Google changes its search algorithm throughout the year. With that in mind, marketers need to change their SEO strategy to consider voice assistants, video SEO trends, and more.
Otherwise, your competitors are stealing your website traffic—and your customers.
Don’t fall behind! Instead, update your current Video SEO strategy with these seven trends in mind. By making the most of these trends, you can attract more people to your website, improve their user experience, and turn those visitors into paying customers.
Start stepping up your Video SEO strategy in 2020 with these seven trends!
1. Zero-Click Searches
Today, people can type a search query into Google and find the answer they need without clicking on a search result.
The growth of zero-click searches is mostly due to Google’s creation of Featured Snippets. These snippets appear as informational boxes at the top of Google searches. You can appear for different snippets, such as:
- Lists (numbered and bulleted)
Learning how to optimize your content for Featured Snippets can help you gain the top position on search engine results pages (SERPs).
First, you need to determine what keywords you already rank for. You’re more likely to appear as a Featured Snippet for a keyword you already appear on the first SERP for.
You can generate an Ahrefs “Organic Keywords” report to discover more Featured Snippet opportunities.
Next, you need to optimize your content for Featured Snippets. Start by adding a 40 to 60 word summary of your content within the post. If you’re using headers throughout your posts, add a short paragraph summarizing that section beneath the header.
You can also format your content for other snippets by using bullets, numbered lists, and tables.
Formatting your content for Featured Snippets will help you steal the spotlight on SERP. Achieving the highest ranking on these search pages will help you build brand awareness and attract website visitors.
2. Keyword Research & Search Intent
In order to utilize these 2020 SEO trends, you need to understand your customers. Otherwise, you’ll fail to create content they actually want.
In order to attract people to your website, you first need to understand what they’re looking for and why. This is referred to as the consumer’s search intent. Google wants to give consumers the exact results they want, making search intent a big priority for many marketers.
First, complete thorough keyword research. You can use Google Keyword Planner, Trends, or SEMRush to get started.
Then, make sure you understand why your customers are using these keywords. Are they trying to find an answer to a question or do they want to buy something?
Once you understand what your searchers are looking for, you can create content that matches their search intent.
Go through your older posts and make sure your content is optimized for search intent. For example, you can transform a lengthy blog post into a step-by-step guide if your customers are looking for helpful instructions.
3. Influencers for Engagement
Google uses a list of criteria to determine where your site ranks on SERPs. Many of these metrics relate to engagement, such as:
- Dwell time
- Time on page
- Return visits
- Click to call
- Social shares
- Bounce rate
In order to improve these metrics, consider using influencer marketing. When an influencer endorses your brand, their already-trusting audience becomes more likely to share and engage in your content.
Using influencer marketing can also help you build your backlink. This is important to Google’s algorithm as well. By working with influencers, you can ensure Google sees you as a trustworthy resource.
When Google trusts you, your higher rankings will help you attract more website traffic, resulting in more conversions!
4. Speak Up With Voice Search
One in six Americans owns a smart speaker. That’s 35.6 million Americans using a voice-activated device each month. By the end of 2020, it’s expected that 50% of all voices will occur using a voice assist like Alexa or Siri.
As more people use voice assistants to search for the answers they need, it’s important to adapt your content.
First, make sure to update your keyword research. Make sure you understand how people are phrasing their search queries and their search intent.
Then, use these search queries within your content.
Understanding how your consumers phrase their questions will help you appear for these searches.
5. Become a Contender With Video Content
Many of the latest Video SEO trends depend on consumer content preferences.
For example, more people are watching videos this year. Video content is quick and easy to consume, which gives customers a convenient way to learn about your business.
Start by using your keyword research to determine what people are searching for. Then, create a video that sparks their interest and keeps them watching.
You can even recycle old blog posts and make them into videos to keep people engaged.
There are so many kinds of video content you can produce, too. Consider making a weekly vlog, tutorial, or a live Q&A session. You can also create product demos so generate interest in your newest products.
Don’t forget to use social media to spread the word! Once your video is ready for release, make sure to use video SEO to increase traffic to your website.
High-quality videos can help you stand out from your competitors, giving you a competitive edge in your industry.
6. Impacts on Local SEO
If locals love your business, it can help you rank higher on local searches. This refers to entity popularity, which is determined based on how often people mention your brand across social media, forums, and online content.
Then there’s entity engagement, which is determined based on:
- If people love your business
- Positive reviews on Google My Business
- Positive recommendations for your business
- People saving your business as a contact on their Android devices
- People asking for the location of your business over Google Maps
These signals tell Google your business is popular, which can increase your local SEO.
7. You Are What You EAT
EAT stands for Expertise, Authority, and Trustworthiness. This year, Google’s core search algorithm BERT is learning how to determine the intent of a searcher’s query. EAT indicates your content is meeting expectations for your audience.
In order to focus on EAT, create content that:
- Is high-quality and written by an expert
- Provides authority on the subject
- Uses authoritative links that point to trusted websites and resources
Make sure your content includes detailed information, rather than fluff. Then, focus on providing your readers with value. Each post should have a specific purpose.
Your content must also feel easy-to-read. Don’t forget to edit out any typos or punctuation errors.
Lastly, make sure to improve the user experience on your website. Ensure the site is mobile-optimized, easy to navigate, and that the pages load quickly.
Otherwise, visitors will leave and search for another expert authority they can trust to answer their questions.
20/20 Vision: 7 SEO Trends to Keep an Eye Out for in 2020
Don’t let your Video SEO strategy grow stale and outdated. With these seven SEO trends, you can remain up-to-date and at the top of the search page! Otherwise, your competitors might win that top-ranking instead.