Every year new trends come out that will surprise us. Sometimes some trends don’t bother us, but for business owners and marketing experts, trends matter.
With the growing online competition, digital marketing experts must follow the new trends for them to find ways to promote a business.
There are a lot of trends emerging lately and one of which is all about Search Engine Optimization or SEO. SEO is one of the most important marketing strategies that every business owner or marketing expert should now. It has a massive impact on the success of a business.
Therefore, keeping up with Google’s ever-changing algorithm is the only way to get ahead of the game.
Now let us take a step further and get to know what Google has installed for their SEO.
FEATURED SNIPPET IS THE TARGET
Taking Google’s number one spot on SERP was the goal, but now the latest trend is to get to be on Google’s Featured Snippet. This spot is known as Position 0, which is above the number one search result.
Featured Snippets often contain answers to the most common questions. Therefore, if you want your content to be on the top of organic search results, aim to answer common questions by providing clear answers.
What are the benefits of getting Position 0 on Google?
- Increases visibility on SERP
- Building your website’s brand
- High click-through rate
The number of mobile users is increasing as compared to desktop users. Studies have shown that there are more online searches conducted on a mobile device than on a desktop. Even when it comes to online shopping, people shop online via their smartphone as compared to their desktop.
This change has resulted in Google implementing website owners to optimize their site to a more mobile-friendly interface.
A website’s layout must automatically adapt to any device.
There are ways you can check if your website is mobile optimized and gather data about it. Google has free tools you can use to make this possible. Here are some of their tools you can use to check your website:
- Google’s mobile-friendly test
- Google’s page speed insights
- Google Search Console’s mobile usability report
Aside from making sure that your website is mobile-friendly to increase its Google ranking, the loading speed on mobile devices must be fast. Google considers the loading time of your page in mobile devices as part of how they rank a website.
VOICE SEARCH OPTIMIZATION
The rise in the use of smart speakers and mobile phones has changed the way people conduct their researches. Now, voice searches are increasing in number.
This 2020, 50% of online searches will happen through voice search. It’s an easy way for users to search for what they need.
Another study has shown that people using smart speakers are more open to getting information, updates, or deals.
Therefore, you need to optimize your website for voice search. Somethings you have to consider when making your website voice search-friendly:
- Keywords are different from the traditional keywords used by text-based searches.
- Answer common questions
- Create content that matches users or searches intent
INCLUDE VIDEO CONTENT
Similar to mobile users and voice searches, video content has also been moving towards the spotlight. More people watch a video online, like on YouTube or Facebook than watching TV. They prefer to learn on videos because it is more effective and elaborate.
Almost 5 billion videos are watched on YouTube every day. This number shows that including videos as part of your SEO strategy is a big help. It would increase your website’s ranking on Google’s SERP.
How to make your video content visible in SERP?
- Provide information about your video to Google. You can do this by providing timestamps and labels.
- Do keyword research and include them on your video’s title, content, and tags.
THE LENGTH AND QUALITY OF YOUR CONTENT MATTERS
Google rewards websites with content that is rich and lengthy. They want their users to have a convenient and safe experience. Therefore, Google only presents content that can help their users.
A rich content that shows authority is what people need. Therefore, it is important to create well-researched content that answers questions directly.
What comes hand in hand with great content is the length of it. The longer your content is, the more people will stay on your website, as users want a website that provides all the information they need.
Google rewards websites with more traffic when people stay on their site longer. Therefore, create a lengthy and well-researched content on your next SEO campaign.
INFLUENCERS IMPACT ON SEO
In this digital age, influencers have risen out of different social media outlets. They bridge the gap between businesses and customers. They have given people ideas and thoughts about a product before they decide to purchase the item.
Unlike traditional marketing, people see the product and have no idea what are the pros and cons of it. But now, influencers have made decision making easy when it comes to shopping.
But how can influencers be related to SEO? When you partner with an influencer, they can drive traffic to your website, and this could increase your sales.
If you want your campaign to be effective, make sure to partner with an influencer under your niche, and create content that will increase your website’s traffic.
USE LOCAL SEO
In 2019, Google noticed that people often use the keywords “Where to buy” and “near me.” These are indicators of local searches.
If you have a local business, you can optimize your local SEO to help you rank in Google’s SERP.
Here’s a simple way you can make use of local SEO for your business:
- List your local business on Google’s My Business listing
- Make sure to include relevant information about your business
- Update any changes if needed
- Include images
- Respond to reviews
- Include your website
Make sure to provide accurate information about your business because customers will lose trust in your business if the information is incorrect.
GOOGLE EVALUATE YOUR E.A.T’s
E.A.T or Expertise, Authoritativeness, and Trustworthiness has been part of Google’s guidelines, but now they have emphasized on the practice of this guideline.
Google will rank websites that have content written or provided by experts in that field. They want to give users content that will not harm them, particularly in the healthcare field.
Aside from being an expert, the content must include information about the author.
Lastly, your website or name has to be mentioned by an outside source. If you are mentioned, your content and website gain credibility.
FOCUS ON SEARCH INTENT
In the past, Google utilizes the keywords typed in the search box to provide what the users need. But now, Google uses the keywords to provide content that answers the query.
Google focuses on the intent of the user. If you want to practice this, you can do some research about a topic and look at what Google’s SERP shows you.
If you know what your users want, then you can easily provide them with the answers they need.
Some of these trends are already known before, but Google still uses them and enhances them. Meanwhile, some trends mentioned are new, and these are mostly influenced by people’s behavior. All of these trends, whether they ring a bell or not, are important for SEO experts or marketing experts. It helps boost their campaign and increases sales.
JOHN OCAMPOSJohn Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand.