Colourful letters, which say SEO

Today we’re going to talk to you about some effective SEO strategy for 2020. It’s time to take a look at what’s waiting for us, SEO professionals, in 2020.

What SEO strategies and tactics will help us to dominate in the SERPs and win more customers and revenue in 2020?

Here are some top SEO trends we all need to keep in mind in 2020

  • Understand our targeted audience and user intent
    We need to have a clear understanding of what our users are expecting to see when they search for a product or service, and we need to provide an accurate answer in the simplest possible way. Every day Google processes billions of users’ searches, and behind every search, there is an intent. Google can handle user intent by classifying the queries by its interpretation.Plus, Google use AI powered RankBrain algorithm to better understand user intent. If you still have not heard of what RankBrain is – it is a machine learning algorithm that uses artificial intelligence that helps Google better understand the meaning behind each user query. It provides best-matching search results for users by interpreting the meaning of the whole phrases instead of focusing on individual words. It also provides contextual results based on previous searches or even the user’s location.

  • Structured Data Markup

    Structured Data Markup is still very important. Schema markup doesn’t just tell Search Engines what the website is about, but what the content of the page actually means. When talking about Schema Markup, we should mention ‘Rich Snippets’. Rich snippets are a form of structured data markup that allow search engines better understand what a section on the page is about. It goes beyond keywords to help search engines to put data into context.

    There are four types of snippets:
    • Paragraph featured snippets
    • The list featured snippets (bullets and numbers
    • Table featured snippets
    • Video featured snippets

    What are featured snippets’ benefits:
    • Featured snippet ensures maximum visibility in search engine result pages.
    • It steals organic traffic from all the other search results.
    • Featured snippets provide quick answers – great user experience. Plus, they help to drive traffic to the website.
    The best way to optimise for the Rich Results is trying to answer users’ query. How? To create some content, like FAQ or QA, that starts with:
    • What is
    • How is
    • Why is
    • Who is
    • How to
    • Comparisons (X vs Y)
    The answers should be around 40 – 50 words because Google displays a short section of text only.

  • Voice search SEO becomes increasingly important

    By 2020, half of all internet searches will be done by using voice search. Voice search in 2020 is significant for online businesses to focus on, the percentage of voice search growing rapidly since the introduction of voice supported devices. People are using voice assistants, and smartphones to search for information. Voice search is an easy, and quick way to search for information on the internet, so it is essential for webmasters to optimise their content with voice friendly search.

    Voice Search users’ queries
    It is interesting to see users behaviour when they use Voice Search. They treat it like they are talking to a human. Voice search queries are more conversational in nature, and those search queries would be longer than text-based queries, it is a good idea to use long tail keywords in the content. This will help to increase the chances of the ranking in voice searches. Plus, long tail keywords have better click-through rates. Every day Google processes billions of searches, and behind every search, there is an intention. Google handles user intent by classifying the queries by its interpretation.Google also use RankBrain algorithm to understand the user intent. RankBrain is a machine learning algorithm that uses artificial intelligence that helps Google to better understand the meaning behind of the user query to be able to provide the best-matching search results for users by interpreting the meaning of the whole phrase instead of focusing on individual words. It also provides contextual results based on previous searches or even the user’s location.
    There are three main types of user intent to bear in mind:
    • Navigational – User is looking for a specific website or webpage.
    • Informational – User is looking for some information
    • Transactional – User is looking for a product to buy.

  • BERT is already here

    BERT (Bidirectional Encoder Representations from Transformers) allows anyone to train their own question answering system. Google uses BERT to improve its understanding of humans natural language. BERT is supposed to have the most impact on conversational queries where prepositions like ‘to’ and ‘for’ matter to the meaning of the search query. You can’t optimise for BERT. But you can optimise for the intent behind search queries because intent matching is crucial to creating great valuable content.

  • Content length will impact search rankings

    There are lots of speculations around the ideal length of a content page. Research shows that the average length of the top 10 results in SERP have at least 2,000 words. Each page that is required to perform in search should have enough body copy relevant to the subject of the page. Google states: ‘One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.’ Content rich articles increase dwell time, which tells Google that users enjoy your content.

  • Video content is more important than ever

    YouTube is the second largest search engine. Why would it be? ☺️ Yes, you are right – it is Google’s product. Google loves video content. It should be a big part of any SEO strategy in 2020. According to a Forrester Report, video. content is 50 times more likely to show up on the first page of SERP than any other. type of web page with plain text. Also, 62% of Google Universal searches include video.

  • Mobile optimisation

    It is not news that mobile users have already taken over the Search Engine by storm. In March 2018, Google rolled out mobile first indexing that means Google ranks websites based on user experience for mobile devices. 2020 is about understanding the ‘mobile customers’ and their search habits.Plus, this year, mobile-first is a significant ranking factor. According to Statista, in 2018, over 50% of all website traffic has been generated through mobile phones.

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