The SEO trends and web ranking factors are constantly evolving, and we can say that, even giddy. If you dedicate yourself to the world of digital marketing or have an online business, you know how important it is to be constantly updated and keep track of the requirements to position your website among the first results of Google.
The year 2020 is very close and, as expected, will bring news in this regard.
Do you want to know what they are? In this article, I advance all SEO trends and web positioning factors that you have to take into account for the year 2020.
Why is SEO so important and how does SEO work?
The high level of online competition and the continuous increase of new websites makes it necessary to constantly review search engine optimization strategies. Web pages need to meet a specific set of requirements to get the best results in search engines. It is at this point that SEO takes on great importance.
SEO is one of the most important elements in any digital marketing strategy. In this blog, I have talked about it on several occasions and you can expand information about it in an article like this: What is SEO positioning in digital marketing?
As a synthesis, SEO is the discipline that works on optimizing web pages so that they are positioned as best as possible by Google, which is the most used search engine.
And why is it so important to position your page well? Because 95% of users who do a search on Google do not pass the first page of results that this search engine throws.
Therefore, the better you meet the SEO requirements established by Google, the better considered you will be for this and higher up will locate your website. This will attract more, an increase in conversions and more reputation of your website.
To position a website on Google, this search engine uses its famous algorithm. In the next section, I will explain what it is.
Google’s SEO algorithm
Google’s SEO algorithm is the set of mathematical formulas that this search engine uses to position the pages based on the chosen criteria. Change frequently, to a greater or lesser extent. The last modification of the Google algorithm this year 2019 took place last September and was applied worldwide.
In the beginning, at the beginning of the 2000s of the last century, the algorithm was simpler and positioning a web page was quite easy. To do this, you just had to fill the page with the keywords or use SEO techniques that today are considered spam and that, as you can imagine, did not favor the user at all.
Since then, the algorithm has been improving, always focused on the satisfaction of the person entering the search.
SEO 2020 Trends
Google’s algorithm has evolved over the years, always with the main objective: to respond as well as possible to user searches. Therefore, it is very important that the content is of quality. That is, in contemporary SEO it is not enough to optimize technical issues. It must be done, but always keeping in mind that the most important thing is that the user is as satisfied as possible. In this sense, we can say that Google’s algorithm is increasingly “human.”
Starting from this, SEO evolves every year and it is essential not only to be aware of the news but to get ahead of them. Get ready from now for those that will bring the year 2020!
1. The snippets and their ability to attract clicks
In recent years, Google has evolved with the aim of responding to the needs and doubts of users quickly and simply. As a result, snippets featured (featured fragments ) are highly relevant. Usually, these appear first in the list of organic results.
The featured fragments are evaluated and displayed at the top according to their quality, which is determined by Google. So, if you want to take advantage of snippets and attract more clicks to your website, you should offer clear answers to the most common questions on your page.
Do you think it is a minor trend? Well, you should know that snippets generate about 54.68% of clicks on Google. The featured snippets represent a great opportunity for content creators, as they give you the ability to generate more organic traffic even if you are not in the first position. Great, right?
Importance of snippets: featured and rich
Snippets are the text segments that appear in Google’s search results. They combine a title, a brief summary of the content of the page, and the URL to it. There are several types of a snippet, the most important are:
- Rich snippets: Rich snippets, which are created using a structured data markup language, are a “rich” version, that is, with more detailed information for the user.
Rich snippets serve to help Google understand the type of content that is being presented. They are very important in SEO because they are displayed in a very visual way and help to capture the user’s attention. One of the most important types of rich snippets is the valuation, which includes some stars, and which is especially useful for online stores. By the way, if you have e-commerce we recommend that you read this article in which we tell you how to implement rich snippets through the Google Search Console: What is the markup language?
2.- Optimization for voice search
Before the appearance of the innovative smartphones we currently have, people used to make their inquiries by writing words. This behavior gave rise to the keywords. However, with the increasing use of mobile devices, voice searches are becoming increasingly popular among users.
These queries are not only made through smartphones, but also through voice assistants such as Amazon Echo , Samsung Smart TV or Voice Pod. Therefore, knowing how to optimize your site for these types of queries and implementing keywords for conversational searches can help you generate more organic traffic.
This represents an imminent change, especially if we consider that by 2020 it is expected that more than 50% of all internet searches will be done by voice. Therefore, your content must adapt to this new trend in order to improve SEO positioning. See how to optimise your site for voice search.
3.- Greater relevance of quality content
Users want to obtain content that is relevant, useful, and timely, which is exactly what Google tends to place in the top positions of its results page. People use search engines to find answers to their questions.
This is why creating high-quality content is a fundamental element in an effective SEO strategy. Informative and quality articles are the only type of content whose popularity will increase by 2020 and beyond.
The public detects and ignores very quickly the content that is perceived as too much seller. What people prefer is educational content that is easy to digest in the form of articles, videos, podcasts, infographics, etc. Additionally, the content on your page must be reliable and follow a logical structure that makes navigation and reading simple.
- What are the different types of SEO?
- How can I speed up my website loading time?
- Do domain names affect SEO?
- What is a backlink for SEO?
4.- Compatibility with mobile devices
User experience has always been a very important factor in search engine optimization. However, within the current context in which people around the world obtain smartphones with great ease, it becomes more relevant.
The technology and the way in which people access information have become so advanced that it is no longer enough to have a website. This should also have a friendly interface, be easy to read, retain the attention of visitors, and provide a satisfactory experience regardless of the device from which it is accessed.
Studies show that 4 out of 5 consumers make local inquiries using their mobile devices. In fact, smartphones comprise 88% of searches, while combined computers and tablets only reach 84%.
Since more and more people are making inquiries through their phones, it is important to have a mobile version of your website in order to reach the largest number of people interested in your product.
5.- Web security is a priority
User security is another trend that does not seem to have much to do with SEO but is essential for the user experience. If a person does not feel safe visiting your page, they may not spend much time on it.
The same happens if, for example, the message “not sure” appears at the top of the page, many will prefer not to continue to your website. As a result, a high bounce rate is obtained, which could affect your position in the results of organic traffic.
It is important to include the HTTPS protocol on your site. This gives the users of your page a connection both encrypted and authenticated and, therefore, secure. According to Google, HTTPS prevents intruders from sabotaging communication between websites and search engines.
Google wants people to have secure search experience, so people who implement the HTTPS protocol can experience a considerable improvement in SEO. In that sense, if one of your goals is to obtain data and personal information from your users on your page, then you have the responsibility to protect your privacy.
6.- CTR and the residence time
The CTR (Click Through Rate), which is the number that represents the number of clicks a link receives in reference to their impressions, and the length of time users stay on a page will definitely have a greater impact on SEO over the years. to come.
Why are they relevant to SEO? Well, both parameters detail user satisfaction with a website. The period a person spends on your page or the links they click on can tell you how interested your audience is in your content or if you really offer valuable information.
An aspect that is interesting to highlight is that in SEO, the residence time is different from the CTR. The first account for the number of people who clicked on a link based on the number of users who viewed the results page. On the other hand, the time of permanence focuses on what people do after entering your website.
7.- A 5-star digital experience
You can generate very useful content on your page, but this will be irrelevant if your website takes time to load or has a very complex user interface. Your audience needs to access everything you offer quickly. Therefore, optimized web design becomes essential.
Internet speeds are getting faster, so people are used to getting the information they need quickly. A second delay in loading a page can result in large losses for your company.
On the other hand, there is also a user experience factor. Navigation must be logical and easy to understand. You should not use words or terminology that is complex to understand for the audience.
You might think that it is something ingenious, but you should always see everything from the perspective of your audience. Will they understand what you mean in a matter of milliseconds? If they don’t, the bounce rates will negatively impact your position among the results.
The nature of SEO makes it always change over time. Therefore, in order to appear first on Google and attract more traffic to your page, it is necessary to stay updated with all trends. They will mark the way forward in the coming years.