Only 10-15 years ago, if you were specializing in SEO, people might have had no clue what that meant. Nowadays, SEO analysis is a common practice important for every company that cares about their website visibility and website ranking in organic search network results.
In this article we want to point out current SEO trends and share some SEO tips and tricks with you!
SEO tips: Importance of keywords in 2020
What are the SEO trends in 2020?
Let’s look at on-page optimization first. Some years ago, SERP ranking was all about keyword optimization, since the competition was low and the Google algorithm was less intelligent than today. This led to the much-hated black-hat SEO techniques, where companies practised keyword stuffing around the whole website in order to rank as high as possible for specific keywords.
As a result website ranking was fully depending on the density of specific keywords.
However, today keyword stuffing is a no-go strategy for SEO and a long forgotten one, although keyword analysis and research is still important and relevant.
Since competition has increased across the web, ranking for relevant keywords has become more competitive. SEO analysis and keyword research for medium tail keyword phrases help to boost organic website ranking. Especially regarding SEO trends for 2020, on-page keyword optimization must include LSI (latent semantic index) keywords, which help Google understand the relevance of the website in order to rank it higher. LSI keywords are any words that are relevant to the website’s content and business itself.
SEO tips: How does Google rank pages today?
This is one of the most important questions to answer for all digital marketers and SEO specialists. And since the website ranking factors are constantly changing due to Google’s algorithm updates for its search network, the topic remains a high priority for all digital marketers.
Keyword research and SEO analysis are still considered as the important factors for improving website ranking. Nevertheless, valuable content that interests the audience plays a bigger role than before. Google focuses on delivering value for users and therefore with their RankBrain update, the machine learning system tries to identify the relevance and user-friendliness of a website in order to rank it on the organic search network. This includes high-quality content, user experience, and the relevance of the website.
Pogo-sticking has created some buzz online recently since it is part of RankBrain update based on Backlinko’s report
. Briefly explained, pogo-sticking is a method where a user clicks on many search result pages and bounces back to the result page until they find a page which does not return to the SERP anymore. Referring to Rand Fishkin’s article on Moz
, it can be said that pogo-sticking plays an important role in user experience and should be taken into account, while also optimizing landing pages for user-friendliness and relevance.
SEO trends: ranking Top 5 is not enough
SEO is all about website ranking on top of a SERP. Ranking on the first result page of a search engine is important for every business, but that does not automatically mean that your website will get the click. Let’s have an example:
Let’s assume you are searching for information about newsletter designs. Your SERP result for longtail keyword “Best newsletter design” shows the following top organic search results.
The top three URLs that are ranked here are canva, lucidpress and venngage.
Now, the question: Which link will I click?
I see Hubspot's link at the end of the SERP and click on it since I know the brand and have read other articles from them in the past. I am certain that they deliver good content and I will not lose time surfing on an unknown website.
Even though ranking on top of a SERP is an important deciding factor for a user to click on a link, similarly the URL of the site is playing an important deciding factor for a user.
If the page is known already and has created certain credibility in user’s mind, it is more likely that user will click on the URL that they know from before regardless of if that URL is ranked on first or even fifth position on the search engine result page.
Therefore, brand awareness plays another important role in the user’s decision-making process and SEO strategy as well.
Focusing on top website rankings is not enough. It is equally important to get into user's mind.
An integrated marketing strategy that includes activities on all channels like social media, social ads, and others, already play a major role in the game. Even if a user would not click the ad, they’ll still fix the company’s name in their consciousness. These are the first steps of brand awareness related with SEO analysis.
SEO tips: Outbound linking as one of the effective SEO tactics
Why would you link to other pages from your content? Just like internal links, outbound links are important as well; Google counts the site’s relevance by outbound links that link to relevant, high-quality websites.
Additionally, outbound linking can create attention among the targeted websites and perhaps increase the visibility of your website.
From the user’s perspective, outbound linking increases user engagement and their experience on the site. Linking within the text provides quick access to more detailed information when it is needed and a transparent connection or relationship between the content and linked websites.
SEO tips: SEO and UX walk hand in hand
All your SEO efforts can end up meaningless if the targeted website does not fulfil the expectations of the user and does not provide an easy, fast, clean, and transparent user experience.
As mentioned before, bounce rate and time on site are comprehensively influenced not only by the content but also by the website’s user experience — how easy the website is to navigate, a website design that speaks to the user, and the overall atmosphere that the website creates in users’ minds.
In this article, we introduced you to some SEO trends in 2020. Moreover, we shared some effective SEO tips and tricks for improving your campaign performance.
Before starting to execute your SEO strategy and implementing some new SEO tactics. Keep in mind that most of the time the content itself plays a huge role in a successful SEO strategy. The more natural it is and the more value it has to offer for a reader the better the results!