Search engines have changed from being a useful tool to being an integral part of our daily lives. As a result, search engine optimization (SEO) has become crucial for business.
At its most basic, SEO is what allows you to get found more easily. The problem for digital marketers and the brands that use them is that SEO changes regularly. Keeping up with those changes is becoming increasingly challenging.
As we head into a new year and a new decade, businesses with a focus on SEO must be aware of the vital trends that affect it. Failing to stay up to date with the demands of search engines will mean that your business loses visibility and becomes lost in the online crowd.If you want your SEO to excel in 2020, here’s what you need to know.
Getting to the top spot on a Google results page should be the goal of any digital marketer. That much-sought-after positioning is crucial for brands. Unfortunately, that top position is fast-becoming very difficult to achieve. Featured snippets are the end result of Google changes over the last few years, and can be easily seen whenever you make a query and get an immediate answer that requires you to go no further. Featured snippets are the biggest area to explore in 2020, as the risk is that when audiences are getting those immediate answers, they do not need even the second result on a results page. With voice searches, that second place might as well be invisible. In 2020, aim to become a featured snippet or risk losing all of your hard work to gain a top position on search engine rankings.
Although the rise of home assistants like Amazon’s Alexa and Google Home has lead to a dramatic increase in voice searches, it is the continued impact of the smartphone that is driving the way that consumers find what they need online. Voice searches are growing in popularity, and they are going to continue having a dramatic effect on the way that you produce content. This will mean:
- Keyword research that is tailored around voice queries
- A mobile-friendly website structure
- Content that provides immediate answers followed by more in-depth information
If you fail to realign your SEO strategy with the rise of voice searches, then you run the risk of falling behind your competitors.
The Use of Data
Modern marketers have access to an almost overwhelming amount of data. That data can be used to massively improve your marketing and its impact, but too few businesses are making the maximum use of the data at their fingertips. By using the right analytics, you make it far easier to define your audience, evaluate the success of your created content, and identify the roadblocks to a purchase on the customer journey through your sales funnel.
Outsourcing to a digital marketing agency that prioritizes data for more successfully managed SEO campaigns is becoming increasingly common. Big names in the field like Click Intelligence are proving that data and SEO go hand in hand. A combination of SEO experience and the use of big data is going to become a crucial factor for the year and beyond.
If you have little experience with managing and updating an SEO strategy, it can seem like an impossibly daunting task. With seemingly constant algorithm changes and shifts in consumer trends, keeping up to date is challenging but essential. Prioritize your SEO strategy in 2020 and it could be the year that your online visibility soars.