The last 5 years of working in Advertising Agencies, made me move away from my greatest passion in Marketing: SEO and focus on other things such as SEM, SMM, Attribution Models, web analytics, strategies, clients, meetings, etc.
So, what’s "On Fire" in SEO for 2020? Check it out:
The Google algorithm that shows thousands of results to our internet searches continues to evolve and learn!
Moreover, experts in digital marketing agree that with every passing day it behaves more and more like a human being. For example, today we have the use of artificial intelligence (AI) to show more accurate results and with greater affinity to what the user is looking for - a great help for us marketing professionals and for search engines.
Therefore, for brands to be more visible and traceable, they must follow these 7 SEO Strategies in 2020:
Generating the largest amount of information available to users is a fundamental SEO strategy. The use of these code snippets gives the CTR’s powerful thrust in search results. This directly affects the positioning.
In addition, the benefits of using this technology include: better understanding of search engines, improved brand presence and improved voice search optimization.
We have a large number of available formats with which we can use Schema.org. These are some of the most common:
2020 will be the year of consolidation of the latest Google algorithm, the famous BERT.
As far as we know, Google uses three mechanisms to show results: the first is Neural Matching, which discovers the meaning of the query. The second is RankBrain, which adjusts the SERP (Search Engine Results) based on the data collected on user behavior. And the third: BERT (recently implemented), is the algorithm used to analyze the structure of a search to better understand the context in which the keywords are used.
BERT is the acronym for Bidirectional Encoder Representations from Transformers. It is a system based on artificial intelligence (AI). The main feature of “bidirectionality” is provided, which consists in analyzing a sentence in two directions. That is, it analyzes the words that are found both to the left and to the right of a keyword, this allows you to understand in depth the context and theme of the entire phrase that a user enters for Google search.
There is much to learn from this new intelligence launched by Google; whether its fundamental advice for optimizing websites for humans beyond prioritizing them for search engines, or the creation of content that seeks to answer the questions (searches) of its users. One way to be friendly with BERT is to have more natural content, more human-looking beyond the keywords that the research tools give us.
2020 leads us to evolve our content marketing strategies based on new search channels such as vertical searches and voice searches.
Vertical searches are those that take place on specific platforms (Amazon, AirBNB, Just Eat, etc.)
In the coming years, we will find artificial intelligence almost everywhere, due to the need to collect and analyze user data to obtain intelligent proposals for action. We will have a greater intelligence with Google Assistant (Google) and Alexa (Amazon), as well as customer service options: Chatbots or Virtual Assistants.
But the most important thing is the development and growth of RankBrain, the Google AI that works directly as an algorithm in search engines. This model learns and develops the context of what the user is looking for.
Using them, learning them, developing them and, above all, giving them as an option to our users is the best strategy of using Artificial intelligence in SEO.
Content has been king for many years in any SEO strategy. Google loves high quality content that provides value and helps solve the questions asked in search engines.
This is one of the tactics most used by many digital marketing professionals to attract potential customers: the increase of brand authority and notoriety, but, above all, for search engine optimization.
9 concepts are key in 2020 for a true success of content marketing strategies:
It is very true that the study of keywords has left its traditional form of search only under the suggestions given by tools such as Google Keyword Planner and SemRush.
Today, we must think beyond search terms or keywords and rely on the search intention.
With the presence of new technologies such as Artificial Intelligence, Google has given more priority to keywords that are focused on conversation with users.
Long Tail Keyword keywords, semantics, questions and user intentions are the pillars for keyword selection.
It should be noted that the use of Keywords in metadata optimization is still important, in the anchor texts of links.
Tools such as Answer the Public, Search Console, Suggest Keywords in the search box are keys to the correct selection of words.
Having a website 100% optimized for mobile devices is today more than ever a key factor for the success of a business or brand. If they do not believe it, they should only check the percentage of web traffic that the sites are receiving from mobile devices, which in most industries and benchmarks exceeds 60%.
Loading speed is an increasingly relevant factor in determining how good user experience is when browsing a website.
Added to this is the User Experience (UX) relevance. Even in Search Console we find a section of mobile-specific UX that includes a series of recommendations to make that user experience as optimized as possible.
Voice search: search how you speak. More than 50% of mobile searches are done through voice consultations. Google is increasingly understanding what you say, so using structured data is critical to position yourself in voice results.
More and more, we will he hearing phrases such as "Hey Siri" or "Ok, Google", prepare for the arrival in our market, it is key to be on top. The expert Macarena Lobato, SEO Manager in Podo, says that: "With the increasingly strong intrusion of voice assistants in the home, brands must adapt contents to the micro-moments of search performed by the user to these assistants and to the mobile to get more visibility".
It is the featured snippet that appears at the top of the search results. It is increasingly common to find these results, which are nothing more than feature snippets.
And its benefit is very easy to understand: if users are going to quickly find the answers to their queries at the top of the SERP, why are they going to click on my content?
In addition, 99.58% of the time, Google shows a result positioned in the top 1 in the zero position, so, if we manage to capture position 0 and position 1 of the SERP's, we should be getting 28.2% of clicks.
In summary, SEO in 2020 is more alive that it ever has been-- with new technologies, new ways to optimize, algorithms that learn more every day from the searches made by millions of users, as well as evolving and achieving its primary optimization objective in two ways: Users - Search engines.