Google SEO Trends 2020
Last year, Google updated its algorithm more frequently and more than ever. Every two weeks we have seen major movements in the SERPs. Since the search engine ranking criteria are not transparent and change so frequently, it has become essential for us to further test and try to decode the Google algorithm as much as possible.
What SEO Trends Are Important in 2020? We have collected five important aspects.
1) Voice Search – You search how you speak
The art of classifying websites is to provide Google with the right signals. However, your website should not be optimized for the search engine, but for its users. Google also focuses on the user.
Millions of people are already actively using voice assistants in their daily lives. It doesn't matter if Siri, Alexa, Cortana, Google's unnamed assistant or smart assistants, whose names we won't know until next year: the search for the voice assistant will also be one of the most important topics in 2020.
As users pronounce the search query instead of typing it, the sentences become longer and more complicated. Anyone who creates content today should make sure it contains scalable search engine phrases. Not too academic, not too sweet, but also not intentionally wrong. Google understands the language and synonyms very well today, so by incorporating phrases instead of keywords, you are giving Google more work.
But how is a voice assistant powered? In the case of Google, among others, it is powered by extracts from search results. A featured snippet is a highlighted snippet that appears above the classic search results and answers a question in a super impressive way.
2) Mobile First and Rich Snippets
Yes, the show continues. There are not only featured snippets that play a role in SEO but rich snippets as well. We love them! This is what we call small pieces of website content that appear on SERPs.
Rich snippets are relevant not only for voice assistants but also for people who use a cell phone. With just a few clicks, important information - such as opening hours - can be viewed on what tends to be smaller devices. Rich snippets are probably not a direct ranking factor, but they are part of mobile optimization which is so important for SEO. After all, rich snippets not only provide information but also make your listing stand out and get more clicks.
Optimization for mobile devices has been a must for years, but in 2018 it has finally become a survival measure to be visible on the web. Today Google accesses websites only as if it were a mobile device. If your website is not yet optimized for this, you have work to do. And yes, we still see many such sites!
Google has made mobile performance a ranking factor and has not even set a trend, but it is following a development: global mobile traffic has exceeded desktop traffic for 2-3 years.
In addition, mobile revenues are expected to exceed those of the PC market. The keyword "Mobile First" remains a huge topic in terms of SEO 2020.
3) High-Quality Content
Content is king and video content has enjoyed increasing popularity for years along with blogs, podcasts or artificial intelligence content: products are tested, new employees are found through staff marketing videos or a new employer comes sought through a self-marketing video. The tutorials teach us how to work socks and Persian cats chasing laser pointers make us forget the sad weather outside. But whatever the content, all videos must be viewable.
On the one hand, you need to adapt your content to users who mainly consume videos. These users tend to be young, they like it quick and fun, but not too visibly adapted to a young audience. On the other hand, you should use the Video Sitemap of popular platforms like YouTube and Vimeo to communicate effective keywords and other relevant information in video metadata.
Here, the "smart cat is looking for an exciting job" - the video above, it doesn't matter if you are looking for cats or work. And how do you know which keywords are currently effective? Google itself provides a corresponding tool with "AdWords". The answererthepublic.com website also specializes in this area.
4) User Experience and Performance
How can users access online, voluntarily disclose data and make pages interesting for search engines? Thanks to good user experience. User experience is a huge topic that would go beyond the discussion of this paragraph.
Search engines undoubtedly include a central aspect of the user experience in their ranking: the performance of a page, the speed of delivery of content. We are talking about milliseconds here! From an SEO point of view, therefore, in 2020 it is also essential to build sites that act technically and provide quick, even if fiber optic cables or the 5G mobile network are becoming increasingly standard.
People vote with Facebook shares and vote by moving to your website. Google can see it, at least if you use Analytics. A website that loads quickly, is easy to navigate, clear and has excellent content, always accompanies positive action by users. These statistics help rank your site. We often see the ranking of spam sites and the reason why they do it is that user metrics are excellent. Google will not delete the pages people like.
5) Artificial intelligence
In the future, we will let the algorithms help us run the algorithms themselves. Since 2015, Google has been working on a self-learning algorithm called "Rankbrain", which supports search queries that have never been done before, which would represent 15% of all queries.
In the coming years, we will meet not only AI in service calls or in the pedicure of the elderly but almost everywhere: the need to collect and analyze user data in order to obtain proposals for intelligent action is and will remain a daily reality on the Internet. It is no coincidence that Sergey Brin, the 40-year-old co-founder of Google, wrote in the influential letter of the founders of ABC at the end of 2018:
"The new source of artificial intelligence is the most important IT development of my life."
It is therefore important to quickly become familiar with the topic of artificial intelligence and experience it in terms of SEO. We have been interested in artificial intelligence for many years and, by studying its capabilities, we have a much better understanding of how Google can work and where it is headed. In the near future, it will be even better to read texts, understand testimonials and take them into account when evaluating websites.