The new stage in the history of search is because of the launch of a brand new algorithm from Google BERT and a large-scale update from Yandex “Vega.”

Both technologies derive from neural networks, which help to know better and process natural language.

The Vega search update presented on the eve of 2020 brought the search to a new level of quality. It affected four areas at once:

  1. Firstly, the company announced an increase in the quality of the search – not just by key words but also by meaning.
  2. Secondly, the search engine promised an instant cause user requests.
  3. Thirdly, Yandex begun to place an unique emphasis on the expertness of answers – thanks to a brand new ranking algorithm, for which the important thing signal may be the assessments of assessors-experts, and the Kew service.
  4. Fourth, with the launch of Vega Yandex became hyperlocal: it will help to solve issues at the amount of a micro-district or possibly a separate house.

And now every business wants to discover ways to optimize content for BERT and Vega. Essentially, this implies re-evaluating user access points to search for content. Since individuals have more opportunities for a smarter search and receive expert and accurate answers, companies need to take into account a great deal in the architecture of sites and in the strategy of delivering content.

How websites content requirements are changing

  • Writing texts is essential not just at the request, but considering the intentions of the consumer who will seek out them.
  • Keyword analysis even as we know it really is becoming obsolete. Natural language processing and deep learning technologies continue steadily to develop rapidly, so you should prepare for the truth that search engines could be more interested not really much as key words, but user goals. It follows out of this that efforts should be designed to analyze the user’s intentions and satisfy his needs. If you give the most useful answers to your questions, you attract customers faster.
  • Focus on how users communicate their concerns and needs. User interaction is expanding and goes beyond just buying. Now this content that satisfies the needs following the sale is essential – support, protection of interests, creation, and development of communities, etc.

What does this SEO trend mean for businesses?

Customers still want to know that you will be on their side, that they can trust you. Therefore, the changes of 2020 are associated primarily with improving the standard of information search, the development of its “human” side.

Many marketers still sell services, avoiding communication with the target audience. But if we usually do not talk with customers, then we do not understand why they behave in a specific way.

Talk in their mind, ask them to inform you of their shopping trip, how they used the search, what they think about your site. Use this data when deciding on a niche site.

User-oriented optimization can just only be done by integrating SEO solutions in to a marketing strategy. And this is the strongest trend in 2020.

Companies have to stop perceiving SEO as a secondary task. Instead, optimization should be approached as an extremely important component of a small business plan.

2. The quality content created for the consumer plays the role

The “circulatory system” of SEO was and remains content. And what’s new in this, you ask? Low-quality content can negatively affect every thing – both structure of the website, and the strategy of internal links, and everything else.

In order for the site to develop well in 2020, you will have to discover ways to write relevant and valuable content. Experts predict that the time can come when only the best materials will go right to the top issue.

How site content requirements are changing

  • Set a target to publish the most effective content that may be found on the Internet on your topic. Or at the least reveal an essential part of a relevant topic in order to increase interest in it.

This will assist you to effectively compete in the search for key words with a “long tail” (it still comprises most of the search queries), it helps increase the credibility of the website and the demand for the content.

2020 may be the year if you want to gradually get rid of obsession with keywords. Stop paying attention to individual keywords, chasing pages and praying for content.

  • Focus on topics. Create content that will cover a specific issue, and not just reveal the meaning of one keyword.

You may even plan a set of texts with comprehensive and understandable knowledge on a certain topic. This is especially ideal for achieving specific business goals.

What does this SEO trend mean for businesses?

The businesses face many tasks on the webpage, which are closely linked to customer service:

  • Analyze the audience, try to know how it searches.
  • Understand the intentions that are behind the questions of users and the difficulties that they wish to solve.
  • Give them solutions or answers in the formats they prefer using quality expert content.
  • Improve your user experience. Tomorrow someone may do it much better than you.
  • Audit all content to ensure that each page has a unique set of keywords. If your site constantly covers exactly the same topics, albeit from different positions, then your pages will knock one another out of the serp’s.

In 2020, seriously measure the quality of content and optimize it for users, not for search engines.

In a feeling, the key to success in 2020 remains the same: offer good content on all channels where you’re promoting. As search-engines adapt to the natural language, the value of literate and readable texts increases.

3. The struggle for user confidence is tightening, the key to success is expertise

In May 2019, Google updated its quality assessment guide, where the EAT principle (expertise, credibility, trust) became part of the Page quality strategy.

In 2020, the search engine will continue to study the reputation of businesses and individuals who publish content on their behalf. Therefore, companies which have problems with reputation, have difficulty with customer service even though unsuccessfully fighting for the trust of users, it’ll be very difficult to compete. The Google algorithm also tries to figure out a user’s search intent for more personalized results.

Yandex also relies on expertise. The search has accessors specializing in certain topics. They evaluate how well website pages respond to requests for their specialty, and their ratings play a huge role in learning the algorithm. This approach has improved ranking for different queries.

How website content requirements are changing

  • Confidence issues are manifested not only in reviews and brand reviews but also in technical malfunctions on the site, along with in problems related to site security.
  • In 2020, the principle of reliability plays a job. Particular attention should be paid to sources since fake news has been declared a war. In this regard, you will need to check the authors themselves before demonstrating their expertise on certain topics.

One of the primary trends of 2020 – offline goes online. And the ability of a business to make a compelling on the web picture of our offline world will soon be its main advantage.

All offline events, conferences, awards, partnerships that are hidden from Google, suddenly become of great importance. Pull them on the web to meet Google’s need for credibility.

What does this SEO trend mean for businesses?

Experts share in several ways how a business can demonstrate a competitive advantage on the web:

  • delivery speed (for example, delivery within 2 days (or less) with corresponding status updates);
  • customer service (for example, the capability to answer a user question as soon as possible);
  • digital charisma/branding (for example, most of your reviews tend to be more like declarations of love);
  • user experience (can the experience be called more convenient/useful/simple);
  • price;
  • niche services and products.

4. User experience inside your depends on technical SEO optimization

Another headache that will need to be treated may be the user experience. It includes the general impression of a small business, starting with the initial interaction together with your resource in the serp’s, and then with the squeeze page and even how a user leaves your site (remember at least tools such as remarketing and personalization for regular users).

Think about how precisely you shape the user experience of your business. What benefits do they get once they visit the site?

User experience is associated with technical SEO optimization. And first of all, you need to cover attention to the speed of the site and its own pages.

What does this SEO trend mean for companies?

You will have to communicate more often with the developers. In some cases, prepare for an very nearly complete redesign of page templates.

5. Caring for the consumer – that is mobile SEO too

Mobile versions of sites are often in a deplorable state. And in 2020, many companies will need to recall the practice of 2017 and, finally, put the mobile version of the site so as.

If you still do not have a niche site version adapted for mobile phones, you need to create this task important.

What does this SEO trend mean for businesses?

You have to understand how effective your mobile site is for the consumer. Perhaps you might be still wanting to visualize an individual sitting at a pc. While most of the full time this person is in motion, accessing your site via a mobile device.

Another business challenge is analyzing real mobile search results. This is necessary to predict traffic and comprehend which optimization will actually succeed.

6. Learn to offer smart search tips to search-engines

So, we decided that in 2020 the standard of this content will matter. However, internet search engine algorithms still do not completely understand the context of user queries. Therefore, the businesses will need to give them “hints”.

This means that the information needs to be structured in a way that search-engines can better understand not just what is on the page of your website, but also how each element is associated with other elements on the page and how this site is associated with other pages on the site.

If done correctly, structured data will end up part of the marketing data. And this, subsequently, will allow you to publish content for almost any search engine, voice assistant, a chatbot with the right context.

What does this SEO trend mean for businesses?

Structured data can be used to improve analytics. They help evaluate how much of the content affects the results, and use this data in having a content strategy, marketing strategy, creating product descriptions and much more.

7. Optimize content for Knowledge Graph and Yandex neural networks

Google uses the semantic technology and knowledge base of Knowledge Graph to enhance the internet search engine with semantic search information collected from various sources.

This tool provides structured detail by detail information about a subject in addition to a list of links to other sites. This eliminates the requirement for users to switch to other web sites and independently collect information.

Yandex with the help of neural networks pre-identifies in the database similar in meaning web documents and combines them into semantic clusters. The user makes a request, and the search engine will not search for the clear answer in the whole huge database, but only in clusters with documents that match the request in meaning.

Since the search understands which clusters of documents are relevant to the request, for the answer that he selects the most effective web pages from those that are obviously suitable.

What does this SEO trend mean for businesses?

First of all, it is necessary for companies to understand the initial knowledge network that it makes. After this, it is necessary to highlight certain objects and entities to which you’ll be able to bind the information posted on the site.

Creating semantically close descriptions helps to better respond to user requests.

If you publish exclusive industry studies, share relevant recommendations from experts, this may allow you to remain one of the dominant sources of information on industry, and the search engine will quickly consider each one of these content objects as a whole.

8. The technology of working with links and with the brand is changing.

In 2020, even links will have to be user-oriented. The companies will have to use links that not only assist in ranking the website but drive traffic.

This implies that you need to spotlight three aspects of dealing with content:

  • Planned article: topics that are covered every year at a certain moment (for example, Black Friday).
  • Planned article-reaction: materials on topics related to a seasonal event or topics for which interest grows at a certain time.
  • Article-reaction: what is written here now in an emergency as a result of the a reaction to the news feed. It isn’t possible to plan ahead.

What does this SEO trend mean for companies?

Now, link building activities should be performed under the umbrella of the brand. People are getting smarter and are expectant of more from marketing.

The more customers trust you, the more they truly are ready:

  • Share your content using links (bring you traffic);
  • talk about you (demonstrate your value);
  • buy your products (bring you income).

9. What matters is real visibility, not just active links.

Issuance with zero clicks became a real possibility a year ago. In this regard, the business will need to adapt to the search without clicking.

Marketing activities are increasingly closed within search engines, while before this is mainly done on web sites.

For example, Yandex introduced the technology of pre-rendering – pre-loading serp’s. She is really smart that she guesses what the total text of the search query can look like at this time when a person is just typing the first words.

Pre-rendering pre-generates serp’s and shows them to the user once you click the “Find” button. For some queries, answers are given directly in the prompts under the search bar.

It is essential to note the technology of Turbo pages. When users of mobile phones go to the site from the search, special versions of web pages immediately open.

What does this SEO trend mean for business?

Marketers need now to conform to new conditions and get more info about what is displayed inside search engines. This is the optimization of text fragments, and emphasis on pictures, etc.

And again, do not forget about users of mobile devices. In 2019, Yandex improved the technology of Turbo pages: now they load 15 times faster than the regular mobile version of the website. This implies that in 75% of cases, the user receives the necessary information in less than an additional.

Jeff Parker

Jeff Parker is an identity fraud expert and author of various blogs authoring advanced technologies including artificial intelligence, machine learning and data science. Previously, he’s worked as a consultant, often assisting small businesses in digitalization and online fraud prevention.

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