Rocket Media’s team of SEO experts look at the changing trends within SEO in 2020.
Search Engine Optimization (SEO) has changed considerably over the years. Whilst Google still continues to ‘rule the roost’ as the number one source of traffic on the entire Web, recent trends have shown that more than 50% of searches in 2020 result in no click through!
This is big news for SEO and it means that there is now less ‘real estate’ to fight for on search engine result pages (SERP’s).
On the flip side, despite the lower click through rates from Google searches, there’s still a tremendous opportunity and potential for businesses. The old adage of whether the glass if ‘half empty or half full’ can be applied here and we see this as an opportunity to separate the ‘wheat from the chaff’, the valuable from the worthless.
Traditionally, it wasn’t too difficult to rank highly on Google searches (depending on various factors of course) however, in 2020, the game has changed and it’s no longer ‘easy’ to get your ROI from SEO. This isn’t just down the the increasing amount of Digital Marketing experts within the field.
Unless your SEO experts and completely committed to the art of SEO, it’s unlikely that you can have consistent success within this inbound marketing field.
There’s a number of factors that have led to this situation. Google have added things like ‘Featured Snippets’ which has dramatically increased in recent years and reduced the need for searchers to click on the websites in organic search.
The Google My Business profiles have also become more detailed and now allow searchers to find specific information in the Search Engine Results Pages (SERP’s). The need to visit a website is decreasing by the day as Google continues to improve the user experience for searchers. Our need for Instant Information is only growing by the day and Google will continue to ease the user-experience which will mean less visits to websites.
In the past, even somebody with a very basic understanding of SEO could get a website ranked highly for certain keywords. This led to a massive growth of SEO companies who rode the wave but who never had the full understanding of what was needed to rank highly on Google and also get the most relevant traffic to their site.
Thankfully, these types of companies will become more and more redundant moving forward as only companies with a complete and thorough understanding of SEO will be able to deliver results. The lower click-through-rate is a challenge that only the best SEO companies can rise to.
One of the major opportunities that we see is in the increased importance that Google is placing on Local searches. The GMB business profile along with the local 3-pack are excellent opportunities for companies to increase their exposure on Google. Local seems to be the buzz word within the industry in 2020 and those companies with a thorough understanding of this concept will thrive over the next few years.
The local packs have a lot of detailed information including the distance from the searcher’s location, the option to click on to the website directly, get directions as well a click-to-call button. If you can master this area for your business, you’ll see a considerable return.
The Google posts section has also become more prominent in the SERP’s and is another opportunity to get ahead. You can now promote your products through this feature although the success of the endeavour is dependent on good copy-writing to catch the attention of the searcher.
We practice what we preach here at Rocket Media and we’ve made it a goal to rank on page one for a number of keywords related to our business. We see ourselves as digital marketing experts and as the best SEO company in Newcastle.
For more information on how to get results through SEO in 2020, get in touch and we’d be delighted to tell you more.