Looking Forward To 2020, Future Proofing Your SEO
While no one can predict the future with complete accuracy, you do not need a crystal ball to determine how current online trends will affect organic search engine optimisation in the next few years. Staying ahead of the curve is important if you are to maintain your rankings and continue to be a reliable and trustworthy source. So, what does the future hold?
The last few years have seen an explosion of different forms of online searches. Visual searching and voice recognition software, incorporated into wireless assistances, are significantly changing the face of online searches. Not only does voice search increase accessibility, but it speeds up searching, and changes the type of responses that are received by the searcher. Screenless voice searching creates a range of opportunities, but also a range of new website optimisation problems to be solved. Screenless searching means that links become less important; answers to questions are provided, rather than options for you to choose from. How much you are affected by these changes will depend on the type of website you have and whether you are selling or providing information. But, none of this means that SEO optimisation will become obsolete. Search engines will continue to index websites and individuals will still use search to organise information and determine the validity of the sources of that information. Organic search engine optimisation will still play an important role in ensuring that your website is among those returned as a spam-free and relevant result. Keywords will still be important; but their importance will be balanced against high-quality content that engages readers, keeps their interest, and solves their problems.
As well as changes in the way individuals search, website owners will be faced with changes in what influences organic searches. Social media is set to become an increasing influence in organic search. Article directories, forum signatures, and other similar approaches will still need to be considered in this changing landscape. Algorithms are more likely to rank content for engagement and value. Unless your content drives engagement, ranking for keywords alone will be very difficult. However, the best SEO companies and strategists are already aware of this and already balance keyword placement with quality content. This is something that your search engine optimisation specialists will need to fully understand and integrate into their approach. By 2020, app integration will also increase. Google is already exploring ways of incorporating apps into its search results and this focus is set to continue. It is all part of the rise in importance of the mobile experience and means that responsiveness will continue to influence your search engine rankings. Search engine algorithms continue to develop into 2020 and become more sophisticated. All this results in the need for greater creativity in search engine optimisation and the need for content and local search engine optimisation that can stay one step ahead of both Google and the competition. The best way to achieve that is to start future proofing your website and your SEO strategy now.
Content will remain king when it comes to organic search engine optimisation. Well-written, engaging content that answers the questions posed by searchers will be essential. The long-tail keyword will grow in importance as voice search grows, while individuals shorten words and phrases when they type, they tend to do the opposite when they talk. Finally, optimising every page will be vital if you are to reach as much of your target audience as possible.