Here at Easy Internet, we’re always keeping track of how SEO is changing and how that will impact our clients. Here are five SEO trends that we have encountered in 2020.
A long-running trend that seems to show no signs of abating is the consolidation of search engine results pages (SERPs). As Google and other search engines strive to provide a better user experience to their customers, the old-style SERPs that comprised a long list of web-links no longer exist. Instead we get PPC adverts, zero-click searches, information sidebars, and answers to related questions. This is without even considering the shopping ads, images, and video links that take up the first half of many SERPs. What this means for many websites is that organic links are pushed further down the page in favour of paid results or that users might find the answer to their questions without even visiting a single site in the search results.
To compensate, sites need to consider a change in SEO tactics. This can include paid adverts – both on Google and social media outlets – better use of My Google Business, and especially visual media like videos and images.
As Google’s algorithm evolves, its use of keywords becomes more sophisticated. Simply putting in a generic term and a location is unlikely to score results, unless your business is particularly niche or has low competition. SEO managers need to dig deeper using a range of tools to find longtail keywords and questions, as well as keyword variations – all of which can be inserted into the text.
Voice Search Optimisation
Voice Search Optimisation (or VSEO) is set to dominate the rest of 2020 and beyond. Nearly two-thirds of smartphone users have attempted a voice search at some point over the last 12 months. This has a knock on effect, as most voice searches are submitted in the form of a question. With search engines being tailored more and more towards the mobile market this means that SEO strategies for 2020 will need greater focus on direct questions and semantic searches.
Entity Popularity and Entity Engagement
Nearly half the searches conducted on Google include a location as part of their search term, showing that local search intent is important business. As we continue through 2020, this will become even more important, with an emphasis on entity popularity and engagement determining how businesses rank alongside their immediate local competitors.
In simple terms, entity popularity concerns how many mentions the brand in question gets on forums, articles, social media, videos, and so on. Entity engagement, on the other hand, is based on interactions with your brand online – positive reviews, people looking you up on Google Maps, saving your business details as a contact on an Android phone, etc.
Focus on EAT
Google’s algorithm is getting very close to understanding the difference between good writing and bad writing. It can read site content as a whole piece, rather than just hunting for individual words, it can infer meaning from context, and more. To rank well, any content must be written well and offer value to their customers. To do this, Google focusses on the EAT principle – Expertise, Authoritiveness, and Trustworthiness.
If you’re looking for an SEO company that keeps ahead of the curve and focusses on the latest SEO techniques, get in touch with Easy Internet today. A member of our team will be happy to discuss the various options available to you as well as provide a free, no-obligation quote.