The SEO Trends are crucial for 2020 and beyond.


It is our duty as SEOs to be able to anticipate what Google is going to do. We’ve witnessed a lot of changes to Google Search over the last 12 months. Each one of them has affected the way we plan, manage and report on our campaigns.

In this article, we will explore the future of 2020 regarding SEO and the way these elements influence the strategies we design in the coming year.

Artificial Intelligence will continue to evolve.

Artificial Intelligence is a key factor in the development and growth of SEO over the last half-decade.

This was the first time we learned about RankBrain which is a machine-based search engine that allows Google to give more relevant results for users. While RankBrain is only 5 years old today, we get a glimpse of the way artificial intelligence will dominate SEO in the coming years.

The most recent step in the development in artificial intelligence has been naturally, the introduction of Bidirectional Transformers for Language Understanding, (BERT) which Google has announced in October of last year. If you’ve not heard that BERT is Google’s neural network-based approach to naturally processing language. It’s important because it tackles the basics of search. Google states that its algorithm is “the biggest leap forward in just five years, and is among the biggest leaps forward in the history of Search.”

BERT is an engine for search that is involved in one out of 10 searches. It aids Google comprehend the ways in which language is used and helps it recognize the meaning of keywords in searches. It is not possible to optimize for BERT as well as RankBrain.

What exactly does it have to do with SEOs?

Although BERT is merely one indication of Google’s comprehension of language It is nevertheless one of Google’s most significant signals. SEOs and webmasters must be focusing on producing top-quality, natural and helpful information. In simple terms, Danny Sullivan said, “Write articles for the users. ”

It is also crucial to be aware of the way BERT responds to questions. More information is available on this Whiteboard Friday episode.

Schema markup

Every month, a brand new type of markup is introduced. One of the latest innovations is the use of markup for films. It may seem like a small thing however this fact of currently get markups for movies shows how extensive and detailed the structure of data has become.

Smart speakers have grown to 120 million and webmasters should be aware of where schema is located on their websites so that they can profit in the 35.6 million searches conducted by voice every month. Markup on websites has a significant impact on the featured search snippets that could prove extremely profitable for websites. This Moz guide gives more details on voice search and featured short snippets.


It’s important to note that if you live located in the US It is worth noting you can use Talkable (BETA) will be utilized in conjunction with Google Assistant for answering questions regarding specific topics. The assistant is able to play audio through text-to-speech markup and can provide as many as three related content. News websites can earn lots of money making use of this markup. The assistant will display up to three articles relevant to the topic and play back audio via speech-to-text markup. Find out more information about the content requirements and technical issues when you have a news site that has content in English.

Google Actions

“Actions” for Google is an alternative worth looking into. It’s a platform that lets developers to create Google Assistant apps. Third-party developers can develop “actions” that are applets that expand the capabilities provided by Google Assistant. Actions can be used to connect your content and services to Google Assistant.

You can do a variety of things using actions:

  • To make sure your apps work with Google Assistant uses your apps you can design actions
  • Users are able to search for your app as well as interact
  • Make your app an answer to user questions

This article written by Andrea Vopini explains how to optimize your content using Google assistant.

Google owns a large amount invested in businesses

While entities aren’t something SEOs discuss often but they’re something that Google is investing a significant amount of funds in. Google defines entities as “a concept or thing that is distinct, unique, clearly defined, and distinct”.

They don’t need the physical form of an entity. However, they could represent as abstract concepts as an idea, or even a color. They are considered to be an entity when it is distinctive, distinct, identifiable and clearly defined.

It is evident it Moz has been listed on the Knowledge Panel as the company. You can look up Google Knowledge Graph API using the name of the company to see what Google has to say about them.

What exactly does it have to do with SEO?

Google submitted a patent application in 2015 that was titled Ranking results of search results based upon metrics of the entity. This is the place where the description of the entity is obtained. While there aren’t many patents worth celebration, this one is a significant technological breakthrough for machine learning. It lets Google to assess the likelihood of user intention and provides it a better understanding of the user’s tone of voice and their language. Companies are not as dependent on hyperlinks for ranking aspects, which means that you will require major changes to your campaigns based on the results of your SEO strategy.

The understanding that Google has of your website’s entities is the most crucial thing to think about.

If your website is selling shoes, as an example it is important to consider the wide range of designs sizes, colors brands, as well as other concepts that are available. Every shoe is the uniqueness of each product. This is why you should think about how to design each product to satisfy the requirements of customers as well as the capabilities to learn of Google. This is where you meet markup .

Sites are also entities. This is the area I’ll discuss next.

Brands and brand personalities can benefit from this experience of the panel

The Google Knowledge Graph was first launched in 2012, however its rapid growth over the past few years has made it clear it’s still an important element to the Google search algorithm. It will continue to expand for the next decade.

Google has begun allowing organizations to access their knowledge panel at the beginning of the year. This permits them to alter and control the information about search results. They are able to request specific changes, like the change of the panel’s title and featured image, or even those of the profiles on social media.

There are numerous benefits when you claim the knowledge panels. Users will have easy access to your site via The Knowledge Graph. This shows the authority and confidence signalling. Brands and individuals can also make use of knowledge panels to determine the information that is presented to the users. There are numerous brands that haven’t yet claimed their knowledge panels.

In only a few steps you’ll be able to prove your expertise panel.

  1. Check that your website is verified by Search Console.
  2. Submit an Google modification for your panels.

What exactly does it have to do with SEOs?

As you can observe it is evident that it is evident that the Knowledge Graph can increase trust and credibility in your company or personal image. It can also give you an additional level of publicity. It’s not an easy task.

It can be difficult to get space on your Knowledge Graph unless you are known, well-known or well-known brand. While having a Wikipedia page can be useful however, I would not suggest the creation of one simply to be able to have it. It is likely to be removed and wasted time. Instead, it is better to create authority and mentions of your brand around your name gradually. While wikidata pages may be beneficial however, they cannot be assured. Google should recognize you as a prominent individual or brand.

The performance of the queryless predictive search is increasing

Google Discover has been introduced in June 2017 and enables an entirely new kind of search that isn’t dependent on the query. The AI-driven content recommendation tool Discover boasts of having the number of users to be around 80 million.

Google developed the Topic Layer using the Knowledge Graph. This layer can be used to observe how users’ interests evolve in time. This article by The University of Maryland provides a comprehensive information on topics, models, as well as other topics.

Discover allows you to identify the most relevant content from various websites by helping you understand which subjects are important to you.

What exactly does it means for SEOs?

Google declares that, in order to appear in Discover pages, they need to be indexable by Google and in line with Google News content policy. There are no specific tags or data that must be structured. Google evaluates content with an algorithm that analyzes the quality of the content, the preferences of the users as well as the content of every page. While the exact formula for this isn’t discovered, we know the functioning based on numerous tests and research.

This image is from a talk by Kenichi Suzuki. The presentation focuses on some of the elements that help make Discover pages beneficial.

Google provides two strategies to increase the effectiveness of your content Discover:

  1. Make interesting content
  2. Images with high-quality quality are vital

It is essential to ensure that you create top-quality content that is original and offers a pleasant user experience. Your odds of Discover showing up on your site If you write clickbait-related content are slim.

Another way to be featured in Discover is to structure your content semantically so that Google is able to comprehend the content you’re creating, and to make sure your website is technically sound.

It is possible to use Google Search Console as with any other search to see the performance of your content in Discover. In the section on performance there are Discover statistics.

Google Discover analytics data are currently in their early stages and are, as such very insufficient. The data is not segmentable within Google Analytics. This article offers a way to observe user behavior in Google Analytics.

The most significant changes to search for images in visuals are still to be seen

Google Lens, which was launched in September of 2018 can be regarded as the most significant development in the field of image searches. Not only were featured videos appearing in search results for images however, AMP stories and brand new ranking algorithms and tags were also released.

John Mueller, a Webmaster Meetup participant in New York, shared his conviction that image search will undergo significant changes over the next few years. It will no longer be used to browse images, but is expected to be used by users to accomplish goals, buy items and discover new information.

Google has always said that images need to be properly optimized and marked. If you haven’t yet added the necessary information to your images as of yet, it’s the right moment.

There have been a few minor changes from Google over the past six months, like the elimination from the “view” feature. However, there have significant changes, like completely overhauling image search on Desktop.

Users don’t need to look for images in the SERP any more. The SERP usually provides a general search result, which includes news, videos, and images. Properly tagged and identified images are likely for inclusion in a global or blended results.

Google has added visual search features to the results of searches. These attributes now show as carousels of images in the search results.

What exactly does it means for SEOs?

SEOs and webmasters have many choices. They need to think about ways they can improve the profitability for their websites. This is particularly true when you take into consideration that 35% of customers cancel transactions within five days.

E-A-T doesn’t apply to all websites However, it is important.

Every SEO must be acquainted with E-A-T (Expertise Credibility and Authoritativeness). But keep in mind:

  • E-A-T doesn’t rank.
  • E-A is vital for your money or your life (YMYL), subjects and pages

These assertions may appear at odds, but they’re more plausible when you consider the details of what Google is calling YMYL.

Google’s Rating Guidelines say that YMYL is a reference to websites or subjects that “could be a threat to a person’s potential happiness in the future, their financial security, or security.” This means that any website which contains information that may alter the course of someone’s life is deemed as YMYL. Your website shouldn’t be considered to be expert or authoritative even if it’s only a collection of pictures.

What exactly does it have to do with SEOs?

The issue is that many websites, particularly those who invest in SEO will include YMYL subjects or pages. Google however, is making huge efforts to get rid of low-quality or untrustworthy YMYL content. It isn’t possible to optimize your site for E-A -T since this is not an algorithm. But you can make adjustments in order to make sure that the website communicates high quality signalling to Google. These Moz articles written by Ian Booth, and this guide written by Lily Ray are great examples of how you can do it.

Keywords must be replaced with keywords and their semantics.

Google has decreased the importance of keywords as well as links, and that’s why the topic model and semantics is crucial.

Google can understand what people are searching for with just two words. Topic modeling is a major reason for this capability (as Google admitted in September 2018 when it introduced its “topic layer”). The algorithm can comprehend semantics and provide users with an abundance of data.

What exactly does it have to do with SEOs?

It is more crucial than ever before to offer high-quality accurate, precise, and pertinent information to your users. But, it is also important to take into account the information structure.

If your website is selling running shoes, for instance it could create lengthy educational pieces that explain how to pick the right shoes suitable for different environments for running as well as diets for runners and tech accessory reviews. These articles could be divided into different subjects. The users and crawlers will be able to navigate through your website’s structure and understand the content.

Google crawlers also favor websites that have semantic groupings and websites that are focused on modeling topics. Studies have also demonstrated this. Dawn Anderson presents a great overview of this subject in her 2018 talk. This Whiteboard Friday with Rand Fishkin will give you more details about the topic of semantic connectivity, topic modeling and other related topics.

SERPs will change.

The search results have dramatically changed over the last couple of years. They’ve evolved so dramatically that, at times, being the first organic results could not be the best option for a business.

It was not possible just several years ago ( look at the Moz article from the year 2018). It helps to reduce panic that comes from results pages for search engines.

with Voice Search, rich results and rich snippets of content, Knowledge boards Google My Business, up-to-date Image Search results, and the launch to Voice Search, SEOs will need to look at innovative strategies for marketing using technology for appearing in the organic results of many search engines.

While it’s not easy to know what direction Google will be taking SERPs in the next 12 months however, it’s likely that the current strategies used to search will be used in the next six months will be in place.

Think about, for instance the recent update and subsequent removal of favicons the SERPs. After a backlash, Google reversed it, which proves that we are not able to determine which changes will last or be tiny blips on our radar.

What exactly does it means for SEOs?

Your strategies must be adaptable. Additionally, you should be prepared for changes in your business (if you’re not involved in SEO) and the constantly changing search landscape. Utilize tools like Google Trends for any seasonal gaps you may notice.

To assist you in planning ahead and design strategies and campaigns that drive high-quality traffic and that convert well tools such as Moz Keyword Explorer can be utilized.


SEOs must transcend the notion that traditional search results are the most important factors for search engine optimization. Despite both being essential, SEO campaigns cannot reach their maximum capacity without investing in a technological strategies and learning about entities and their semantic connections.


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