Rebecca
By
Rebecca
On
Jan 18, 2021
While Google makes hundreds of changes to it’s search algorithms every year, the vast majority of changes are very minor, yet they still affect your ranking in the search engine results page (otherwise known as SERP). With a very hard year for businesses behind us, we reflect on 2020’s top 3 SEO trends. 

1. Optimising for voice search 

This is a trend that has been in our rearview mirror for a good few years, however, when voice search was first released many disregarded the technology and assumed it would die out. 

Today, we now understand more about voice search and with the help of Schema.org, we have a better understanding of where it will likely go in the future, meaning SEO experts can no longer ignore voice search.

2. BERT still going strong 

BERT (Bidirectional Encoder Representations from Transformers) enables anyone to train their own question answering system and impacts 1 out of 10 search queries. The BERT model is used to increase the chances for feature snippets appearing in search engine results and for Google to understand natural language. 

Featured Snippets are short snippets of text which appear at the top of the SERP to answer user’s queries quickly. The content for snippets are pulled through from web page content. These snippets are an opportunity for websites to increase their clicks and organic traffic without having high Google rankings. SEOs refer to the Featured Snippet position as ‘Position 0’ as this appears above position 1.

The best way to optimise for the BERT update from 2019 is to optimise the intent behind search queries, such as is the search query results ‘informational’, ‘transactional’ or ‘navigational’. 

Informational Queries: These can be difficult to target, however like most content in SEO, the best way to target these queries is through high-quality content. This is why you find Wikipedia on the first page of Informational queries as they provide simple information relating to a broad amount of topics. However, the best techniques to target these types of queries are; writing a Blog Full of Tips & Tricks, How-to Videos, Step by Step Guides and Infographics. The overall goal is to be a source that is considered trustworthy and authoritative information. 

Transactional Queries: These queries indicate the intent to complete a purchase, often these queries include specific brands or products, for example, a user may search ‘iPhone 12’ or something more generic like ‘Smart TV’. These queries are most likely to deliver an ROI in paid search, so it is recommended that you use Google Search & Shopping Ads to target these users, alongside SEO Content that is informative to get the best results. 

Navigational Queries: Searcher’s intent is to find a particular webpage. The most popular Navigational searches are ‘Facebook’ and ‘Youtube’. Naturally, if the searcher is not looking for your website, in particular, you don’t stand much of a chance as Google wants to provide the most relevant websites to its users. However, you want to rank top for your navigational searches and one of the best ways to do this is to write your brand’s story and about us pages to ensure that you sit at the top of results. 

It’s proven to be crucial for creating successful content as it mirrors the searcher’s intent. The best way to test this is by analysing the top ten pages. 

3. Video: The King of Content

It’s no secret that Google loves video and therefore video needs to be a part of your SEO and digital marketing strategy. According to Search Engine Watch ‘a well-optimised video can increase your chances of getting featured on the front page of Google by as much as a factor of 53.’ 

Embedded videos on full-length content pages will increase your chances of getting your website more traffic and including videos with your products will also increase your click-through rate and conversion rate. So time to invest in some brilliant video content and get in touch with our team today.

Keeping Up With SEO

SEO is a never-ending process. Google updates it’s algorithm more than 3,000 times a year so there is no such thing as optimising your website once to stay on top. Changes need to be made consistently to constantly improve the value of your content and stay relevant in your industry. 

Want to get the most out of your website’s SEO? Speak to our team today about SEO and Google Ads.