Google is aiming to be the end destination of their users' journeys. This, more than anything, defines major SEO trends for 2020. Search engine optimization (SEO) is digital marketing technique that is constantly changing.
The SEO landscape is very dynamic. Sure, some things stay the same: put relevant keywords in your titles, make it a priority to optimize for mobile users, etc. But other things continue changing in a never-ending spiral. This year, Google, along with other huge platforms, is trying more and more to be the end destination of their users’ journeys.
SEO is important for digital marketers, website owners and brands of all sizes because, in a nutshell, it allows your site to appear in the search results when someone types or speaks a query for which you have an answer or solution. In other words, it increases a website’s visibility in the SERPs which leads to more organic traffic to your website.
How is SEO changing in 2020? Well, for starters, the share of organic search results will continue to gradually decline as more ads rule the SERPs.
This, more than anything, defines major SEO trends for 2020, since now we need to find the best ways to stay effective within the framework created by Google.
1. Zero-click searches are the new normal
Thanks to such SERP features as featured snippets, Google’s Local Packs, Knowledge graphs, and so on, more than half of all searches are now “zero-click searches.” That means that the user’s query is answered on the SERP itself, without them having to click away anywhere.
2. Do your best to optimize for Rich and Featured snippets
In the situation where zero-click searches are so prevalent, the information shown on the SERP itself is now more important than ever. Two great ways to stand out is to get Rich or Featured snippets.
Rich snippets - those that, in addition to title and description, show images, stars for reviews, prices for products, etc.
Featured snippets - an entire block of information that is shown at the top of a SERP
3. Local SEO is changing
A huge number of the aforementioned zero-click searches are local searches for which the results are shown on the SERP itself, in so-called Local Packs. For mobile devices, a single Local Pack might take up as much space as an entire SERP shown to a user.
4. The machines are here to stay
For years now Google’s been using learning algorithms to improve their users’ experience with search and help avoid keyword-stuffed webpages. In 2020, this will be more important than ever with Google’s latest algorithm named BERT.
5. Brand building should be a priority
One noticeable trend for any marketer working today is that organic social is pretty much dead. While paid advertising still works brilliantly for social, the fact that more and more companies are doing it creates a real trend where ROI for paid ads will be decreasing. It’s obvious at this point that paid ads will become more prevalent and expensive for everybody who wants to grow through that avenue.
Every time marketers think we got this SEO thing down, the rules start to shift and change. A great example is how local SEO changed. Today, having Google My Business is becoming more important for some local businesses than having a website, and this is just a symptom of a larger trend.