Technology is advancing at an alarmingly fast pace. If you want to survive in the cut-throat competition, you’ve got to be armed with the latest information. These days, it’s all about digital marketing. With consumers demanding faster speeds and services on the go, more businesses are switching to e-commerce. So you have got to get your brand the most exposure possible in the digital world. Therefore, it’s vital to be aware of what the future of ‘search’ has in store.
In order to stay in stride with current developments, it’s a no-brainer that SEO techniques must also change year in and year out. Strategies that were applicable in the last few years have either been modified or become redundant. Though it’s almost impossible to predict what criteria Google uses to set its continually changing algorithms, some techniques are sure to make a stand in the realm of Search Engine Optimization in the next decade.
So what changes can we expect in 2020?
If you want to be on Google’s good side and get higher rankings, you’ve got to send Google the right signals. And to do just that, here are a few things you need to concentrate on.
- Entertaining Content:
Sorry guys, no matter how hard you’ve been working on your keywords, it will all be for nothing if the content on your site is boring. There’s considerable attention being given to user satisfaction. Unique, entertaining, high-quality content is what Google is looking for. And while tools like manual outreach are still invaluable parts of a cohesive strategy and you’ve got to move past the blogs quickly. The next generation is more into watching videos, memes, GIFs, and images rather than reading. Whether it’s a review, tutorial, or a related story, you should incorporate suitable videos depending upon your target audience. But remember that all videos must be searchable.
- Enhanced UX:
Sites with a clear design that are easy to navigate have always been high in demand. It is one of the easiest ways to enhance the user experience. But more importantly, it’s ultimately the speed at which people can access information that really matters. And we already know that people have zero tolerance for slow-loading pages. So, it’s no surprise that Google will incorporate loading speeds as criteria for SERP. As mentioned above, it’s all about the users. The more you keep them happy, the better you will look in Google’s eyes. The performance of your site and its pages are all under close surveillance. All content must be delivered quickly- ideally within a couple of milliseconds. This is adequate proof in SEO terms that your site is technically mature, reliable, and up to date with technology.
In hindsight, longer loading times are detrimental to your brand as well. It translates into fewer pages that search engines can crawl in their allocated crawl budget and a higher bounce rate. Both will affect indexation rankings negatively.
- Voice Search:
Though the emphasis will still be on increasing website visibility, user traffic, and conversion rates, 2020 search will be unique in another way. With users needing to search while on the go, they prefer to utter instructions rather than type them. In fact, we are already using this technology with Alexa, Siri, and Cortona. Thus future trends will aim at providing users with screen-less search options.
Yes, I can see the question mark hovering over your head. It’s the era of voice search. Over the coming years, it’s estimated that nearly 30-50% of our searches will be completed through voice. And since voice searches aim at answering questions, there won’t be a need for a screen to display search results. Therefore, Google will focus more on answering queries rather than providing links. But the critical metric with voice search will no doubt be on how fast primary content load speeds are. And this leads up to the next point.
- Long-tail Searches:
Since consumers will speak search queries, content must be created using phrases that are scalable for search engines. Therefore, the text on your site needs to be simple and understandable. Google’s desire to provide answers to questions instead of links is already becoming a challenge for many entrepreneurs. The level of sophistication of search algorithms will change so that the dependence on backlinks will diminish. Consequently, the importance of links as a factor in SERP rankings may alter.
And because people tend to ask questions in a conversational style, phrases often become longer. The search could now depend on the implementation of long-tail keywords. Since Google can understand language and dialect, the shift from concise keywords to longer phrases will be witnessed. However, keep these phrases in layman terms and avoid being too academic or nerdy. Inevitably, the content that is presented in a conversational style will rank better.
- Greater Role of Social media:
Social media has provided a vast platform for businesses to express themselves. And Google has taken note. In years to come, it will have a more significant influence in search. But remember that not all searches are purchase driven. Therefore, search engine optimization will still drive organic rankings to provide relevant, yet spam-free results. At the same time, signature forums and article directories will slowly disappear.
- Mobile Optimization:
Google has emphasized the need for mobile optimization in SERP rankings since 2018. This is here to stay. Moreover, rich snippets are essential now more crucial than ever because they’re relevant to voice search. Basic and important information can be accessed quickly, such as opening hours, location, contact, etc. Even though rich snippets did not directly impact rankings before, they do, however, influence SEO now by allowing your business to stand out in the crowd.
Google has consistently incorporated technological advancements by making mobile performance and mobile traffic as a ranking factor. Similarly, app integration may soon join the list. The responsiveness of sites/apps and user experience will likely dominate how search operates in the future.
John Lincoln shared Good Tips about for SEO in 2020, He is Co-Founder and CEO of Ignite Visibility, a teacher at UC San Diego, a keynote speaker, the 2017 Search Engine Land “Search Marketer of the Year”
We’ve all heard the saying “Forewarned is forearmed”. So it’s time to take notice of the necessary steps to remain competitive in the coming years. Focus on delivering a personalized experience to your users. Since search is highly local – and it seems that it will remain so- reach out to the local audience, even if you operate at multiple locations. And it’s vital to incorporate voice search if you are looking for a way forward. The sooner you adopt this strategy, the better. More importantly, Google’s algorithms will rank you on your site’s content, engagement, and the value of your brand. Lastly, in order to improve SEO, don’t forget to place keywords and Meta tags strategically on all your pages.
Expect stiffer competition because not only will your brand be competing against other corporations, but also with Google itself. So are you ready for the SEO changes that are being predicted for the turn on the decade?