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The most basic reason for this is that search engines generate the majority of user-generated traffic. Without SEO, websites would have to rely heavily on paid leads and other forms of promotion, both of which are significantly more expensive. In a nutshell, SEO’s goal is to position your platform in the right place at the right time so that users looking for the services, goods, or information you provide can easily find you.

According to Search Engine Land, an average of 51% of visitors found their way to a website via organic search last year. This means that organic SEO traffic was more important than paid searches (PPC), which accounted for 10% of total traffic. In comparison, social media accounted for only 5% of the total.

Why SEO is Your Most Vital Digital Marketing Tool

The main reason for SEO’s importance is that it is responsible for bringing the most traffic to any given website. Three factors have an impact on this: organic traffic leverage, local searches, and reputation and trust-building.

Organic traffic is exactly that – natural, intuitive, and organic. Furthermore, most users will scroll straight to the results that Google brings them organically, bypassing the ads at the top. It’s crucial to remember this.

In any relationship, trust is crucial, especially in the buyer-consumer one. In fact, many customers will avoid purchasing items from unknown brands or businesses. Instead, they rely on search engines to find the best content. This means that the further a website is from Google’s first page, the less reliable it appears. On the other hand, once a website is on the first page, its reputation improves significantly.

Finally, local searches are particularly important for businesses with a physical location. Finding your location or the one closest to them is a very useful feature.

Keeping all of this in mind, here are the top SEO trends for 2020, which will determine what changes you’ll need to make to your digital marketing strategy this year.

Trend #1: Growth of Natural Language Processing and Artificial Intelligence

Natural language processing (NLP) and artificial intelligence (AI) are already gaining traction. This trend has continued into 2020, implying that search engines, particularly Google, will be able to better understand and define what users really want than we have seen thus far.

NLP and Semantic AI are used by major news outlets like TheGuardian and even social media sites like Quora. However, these technologies can be used to boost user engagement on smaller platforms such as personal blogs, medium-sized content magazines, and e-commerce websites. NLP can be used to: Improve the structured data markup on specific pages with large public graphs; Improve the structured data markup on specific pages with large public graphs;

Experiment with word-vectors to find topics you might want to cover in order to become relevant on a specific topic; Leverage semantically rich metadata;

Analyze the competition to quickly determine which concept is causing changes in Google’s SERPs.

To get started using NLP and AI for your business, start by improving the data markup on your website, implementing semantically-rich metadata to direct content recommendation results to your site, and remember to use synonyms of keywords to get smart redirections. Because SEO is an iterative process, performing a technical audit from time to time to review and improve your SEO strategy and achieve the best results is always a good idea.

Trend #2: Increase in Mobile and Voice Searches

It’s important to remember that mobile search refers to the act of accessing and using a search engine from a handheld device or smartphone. Needless to say, the type of information users look for on mobile devices differs from what they look for on computers. Users looking for something on their mobile devices, for example, are more likely to need something that is location-specific and close to where they are at the time of their search. Furthermore, given the limitations of a mobile screen, mobile searchers prefer quick and concise information presented in an easy-to-read or absorb format. As a result, voice searches are steadily increasing to better accommodate user convenience.

If you’re going to use voice searches, you should create conversational content that can answer simple questions. It is very useful to optimize the content using long-tail keywords and to anticipate possible user questions that will be answered by using your content in this situation.

Trend #3: Locally Oriented Queries Come to the Fore

Furthermore, because they go hand in hand with mobile searches, locally oriented queries have become increasingly important. This means that having your location clearly indicated on your website, as well as map embedding capabilities, will be extremely helpful to people looking for your company. Local SEO is an important aspect of SEO that must be considered, especially for businesses that operate online.

Local SEO is the most effective way to put your company on the map, both metaphorically and literally. Because that information is displayed in the Google SERP organic listings, it’s necessary to have what’s known as the 3-local pack: locations, reviews, and prices. Schema markups are an excellent way to improve your local SEO. By including this microdata, you can improve the description of your webpage.

Trend #4: Intent and Content-Based Keywords

“SEO specialists will have to combine pure optimization with other online marketing strategies and use whatever they can to increase the number of clicks, as the total percent of organic clicks in Search Engine Results Pages (SERP) is falling (Featured Snippets, Rich Snippets, Local Packs, etc.). All other traditional SEO strategies are still important, but they must be implemented differently.” Tomo Rakocevic, an SEO specialist at Scopic, agrees.

Keyword research, for example, is still critical, but instead of focusing solely on keywords, SEO professionals must now consider the use of “entities,” “topics,” and the intent behind these keywords. On-page SEO continues to be important, but its nature has evolved as well. It’s not enough to just put keywords in the text. Rather, SEO specialists must comprehend the context and relationships between terms in order to optimise the article in a way that best meets the user’s expectations.

Content and keywords, as always, are critical in increasing a webpage’s Google relevance. The best approach is to divide the information and structure the articles. How-to sections, listings, and other similar features are always beneficial. It will increase the chances of the new content being selected as a featured snippet.

Trend #5: User Experience is King

As long as search engine technology advances, this trend will continue. While technical SEO remains an important part of the workflow, the focus has now shifted to website loading speed and mobile friendliness for those looking to implement an SEO strategy. To put it another way, a website that is difficult to read or loads slowly will inevitably struggle to maintain high search engine rankings.

In general, the user experience is critical. Users must always be at the forefront of SEO experts’ minds. This necessitates the use of simple but effective website structures.

Given the importance of a positive user experience, use mobile optimization to ensure that your web pages are accessible on any device. Users are becoming more demanding about the website’s performance, so if there are bugs, they must be fixed right away.

Trend #6: Authenticity Wins the Race

Finally, off-page optimization is still one of the most important variables, but with the growth of AI, relying only on the power of backlinks is not enough. So, what is? Basically, the biggest trend in SEO 2020 is for content to be as natural as possible, focusing on users and their intent, not search engines, and combining all of these aspects when creating an SEO strategy. A holistic approach is the only way to go in the current climate.

Every topic will require some research and you should have sources from which you are referencing information. However, making sure that your articles have a unique twist or insight, is one of the most important aspects as far as search engine optimized content goes.