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SEO is still the backbone of online marketing just that there are a few very interesting developments taking place in it this year- the year 2020.
It’s not that we aren’t aware as to how SEO is not just all about keywords and that how it’s more about communicating meaningful and relevant content to the audience that are around keywords though. In spite of the fact that there are algorithm updates rolled out consistently by Google, the search giant has remained very clear about its stand on delivering meaningful content.
It is high time you realize that the technology isn’t for making things complicated and that it is actually simplifying things just that your concept about the matter isn’t much clear. Otherwise, once you grasp the technicality behind every update that Google rolls out, your problem of creating relevant content optimized for search at the same time will be resolved.
On every update, Google has said it’s trying to make the user experience even better and what is user experience, it’s delivering what the users are searching for. So, whatever be the update, you need to keep the search intent of the users in mind and create content around that. It is the need of the audience that in the end develops the relationship between a brand and them. If your content is successful in fulfilling the search needs of the searchers, you are successful in optimizing your content for search.
In short, your content should serve the purpose of the searchers. Try to keep the search intent of your audience at the forefront of your mind instead of creating content first and then copy-checking it for SEO or stuffing it with keywords later on. Since the beginning itself keep the exact phrases/question searchers type in to find something and create content answering those.
And! As far as other factors are concerned here are the top 4 SEO trends that you should follow in 2020 to reap amazing results.
Trend#1: Branding will be important for SEM marketers
With audiences moving from traditional media like television, radio, etc to online, almost all big and small brands are shifting their budget from traditional to digital marketing, which is making it quite difficult to get ranking on the Google page one and that too with local results, paid ads and images occupying nearly half of its space.
In fact, at times getting on page one as well doesn’t help much if the searchers haven’t heard your brand ever. No matter how much quality content you are sharing on your site or how many authoritative backlinks you are getting to your site or in fact how well optimized you site is for performance, if your audience hasn’t heard your name anywhere, they are most likely to click a brand that they have heard of irrespective of their ranking on page one. Here comes the role of trust. And, things that can considerably help you build trust with your audience are creative content marketing as well as the digital PR.
Have you not realized if you consistently see a brand dominating social platforms being shared by the audiences on Facebook, talked about on Twitter or YouTube, a trust is spontaneously built with that brand irrespective of how visible it is on Google. We start recalling that brand and better recall value of a brand is better trust built between that brand and its audience. Relying only on directory links, guest posts and forums for increasing organic sales by building backlinks to your domain are factors that are getting faded away.
Trend#2: Multilingual SEO will gain grounds
One of the most prevalent trends today in search is searches for local content and that people around the world are mostly searching to find information about products or services that are near them. So, you must optimize your content for multiethnic site visitors and multilingual searches such as let’s say you are from Canada and you sell grapes, now for an English-speaking region you should show “grapes” in search results while for a French-speaking region you will have to show ”grain de raisin”.
One more thing that needs to be taken care of is quality content and that it should be equally applicable in a multilingual SEO strategy too. A wrongly translated web page will only see a high bounce rate due to bad user experience.
Google suggests having different URLs for different language versions. Moreover, as they are AI-friendly, you must make proper use of hreflang and other structured data markups.
Trend#3: Voice and written search both will have an equal share
Last year itself, we did see voice searches making up for a substantial proportion of online searches however as predicted by Comscore half of all the online searches in 2020 will be voice searches. As far as the content quality is concerned, again you need to be delivering relevant and meaningful content that serves the purpose of the searchers if you really want to stay ahead of your competitors.
In fact, adapting to the situation right now is still easier but once the voice search trend meets saturation things will become more complex. Google anyway will continue its tradition of showing the new Gallery Ads in the above the fold area of the SERP and that getting a high click-through rate will be easier for early adopters.
One more thing that the voice search trend will impact is how you optimize your content for mobile and desktop results. Marketers will also need to mull over how the content they are delivering is being contextualized and understood by Google apart from optimizing it for keywords.
Trend#4: SEO must be integrated with almost all marketing channels
You as a marketer will need to work upon everything that impacts organic search and SEO beyond the usual content, links, and architecture whether it is Social or any other digital marketing activity. SEO is not all about ranking the website high, it’s much about web user experience. The better the experience you give to the users, the higher Google ranks you. So, your organic performance in search is dependent on is how you optimize all your marketing channels for search i.e. how you integrate SEO with all the marketing channels.
Afterword
So, these were a few SEO trends that if you follow and implement you are sure to witness success in marketing in 2020 in the share that comes from SEO.