Receiving SEO advice never hurts, and more once, we attend an evolutionary process that involves faster changes than in many other market parts.
Any business that desires to stay competitive must be up-to-date on the dominant SEO trends within the market, and which, as I say, are always changing.
Surely your competitors are already implementing changes and new strategies to stay on the market in 2020.
Have you already considered how you're getting to focus your positioning strategy for next year?
If you've got not done so, there's no problem because here you'll be ready to examine the newest news within the industry and see what they need to mention about these great SEO professional trends.
What SEO tips do you have to consider in 2020?
Artificial intelligence, which may be applied in some ways and to great benefit to marketing and SEO, is that the axis around which most of the trends that are expected to achieve 2020 revolve.
Talking about trends and Artificial Intelligence is irreparably talking about Google.
As we will extract from the info available today, the program giant accounts for a market share of just about 90% worldwide.
Marketing trends, which also include positioning trends, must necessarily consider the continual changes in its algorithm, quite 500 a year.
The personalization content in any format is going to be the third focus of attention as an objective to follow.
And is that the leading effective content strategy and is to be ready to offer essential pieces to the individual consumer that Google sees as the right way.
Let's not forget that this giant always reminds us of its grail, which is none aside from providing value to the user, which we must burn ourselves if we would like to optimize our results.
Applications of Artificial Intelligence in SEO
Changes in user searches
As the behavior patterns of users change, so SEO must be modified.
The content marketing strategist must understand how new search channels work, like voice search or vertical search engines.
Although voice search has existed for years and therefore the significant influence it's on SEO; most brands haven't taken action around this type of search.
Voice recognition systems are working better, and voice searches are increasing in number year after year.
It is said that in 2020 they're going to reach half and, in fact, today it's the way of searching that uses quite 70% of mobile users under the age of 30.
Vertical searches, which are people who happen on specific platforms (Amazon, Airbnb, Just Eat), also are increasing, and need an equally particular strategy.
On the one hand, the algorithms of every of those search engines work differently.
Therefore, it's key to understand the positioning factors of the platform where we would like to develop a straight and honest strategy.
On the opposite hand, users who use vertical search engines are generally within the last stages of their "buyer journey," therefore, they need a way higher potential to become customers.
Brands must understand these differences to regulate their marketing and positioning strategies to how different channels work and the way consumers use them.
There is a competitive opportunity for companies capable of optimizing their content for these changes and managing to implement effective systems to research them.
Fernando Maciá believes that the key to creating this feature addictive for the user lies within the accuracy offered by voice searches when understanding the queries made by said user.
Alex Navarro, during this sense and, above all, associated with the content, advises inserting a schema dedicated to FAQ within the page.
Smart speakers: data, content, and advertising
Surely you're no stranger to the fact that sales of devices that incorporate smart speakers are booming and have shot up to almost 200% year-on-year.
The most popular at the instant are Google and Amazon.
Devices with smart speakers collect plenty of data, which will reform (if they're not already doing so) the strategies of companies which will access them.
And though your brand doesn't have this possibility, you need to seriously consider implementing branded content for smart speakers in your strategy.
An example of the above is that the "skills" of Amazon.
The best marketers begin to figure on developing branded skills to connect with their audiences.
The equivalent of the talents in Google is the "Actions".
To take advantage of the excellent opportunity offered by voice assistants as a non-invasive sort of communication, brands got to understand how users use these devices and the way they interact with them.
Developing an SEO strategy that takes advantage of this great potential will bring profits and high visibility to brands.
In the video that we've shared, you talk in-depth about this.
Chatbots are not any longer a thing of the future: today it's estimated that 70% of companies have a chatbot on their website to answer the foremost common and elementary questions of users.
The trend over the following few years is going to be to enhance chatbots, which, because of AI, will increase in number and can become increasingly difficult.
Improving chatbots will allow companies to have real-time conversations with their customers.
There is a bent to hunt more direct and personalized communication between brands and customers, leaving aside indirect contact through advertising messages.
Chatbots allow direct and personalized interaction, which benefits both customers and brands.
From the client-side, this represents a significant improvement in your user experience since they will solve most of the doubts about the product or people who are generated during a transaction.
For brands, developing a chatbot can mean a significant improvement in their results, as costs are reduced, and sales figures are improved.
Chatbots solve doubts and supply information 100% of the time, far more effectively and fewer expensively than people.
But there's still more: the effective use of chatbots allows the corporate to gather feedback and knowledge on commonly asked questions and behavior patterns, which may then take to improve products and services, also because of the effectiveness in their relationship with potential customers.
Concerning chatbots and from a purely SEO point of view, Iñaki Tovar said: "Something to require under consideration like the importance of those participants in increasing the time spent on the page and which directly implies a considerable improvement in positioning.
SEO on SERPS and 0 results
But there are still more changes in program positioning because the goal now's not to push your website to be in the first position on the Google results page, but the zero area is now the foremost precious.
Have you noticed zero results?
They are parts that Google generates in response to the question asked by the user.
They usually contain text, one or more images, and a link, even when the query requires it, they also include a map.
And they are zero position results because they seem before the other end in the SERP, even before the paid results!
In mobile search, the user has got to scroll to determine other results.
On PC, the zero results prominently displayed within the SERP.
More and more results of this sort appear, and it is expected that they're still going to increase next year. However, as our experts clarify, it's not so simple, or anything goes, although what's undeniable is that 'this increase' and therefore the great capacity to draw in traffic they need to make them the main target of selling strategists.
Any company or business that uses Google as a channel will need to add the subsequent few months on the optimizations necessary to undertake to seem during a zero position.
But not everything is rosy, and these prominent fragments also are assigned a significant defect, which is that they will solve the user's doubt without necessarily having to click or look for new results.
However, in many cases, the CTR they receive is extremely high, because the user who makes the query and who is curious about the solution usually doesn't accept three lines of explanation and ultimately finishes up clicking to have more information.
Also very interesting is that the point of view contributed by Alex Navarro therein fragments zero are very moldable results.
According to this professional, you'll cash in of choice offered by featured snippets of "send comments" to penalize the results that are in zero position and somehow force Google to rotate them so that they're not stuck favoring one website.
A technique that undoubtedly, many professionals are already practicing to unseat their competitors from the long-awaited zero position and obtain hold of it.
It is an indisputable fact that it's becoming increasingly difficult to draw in the eye of customers, and this is often mainly thanks to the knowledge overload to which we are subjected. The brands that want to make sure their success in 2020 is going to be those capable of delivering personalized content.
Because this is often far more attractive and relevant to the buyer and, therefore, better positioned.
Isabel Romero already commented thereon in her speech where she made clear the close relationship between copywriting and SEO.
Content channels must be ready to recognize the individual customer also as their context in the least times.
Google talks about micro-moments, fragments that structure the consumer's path, each of which is a chance for brands to influence their decisions.
Marketing is not any longer focused exclusively as a channel to tell customers a few product's benefits or offers.
What's more, I dare say that the buyer is even a touch uninterested in this because the present consumer is self-sufficient when it involves information.
Now, the brand's work is more about offering useful content to the user, adapted to the requirements that they need in the least times, providing content in real-time that Google endorses as relevant.
Video content continues to gain importance and defends its leadership as the preferred format for the vast majority of users.
The percentage varies according to the study, ranging between 70 and 80%, which confirms that preference that I just mentioned.
High traffic attraction and engagement ratios also are attributed to it, improving those achieved by other formats.
For all this, video is expected to remain the type of content with increasing demand and better positioning.
The videos that will be most successful will be the life or streaming videos, the short videos that sweep Instagram and Facebook, and personalized videos.
What is more, it seems that personalized videos will experience a significant boom in 2020 since this type of video fits perfectly with the demands of today's consumer.
A customer who wants unique experiences and exceptional treatment.
Likewise, personalized videos offer excellent customer purchases and keeping results, being relatively easy to produce and very effective.
Isabel Romero indicated, Local SEO is a significant factor, not to say the key to the most immediate future in terms of positioning.
To argue this point, we can rely on some of the new data that Isabel shared.
There are fewer large companies than SMEs, and Google is aware that it has an essential source of business from that sector.
Google wants small and medium-sized companies to take a position in advertising to enhance their SEO, among other things, and what it's doing is just making it easy for them.
As for the importance of hosting localization when doing local SEO, Fernando Maciá believes that this is relevant when it comes to optimizing interconnection waiting time and loading speed.
Check that our website is ready for mobile versions and how this adaptation is adjusted to usability, and SEO is more important than ever.
Added to the above is the importance of the user experience or UX and even in Search Console, an excellent analysis finds out that specific UX section for mobile phones that includes a series of recommendations to make that user experience as optimized as possible.
For example, the width of the content is greater than the width of the screen; the elements to click on are too glued, and so on.
According to Fernando Maciá, the impact of mobile-first comes from four main points:
1. The location of the ads and the CTR has subtracted from the organic results.
2. The importance of featured snippets that are the result of informational searches and how to refer them to transactional pages to convert and monetize.
4. AMP versions and their impact on information architecture.
In summary, applying AI to SEO, knowing the way to adapt to changes in Google's algorithm, offering personalized content optimized for user searches, also as taking care of local SEO and adapting to mobile versions are going to be the most strategies positioning key for the closest future (2020).