Posted at Jan 16, 2020 5:26:00 PM by THAT Agency | Share
What are the SEO trends for 2020? The nature of SEO is continuing to evolve, and it's a race against competitors to pick up new traffic searching in new ways. Where should you put your focus and investment? Read on to find out how to fully take advantage of Google search engine optimization.techniques in 2020 and beyond.
This is a panicking idea, right? Those searchers aren't clicking through to content or web pages. They're just finding their answers on the search engine results page (SERP).
Don't worry. Most of these searches aren't the kind that would have resulted in high-quality traffic in the first place. They're looking for a quick and easy answer to a simple question, not for a product or service. The increasing habit of zero click searches isn't taking much at all away from your brand.
There is a lesson to be learned here, however. Keywords and key phrases are what bring clicks through. More than ever before you must be measuring the effectiveness of your keyword use. This isn't just because some keywords are effective. It's because some will lean toward zero-click answers.
You should also work on featured snippets that appear on the SERP and encourage click-throughs. More than half of clicks through Google come from snippets.
You also have to learn the keyword inclusions that don't drive traffic. What kind of words can be responded to with zero click answers? Questions about “how many” and “when will” can be answered with numbers, easily displayed on the SERP without any need to click through. Learn these and other phrases to avoid including in your keywords.
Content Must Be High Quality
Think about the ways that you engage with content online. What happens if you click through and find the content isn't edited? The presentation is messy? The content itself is broad and unresearched? It's clickbait that actually fails to deliver any information.
When this happens to you, it's frustrating. It's a waste of your time. Rather than investigating the site more, you click away and choose a different piece of content under your search results. This is how everybody treats content. The content must be engaging. It must teach something and be worth someone's time.
Watch this video for Tips on Creating Quality Content through storytelling:
Too often, content is treated as an afterthought rather than as something to provide value. Yet Google is getting better and better at judging the quality of content it links to.
Above all, don't present content as a sales pitch. This is especially true for content geared toward younger consumers. This is a quick way to have your content ignored. You're relying on readers investigating further, which they won't do if they click away from your page immediately.
The ideal content length is between 2,350 and 2,500 words. A big part of this is that readers feel they're getting full value out of the piece. They feel the piece is well considered and well researched. They don't need to go to other sources out there (i.e., your competitors) to learn more information. It's all there, in one place.
Another part of this is how Google interprets the time spent reading longer content. If users spend more time on a page, they'll drive more organic traffic to it. As mentioned, this is becoming even more central to Google rankings because of the increased focus on dwell time.
There's still an argument to be made for writing shorter, punchier pieces. You want to serve customers who don't have all day to read an article. It gives you more opportunity to hit a larger range of keywords. It avoids putting all your eggs in one basket hoping something goes viral. Perhaps a topic doesn't need that many words to be described, in which case you want to avoid wasting readers' time. That's all legitimate.
The point isn't to make all your content longer just to make it longer. The point is to regularly make some content that reaches the 2,000 word mark so that it gets higher engagement, increases dwell time, and can take advantage of Google's increasing focus on time spent.
This is one reason why content creation is so effective. Influencers act as brands that churn out their own content creation. The product that influencers create is content itself.
People engage at much higher rates with influencers that they follow. They've invested care, attention, and trust in the influencer. They identify with them. Influencer marketing has proven especially effective. What does this have to do with Google search engine optimization?
Firstly, an influencer can elevate your own content's reach. This drives more traffic your way. More importantly in terms of SEO, they provide backlinks to your content. These are factors that Google treats as crucial when ranking a web page.
Save time on linkbuilding. Watch this video to learn how:
An influencer's content should link back to a high engagement page of your own. When done consistently, this will help boost your Google SEO rankings. Remember to choose influencers who have a deep slice of your target market. Larger influencers may have an audience that's less specific and less likely to engage. Partnering with smaller influencers whose audiences are naturally aligned with your brand is often a more effective use of your marketing budget.
Voice Search Optimization
Voice search is becoming increasingly common. Smartphones and device assistants like Alexa can run a search quickly without a user needing to pick up a phone or look at a screen. People often have a different way of speaking when making a voice search.
Where once they would have typed out, “pizza Miami,” they'll now say, “Alexa, what are the best pizza places in Miami?” That whole phrase becomes the search. It's conversational and includes a lot of extra language. Some searches will still be able to key on phrases within the larger questions. Others will draw that extra language into the search itself.
It's new territory. You can still rely on your past keywords in prior content being effective. Typed searches aren't going anywhere. There's simply a new opportunity when it comes to voice searches, and to get that traffic you'll want to add voice SEO to appeal to it. New content should take advantage of using more conversational key phrases.
With more than half of all internet searches becoming voice searches, voice SEO is one of the largest trends for 2020. [Click here to tweet this.]
Need help navigating SEO trends for 2020? Contact THAT Agency today at 561-832-6262, and be sure to click the button below to get your free copy of our 2020 Digital Marketing Trends Report.