As we greet not only a new year but a new decade, and everyone is still going through the ceremony of writing the wrong year down and trying to correct it (usually badly), it’s time for us to look ahead and see what new, exciting things 2020 will bring us. In the world of Google, there are certainly a lot of interesting changes on the horizon, along with a lot of things that might get you rethinking your strategy moving forward.
If remaining competitive on Google and improving your SEO ranking is important for your marketing strategy in the 2020 (and it should be), then you need to keep an eye out for these new trends.
Snippets will Dominate Clicks
In recent years you might have noticed the featured snippet box popping up when you search for things. This is something Google have been evolving for some time, and is designed to provide the searcher with the most relevant information above the paid search results. This ‘featured snippet’ box is also known as ‘position 0’, and for businesses it’s like the holy grail. But to take advantage of it and stand a chance of turning up in the snippets, you need to provide clear answers to commonly answered questions on your website. Featured Snippets are evaluated and boosted to the top depending on their quality, which Google has its own method of figuring out. It might not seem like much, but Google says 54.68% of clicks originate from Features Snippets – proving that they drive more than half of the search engine clicks on the web. So this year it’s time to create some new content to appear in those snippets!
Influencers Have A Big Impact
Influencer marketing has been around for a few years now, and it’s cemented itself as a great way to sell products and services in a new market. This is mainly because users often feel intruded upon by ads, and are now looking for information they can trust and authentic reviews. For businesses, this represents a major opportunity. Influencers survive by partnering with brands and promoting their products or services to their extensive and engaged audience, in exchange for payment. There are influencers in almost every category you can think of now, so if you find the right one it could do wonders for your business. In SEO terms, using influencer outreach can help you amplify your content reach, generate even more traffic to your website and build valuable backlinks – all of which improve your search rankings.
Secure Websites Are A Must
Security has been a big buzzword for a while, but now Google is making it an essential for your website. Granted this one doesn’t have much to do with SEO, but it’s pretty critical if you want people to be able to use your website properly. This year, if you haven’t done it already, you need to make enabling HTTPS protocol on your website a priority. HTTPS gives website users a fully secure connection that has been encrypted and authenticated. According to Google, HTTPS “helps prevent intruders from tampering with the communications between your websites and your users’ browsers.” And don’t think this is something you can just avoid – Google has already started displaying large warnings when users try to access a website without HTTPS enabled, and soon it will stop you accessing them altogether through its browser, so it’s important to get this done!
Optimise For Voice Search
Voice search is something that’s been creeping up on us for a few years now, but throughout 2019 and into 2020 it’s exploded. Voice assistants are everywhere – in pretty much every smartphone, in computers and laptops, and in their own smart speaker devices. You would be hard pressed to find someone who doesn’t own, or has at least interacted with voice search, in the modern world, and it’s only becoming more widespread. And with that comes a dramatic increase in the number of people using voice search over traditional search, which means your business needs to not only be optimised for voice search keywords (which are different from typed keywords), but also be able to provide content for voice search results. We’ve written in detail about how you can do that here.
Of course, much more is set to change over the coming 12 months, and we will be going into it all in detail very soon. But for now, this gives you a good starting point for this year’s online strategy, and what you need to do to be seen. At Ad-Extra we are here to help you appear on the first page of Google through paid ads and Google My Business posts. If you would like to find out more about Google Ads for 2020, just get in touch with us today.