SEO is not standing still. Like everything else, search engine optimization is changing, and over the past few years, this process has accelerated noticeably. Every year, the algorithms become smarter (at least they say so), the methods that brought a good result yesterday did not work today, others only harm.
One of the most critical changes in 2018-2019 was the introduction by Google of the mobile-first algorithm and the resulting urgent need for a mobile version of the website. Also, if before the mobile version was “very desirable,” now it has become highly mandatory. However, the overall methodology essentially remains the same. These are all the same, “three whales” – technical optimization, content optimization, and increasing the link mass. However, every SEO-person has an opinion on how it should work.
The digital marketing environment is changing rapidly, technologies, user interests, and their expectations are changing. And those who continue to adhere to the “classical” (read outdated) approaches to business will ultimately hopelessly lag.
Today, an SEO specialist must not only select keys, write texts, purchase some obscure links, but also know the basics of marketing, programming, and design. Search for free or “semi-free” niches. To work with new types of requests, where there is still not all clogged with significant players. Template actions work less and less efficiently, which means it is time to experiment in search of better solutions.
Great attention should be paid to the details: page load time, image size, and code optimization. Forget about outdated methods like spamming, cheating behavioral factors, running through profiles/directories, and so on.
1. Improve usability
Today, Google provides answers without having to click on the website itself. And tomorrow, the search engine will make sure that it does not leave at all, will allow you to view the contents of the site, even without transition. Therefore, it is worth thinking about improving navigation, elaboration of details, enhancing the convenience of a web resource right now. After all, the user wants to view the website as a journal, without a tedious search and boring reading. Convenient, understandable, comfortable.
Every day there is a considerable amount of new web resources; users are becoming more sophisticated and picky. Leave the website if they are not satisfied with the design or download speed.
There are several apparent actions for UX optimization:
- In-depth internal optimization (up to each page). Look from a regular user on the pages of your website;
- Improving website loading speed. And here we are talking not only about the cherished numbers in Page Speed Insight but about the real speed and ease of the website;
- No pop-up windows and aggressive, intrusive advertising;
- Mandatory presence of an adequate mobile version.
2. Focus on clusters, not on individual keywords
One, well-structured page, can be ranked immediately by hundreds of queries — no need to create pages for each request.
check below keyword cluster list of the real-world example of this life coach spotter post
3. Variability in link building
I would call this process differently – the dissemination of information about your services. Ideally, use several approaches at once: publication of articles and participation in discussions.
At first, I recommend writing valuable materials for yourself and trying to negotiate with the websites. Many are ready to publish a fascinating article for free. Regarding participation in discussions. This process is now called Crowd Marketing, and it is past comment spam.
I recommend creating accounts on relevant websites and genuinely participating in various discussions on blogs and forums. The link that you leave in the comment to be as natural as possible. To comment itself lost its meaning without this link.
4. External optimization
External links you still need. But it should be understood that only one quality link with traffic is more critical and more effective than 1000 dead. Overall, external optimization is about 40% of all success.
It is desirable to achieve such an effect so that your materials on the website themselves began to be distributed on social networks and other websites. After all, external optimization is not only about links, and it is also SERM, social factors, and some other parameters. Focus on building an exciting project, and no external links will be needed.
5. Voice search
This is no longer the future, but the real search engine optimization. Every year, voice search is becoming increasingly popular. For example, Bright Local studies have shown that over the past 12 months, about 58% of consumers used voice search to search for information about companies and products.
The primary task here is getting into Featured Snippet. And this is all about the quality of the content. Extended snippets and the fruitful result is a topic for a separate article.
6. More attention to the mobile version
Most requests in 2018 were introduced from mobile devices. To be precise, according to Statista, the share of the mobile search was 52.2%.
Yes, these figures vary depending on the niche; for example, in the B2B segment, the desktop still leads. But, we have to admit that the vast majority of industries receive massive traffic from mobile devices. It was the reason for the introduction of the Google Mobile-first index. It is evident that in 2020, you need to make every effort to create a high-quality mobile version.
- Minimize the number of pop-ups. They enrage everyone on the desktop, and mobile users all the more;
- The website should be not only portable but also finger-friendly. Make sure that the mobile version of the site is conveniently scrolled and users fall into all the elements.
7. YMYL (Your Money or Your Life)
The next update of the YMYL filter in August last year led to a significant decrease in positions and traffic for many websites in the medical, financial, and healthy lifestyles. And only a few of these positions and traffic later restored. Google requires content for YMYL pages to be written by experts.
Therefore, the search engine treats such websites with special care. This clearly shows the trend for other topics: If you have content written on your website that has no value, or even worse, content that can harm the user, such pages will fall out of search results. I have already encountered many resources that have been affected by this update. Traffic collapsed dozens of times.
8. In-depth and constant analytics and analysis of competitors
Constant analytics will help to clarify which methods of promotion provide the most significant result. And what is also essential, you can see the low, competitive keywords for which your competitors receive traffic.
Why do we need to analyze competitors?
The answer is simple – to understand how things are in a niche, to find non-obvious points that are important for a given, specific subject, will plunge deeper into the interests of the client. This topic will always be relevant as long as there is a competitive offer on the market.
Perfect SEO specialist 2020
Today, an SEO specialist is a universal soldier, and he must know marketing well, understand design and programming. He keeps abreast of not only search engine optimization, but also other areas. And if necessary, go beyond the usual solutions. Has the following skills:
- Has a deep understanding of the principles of the search engine and the basic techniques of promotion;
- Able to work with search engine optimization tools;
- Has the skills of UX\UI design and understanding of the principles. Can quickly throw a prototype;
- Has basic programming skills. He is friends with HTML, he can make changes to the code himself. Deals on an equal basis with a software specialist;
- Has the powers of a project manager. Formulate and correctly compile the TK for a copywriter, programmer, designer;
- Understands the basic principles of sales;
- Analyst. Regularly analyzes the situation in the field and the market as a whole.
Instead of a conclusion
The profession of the SEO specialist will continue to evolve, as well as the scope of search engine optimization in general. In my opinion, the ideal SEO specialist is a project manager with a deep understanding of the principles of search engines. Since the main task was to create a useful and exciting website for users.
In 2020, the potential of SEO is still huge from a commercial point of view. But, every year, valid promotion becomes more difficult, requires more skills and resources.
Today, SEO is no longer just text, links, and keywords. Search engine optimization requires extensive work to improve the website. That is why many companies are willing to pay for promotion in 2020 more. SEO is not dead, and it only took a new dimension. And the right promotion strategy has become more critical than ever.