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Transcript – SEO Predictions for 2020 – What are Google up to?
Hey guys. It’s 2020, Google have made a ton of updates last year. They would definitely make a lot more updates in this year. In this video, what I want to do is make some predictions. Of course, I’ve been in SEO for a very long time. Some of the insights I’ve seen over the years have actually come true. Again, what I’m going to do this year 2020 is make some early SEO predictions in terms of what Google are probably going to focus on in the coming year. You don’t want to miss out. There’re five things in total you really need to look out for. You’ll see all of that and more coming up.
Hey guys. Darren Taylor of thebigmarketer.com here. My job is to make you a better marketer. Now, if you don’t know who I am, I’m a digital marketing trainer, consultant, and speaker. I really have a strong focus on SEO and PPC. If that sounds like something that’s of interest to you, you should consider subscribing to the channel. In this video, we are looking at my five predictions for SEO in 2020. What are Google going to do this year? We had a hell of a time last year seeing all the major updates they’ve made and the direction of travel, but what’s in store for 2020? Let’s take a look, shall we?
My first prediction is all about keywords. Of course, if you’re an SEO, you know keywords are what you use in order to find how much competition there is in your niche, how realistic you can actually rank for some of the terms you are after and of course the value of those terms as well. Keyword research is, of course, the fundamental starting point of a lot of SEO campaigns. However, my prediction for 2020 is keywords are going to matter a bit less than they do as of last year. Why do I think that?
Let’s start off with the definition of a keyword is of course something that is an interpretation of what somebody actually types into Google. You have a keyword over here and a search term over here. They’re not the same thing, but the keyword is what you target and research from an SEO point of view. Now, the reason I say keywords are going to matter a lot less is because of the big picture of Google. We saw the update they did towards the back end of last year in terms of that burst algorithm updates. If you haven’t heard of that one, check out the video in the description below where I break down that update for you there.
We can see Google’s future is all about understanding websites as a human would. Reading a webpage like a human. What are the implications of that? Of course, the implications are that keywords are going to matter less because if you’re Google in the early days, you’ll crawl a website, look for those keywords, make that as your relevancy factor and that’s pretty much a lot of what you used to do. Looking forward with Machine Learning, Artificial Intelligence, Google reading a website like a human, you don’t really care about keywords. All you as a user care about is did you get the right information that you want?
That’s going to be so much more important. Of course, in 2019 it was already important, but in 2020, it’s going to be even more important. If you ever find yourself in a position where you’re writing content and you’re writing it quite keyword dense and you still think keywords are really important, take a look at the quality of your content and the context of your content as well and focus on that because that’s much more important than the keyword side of things. Before I continue, if you like what you’re hearing far, hit the like button and let me know in the comments what your predictions for SEO are going to be.
Another SEO prediction for 2020 is that there will be a lot more zero-click searches. Now, first of all, what is a zero-click search? A zero-click search is where you go to Google, type something in and without having to click a link in the Google search results, Google has provided the answer for you already, which is really, really handy for the user. It can be good for branding for your business, but it’s not very good if you want people to actually come to your website and click your link. In the early days, if you were number one on Google, you just click the link, people would go to your website, you’d answer their question and more important than that, you could have a call to action they’d already be on your website and you can try and convert them into a customer or at least get them engaged with your brand from a buying potential point of view.
However, with a zero-click search, the opposite happens. What happens is people already get their answer. What reason would they have to click your link? More important than that is that being in position zero, as they say, for the featured snippets is really important because you can outrank people who are in position one by providing a better answer to their question. Even if you’re in no position whatsoever from an authority point of view of your website ranking for a particular term, then you could still potentially show in the featured snippets. It’s still an important thing to do and something Google I think are going to really expand on. We’re going to see a lot more of this kind of search results.
And another prediction leading on from my previous points is that there’ll be a growth in the use of structured data. Now, if you’re not sure what structured data is, check out this video below where I show you how to add structured data to the websites. It’s very straightforward to do, but essentially what you’re doing is you’re providing additional information on your website that Google can pull and surf in the search results. It may be your cooking and you have a recipe you want to promote. If you structure your data as a recipe, Google will provide a better quality link in the search results and you’ll be listed as a recipe.
It’s a really important part of SEO, it’s something that’s often overlooked. Really what you’re doing is you’re enhancing the data Google has at its disposal to serve, to users, which is really important. I think in 2020, Google are going to try and push this a lot more. They want to make sure everybody’s websites are mark top, is going to become more of a factor and they really want to make sure that they own the relationship between the searcher and the result. At the moment, it’s still a mix between obviously, Google serving the result and website listed on Google.
But I think in the long term, Google want to own that entire relationship. We’ve already said as my last point was a zero-click search. In this point it’s all about structured data and actually giving Google what they need in order to serve the users with better results and more information in the right format. Guys, if you haven’t already, make sure you mark up your website with the relevant types of data in order to give more enhanced search results to users that Google actually likes.
My fourth prediction for SEO for this year is that technical SEO, the aspects of the actual websites itself and the technical aspects within that is going to become even more important. Now, if you remember a while back, Google did that major update where they said that if a website isn’t secure, it can be liable to affect your rankings negatively. A lot of people migrated from HTTP over to HTTPS. That’s one technical aspects covered right there. You can see the direction of travel Google are taking. In addition to that, they ended up saying more recently, maybe a few years ago, that website speed is an important factor as well. Being able to have a website that’s quick and serves information quickly to users is also really important. That’s another technical factor.
I think next what they’re going to do is look at the experience on the web page itself, the navigation, the ease of use, the UX, all of those things and all of those factors. I think Google are going to find a way to measure that successfully. Yes, I know Google can read a website and see the structure of links and see the hierarchy of the pages and things like that. That’s all been done for years by Google. However, what I think is going to happen leads on from my previous points where Google wants to read a website like a human would.
Part of being able to read a website like a human isn’t just around the content on the site. It’s the presentation of that content. I think Google are going to move in that direction where they start to understand how content is presented, what’s more effective for users, and make predictions based on Machine Learning from that. Now, whether this happens this year or in the near future is to be seen, but I think this year they’re really going to start focusing on that UX part of web design and how that affects your rankings.
My final SEO prediction is that voice search will not matter. Now, what I mean by this is, of course, if you have a smart speaker or even your mobile phone, a lot of people are using their voice to search more often, and that’s true. Google has the data to show that, but it’s going to have a minimal impact on businesses. Businesses aren’t going to be impacted by voice search. A lot of people are putting a lot of effort and time into trying to convince the SEO community that voice search is going to be a massive thing. It’s actually not.
Think about how you engage with a business. Think about when you want to book something or do something or get a service. You might go to your phone and ask for a result, but beyond that point, all you’re doing is asking for a service. I think most people want to find out more information about your services. They don’t just want to hear things over voice or get a result back over voice. They want to actually read information. I think for the majority of businesses, voice search is just not important.
Now you thought that was the end of all of my predictions, but I’ve got one more bonus prediction for you. It’s something you’re probably going to read a lot in this year. It’s the usual thing you always hear, which is SEO is dead. I’m here to tell you that SEO isn’t dead. SEO works. Of course, it works. You can see it’s demonstrably true that it works. What doesn’t work is bad SEO. If you’re on the side of doing bad SEO and thinking that some of these old outdated tactics are going to work, then you’ll see you’re in for a bit of a shock.
In fact, in a recent video, I covered a website where I invoked bad SEO and you can see the rankings over time are declining. If you want to watch that video as well, I’ve put that in the comments below, but if you do good SEO, SEO is very much alive and well and if you do see any articles out there saying SEO is dead, then it’s absolute rubbish.
Thank you guys so much for watching this video. If you liked it, please leave a like below and let me know in the comments what your predictions for SEO are for 2020 in your eyes. I’ll be really interested to hear and discuss that with you down in the comments. More important than that, don’t forget to subscribe, check out the other content across my channel and I’ll see you guys on my next video.