SEO 2020

Dmitriy Bondar
25 December 2019

Initially, this post supposed somebody from our Boosta SEO-team to answer two brief questions seen in the Megaindex blog. But the guys were captured by some urgent tasks while I had a completely free day-off.

Thus, it was me who took the charge to overview the topic and represent the Boosta-team vision spiced with some of my thoughts as well.

So what are the major SEO trends for 2020? And how to implement them to top your website in Google ranking?

Developing your website, prioritize its mobile version and responsive site design

Leave desktops in the past – the share of users on different market niches who prefer mobile websites to their desktop analogs has already reached 60-70%. And the percentage is expected to continue growing. The implementation of 5G-technologies, Mask’s Starlink together with the availability of easy-to-get loans in developing countries will result in more than a million desktops waste. The before-mentioned trends are fairly easy to forecast – the least you can do is to consider the same issues in Africa. After the Internet technologies entered the Kenyan market, the percentage of Internet users has rapidly grown to 89.8%. The quality of communication is at the bottom line yet, but I still want you to explore the chart below:

 

The pink bars show varying levels of revenues that Elon is expected to get from his Internet space-technologies. Will the project keep up with the schedule and start running in 2020? And even if it doesn’t – 60 test satellites are already successfully operating and we all have heard of Mr.Musk’s talent to surprise.

Mobile traffic growing demand and the change of individual interactions with the content are the two major factors determining every SEO’s working experience in 2020.

Which alternative worth betting on? (place for your link 🙂

Interactive content

Current trends indicate that the quality of your content and how it is delivered to the user matter equally.

BERT -models will analyze content more effectively, which means that websites will have to emphasize their content quality and expertise, provide an improved understanding of the user’s needs and be ready to answer his/her following questions.

Google is sick of bullshit marketing content generated by sites to generate some cheap traffic and seeks out to push forward the quality of web pages.

Despite these scares every SEO specialist, EAT, YMYL, BERT, and other related tools are all designed with one purpose – leave the user satisfied.

Actually, I’m one of those strong supporters of all these changes. And here you are a real example of why: search “buy a Christmas tree in Kyiv“.

Right after Epicenter and Hotline, there goes the following site:

 

As I apprehend this, the first thing the user sees is:

The guys are probably serious businessmen, hah?

 

Whatever link you click on, similar content is found in every of the first six categories.

We can endlessly discuss the significance of titles, keys, etc., but such an approach is going to die soon. Monotonous tasks performed to achieve some quantitative indicators will also disappear soon. The vector of web marketing is shifting to quality. The faster you’ll understand this, the more likely you will successfully run the competition.

What can be done to optimize your SEO content right now, either after starting the work on January, 1?

Forget about triggering with high-frequency keywords. It has been among the most common SEOs’ mistakes of the year.

In practice, it looks like:

 

Keywords with high density take 40-50 positions in the list and placed along with the low-density keys. Note that keywords with 123K and 10K frequency are located close to each other.

 

Here is another page of the same site displaying the average density keys:

Start with the titles. Imagine that you are writing an Adwords publication. Remove the keys to the minimum. Present text to your not-SEO colleague.

Write in the language of every region, consider the local communication environment. It is difficult for non-native speakers to comprehend all variations in a foreign language, but it is crucial for your website’s success sometimes. You can easily recognize whether you communicate with a resident of Kyiv, Moscow, or Petersburgh, right? As for me, the Ukrainian language in Lviv and Poltava are two separate languages.

Yes, it is quite expensive, as it’s very difficult to find a native who fully comprehends your language, understands the topic, and is good at writing at the same time. But this is what leaders are given for: to find the right candidate, teach him/her, conquer the competitors and, then, generate more revenues.

Advance micro-marking according to the type of content. The tool wasn’t invented by chance: users changed their behavior and Google (as well as you and I) needs to comply with this change.

This task is more complicated than with titles. First, you need to understand what type of content will satisfy the general user. It can (and should!) contain not the text only, but also:

  1. Short videos
  2. Audio
  3. Infographic
  4. Quotations and interviews
  5. FAQ, tables

After your site’s structure is ready – go on, experiment with the design. Deliver your headings as questions and wrap page markup in the form of FAQ. Add comments with the UGC-attribute. Organize content blocks into specific micro-queries. Experiment with tables’ layout, content, and ratings. Check whether Google approves emoji and special characters relative to your theme.

According to our studies, the number of position zero within all featured snippets grew in 2019.

It would be also useful to review a fuller sample, so let’s try to convince Tim to update his study in 2020. True, such samples are said to be extremely hard to get, but I think that page marking will be among the main SEO topics thenext year.

There is no particular formula as each market has its specific features. As a reward for your attempts, you will obtain the upper-level of your website’s traffic.

To illustrate, recommended AMP pages promise to bring some projects up to 150k clicks per day.

But be careful with your strategies – you’re unlikely to optimize the searches for which Google displays varying rate levels.

Experiment with voice optimization for queries. Voice search is steadily gaining a share in overall searches for the third year in a row. There are no clear recommendations on how to optimize it specifically for a voice, nor what requests to optimize.

Given that, voice search optimization is an inhabited island yet which, though, may bring you extra traffic faster and cheaper than others. In the meantime, you can improve the content with an eye on the voice, for example, make content blocks in the form of quoting or dialogue with the user, register altos to pictures in the style of voice requests.

Website building

Prioritize UX / UI as competition is growing very quickly with users becoming more experienced and demanding. The SEO’s work was officially finished if the user visited the landing page, but now it must go throughout the sales funnel and can be assumed as “completed” only with a satisfied user in the end. Consequently, start learning how to operate landing pages, learn Mcommerce, and read other topic insights.

There’s no need to become a UX expert, but you must know how to retain your precious traffic on the site.

Stop acting like you’re horrified with the js. The bot keeps being improved and has already transitioned to the 74 version of Chromium rendering instead of 41. By the way, the bot successfully reads Iframe as well.

Become an active user of new Search Console reports. The console gives more than ever. One hint – look for cases of Western colleagues, for multi-page sites, this is a must-have. Particular attention should be paid to the pages “crawled but not indexed”.

Do not waste time on to manage non-follow, inside the site, it was an absolutely useless and even harmful thing. Until now, it is full of seemingly good SEO sites.

Collect data about your users. Below is a screenshot from Amazon:


From an unauthorized user ‘s point of view, Amazon has obtained the data of my browser and offers products that I watched recently. Just imagine how American housewives convert such techniques. If you can collect data, you need to buy, change and use it for your purposes.

Focus on domain authority. Have you noticed how much more SERPs occupied large sites this year?

The best SEO strategy for the last ten years has been “many sites”. Now everything is shifting towards “one big site”, and, if the budget allows, “a lot of big sites”.

In 2020, content must be supported by two elements, or at least one of them: the author’s trust or the domain trust.

You can start working in the following areas:

  1. Become an expert. Long, expensive, effective.
  2. Hire experts, such as a content marketer, present.

 

Just an example: an author whose publications are not on social networks or who looks fake is not a good approach to creating content.

  1. Push the brand using every available channel. Talk through real people on behalf of the brand.
  2. Backlink valuable sources, researches, and people.
  3. Be attentive to reviews of your brand on review sites.
  4. Be close to your audience – reddit, tiktok, pinterest, youtube etc.

 

Well, do not forget about links one more time) The “more quality links” formula has always worked and continues working up to now.

 

Our team also recommends you to switch your attention from extensive lists of links to smaller ones. Each field has its types of links. Find what works best in yours and then concentrate mainly on them.

 

Do not be afraid of the old sites of competitors – the age of the domain as a factor loses its strength. The quantity and quality of new sites are both growing and many of them deserve more Google’s appreciation than conservative slow-to-rebuilt sites. It’s still difficult to get the old site out of the query, but it is quite feasible to bite off a significant piece of traffic from their pie.

SEO teams

The bottom line should be the term “team”. Classic SEO no longer works so well over long distances. Your middle-SEO specialist should be:

  1. An Internet marketer with a bias in search engine optimization, while having basic UX skills and a good level of product management
  2. A techie with a focus on automation
  3. Copywriter
  4. Media player at a basic level
  5. Good PPC by a specialist
  6. A manager who knows how to circle a team of 3-4 people, often working remotely and having a different focus.

Let’s be honest – do you know a lot of such specialists? (If so, write to Pauline at [email protected])

 

Today, the teams win, and I mean that in the plural. The number and type of specialists along with their expertise levels vary depending on the project life cycle and the work that needs to be done; but if being approximate, then:

SEO-team 2020 is about 3-5 SEO-drivers of different levels + PM + UX / UI + designer + developers + link builders + copy; 5-40 people plus infrastructure supporting them.

Productivity = Quality * Quantity

Multifunctional teams with many projects will win over a long distance from the classic SEO-shna team or agency with the same and even more projects.

Value for the user, a deep understanding of the niche and product, the ability to quickly rebuild processes, scale, and adapt to the market are the keys to success in 2020.

Love your site, think ahead of how to improve it in a month, six months, a year.

Happy SEO New Year)

13 Comments

  • Евгений says:

    Привет.
    Спасибо за статью!
    HNY!

  • Дмитрий says:

    Очень познавательно, прочитал на одном дыхании. Побольше бы такого материала 😉

  • mes says:

    Спасибо за статью. Все понятно и доступно. Есть над чем работать.

  • Yama says:

    Спасибо за сьатью. Время одиночек проходит, надо сужать специализацию, соответственно пробовать увеличивать бюджеты клиентов… Далеко не все на это идут, им проще поменять сеошника и даже если следующий ничего существенно не улучшил, проходит полгода год, а проект ты потерял навсегда. Они будут искать дальше… Думай сеошник, думай…

  • sotos.com.ua says:

    Очень крутая и информативная статья. Спасибо за наводку на голосовой поиск. Буду внедрять на сайте

  • Павел says:

    Спасибо за отличный контент. Скажите, почему no-follow больше не актуально?

  • Михаил says:

    Толковая статья, спасибо!
    Всего наилучшего в новом году!

    PS. “пользователи с становятся” 🙂

  • Супер, без воды, и без рекомендаций типа «увеличить скорость своего сайта»)
    Мало такого контента сейчас.

  • Спасибо за хорошую подборку!

    Немного добавлю свои 5 копеек…
    Ценность работы команды SEO-специалистов лежит в двух вещах:
    1. В возможности более глубокой специализации и высокого уровня каждого члена команды, но это работает только если налажена система стимулирования обмена опытом среди них.
    2. В возможности планировать и систематически проводить разные эксперименты.

    Из трендов вижу такие четкие тенденции: роста порога вхождения в тему SEO в целом, снижения бюджетов у клиентов, необходимости специализации на каких-то более узких темах/рынках и построения своих тематических PBN-сетей. Еще явно наблюдается уход на международный рынок лучших SEO-шников.

  • Onpage says:

    Статья огонь!

  • Дмитрий says:

    Спасибо за эту статью-руководство к действию. Такая инфа всегда на вес золота.

    Увидел много новых идей и понимание, в каком направлении менять модели работы.

    Спасибо Дмитрию и команде Boosta за то, что делятся опытом!

  • Добрый вечер. Сделайте, пожалуйста, шрифт статей побольше. Вот в комментариях – самое то. С мобильного очень мелко.

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