As we move into
a new decade, many things are changing. Among them are Google’s search
algorithms, the very same ones we depend on to help us grow our business. As
technology races forward, we must move with it, adapting our strategies and
gaining insight to create the best SEO strategies for 2020.
Google’s BERT algorithm
stands for Bidirectional Encoder Representations from Transformers, uses
natural language processing (NLP) to understand queries. What this means is
that BERT looks at the content before and after a word to understand the
meaning, relevance and context of that word. This allows it to understand
nuances, which allows Google to produce better results. There is no real way to
optimise for BERT, other than creating good content without using awkward
phrasing for the SEO benefits.
High-quality Optimized Content
RankBrain and BERT are now working together to give users precisely the content
that they are looking for. SEO’s need to now move away from traditional signals
and start investing in high quality optimised content. This means that any
content that is put online must use the language of your audience, while still
containing the appropriate keywords and answering the queries of the user. This
will ensure that intent-based searches will capture your page and put it in
front of the user.
combination of RankBrain and BERT allows Google to understand the context,
organising subsections using primary related keywords will rank higher since it
shows that the information on your page is relevant and important.
E-A-T (Expertise, Authoritativeness, and Trustworthiness)
Google has slowly been rolling out expertise, authority, trust (E-A-T) since 2013. Broadly speaking, a website’s E-A-T score is based on several interconnected concepts which, when taken into consideration, change how sites rank.
To make sure
that a website has a high E-A-T rank, expertise, authority and trustworthiness
of the website’s writers must be taken into account.
Expertise refers to creating content that is in-depth, that answers common queries and demonstrates the knowledge of the writer. Claims made without citing them could hurt the expertise score.
Authority refers to the reputation of the writer who develops the main content, as well as the comprehensiveness of the content on a given website. Authority is increased by associating with trusted publications as well as having authorial opinions cited in places other than the website.
Trust, on the other hand, is one of the simpler concepts. Anything that creates a sense of safety and security while using the website improves the Trust rank. From putting up a location on Google Maps to introductions of the staff, from HTTPS connections to ratings, reviews and awards, anything that proves the existence and quality of a business, boosts the Trust rating.
A combination of
these three ratings allows websites to move up the ranks and get on the front
In early 2015,
an algorithm known as RankBrain was launched by Google. RankBrain was made to
interpret searches submitted by people and find the pages that lacked the
search terms but contained enough similarities or synonyms that they would be
relevant to the searcher’s interests. To simplify this further, the RankBrain
algorithm was designed to understand intent.
When it comes to
SEO, experts now need to understand the type of content that the users need.
Traditional signals like link diversity, content depth or keyword matching are
no longer enough. RankBrain matches signals to query intent, and so SEO experts
must do the same.
The easier it is
to navigate your website, the longer a user is likely to stay. A few simple
steps can be taken to improve user experience and reduce the bounce rate.
delay in page load causes an 11% reduction in page views. By improving website
speed, retention rates are increased. Simplifying website architecture and
making sure that all pages can be reached within four clicks improves Google’s
Since most people check out websites on the go, improving mobile responsiveness can improve your rankings as well. If all these small steps are followed, Google is sure to mark your website as good for users.
organic search result on Google’s front page gets almost 35% of all clicks for
that topic. However, there is still a chance for each is ranked lower to gain
traffic. But in voice search, only the top three results are shown on mobile
phones and only one for smart speakers.
technology increases further, it is predicted that over the next year, up to
50% of all search activity will be performed by voice. Optimising for such a
situation is a must.
Optimize for Featured Snippets
When a user asks
Google a question, it may be answered in the form of a special block of
information known as a featured snippet. Featured snippets get significantly
more attention than ordinary search results as they are accurately answering
the search query.
If your website
gets a featured snippet of the keyword or topic of your choice, you are far
more likely to increase traffic. This can be accomplished by putting together a
short block of information that adequately answers the question you are
targeting and should contain the relevant keywords.
changing its algorithms, and so SEO strategies must also change. Using the
tips, tricks and elements given in this article, SEO experts can improve their
page rank, improve the quality of their website and make it much easier to use.
All of this will, in turn, make the website more user-friendly and SEO