Introduction

For all new to the idea of SEO, it is an optimization technique for the Google search engine that allows your website to rank up. For the ones with adequate information about it, SEO hold an important piece of the whole business puzzle. However, the question is why SEO remains essential even though you can easily make a website, fill it with content and rank with time. The answer to this question is because SEO has evolved greatly and what use to work in the past, no longer work now. Earlier marketers used to spam out links after links to rank and that proved successful up until the introduction of Google Penguin update. After which user intention gained much more consideration than just link juice. Since then, SEO has continued to evolve with user intention in mind. Below are some of the best-predicted trends for 2020 that will help shape the way SEO works for us.

1. Zero-Click Searches Taking Over

Zero click searches have risen over the years, and there is no expectation of declining anytime soon. A study on updated findings states that now more than 50% of the searches end without a click to other content. The analysis carried out in the survey back in June 2019 found that for the first time, many of the Google searches completed without a click on any paid or organic search result.

As Google has introduced featured snippet in SERP function, Google Local Packs, graphs, and more than half of the searches have now become Zero-click searches. This means that the answer to a user’s query lies in the SERP itself without the need to click anywhere. Zero click does not necessarily imply zero opportunities. The end goal always is to create awareness and share information by increasing exposure. Rich knowledge of featured snippets may act like billboard ads that may prove harder to track than website traffic. However, they still give needed exposure to the brand name; build familiarity and sharing information with the audience. Brands that find ways to benefit from such SERP exposure without a click are the ones who will win this new form of SEO trend.

2. Featured Snippets Taking Charge

Just as zero-click, searches have found their way in SERP. Featured snippets have started to dominate the SEO. In the scenarios where zero clicks have become prevalent, the information on SERP has become more essential. Featured snippets usually appear above the position 0 of the number 1 search result. To give the best information, you need to add the answer of an intended query in your featured snippet. Features snippets as a block of information bring a considerable increase to CTR. However, it is easier said than done.

Google has a way of determining quality based featured snippets and ranks them based on the evaluation. Do not take this trend lightly as it generates over 54.68% search results conversion. This proves it is almost half of the overall searches that are converted. Featured snippets represent a great way to rank no 1 on SERP and generate traffic that is more organic.

3. Local SEO Changing the Scenario of Search Results

Customers search for the best services and results near them, and they want fast responses. In this aspect, local SEO helps your business to show up on local search results so customers can have quick solutions for their issues. If you have a brick and mortar shop or a franchise. Ranking in local search guarantees you good business generation and conversions. Both Google and local shoppers recognize the value of having a local presence for any business. Studies suggest that local proximity values a great deal to customers. Local SEO, like Google My Business, allows the customers to have the most relevant search results according to their location. Accurate details must represent the local business or else customers’ loos interest now. Most of the time, customers directly call a local business without even visiting their website.

4. Voice Search Optimization

Voice searches nowadays have started to replace type-in search queries. Voice searches affect SEO in big ways as it is all about asking questions via voice instead on entering searches. However, while making searches via voice, search engines must do a lot more than just showing relevant information. This change has become imminent, as, by the year 2020, more than 50% of the searches will be through voice. Whenever designing new content, be sure to optimize it for voice to take advantage of this trend.

5. Optimization for Mobile

Any website or content not optimized for mobile can wave goodbye to their potential search rankings. Mobile search rankings is a trend that has grown considerably aby by the year 2020; most of the searches will be on mobile. However, technological aspects have become so advanced now that having a mobile website is not just enough. The interface has to grab attention, easy to read and can answer all the questions. Studies show that 4 out of 5 consumers conduct their searches through mobile devices. Search results on mobile have risen to 88% while on laptops and PC’s; it is about 84%. This shows that mobile searching has grown to a considerable value. Make the necessary optimization for mobile to take maximum benefit out of the idea.

6. Google BERT Update

The Google BERT updates came out in 2019 and had all the SEO professional attentive towards learning it. The question here is why? Well, instead of optimizing for a specific or targeted algorithm, the BERT focused on user-related optimization and technical content. That means search and aligning the content according to the user-specific access points. With the users having more options to do their searches. SEO’s have to bear in mind all the essential foundations of clean and effective content delivery. With the introduction of BERT, Google has taken a huge step in making searches all about user intent rather than pure string searches.

7. Video Marketing on the Rise

Just as if voice searches have started to gain reputation, video marketing has also started to gain popularity. Studies by Google has established that 6 out of 10 people prefer watching videos online rather than TV. The most common video marketing platform YouTube has become the new TV for people. YouTube has not only shared popular videos with people, but it has also provided marketers with the means of sharing information. The information shared on a video has a direct engagement with the audience in a detailed manner. Current users, especially millennial, prefer videos for either academic or entertainment purposes. This implements online videos a priority for most businesses. A quality video has the ability to engage the audience without making them bored. However, how does it affect SEO? To reach more users, marketers have to optimize it for appearing in search results. For this purpose, they use targeted keywords in their written and verbal content to reach the audience. They use keywords in titles and descriptions to make sure it reaches the maximum number of audience.

8. Content Is The King

Content is everywhere, from a written text to picture to a video uploaded on a website, everything is content. Every website has a distinguishing ability based on content that Google finds appropriate. That is why Google only prefers websites that have high quality content in it. In terms of SEO, content affects everything, from structure to linking strategy to types of link building. Everything in SEO depends on content an in 2020; you need to have the best content available to succeed. That means SEO’s have to develop or hire people who know how to develop quality content. They need to have proper knowledge about using the best practices for SEO optimized content. Having quality content means you have covered the most effective searches that help build authority for your sites. This demand is used in a very effective ROI based strategy. Certain principles like EAT or Expertise, Authoritativeness and Trustworthiness on a page makes you design content that Google finds best. EAT principle helps build credibility in Google algorithms so your content ranks up with minimum effort. The more high quality you content has better chances of ranking higher and quicker in SERP.

Conclusion

SEO has evolved from just a link building activity to making high-quality content that fits perfectly with user intent. 2020 is the year of digital marketing and making sure you have the necessary information at hand. These trends, as mentioned above, have started to gain pace among the users. Still, there is much room for these trends to grow even further. New and seasonal marketers need to consider these trends to give a boost to their SEO strategy as well as give the customers what they need.