The 10 most important SEO trends of 2020

If you want to improve and enrich the positioning of your website in search engines throughout this year, we will give you the most important SEO trends of 2020 that you should not lose sight of.

SEO is a complex science that requires time, money, effort and constant renewal, in addition to quality content and a good web design to meet the demands and needs of users and be well seen in the eyes of the almighty Google, whose algorithm changes It is necessary to monitor closely. Every year, and with the advancement of AI, machine learning or the higher penetration of smartphones - which increases the importance of mobile search - new and relevant SEO trends arise that you must attend with magnifying glass to implement these tactics in your blog or Web page.

If unnatural backlinks, saturation with keywords, guest posts disconnected from the theme of the site or meta keyword tags are SEO techniques that have fallen into the most absolute disuse, even some such as link farms, being penalized by Google, today you must take into account other relevant SEO strategies and tactics in this 2020, where Google continues to humanize its algorithms and increasingly rewarding the optimal user experiences, the original, extensive and quality content or the proper structuring of Web data.

Let's take a look, then, at the most important SEO trends of 2020.

1. Featured fragments

Featured fragments will continue to play an important role in 2020 in meeting the user's need for simple answers to a question. The excerpts shown come from websites that Google interprets as appropriate to answer the user's question. In addition to the standard search results, on one of every five occasions Google shows rich elements such as pieces extracted by the Knowledge Graph in the right column or featured fragments, featured snippet in English.

Typically, these offer the piece of content on the web with the link to the page itself and the title of it. Due to the increasing supply of content, this year it will be increasingly difficult to be visible in the top positions of the SERPs. Especially around knowledge questions, it is advisable to include sequences of questions and answers on your website, as well as tables with structured information. It is also convenient to know more fully the target audience and their needs.

2. Greater importance of structured data

With the evolution of SERPs, Google is accessing more and more data material, while today it can also create its own meaningful meta-descriptions of existing content. In addition, the search engine giant uses structured data to create the so-called rich snippets, whose available space has been reduced due to a change in the layout of the ads.

It is more important than ever for your SEO strategy that you mark your content in the best possible way, using resources such as Research around the keywords -which can guide the who, what, when, where and why-, analyze the prominent fragments of your niche and elaborate a clear definition of the hypothetical query as close as possible to the top of the page, referencing sources and using original content.

An investigation published by STAT reveals that about 30% of the URLs of the highlighted fragments are classified in the first position in an organic way, while the rest are extracted from the websites classified between Positions 2 to 5 in the search engine.

3. Optimize based on user experience

The user experience plays an increasingly important role. Some of the points that generate a good user experience are usability, the usefulness of each of the elements of the web, valuable explanations for the user, design and quality aesthetics, the ease of search within the web -a proper menu, with clear sections and search engine-, the security certificate or the creation of value.

We especially recommend improving the loading speed, taking care of the graphic aspect - the use of Adobe Flash is strictly prohibited - and satisfying the mobile search needs.

4. AMP for mobile devices

Mobile optimization is the standard to create new websites today. With Accelerated Mobile Pages (AMP) and Progressive Web Apps, Google shows you how to make a mobile page even faster.

AMP is a more limited simplified version of the web, since they are programmed with their own language, variation of HTML and called AMP HTML. It is a version that eliminates the elements that cause the slowness of a website, such as JavaScript or forms. According to Google, AMP pages load 15% to 85% faster, depending largely on how the website is originally programmed.

5. Quality in the texts

Although Google's algorithms are improving and improving, you still need text content to determine the relevance of web pages for a search query. Google has made huge improvements in the analysis of textual content in recent years and currently uses the Rankbrain algorithm to better understand the content.

It is advisable to review the texts continuously and ensure that they are unique and offer added value. The length is also awarded by Google, which continues to punish duplicate content, excess keywords and unnatural language.

6. Search by voice, the ascending queen

According to Google, a fifth of search queries on mobile devices are now done through voice. Due to the increasing use of digital assistants and smart home devices, users will increase voice searches in this 2020.

To prepare your business SEO for voice searches it is essential to work mobile SEO, improve loading speed, have a responsive design, use long tail keywords integrated with places and integrated with geolocation, optimize landing page and Use tools to anticipate possible user questions, such as Google Trends or Google Suggest.

7. Priority of mobile optimization

In the last two years, Google has shown that the focus is increasingly on mobile devices, whose optimization was already introduced as a ranking factor in 2016.

Working with local SEO, improving loading speed - avoiding plugins or heavy images - including geolocation between keywords, having an attractive template or attending to voice searches are some of the keys. Remember to use the Google Mobile Optimization Test.

8. Linkbuilding is still alive

Although his death is anticipated every year, in 2020 the backlinks will continue to play an important role and therefore, the link building strategy will remain relevant. Last 2018, Gary Illyes from Google said at a conference that a good PageRank is still an important ranking signal for Google. To improve authority, having natural incoming links is essential.

Guest post or link building through third-class portals is no longer useful: you must invest in unique content that users enjoy consuming or sharing. In fact, Google warned more than a year ago about the abuse and danger of the guest format. Try to offer the user added value, use specialized tools such as Open Profiler to know where the incoming links and those of your competitors come from, report broken links to the owners of the websites and create alerts to establish a follow-up.

9. Importance of images

Google significantly improved its image search in 2017. Many websites even had to deal with traffic losses because users no longer have to leave Google to view images and can click on them as in an image gallery. This novelty should be an incentive to optimize your visual material.

Some ways to do this are to use better photos than your competitors, take care of their quality and originality, that are as large as the width of the blog content, have a loading time of less than three seconds or remember to include the ALT attribute in the code of each image.

10. Rankbrain: machine learning

Google has implemented RankBrain, a machine learning system originally born in 2015 and whose basic function is to improve Hummingbird by transforming words into vectors comprised by machines. In other words, RankBrain uses AI to generate meanings around related terms, detecting common patterns that relate them.

Thus, the search engine will solve with increasing precision the misunderstanding before the consultations - due to the context, polysemy, spelling mistakes or plurals - their own self-learning system, using factors such as bounce rate.