With the digital world evolving non-stop, it’s no surprise that search engine optimisation (SEO) and the whole process of keyword research and content optimisation to improve your website’s ranking on Google, changes almost constantly.
Here at Go Limitless it is our mission to help our customers’ websites to perform better in search results, so we ensure we keep abreast of these changes. But what might you need to be aware of in 2020? What will matter and what should we be doing about it?
The zero click search phenomenon
Have you noticed that when you type a search into Google, it will provide a different-looking result at the top? This is known as a rich or featured snippet, and is the reason that over half of searches are now zero click. The answer to the user’s question is provided on the Search Engine Results Page (SERP) itself, without the need for further clicks.
Typical examples of this are opening hours, contact details and definitions. So what now?
While these searches aren’t going to contribute to your web traffic, if you appear in the results you can still build trust with the user who sees you as a point of authority and knowledge, and so is more likely to come to your website for information in the future.
Secondly, it’s worth remembering that these types of searches aren’t typically what you want to rank for – what you do, sell and how you can help potential customers is what will lead to conversions for your site, so this is the content you need to be concerned with optimising (and where we can help!).
How often do you add terms like ‘local’, ‘near me’ or your specific town/city to searches on Google? Your potential customers are doing this too, so this needs to be factored into your SEO strategy.
SERPs deliver local results using tools such as Google My Business, so it’s important to have this set up correctly and keep it updated.
But what if someone wants more information once they’ve got the list of local results? This is where wider SEO tactics such as optimised content and backlink building come into play and help your website to be delivered further up the page, thus having more chance of being clicked on.
One thing that can ‘hurt’ your ranking and also people’s faith in your brand, is to attract clicks to your site and then deliver something that is either irrelevant or totally useless to the reader – all they will do is bounce straight back off the page and Google sees this as a bad thing.
Engage with your audience on social media, on forums and through content marketing such as blog posts to build that relationship and their trust in you as a voice of authority when they need an answer. This increases the likelihood of them clicking on to your site, which then contributes to improving SERP rankings.
BERT, RankBrain and Neural Matching
These are three tools used by Google to calculate SERP rankings. Essentially these tools combine analysis of keyword context, user behaviour and the true meaning of search queries, to determine where to rank your website.
The basic takeaway? You need relevant, well-written content and a strategic approach to SEO to ensure that you are delivering that content in places and ways which best benefit the web user.
This is just the tip of the iceberg for SEO and wider digital marketing, and we’re excited for the year ahead and working with both new and existing customers to help them embrace everything 2020 has to offer.
Looking for some help with your digital marketing strategy? We’re just a call or click away.