How SEO will Rapidly Change in 2020?
Trend #1: BERT & User-Focused Optimization
In 2019, the launch of Google’s new BERT algorithm got a lot of attention. Naturally, every SEO professional wants to learn how to optimize for BERT.
Well, rather than focusing on how to optimize for that specific algorithm, take a page from Kelly Stanze, Search Strategist, Hallmark, who will be focusing on user-focused optimization and the technical delivery of content.
In short, that means reassessing user access points to search and aligning content with that.
“Look at the mechanics of how something is crawled, indexed, and served in a variety of different search settings,” Stanze said. “With users having more options than ever in how they search for things, it’ll be even more important for SEOs to bear in mind the fundamentals of clean architecture and content delivery.”
With the incorporation of BERT this year into the ranking and featured snippets algorithm, Google has taken a huge leap forward into making search really about intent matching rather pure string matching, according to Eli Schwartz, Growth Consultant and Advisor.
“Content will truly have to be written to user intent rather than just strings that a user might search,” Schwartz said. “Keyword research tools may even become less relevant with the primary dataset for content creation coming from suggested queries. In 2020, the really smart SEOs will get up from their desks to talk to customers so they can find out what their audience really wants from them.”
Frédéric Dubut, Senior Program Manager, Bing, echoed that, noting that keyword research, at least as we know it, is going to become obsolete.
“There’s no sign of [natural language processing] NLP and deep learning research slowing down anytime soon, and you can expect search engines to shift even further from keywords to intent in 2020,” Dubut said. “Both practitioners and tooling providers will need to shift their efforts towards ‘intent research’ and fulfilling user needs.”
As Jenn Mathews, Senior SEO Manager, Groupon, points out, Google is continually updating to optimize search results based on user intent rather than a focus on content/page to keyword matching.
“SEOs need to understand the nuance of what this means with their content as well as have a firm grasp on Google’s past updates leading to this trend.”
We’ve all wanted to focus on intent for the last several years, and better understand what the journey of our customers looks like, said Duane Forrester, VP, Industry Insights, Yext. Now it’s become such an important part of the landscape, it’s integral to the survival and growth for most online businesses.
“If you focus on the customer’s intent, you’ll clearly understand where you fit on that path,” Forrester said. “By providing the best answers for questions on that path, you can more reliably capture and convert customers.”
What does this mean for you?
Focus on how our users talk about their issues, problems, and needs at each aspect of the buyer’s journey much more, according to Keith Goode, Sr. SEO Strategist, IBM.
“Additionally, we’re going to have to extend our efforts far beyond the purchase in that journey to include content that addresses needs after the sale – support, opportunities to advocate, community-building and staying relevant for future purchases,” Goode added.
Always focus on your customers, said Sam Hollingsworth, Director of Search, Elevation Ten Thousand
“Too many brands forget or fail to realize what it takes to attract and impress potential customers. They want real value,” Hollingsworth said. “Just like in a brick-and-mortar establishment, customers want to know that you’re on their side, that they can trust you, and that you are a reliable partner in what is going to be a long-term – hopefully lifelong – relationship.”
Carolyn Lyden, Lead SEO/Owner, Search Hermit, hopes 2020 brings a change where we get back to the qualitative, human side of search.
“So many marketers market their products and services having never spoken one-on-one to their target audiences,” Lyden said.
Without talking to our customers and understanding why they are behaving the way they are, we are limiting our ability to create a smart and holistic strategy, according to Sarah Gurbach, Senior Account Manager, Search and Audience Insights, Seer Interactive.
“So, in 2020, I recommend you go and sit down with your customers,” Gurbach said. “Talk to them, ask them to tell you about their journey to purchase, how they used search, what they thought of your site. Use that data in every decision you make.”
User-focused optimization can only truly be done by integrating SEO into a holistic marketing strategy. Ryan Jones, SEO Group Director, Publicis Sapient, said this will be the biggest trend in 2020.
“Now, more than ever, companies are going to have to stop treating SEO as a condiment that they just add on to their digital strategy, and instead treat it as a key ingredient of their business plan,” Jones said. “SEOs are going to have to grow their skillsets to understand the full marketing and digital stack. It’s going to be less about fixing SEO issues and more about fixing marketing and business issues.”
Trend #2: High-Quality, Optimized Content
Anna Crowe, Assistant Editor, Search Engine Journal, said there is one thing that has been and will continue to be the lifeblood of SEO:
Content.
“Content affects everything in SEO,” Crowe said. “From your site structure and internal linking strategy to the types of links you build.”
To succeed in 2020, you will have to write something that is relevant and valuable, said Tony Wright, CEO, WrightIMC.
“This means that SEOs need to learn how to write or hire people who know how to write,” Wright said. “Google’s editorial discretion isn’t perfect yet – there will still be content that ranks that shouldn’t. But the day is coming when the best content will win.”
Make it your goal to have the best content on the web for your topic, or at least an important subset of your topic, said Eric Enge, General Manager, Perficient Digital. By doing so, you will be future-Google-proofing your business.
“This allows you to compete effectively for long-tail searches (which still remains about 70% of all search queries), will help build your site authority and demand for your content, and can be done in a directly ROI positive way,” Enge said. “In addition, this type of approach to content is exactly what Google is looking for to satisfy user needs and represents the type of market investment that Google will likely never make, because Google is about doing things with massively scalable algorithms.”
Jesse McDonald, Global SEO Strategist, IBM, and Jessica Levenson, SEO & Content Strategy Consultant, both said 2020 is the time to move away from the obsession with keywords. Stop targeting individual keywords, chasing pageviews, and “spraying and praying” with content.
McDonald said to focus more on topics.
“The goal of switching the mentality to more of a topic-focus is to create content that addresses an entire conversation holistically as opposed to just worrying about the single keyword a page should be targeting,” McDonald said.
Levenson said to adopt a deliberate and methodically organized cluster of content that delivers comprehensive and intuitive topical experiences while meeting business objectives.
“Know what answers the user needs next,” Levenson said. “Boiled down:
Understand who your audience is and how they search.
Understand the intent behind the questions they are asking or problems they need to solve.
Give them solutions or answers in the formats they prefer via on-point, quality, and authoritative content.
Execute in this fashion for every stage of their journey to create a satisfactory topical experience that serves their needs again and again.
Iterate because just because you do it well once doesn’t mean intent won’t change or someone else won’t do something better.”
Another thing to watch out for, according to Aja Frost, Head of Content SEO, HubSpot: content cannibalization.
“I’d recommend auditing all of your content for overlapping rankings and merging, redirecting, and archiving as needed so every page ranks for a unique set of keywords,” Frost said. “If your website covers the same topics again and again, even if you’re covering these topics from different angles, your pages are going to knock each other out of the results.”
In 2020, it’s time to take a hard look at the quality of your content – and optimizing that content for users rather than search engines, said Michelle Robbins, VP Product & Innovation, Aimclear.
“In a way, the key to staying successful in search marketing 2020 is the same as it ever was – put out good content, with consistent brand messaging, in all your channels,” Robbins said. “As the search engines become ever more adapted to natural language understanding, the best-written content – in all forms – will win the day.”
And in the world of international SEO, the time is now to invest in good localization of content, said Motoko Hunt, President, AJPR.
“Many global websites have poorly translated content that hasn’t been edited for the local tongue,” Hunt said. “It’s not the placement of the keywords, it’s about how well your content is written for the local audience.
Trend #3: E-A-T & Your Unfair Advantage
In 2020, Google will continue to look at the overall reputation and E-A-T (Expertise, Authoritativeness, and Trustworthiness) of a given company and the individuals who publish content on behalf of that company, said Lily Ray, SEO Director, Path Interactive.
“Companies that struggle with a poor reputation, customer service issues or other trust issues will have a harder time competing,” Ray said. “These trust issues not only manifest themselves as reviews and feedback about your brand, but they also take the form of technical or security issues on your site.”
Ray expects that it will become increasingly difficult to receive organic visibility for YMYL (Your Money, Your Life) queries without the proper expertise and credentials to write on those topics.
Trustworthiness will be super important for publishers in 2020, said Grace Kindred, Junior Technical SEO Analyst, News UK.
“There will be a strong focus on quality content and fighting against fake news,” Kindred said. “It will be more important than ever to focus on the trust value of authors (verifying authors and showing their authority for particular subjects) and sites as a whole.”
According to Loren Baker, Founder, Search Engine Journal, opening up nofollow as a hint was an attempt by Google to better understand the sources of news stories, the sources, and references in large papers and academic study.
“Match that with the credentials of the author (which can be defined by structured data markup) and any fact-checking oriented schema, and we have an easier way for Google to weigh authority and trustworthiness of a piece of content, whether a news or publishing story,” Baker said.
Put simply: The offline is coming online, said Jason Barnard, Owner, Kalicube.pro. Every business needs to find its unfair advantage.
“With entity-based search, the Knowledge Graph and the rise of E-A-T, our capacity to create an accurate and convincing online representation of our offline world will become a major differentiating factor,” Barnard said. “All those offline events, conferences, awards, partnerships, etc. that Google cannot see suddenly take on enormous importance. Pull them online and push them to Google to feed its need for understanding and credibility.”
Alexis Sanders, SEO Senior Manager, Merkle, shared a few ways to have a digitally-based competitive advantage:
Supply chain excellence (e.g., delivering within 2-days (or less) with relevant status updates).
Customer service (e.g., ability to answer the user’s question with minimal friction).
Digital charisma / branding (e.g., Having users seek you out, because they want to do business with you? Do most of your reviews look more like love letters?).
User experience (e.g., is your experience more convenient / useful / simple?).
Price.
Niche products.
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