SEO Tips and Strategies to Win on Google in 2020

SEO Tips and Strategies to Win on Google in 2020


– In 2020, SEO will be a very tough egg to crack. – We’re gonna try and crack
an egg on the sidewalk to see if it will cook. (egg cracks) – Nope! – It comes that time of year when SEOs are startin’
to quietly implement their newly learned highly
scientific optimizations for 2020 that will work like magic. You know, updating all your article
titles to say 2020, and then just sitting back and watching that traffic come in. – Bada bap boom. Pow. (crowd cheers) – But seriously if you’re looking for some guidance on what to do in 2020 here is our professional opinion. Now with Google, we always got to follow the money. We predict that more verticals
are gonna to be consumed by their comparison features and more ads are gonna start popping up in random places so they can use their bigger inventory to hit their earnings targets. So we’re keepin’ an eye on speed SCHEMA, Indexation, Relevancy Depth, and User Signals from Machine Learning. Let’s break it down step-by-step. First of all, speed. (fast paced music) If Google closes your site, it costs them money due
to the bandwidth costs, so if it’s a lighter weight site and it loads faster, it’s must cheaper for them. In particular, we believe
they’re gonna start to take punitive measures on a site’s redundant
resources loading on the page. This is particularly common if, sad to say, you
have a WordPress theme. The page loads, but it also loads a bunch
of scripts and resources that don’t actually do
anything on the page. (cards flip) – Did you see one? – Yes. – Now do you see your card here? – No. – That’s because you’re
looking too closely. – The reason this happens is because the templates in your template builder have to make it compatible with every single iteration
of the template they sell so they pack in the code and run multiple versions of it. But the thing is, when you download it and put it on your site, guess what? It’s seven versions of the
thing running at the same time. So it really stands to reason that a professional website
that runs as a business should probably not have this. Next up is SCHEMA. So with Google BERT rolling out globally, the nuance of a query is going
to be more and more important over time. So it stands to reason that the correct marking
up of entities in the page will become of paramount importance. So the more you join
up the dots for Google, the better they’re gonna
understand things in the page and ultimately they’re gonna reward you. Now, I’m not talking about some
basic b*tch recommendations like, “Make sure you
mark up your review page “with review SCHEMA.” and all that kind of very obvious stuff, I’m talking about going deep and going extreme. And mapping out the entire site with same As SCHEMA and running some sort of
internal linking programme but for SCHEMA, not for HTML links. Now this as a manual exercise, it is totally unfathomable. So, unless you use some sort of tools, like inLinks which is a toolkit by Dixon Jones of Magestic, it’s gonna be really hard to do. But, if you’re not ready
to invest in a tool at least start to look at
the entity associations by going to a database like Wikidata. Go to a famous author page. Do you notice that there’s a
bunch of third-party databases that they’re mentioned in, but there’s no links anywhere, they’re just mentioned in the database. It’s really hard to get in those databases so if you think about a lawyer, they’re in a database that
shows they passed the bar. Same will happen for your
clients’ particular vertical. So when optimising for your client, research everything in their industry and make sure they are in those databases. Next up is SERP erosion. This year we’ve seen a huge
increase in impressions and average ranking of all of our clients. But, clicks have not grown in
line with that growth. “So why is that
happening?” I hear you cry. Well, it’s pretty straight
forward to be honest. So, rich snippets and instant answers are satisfying the user in the SERP and nobody really needs to click anymore. Just look at this SERP for London to Paris. They’ve essentially
rebuilt the entire webpage inside of the SERP. So for 2020, expect a lot more of this. Essentially, Google’s gonna
start looking like AOL circa 1999. (upbeat music)
– America Online is Great! – Everybody at my school is on AOL. (message alert sound)
– Instant messages are the coolest. – So what can we do? Well, it all comes down
to your keyword research. You need to look at the
composition of the SERP to make a decision on whether or not you want to compete for these keywords with all these rich snippets. If you’re basing your strategy
on informational terms, you’ve got to make a little tweak. Instead of trying to
rank for “What is” terms that can easily be answered
inside of the SERP, you need to start optimising
for “how to” terms, which you can’t really
give an instant answer to. In the new SEO environment it’s fast turning into
winner-takes-all scenario but keep in mind, when you’re forecasting for
growth over the next 12 months, you’re gonna need to factor
in all of this stuff. Over the last 18 months we’ve
seen a particularly SERP get very special treatment, if they fall into the “Your
money,” or “Your life” category, or YMYL for short. This has meant a lot of
medical and finance queries getting seriously adjusted and in particular we’ve
noticed large newspapers dropping for a bunch of medical queries. Now in our opinion, this was actually really a good thing. Now just because they get a high page rank doesn’t really mean they deserve to rank for a bunch of non-news-based queries, so we predict that, guess what? If you’re a newspaper, you’re gonna lose a lot
more of your traffic as Google keeps tweaking all these SERPS, and all these indicators. And if you’re not ranking for
everything outside of news well, guess what? You’re gonna lose that traffic. Relevancy and links will
continue to have high high levels of importance. We believe that link velocity will become much more important. So historic link indexes
will be down weighted and fresh indexes will start
to be a big EAT factor. We’re gonna see large websites with big backlink profiles that have been built over
years and years and years start to feel the effects of link erosion and if they don’t have a
high velocity of fresh links, they’re gonna see some negative effects in the SERPs. Now at Type A, we bang on the link drum quite a lot. (drum set beats quickly) – So we think it’s absolutely essential to get you on to page one, but, after you hit page one, we think that links are, kinda less important. Links are kinda like the degree that you need
to get a job interview. Yes, it will get you an interview, but when you’re through the door, it’s all up to you. We’re gonna see a lot more
of this applied in the SERPs with machine learning and different sets of queries having completely different outcomes based on intent and the vertical you’re searching in. Sadly, you can’t really optimise for this. But, review your search console and make sure that there’s no weird click queries happening on any of your pages. And lastly, we think there’s gonna be a heavy increase in F U D. That’s right. Fear, Uncertainty, and Doubt has always been an massive
part of Goggle strategy, especially when their press are liaising the SEO community. Now I’ve been an SEO since
the first Panda update, and I know some of you guys out there have been in SEO since the
internet was essentially a thing but nothing’s really changed. Ultimately, have a technically sound site. Build good content
that’s keyword targeted. And build links like a mother. With all that said, I’d like to wish everyone
in the SEO community a fruitful, and well-optimized new year. And until next year, we’ll see you later.

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