What are the 10 SEO trends of 2020?
Read on to discover the 10 SEO trends that will define 2020 and beyond.
1. Search intent
One of the challenges of the 2020s will be to anticipate the search intentions of Internet users. Search intentions can take several forms: written requests, oral requests, etc.
Search algorithms are now oriented towards understanding a research intention as a whole, rather than taking into account individual, specific keywords as used to be the case.
2. Voice interface
This naturally leads us to the second trend: voice interfaces. Voice interfaces are already used in many contexts: in cars, text messages, instant messaging, note dictation, home automation, in apps for the disabled, for the elderly, etc.
We are witnessing a real evolution of human-machine interaction, and more and more of that interaction is being realized through vocal cues – simply because it’s easier to say a command rather than to write it out on a keyboard.
3. Response engine
Google has always wanted to become an answer engine, rather than just being a simple search engine.
A response engine displays the response directly on the search page. The user that has input a search term no longer needs to go to open a new page to display the answer; the answer is now directly displayed in the search results.
Response engines essentially transform the Search Engine Response Pages (SERPs) into a list of responses that provide the user the information they are looking for.
4. Long tail keywords
With the advent and progression of voice searches, long tail keywords are gainining more and more importance, as the key differentiators in the new reading framework that includes voice searches and response engines.
Local SERPs are going to be more and more specific. The result pages for a geo-located search, for example, are very different from the result pages linked to non-geo-located queries.
5. Rise of Local SEO
Local SEO is evolving and becoming even more specific than before. It must be emphasized that local SEO is very different to classic SEO.
6. Expertise, Authority, Trust = EAT
The last 5 points lead to the conclusion that content marketing will have to now position a company as an actor demonstrates trust, expertise and authority over its given subjects and areas of interest.
Companies will have to offer more reliable content in order to have a chance of appearing high up in SERPs. Establishing trust and quality of content is becoming more essential than ever before.
The EAT concept embodies this key point of quality for SEO in the years to come.
7. Verticalization of searches
On certain types of searches, the search becomes vertical.
When you are looking for:
- A hotel: You go to Booking.com, TripAdvisor,
- A household appliance product: You head to Amazon,
- An airplane: You visit Skyscanner.
Today, these platforms clearly rank as Google’s biggest competitors.
There is a need to deploy a real SEO effort on these platforms.
You should also know that the verticalization of searches also leads to many alternatives in SEO.
Bing is an important driver.
From a global perspective, Bing is Google’s only serious competitor.
Keep an eye on Bing, and try deploying SEO on this engine. Bing could gain new market share, and the engine deserves attention.
9. Visual research
Image research is also very popular. Bing is way ahead in the picture search realm.
On Google, we have Google Lens.
Visual research holds enormous potential. Indeed, we all have a camera in our hand, and that point alone shows just how important the potential is in this area. It could be even more important than voice search in the future.
10. Maintaining consistency in current efforts
Finally to finish this list, it’s worth emphasizing a continuous focus on the basic rules of SEO.
The recipes that worked well before still work today:
- A well-built site,
- Quality content,
- Quality links.