Documente Academic
Documente Profesional
Documente Cultură
MOBILE SEO
STRUCTURED DATA
FOCUS ON VISIBILITY,
NOT JUST BLUE LINKS
PROGRAMMING
The Biggest SEO Trends of 2020,
According to 58 Experts
CONTENTS
10
You Need to Know
Important
2020 SEO
TRENDS
BY DANNY GOODWIN
It’s time to take our annual look at what’s ahead
for SEO professionals in 2020.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
In 2019, the launch of Google’s new BERT algorithm
got aAn
lotimportant change
of attention. with how
Naturally, everysites
SEOare ranked is that the kinds
professional
wantsofto
links that
learn areto
how used for ranking
optimize purposes have been narrowed
for BERT.
down to the most relevant.
Well, rather than focusing on how to optimize for that
Thealgorithm,
specific goal has always
take a been
page to count
from links
Kelly that are meaningful to the
Stanze,
content
Search they are
Strategist, linking who
Hallmark, to. will be focusing on
user-focused optimization and the technical delivery of
Not to complicate matters, but there is also a thing called link
content.
ranking that may be in use, a method to rank the links themselves.
In short, that means reassessing user access points to
search
By and aligning
ranking links,content withand
popularity that.
relevance can be more accurately
measured.
“Look at the mechanics of how something is crawled,
indexed, and served in a variety of different search
Links that are paid for and not the result of an editorial
settings,” Stanze said. “With users having more options
decision tend not to count.
than ever in how they search for things, it'll be even more
important for SEOs to bear in mind the fundamentals of
Search engines continue using links as a way to measure
clean architecture and content delivery.”
popularity and authority. However it’s no longer enough to simply
Withacquire links to assure
the incorporation rankings.
of BERT this year into the ranking
and featured snippets algorithm, Google has taken a B E RT & U S E R - F O C U S E D O P T I M I Z AT I O N
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
We've all wanted to focus on intent for the last several years,
An important change with how sites are ranked is that the kinds
and better understand what the journey of our customers looks
of links that are used for ranking purposes have been narrowed
like, said Duane Forrester, VP, Industry Insights, Yext. Now it's
down to the most relevant.
become such an important part of the landscape, it's integral to
the survival and growth for most online businesses.
The goal has always been to count links that are meaningful to the
content
“If you focus they arecustomer's
on the linking to. intent, you'll clearly understand
where you fit on that path,” Forrester said. “By providing the
best Not to complicate
answers matters,
for questions but path,
on that there you
is also
cana more called link
thing reliably
ranking
capture that may
and convert be in use, a method to rank the links themselves.
customers.”
WhatBy
does this links,
ranking meanpopularity
for you? and relevance can be more accurately
measured.
Focus on how our users talk about their issues, problems,
and needs at each aspect of the buyer's journey much more,
Links that are paid for and not the result of an editorial
according to Keith Goode, Sr. SEO Strategist, IBM.
decision tend not to count.
“Additionally, we're going to have to extend our efforts far
Search
beyond engines continue
the purchase using links
in that journey as a way
to include to measure
content that
popularity
addresses needs and authority.
after the saleHowever it’sopportunities
– support, no longer enough
to to simply
acquire
advocate, links to assure rankings.
community-building and staying relevant for future
purchases,” Goode added. B E RT & U S E R - F O C U S E D O P T I M I Z AT I O N
Because web publishers have employed a number of schemes
to increase
Always focus ontheir
yourrankings,
customers,search engines
said Sam have improved their
Hollingsworth,
algorithms
Director in order
of Search, to ignore
Elevation artificial links (example: advertorial
Ten Thousand
guest post links) or non-relevant links (“powered by” links).
“Too many brands forget or fail to realize what it takes
to attract and impress potential customers. They want
real value,” Hollingsworth said. “Just like in a brick-and-
mortar establishment, customers want to know that you’re
on their side, that they can trust you, and that you are
a reliable partner in what is going to be a long-term – B E RT & U S E R - F O C U S E D O P T I M I Z AT I O N
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
“So many marketers
learning, market
links and pagetheir products
analysis and
to rank services
websites.
having never spoken one-on-one to their target audiences,”
Lyden said.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
Without talking to our customers and understanding why
down to the most relevant.
they are behaving the way they are, we are limiting our
ability to create a smart and holistic strategy, according
The goal has always been to count links that are meaningful to the
to Sarah Gurbach, Senior Account Manager, Search and
content they are linking to.
Audience Insights, Seer Interactive.
Not
“So, in to complicate
2020, I recommend matters, butand
you go there
sit is also with
down a thing
yourcalled link
rankingGurbach
customers,” that maysaid.
be in use,toa them,
“Talk method ask tothem
rank the links
to tell themselves.
you
about their journey to purchase, how they used search, what
By ranking
they thought of links, popularity
your site. anddata
Use that relevance
in every can be more accurately
decision
measured.
you make.”
Links that
User-focused are paid for
optimization canand not
only thebe
truly result
doneofbyan editorial
decision
integrating SEOtend
into not to count.
a holistic marketing strategy. Ryan
Jones, SEO Group Director, Publicis Sapient, said this will be
Searchtrend
the biggest engines continue using links as a way to measure
in 2020.
popularity and authority. However it’s no longer enough to simply
“Now,acquire
more than
linksever, companies
to assure are going to have to stop
rankings.
treating SEO as a condiment that they just add on to their B E RT & U S E R - F O C U S E D O P T I M I Z AT I O N
digital strategy,
Because andpublishers
web instead treat it employed
have as a key ingredient
a numberofof schemes
their to
business
increaseplan,”
theirJones said.search
rankings, “SEOs engines
are going to have
have improved their
to grow their skillsets
algorithms to to
in order understand the full
ignore artificial marketing
links and
(example: advertorial
digital stack.post
guest It's going
links)to
orbe less about links
non-relevant fixing(“powered
SEO issuesby” links).
and more about fixing marketing and business issues.”
HIGH-QUALITY,
OPTIMIZED CONTENT
Anna Crowe, Assistant Editor, Search Engine Journal, said
there is one thing that has been and will continue to be
the lifeblood of SEO:
Content.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning,
“Content links
affects and pageinanalysis
everything to ranksaid.
SEO,” Crowe websites.
“From your
site structure and internal linking strategy to the types of links
An important change with how sites are ranked is that the kinds
you build.”
of links that are used for ranking purposes have been narrowed
down to
To succeed in the most
2020, relevant.
you will have to write something that is
relevant and valuable, said Tony Wright, CEO, WrightIMC.
The goal has always been to count links that are meaningful to the
“This means that SEOs need to learn how to write or hire
content they are linking to.
people who know how to write,” Wright said. “Google's
editorial discretion isn't perfect yet – there will still be content
Not to complicate matters, but there is also a thing called link
that ranks thatthat
ranking shouldn't.
may beBut the a
in use, day is coming
method when
to rank thethe
linksbest
themselves.
content will win.”
By ranking links, popularity and relevance can be more accurately
Make it your goal to have the best content on the web for your
measured.
topic, or at least an important subset of your topic, said Eric
Enge, General Manager, Perficient Digital. By doing so, you will
Links that are paid for and not the result of an editorial
be future-Google-proofing your business.
decision tend not to count.
“This allows you to compete effectively for long-tail searches
(whichSearch enginesabout
still remains continue
70% using links asqueries),
of all search a way to will
measure
popularity
help build and authority
your site authority.and
However
demand it’s for
no longer enough to simply
your content,
acquire
and can linksintoaassure
be done rankings.
directly ROI positive way,” Enge said.
“In addition, this type of approach to content is exactly what H I G H - Q U A L I T Y, O P T I M I Z E D C O N T E N T
GoogleBecause webfor
is looking publishers
to satisfyhave
user employed
needs andarepresents
number oftheschemes
to increase
type of their rankings,
market investment that search
Googleengines have
will likely improved
never make, their
algorithms
because Google inis order
aboutto ignore
doing artificial
things withlinks (example:
massively advertorial
scalable
guest post links) or non-relevant links (“powered by” links).
algorithms.”
Jesse McDonald, Global SEO Strategist, IBM, and Jessica
Levenson, SEO & Content Strategy Consultant, both said 2020 is
the time to move away from the obsession with keywords. Stop
targeting individual keywords, chasing pageviews, and “spraying
and praying” with content.
H I G H - Q U A L I T Y, O P T I M I Z E D C O N T E N T
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
“Know Modern search engines
what answers the user today
needsuse a combination
next,” of AI, machine
Levenson said.
learning,
“Boiled down: links and page analysis to rank websites.
An important
Understand change withaudience
who your how sitesisare
andranked is that
how they the kinds
search.
of links that are used for ranking purposes have been narrowed
down Understand
to the mostthe intent behind the questions they are
relevant.
asking or problems they need to solve.
The goal has always been to count links that are meaningful to the
Give them solutions or answers in the formats they
content they are linking to.
prefer via on-point, quality, and authoritative content.
NotExecute
to complicate
in this matters, butevery
fashion for there stage
is alsoofa their called link
thingjourney
ranking
to createthat may be in use,
a satisfactory a method
topical to rank
experience that the links themselves.
serves their
needs again and again.
By ranking links, popularity and relevance can be more accurately
Iterate because just because you do it well once doesn’t
measured.
mean intent won’t change or someone else won’t do
Links that are
something paid for and not the result of an editorial
better.”
decision tend not to count.
Another thing to watch out for, according to Aja Frost,
Head Search
of Content SEO,continue
engines HubSpot:using
content
linkscannibalization.
as a way to measure
popularity and authority. However it’s no longer enough to simply
“I’d recommend auditing all of your content for
acquire links to assure rankings.
overlapping rankings and merging, redirecting, and
archiving as needed so every page ranks for a unique
H I G H - Q U A L I T Y, O P T I M I Z E D C O N T E N T
Because web publishers have employed a number of schemes
set of keywords,” Frost said. “If your website covers the
to increase their rankings, search engines have improved their
same topics again and again, even if you’re covering these
algorithms in order to ignore artificial links (example: advertorial
topics from different angles, your pages are going to
guest post links) or non-relevant links (“powered by” links).
knock each other out of the results.”
In 2020, it’s time to take a hard look at the quality of your
content – and optimizing that content for users rather
than search engines, said Michelle Robbins, VP Product &
Innovation, Aimclear.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
UNFAIR ADVANTAGE
Search engines continue using links as a way to measure
popularity and authority. However it’s no longer enough to simply
acquire links to assure rankings.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern
Put simply: Thesearch
offlineengines today
is coming use said
online, a combination of AI, machine
Jason Barnard,
Owner,learning, links and
Kalicube.pro. page
Every analysis
business to rank
needs to websites.
find its unfair
advantage.
An important change with how sites are ranked is that the kinds
“Withof
entity-based search,
links that are theranking
used for Knowledge Graphhave
purposes andbeen
the rise
narrowed
of E-A-T,
downourtocapacity
the mosttorelevant.
create an accurate and convincing
online representation of our offline world will become a major
differentiating
The goal factor,” Barnard
has always beensaid. “All those
to count offline
links that areevents,
meaningful to the
conferences,
contentawards,
they arepartnerships,
linking to. etc. that Google cannot see
suddenly take on enormous importance. Pull them online and
push them
Not totocomplicate
Google to matters,
feed its need for understanding
but there and link
is also a thing called
credibility.”
ranking that may be in use, a method to rank the links themselves.
Alexis Sanders, SEO Senior Manager, Merkle, shared a few ways
By ranking links, popularity and relevance can be more accurately
to have a digitally-based competitive advantage:
measured.
Supply chain excellence (e.g., delivering within 2-days
Links that
(or less) arerelevant
with paid for and updates).
status not the result of an editorial
decision tend not to count.
Customer service (e.g., ability to answer the user’s
question with minimal friction).
Search engines continue using links as a way to measure
popularity
Digital and authority.
charisma However
/ branding it’sHaving
(e.g., no longer enough
users seek to simply
acquire
you out,links to assure
because they rankings.
want to do business with you? Do
most of your reviews look more like love letters?).
Because web publishers
(e.g., have employed a number
more of schemes
E - A - T & Y O U R U N FA I R A D VA N TA G E
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
“This of links that
includes theare usedexperience
overall for rankingfrom
purposes haveinteraction
the initial been narrowed
in thedown
SERPs,to the most
to the relevant.
overall landing page experience, and even
the experience after they leave your site (think remarketing,
The goal has
drip campaigns, always been tofor
personalization count links that
returning are meaningful
users),” Murray to the
said. content they are
“Think about how linking
you canto. help your users have the best
possible experience while truly pondering what value you can
Nottotothem
provide complicate
during matters, but” there is also a thing called link
their visit.
ranking that may be in use, a method to rank the links themselves.
Technical SEO is a key piece of the UX discussion, according to
Goode.
By ranking links, popularity and relevance can be more accurately
measured.
“While I believe Google will do a lot to compensate for
our site's own poor technical foundations (e.g., canonical
Links that
corrections, are paid
hreflang for andetc.),
corrections, not the
it's result ofbecome
going to an editorial
decision
increasingly moretend not to count.
important for SEOs to focus on shoring
up their technical foundations,” Goode said. ”I don't think
Search engines
it's accidental continue
that Martin Splittusing links
spends asas a way
much to measure
time as he
does popularity
promotingand authority.
good However
technical it’s no longer
best practices enough to simply
from Google's
acquire We
perspective. linksshould
to assure rankings.
consider that a signal in and of itself.”
“This already started since a few years ago but has become
far more obvious this year,” Solis said. “In 2020, it will only
get bigger with the popularization of JS frameworks, app
first businesses that will also more strongly shift to the web
due to the benefits of PWAs, and the need for SEO task
automation for bigger sites where machine learning with
Python can provide a solution.”
UX & TECHNICAL SEO
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
MOBILE SEO
Links that are paid for and not the result of an editorial
decision tend not to count.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
STRUCTURED
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
DATA
By ranking links, popularity and relevance can be more accurately
measured.
Links that are paid for and not the result of an editorial
decision tend not to count.
We know high-quality content will be important in 2020.
However, algorithms still don’t fully understand context.
Search engines continue using links as a way to measure
popularity
So we need to and
giveauthority. However
search engines it’s no
“hints” tolonger
better enough to simply
acquire and
understand linksdeliver
to assure rankings.
results, based on a searcher’s intent,
said Jeremy Knauff, CEO, Spartan Media.
Because web publishers have employed a number of schemes
“Thistomeans
increase their rankings,
structuring search
the data in a engines
way thathave helpsimproved
search their
algorithms
engines in order
to better to ignore
understand notartificial
only what links on a page,advertorial
is (example: but
alsoguest postelement
how each links) or non-relevant
relates to otherlinks (“powered
elements on theby” links).
page,
and how that page relates to other pages within the website,”
Knauff said.
Ultimately, you want to be understood, found by your customers
through any channel and be well-positioned to take advantage
of future features from Google and other structured data
consumers like Amazon, Facebook, Microsoft, and AI Chatbots,
said Martha van Berkel, CEO, Schema App.
Also, don’t assume that because you marked up all the most
common data in early 2019, you are good, said Shelly Fagin,
SEO, Highly Searched / Brand Ambassador, SEMrush.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend not to count.
GRAPH OPTIMIZATION
Because web publishers have employed a number of schemes
to increase their rankings, search engines have improved their
algorithms in order to ignore artificial links (example: advertorial
guest post links) or non-relevant links (“powered by” links).
The search of the future increasingly is about real-world
objects, said Bill Slawski, Director of SEO Research, Go Fish
Digital.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern
That means searchon
focusing engines today of
three types usejournalistic
a combination of AI, machine
writing:
learning, links and page analysis to rank websites.
Planned editorial: Topics that are covered by journalists every
single year at a given point (e.g., Black Friday, Valentine’s Day).
An important change with how sites are ranked is that the kinds
of links that
Planned are used
reactive for ranking
editorial: purposes
Features have
written been narrowed
by journalists on a
down
topic thattoties
theto
most relevant.event or theme that we know is being
a seasonal
covered due to time frame, but we don’t know the exact story
The
until goal has
editors always been
or journalists to count
write links
it on the that areofmeaningful
morning to the
their editorial
content they are linking to.
meeting.
CarrieBy ranking
Rose, links, popularity
Co-founder and
/ Creative relevance
Director, Risecan be more
at Seven, accurately
said
measured.
link building will be more about brand building in 2020.
Marketing, KoMarketing.
to increase their rankings, search engines have improved their
algorithms
“Customers in order
are getting to ignore
smarter andartificial links (example:
they expect more whenadvertorial
it
comesguest post links)
to marketing,” or non-relevant
Gillette links (“powered
said. “The more by” links).
they trust you,
the more they are willing to share your content (links), talk
about you (value), and buy your products (revenue).”
FOCUS ON
VISIBILITY, NOT
JUST BLUE LINKS
Zero-click searches have been a big reality in 2019. On-SERP
SEO will only continue to grow in importance in 2020.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern
Thus, search
adapting engines searches
to zero-click today usewill
a combination of AI, machine
be key, according
learning,
to Cyrus links and
Shepard, page Zyppy.
Founder, analysis to rank websites.
But By
it’s ranking links,
more than popularity
just and
zero-click relevance
searches can be
we need tomore
plan accurately
measured.
for in 2020. We need to optimize for much more than blue
links, Krum said.
Links that are paid for and not the result of an editorial
decision
“Ranking tend1 under
number not toacount.
Knowledge Graph, Found on the
Web or a Featured Snippet is different than ranking number
Search
1 without engines
those continue
things,” Krum using links as a way
said. “Similarly, eventoif measure
you are
popularity
not in Position and authority.
1, ranking just However it’s no longer
below a People Also Askenough
resultto simply
F O C U S O N V I S I B I L I T Y, N O T J U S T B L U E L I N K S
acquire links
or Interesting to assure
Finds will notrankings.
get as much traffic, because
those things look better and thus, drive more clicks in the
Because
search result. web publishers have employed a number of schemes
to increase their rankings, search engines have improved their
“Further, I thinkin
algorithms we will continue
order to ignore to see more
artificial linkslocalization
(example: advertorial
in search
guestresults, with more
post links) Map Packs,links
or non-relevant News and Events
(“powered by” links).
ranking and taking clicks from traditional organic rankings,”
she added.
PROGRAMMING
In 2020, you should tap into programming languages like
Python and R to eliminate your most time-consuming and
redundant tasks, according to Britney Muller, Senior SEO
Scientist, Moz.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
SEOModern search
automation willengines
free youtoday
up touse a combination
harness the powerof AI, machine
learning, fundamentals:
of marketing links and page analysis to rank websites.
Branding. change with how sites are ranked is that the kinds
An important
of links that are
Creating used
great for ranking
customer purposes have been narrowed
experiences.
down to the most relevant.
Storytelling.
TheSpeaking
goal has always been to count
your customer’s links that are meaningful to the
language.
content they are
Listening linking
to your to. market &
target
providing thoughtful/timely responses.
Not to complicate matters, but there is also a thing called link
Providing easy to consume content (in
ranking that may be in use, a method to rank the links themselves.
the way in which your users want it).
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend not to count.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend not to count.
LOREN
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
BAKERAn important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
FOUNDER,
SEARCH ENGINE
content they JOURNAL
are linking to.
Not to &complicate
AUTHORSHIP matters, but there is also a thing called link
FACT-CHECKING
ranking that may be in use, a method to rank the links themselves.
Opening up NoFollow as a hint was an attempt by
Google to better understand the sources of news stories,
By ranking links, popularity and relevance can be more accurately
the sources, and references in large papers and academic study.
measured.
Match that with the credentials of the author (which can be
Links
defined that are paid
by structured datafor and not
markup) andthe result
any of an editorial
fact-checking
decision
oriented tend
schema, andnot
weto count.
have an easier way for Google to weigh
authority and trustworthiness of a piece of content, whether a
news Search engines
or publishing continue using links as a way to measure
story.
popularity and authority. However it’s no longer enough to simply
acquire links to CONTENT
CONVERSION-ORIENTED assure rankings.
MARKETING
Content marketing which drives a sale, signup, response,
Because
action… etc. orweb publishers
is a defined have
part employed
of the a number
funnel, and of schemes
not living on
to increase their rankings, search engines have improved their
an island.
algorithms in order to ignore artificial links (example: advertorial
guest post links)
I whole-heartedly orthat
believe non-relevant links (“powered
micro-conversion by”
tracking links).
will
be part of how Google measures audience interest (eventually
via ChromeUX) and other methods.
JASON
BARNARD
OWNER, KALICUBE.PRO
KNOWLEDGE GRAPH
Google’s Knowledge Graph is the rather elephant in the
room breaking all the china ;) It is going to change search
out of all recognition.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
ENTITY-BASED SEARCH change with how sites are ranked is that the kinds
An important
Withoutofdoubt,
links that are used for
entity-based ranking
search purposes
is key have
to 2020 andbeen narrowed
beyond. If
you aredown to the
in local SEO,most
thenrelevant.
you already know how it works.
If you aren’t, then get a crash course from someone in the local
The goal has always been to count links that are meaningful to the
SEO crew (Greg Gifford, Mike Blumenthal, Andy Simpson, Claire
content they are linking to.
Carlile...) – they have been doing entity-based search for years and
are the best people to ask about how this is likely to pan out.
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
DELIVERABILITY
By ranking links, popularity and relevance can be more accurately
Google is increasingly delivering chunks of content directly to
measured.
the SERP (think featured snippets, video, images, Tweets, etc).
Optimizing for deliverability is going to be vital.
Links that are paid for and not the result of an editorial
decision
At its core, tend not
deliverability to count.
means presenting content in a Fraggle
(fragment with a handle – thanks Cindy Krum) and in the format
Search
that is best engines
suited continue
to the user, theusing
querylinks
andas a way
the to measure
context (including
popularity and authority. However it’s no longer enough to simply
user preference).
acquire links to assure rankings.
Importantly, that format will increasingly be multimedia (using
that wordBecause
in the web publishers
loosest have
sense), so ouremployed a number
content strategy ofneed
will schemes
to increase
to include more and their
morerankings, search
video, lists, engines
tabular have
data, improved
images, their
sound
algorithms in order to ignore artificial links (example: advertorial
files, etc.
guest post links) or non-relevant links (“powered by” links).
THE SLOW DEATH OF THE BLUE LINK
As Google SERPs become increasingly multimedia, and as rich elements
increasingly dominate the SERP (see Darwinism in search), blue links
have gradually been losing their importance. That is set to continue, so
thinking “beyond the blue link” becomes essential.
The knee jerk reaction of writing a blog post and competing for a blue
link is less and less likely to be the tactic that will win the game.
This could still be a blog post, of course, but increasingly it will be video,
lists, tabular data, images, sound files, etc.
Overcome the demise of the blue link by thinking multimedia and multi-
purposing.
Pull them online and push them to Google to feed its need for
understanding and credibility.
Link Building That
Will Survive All
of Google’s 2020
Algorithm Updates
IN PARTNERSHIP WITH
BRADY STOELTZING
BUSINESS DEVELOPMENT
MANAGER
But that doesn’t mean that guest posting doesn’t come with its
own set of challenges.
It definitely is.
Ultimately, You can build as many backlinks as you want, but if your
landing page isn’t optimized those links will do little to nothing. Your
strategy is only as strong as the on-page content you’ll be linking to.
Take a look at you and your competitors’ backlinks and determine the
quality of those links.
In the end, the quality of your backlinks is more important than the
quantity.
You have to find keywords that walk that line between high-
traffic volume, a relatively low difficulty, and keywords relevant
to your product or service.
Almost all of your link building efforts will require outreach. Because it
is so time-consuming, you want to have backlinks from websites that
are relevant to your industry or niche that also have good metrics to
pass authority.
Indexed regularly
DoFollow links
Relevant organic keywords
Organic traffic 500+
Not a PBN
No Payment Required to Post
If you make sure the sites you are posting to follow all of the
above guidelines, the backlinks will pass authority to your
website and can limit your possibility of getting penalized.
ON-PAGE
Start with keyword research.
OFF-PAGE
Now that your on-page SEO is optimized, it’s time for
outreach.
This link building strategy will take both time and effort.
Guest posting does not give you quick wins.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
YOUR NEW CONTENT STRATEGIST MIGHT BE COSTING YOU TRAFFIC
OR CONTENT STRATEGISTS NEED TO GET SEO IN 2020
An important change with how sites are ranked is that the kinds
Ever of
looked up the
links that arejob
useddescription forpurposes
for ranking a Content Strategist?
have Most
been narrowed
often, it hastovague
down asksrelevant.
the most like “knowledge of web development
technologies.”
The goal has always been to count links that are meaningful to the
Instead, imagine you only hired content strategists who are
content they are linking to.
familiar keyword research, on-page SEO, and most importantly
search intent.
Not to complicate matters, but there is also a thing called link
Whatranking
are youthat may Hours
saving? be in use,
spenta method
buildingto rankcontent
long the links themselves.
briefs
or slapping SEO onto copy that doesn’t match user signals in the
By ranking links, popularity and relevance can be more accurately
first place.
measured.
DO MORE OF THE THINGS YOU CAN’T SCALE
Links that are paid for and not the result of an editorial
How’s this relevant
decision tendinnot
SEO? It comes back to the classic
to count.
quality vs. quantity debate. Invest more time and money into
content that’s
Search uniquecontinue
engines to you. using links as a way to measure
popularity and authority. However it’s no longer enough to simply
If you publish original industry reports, compile new expert
acquire links to assure rankings.
advice, and are among one of the dominant voices in the
market, Google will start seeing you as an entity.
Because web publishers have employed a number of schemes
to increase
It’s these their rankings,
entity-related signals search
that areengines
going to have
helpimproved
you their
keepalgorithms in order
ranking. Your to ignorecan’t
competitors artificial
simply links these advertorial
(example:
swipe
guest
rankings post
from you.links) or non-relevant
So, let’s links
get rolling on (“powered
those by” links).
things you
can’t scale!
USE NEED-STATE RESEARCH TO ALIGN YOUR SEO & PPC EFFORTS
Marketers have a habit of putting buyers into buckets way too
soon.
It's just ToFu, MoFu, or BoFu, right? So, you serve ad or website
copy that is a direct mapping across this funnel.
Wrong.
Think with Google gives a fantastic example with their "near me"
searches. While most of these queries look identical, they fall into
different parts of the buyer's journey.
Then, map this to the need-state of the buyer and serve content
that aligns with this.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
TAYLOR
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
BERG
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Now that these free features are open for all to use, I think
it’s safe to say that the process of product optimization is
about to change.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
ASHLEY
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
BERMAN
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend
Spend time onnot tosite
your count.
every day, preferably on mobile
and on a slow network.
Search engines continue using links as a way to measure
Spend time
popularity inauthority.
and your data,However
there are
it’sstories thereenough
no longer waitingto simply
for youlinks
acquire to unravel them.
to assure rankings.
Remember there are humans behind every algorithm,
Because web publishers have employed a number of schemes
tool, and mistake.
to increase their rankings, search engines have improved their
algorithms in order
Scream into to ignore
the void artificial
when you to. (example: advertorial
needlinks
guest post links) or non-relevant links (“powered by” links).
And be good for goodness’ sake!
Optimizing for
Maximum SERP
Visibility
IN PARTNERSHIP WITH
JIM BOYKIN
ANN SMARTY
Search engine optimization (SEO) isn’t dead, but it has
evolved.
Four images
Any time you work on a new content asset, come up with ideas to
repackage it into more content formats. For example:
So if you are already ranking high for related search queries, you have
very good chances to get featured.
This means that the first step to getting featured is to rank higher,
which means that organic positions are still important.
The Featured Snippets+ Tool helps you identify your own featured
snippet opportunities by going through your top rankings and
showing you where you have the highest odds to get featured:
The tool also includes a page optimizer that helps you optimize your
content for all kinds of existing organic opportunities (including
featured snippets, “people also ask,” images, videos, etc.).
More often than not, answer boxes will list the actual ingredients,
number of steps, time to cook, year and city of birth, etc.
It’s the signals and opportunities that are changing. Google can
tell real authority and true quality, so focusing on those is the
only way to create a long-term organic search presence.
Google has rolled out 3 core updates in 2019 (so far) and
various other unconfirmed updates that were heavily
noticed by the search marketing community.
From there, you can use the tactics and tools mentioned
throughout this guide to build a content strategy designed
to identify and capture the best ranking opportunities for
your website, maximizing your SERP visibility and dominating
Page 1 of Google in 2020.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
If utilized correctly,
of links that arethis
usedcan
forhave a massive
ranking impact
purposes haveon digital
been narrowed
marketing
down campaigns
to the most beyond
relevant.just chasing a specific SERP
position.
The goal has always been to count links that are meaningful to the
The lines between the role of a digital marketer and an SEO
content they are linking to.
may blur a little as voice search and visual search provide
more opportunities than ever for marketers to be dynamic
Not to complicate matters, but there is also a thing called link
with the content they create and the digital experiences they
ranking that may be in use, a method to rank the links themselves.
help deliver.
2020By ranking
could links,
be the popularity
year that SEO and relevance
changes can and
forever be more accurately
measured.
becomes the go-to channel for understanding the customer
and aligning cross channel digital campaigns.
Links that are paid for and not the result of an editorial
decision
Whether tend not
the industry as to count.evolves is all dependent
a whole
upon how people embrace AI and automation (the billion-
Search
dollar engines
question continue
for SEO using
in 2020) links as a and
in particular way how
to measure
they
viewpopularity and
their career authority.
path – to sit However
still in theit’s no longer
sandbox enough
or to stand to simply
acquire
up and links to assure rankings.
evolve.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
By adopting
learning,this new
links andparadigm, SEO to
page analysis professionals will sleep well,
rank websites.
knowing that the search engines will discover and index their
new An
or updated
importantcontent
changeinwith
seconds, allowing
how sites them toissatisfy
are ranked the
that the kinds
searches of these
of links generations
that are and test
used for ranking new content
purposes have ideas.
been narrowed
down to the most relevant.
An extra bonus is that the ability to submit updates drastically
reduces the crawl traffic bandwidth needed to discover changes
The goal has always been to count links that are meaningful to the
and there is less wasted crawl capacity.
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend not to count.
ENGAGEMENT
ModernWITH GMBengines
AS A PLATFORM & ASa Acombination of AI, machine
L I NK BU I L DI NG F U NDAM ENTAL S
search today use
COMMUNICATION CHANNEL
learning, links and page analysis to rank websites.
First, business owners will need to engage with GMB as a platform.
Moz’sAn important
2018 changeRanking
Local Search with how sites are
Factors ranked
Study is thatgreat
awarded the kinds
of links to
importance that are signals
GMB used forinranking purposes
terms of have
local pack been narrowed
rankings, and in 2020
down to the most relevant.
a business will need to fully engage with the GMB platform valuing it
in terms of a hub for entity management, and as a showcase for their
The goal
products and has always been to count links that are meaningful to the
services.
content they are linking to.
New functionality (often apparently not user-tested before launch, see
the short names fiasco) rolls out often, and businesses will need to:
Not to complicate matters, but there is also a thing called link
ranking that may be
Take advantage ofin use, a method
existing to rank(Photos,
opportunities the linksQ&A,
themselves.
Google posts, Product Editor, Businesses short names).
By ranking links, popularity and relevance can be more accurately
Keep an eye on new features as they emerge.
measured.
Businesses will also need to:
Links that are paid for and not the result of an editorial
Actively engage with GMB as a communications channel to reach
decision tend not to count.
and respond to clients and potential clients.
Say, for example, you’ve got a craving for Margarita. You search
for ‘best pizza near me’ on Google using your mobile phone,
see a great looking Italian restaurant in the local finder, you
click through to their listing. You click to call straight from
the SERP or you use the booking integration, and you book a
table using reserve with Google. Later on that evening, you use
Google Maps to navigate there,
you pay using Google Pay. You snap some pics of your meal
and post them (gotta get those Local Guides points!) and then,
just before you go to sleep, you leave them a glowing review
on their GMB profile.
L I NK BU I L DI NG F U NDAM ENTAL S
David Modern searchitengines
Mihm called today he
in 2017 when usepredicted
a combination of power
that the AI, machine
learning,
of links links and difference-makers
as competitive page analysis to rank
willwebsites.
fade over time as
Google is able to ingest a broader range of engagement signals.
An important change with how sites are ranked is that the kinds
Nowof links that
Google hasare usedtofor
access rankingsmorgasbord
a whole purposes have been narrowed
of those signals,
downpatents
and new to the most relevant.
such as the Quality Visits Score give us an
insight into how Google can use this data in an algorithm that
Thereal-world
rewards goal has always been toover
engagement count links that more
potentially are meaningful
easily to the
content they
manipulated aresuch
signals linking
as to.
links.
THE GOOGLE
Not to MAPS APP – matters,
complicate DISCOVERYbut
& LOYALTY
there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
In 2020, businesses that have already started to engage with
strategy and tactics for local SEO in Google as a search engine, will
By ranking links, popularity and relevance can be more accurately
also start to explore the Google Maps app as a discovery channel for
measured.
customers and potential customers who turn to their mobile device
while they’re in a micro-moment, looking to do, do or buy something
Links that are paid for and not the result of an editorial
with a local intent.
decision tend not to count.
Clever marketers are already exploring the Google Maps app in the
Search
context of it engines continue
providing using links as aplatform
a social-transactional way to measure
where they
popularity
can nurture and authority.
relationships and However
encourageit’srepeat
no longer enough to simply
visits.
acquire links to assure rankings.
Perhaps in 2020, the Follow button in Google Maps will gain
Because
traction web publishers have
and relationship-centric employed
marketers a number
will manage of
toschemes
pushto increase
their their rankings,
marketing messagessearch
(via theengines have improved
new follower offer andtheir
algorithms
Google in orderinto
posts) straight to ignore artificial
the For You tab links (example:
of an engagedadvertorial
guest
Google post
Maps applinks) or non-relevant links (“powered by” links).
audience.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
POSSIBLE MONETIZATION
decision tend notOFtoOTHER RICH RESULTS
count.
As a public company, it would make sense that Google
Search
continues toengines continue using
find opportunities links as
to expand a way
their to measure
advertising
popularity and authority. However it’s no longer enough to simply
footprint.
acquire links to assure rankings.
Google has been playing around with restaurant delivery in
the knowledge
Because webgraph for some
publishers time,
have so I imagine
employed it's only
a number of aschemes
matter of time before
to increase they startsearch
their rankings, testing other rich
engines havesnippets
improved their
for possible monetization
algorithms in order toopportunities which
ignore artificial links might mean
(example: advertorial
less opportunities to rank
guest post links) for these organically.
or non-relevant links (“powered by” links).
BRODIE
CLARK
SEO CONSULTANT,
BRODIE CLARK CONSULTING
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
ANNA An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
CROWEThe goal has always been to count links that are meaningful to the
content they are linking to.
WithSearch
BERT’sengines
NLP, wecontinue
know thatusing linksunderstands
Google as a way to measure
the meaning
popularity
of language. It’sand authority.
vital However
to provide answersit’stono longer enough
consumer queriestoto
simply
meetacquire
search links
intent.to assure rankings.
This Because
means that web publishers have
intent-driven, employed
long-tail, a number of
hyper-targeted schemes
content
to like
will be increase their rankings,
the peanut butter tosearch engines
your PB&J have improved their
sandwich.
algorithms in order to ignore artificial links (example: advertorial
As Google
guest continues toor
post links) introduce new links
non-relevant schema, using by” links).
(“powered
structured data will be vital to organic traffic as they
reinforce the textual content on all your pages.
DAVE
DAVIES
CEO, BEANSTALK INTERNET MARKETING
There are two core trends I'll be watching in 2020. One for its
impact in the year, and one in preparation for 2021 onward.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important
I suspect change
we're going with
to see how sites
a focus are ranked
on areas that willistarget
that the kinds
of linksthat
consumers thatwould
are used forgone
have ranking purposes
to Amazon have been narrowed
specifically.
down to the most relevant.
We'll also see a lot of larger pushes into verticals.
The goal has always been to count links that are meaningful to the
For beyond 2020, I'm going to be watching with great interest
content they are linking to.
what acquisitions Google makes in the device space, and how
they start integrating it into search targeting.
Not to complicate matters, but there is also a thing called link
Part ranking
of this is that
that may be2020
I think in use,
is agoing
method to rank
to be the links
the year where themselves.
we truly set the stage for voice, and where the pieces start
to fallByinto
ranking
placelinks, popularity
for the and relevance
inter-connectivity can beand
of devices more
byaccurately
measured.
extension a far broader targeting and use capabilities.
Links
I have thatwe're
a hunch are paid
goingfor
toand
startnot the result
seeing of an
Bing gain editorial
a bit
decision
of ground (buttend
that'snot to count.
a hunch and not something I can see
evidence of).
Search engines continue using links as a way to measure
The legal battles
popularity Google
and is finding
authority. itselfit’s
However in,no
as longer
well asenough
the to simply
assault their bottom
acquire line is facing
links to assure from Amazon, may
rankings.
potentially keep the two giants engaged and distracted,
leaving openings
Because webfor market share
publishers have gains
employedby smaller rivalsof–schemes
a number and
Bing to
is increase
well-positioned to take advantage
their rankings, search engines of that.
have improved their
algorithms in order to ignore artificial links (example: advertorial
guest post links) or non-relevant links (“powered by” links).
FRÉDÉRIC
DUBUT
SENIOR PROGRAM MANAGER, BING
Search engines will also need to address new kinds of spam that
haven’t been invented yet, and they will need to bring clarity to
the SEO community when it comes to acceptable uses of these
large language models for content generation, or “deep machine-
generated content”.
There are some key implications for SEO. The most obvious one is
that keyword research, at least as we know it, is going to become
obsolete.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
ERIC
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
ENGE
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
GENERAL MANAGER,
PERFICIENT DIGITAL
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
For me, the clear leader in terms of big trends is the
By ranking links, popularity and relevance can be more accurately
continuing evolution of Google and how we all respond to
measured.
it. The algorithm updates that started in March 2018 saw a clear
drive by Google to improve their understanding of the likely user
Links that are paid for and not the result of an editorial
intent for a given search query as well as the ability of sites/
decision tend not to count.
pages to meet not only the immediate needs implied by that
intent, but the associated follow-on needs and questions related
Search engines continue using links as a way to measure
to that intent.
popularity and authority. However it’s no longer enough to simply
acquirethe
In addition, links to assure
ongoing rankings.
explosion of new search features
continues to reshape the organic search landscape. The number
Becauseblue
of traditional web link
publishers have employed
results available a number
on a page of schemes
continues to
to increase their rankings, search engines have improved their
decline.
algorithms in order to ignore artificial links (example: advertorial
How guest
we respond to these
post links) trends will define
or non-relevant links our ability to
(“powered by” links).
succeed or fail in our SEO efforts in 2020 or beyond. There
are two key aspects to this:
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern
OPTIMIZE YOUR search
SITE TO engines todayCHANCES
IMPROVE YOUR use a combination
OF SHOWING ofUPAI, machine
WITHIN
learning, links and page analysis to rank websites.
GOOGLE'S SEARCH FEATURES
Learn how to create content more likely to get featured snippets,
An important change with how sites are ranked is that the kinds
People Also Ask boxes, Knowledge Panels, image carousels, shopping
of links that are used for ranking purposes have been narrowed
search, consider creating video content, optimize for local search if
down to the most relevant.
that applies, etc.
Google tells us BERT will affect 10% of all searches. This will
allow Google to better understand the intent in our searches by
taking into account all the words in the query.
Right now, the mass majority are not utilizing voice search for
more complex queries, but as they get better at interpreting
conversational queries, that will change.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
In my experience, people have a tendency to publish and forget
Modern search engines today use a combination of AI, machine
about it – especially content that is 5+ years or older.
learning, links and page analysis to rank websites.
The older your site is, the better the odds that at some point,
An important
someone change
was writing with how sites
and publishing are ranked
content is that
that does notthe
readkinds
as
of links
naturally to athat are used
human for Most
reader. ranking purposes
of your common haveSEO
been narrowed
tools will
mostdown
likelyto
notthe most this
detect relevant.
content either.
2020 should be the year you prioritize auditing this older content. Is
The goal has always been to count links that are meaningful to the
it even still relevant today?
content they are linking to.
If not, get rid of it. If it is, have it rewritten to the higher standards I
knowNotyoutomust be applying
complicate to the
matters, butcontent
there is you
alsoare called link
publishing
a thing today.
ranking
The days of getting bybe
that may with crappy
in use, contenttoare
a method coming
rank to an
the links end.
themselves.
Structured data will continue to be increasingly important. Don’t
By ranking
assume links, popularity
that because you marked and
uprelevance cancommon
all the most be more data
accurately
in
earlymeasured.
2019, you are good.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
Often, when a consumer uses this service on a website, they are
learning, links and page analysis to rank websites.
highly engaged in problem-solving and/or purchasing. In short, if
someone is using that site search function on your website, there
An important change with how sites are ranked is that the kinds
is a high chance they will convert.
of links that are used for ranking purposes have been narrowed
But ifdown
your to the
site most results
search relevant.
are poor, misleading, unordered
or bringing back out-of-date information, that customer simply
The goal
bounces backhas always
to the SERP,been
where to count
– you links that itare
guessed – ameaningful
third partyto the
content
is waiting forthey
theirare linking
next click to.
and engagement.
Not
We’ve allto complicate
wanted matters,
to focus but there
on intent is last
for the alsoseveral
a thingyears, link
calledand
ranking
better that may
understand whatbethe
in use, a method
journey of our to rank the looks
customers links themselves.
like.
NowByit’sranking
become suchpopularity
links, an important part of thecan
and relevance landscape,
be moreit’s
accurately
integral to the survival and growth for most online businesses.
measured.
If you focus on the customer’s intent, you’ll clearly understand
Links that are paid for and not the result of an editorial
where you fit on that path. By providing the best answers for
decision tend not to count.
questions on that path, you can more reliably capture and convert
customers. This impacts your content strategy, technical aspects
Search engines continue using links as a way to measure
of your site like page load speeds, being secure and mobile-
popularity and authority. However it’s no longer enough to simply
friendly.
acquire links to assure rankings.
Everything in organic search marketing today is advanced, there
Because
are no webWith
shortcuts. publishers havejust
consumers employed
wanting a answers,
number of schemes
you
needtotoincrease
be sure their
your rankings,
programssearch
align toengines
supporthave improved
brand verifiedtheir
algorithms in order to ignore artificial links (example: advertorial
answers.
guest post links) or non-relevant links (“powered by” links).
After all, no one is as much of an expert about your products
or services than you.
AJA
FROST
HEAD OF CONTENT SEO, HUBSPOT
It makes sense – the more variety in the SERPs, the likelier the
chance the searcher’s question or intent will be answered.
If your website covers the same topics again and again, even if
you’re covering these topics from different angles, your pages
are going to knock each other out of the results.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
I’d recommend auditing all of your content for overlapping rankings
learning, links and page analysis to rank websites.
and merging, redirecting, and archiving as needed so every page
ranks for a unique set of keywords.
An important change with how sites are ranked is that the kinds
Google is now
of links indexing
that are used podcast audio
for ranking – not transcripts.
purposes have been That means
narrowed
it candown
find atosnippet
the mostof relevant.
the episode relevant to a searcher’s query
and display the specific episode right there on the SERP.
The that,
I predict goal has always
in the been toGoogle
near future, count links
won’tthat
justare meaningful
surface an to the
content
individual they are
episode. linking
It will to. the exact clip that matches the
select
user’s query, just as video snippets are surfaced as “suggested
Not to complicate matters, but there is also a thing called link
clips.”
ranking that may be in use, a method to rank the links themselves.
What does that mean for SEO?
RightBy ranking
now, links, popularity
the typical and relevance
podcast creator canon
is focused becreating
more accurately
measured.
engaging, high-quality content that drives listeners to subscribe to
their channel and helps them get chosen for manually curated lists
Links that
or directories areApple’s
(like paid for and not
featured the result of an editorial
shows.)
decision
That’s going totend not People
change. to count.
will start creating podcasts
designed to rank in search, just as they currently create pages
Search
designed to engines continue using links as a way to measure
rank in search.
popularity and authority. However it’s no longer enough to simply
These podcasts will likely be shorter and based on search
acquire links to assure rankings.
volume. They’ll answer a target query in a succinct, Google-
friendly way (the same way you might structure a section so it
Because web publishers have employed a number of schemes
will appear in the featured snippet).
to increase their rankings, search engines have improved their
algorithms
Because in order
podcasts to ignore
are fairly artificialtolinks
inexpensive and thisadvertorial
(example:
make,
new guest
type ofpost links)
search or non-relevant
feature links
will likely have (“powered
huge by” links).
first-mover
advantages, I’d start thinking about what your podcast SEO
strategy might be.
GREG
GIFFORD
VP OF SEARCH,
SEARCHLAB CHICAGO
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
CASIE
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
GILLETTE
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
SENIOR DIRECTOR OF DIGITAL
Not to complicate
MARKETING, matters, but there is also a thing called link
KOMARKETING
ranking that may be in use, a method to rank the links themselves.
As we head into next year, I’d like companies and SEOs
By ranking
to really links,
put more popularity
focus on brandand relevance
authority. can
Not forbe more accurately
the
sake measured.
of E-A-T or QRGs but for the sake of their business and
customers.
Links that are paid for and not the result of an editorial
Customers are getting smarter and they expect more when it
decision tend not to count.
comes to marketing. We have to build brands they trust and they
want to do business with.
Search engines continue using links as a way to measure
popularity
The more and authority.
they trust However
you, the more theyit’s
areno longer
willing toenough to simply
share your
acquire
content links
(links), to about
talk assureyou
rankings.
(value), and buy your products
(revenue).
Because web publishers have employed a number of schemes
And to
when it comes
increase theirtorankings,
search, while
searchthere are certainly
engines poor their
have improved
quality sites doing
algorithms just fine
in order in search,
to ignore I am links
artificial seeing clients with
(example: advertorial
less authority
guest post being hurt
links) orby recent updates.
non-relevant links (“powered by” links).
SEO has definitely evolved more toward this over the past
few years but there is still a ways to go.
KEITH
GOODE
SR. SEO STRATEGIST, IBM
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
If we haven’t fully vetted out those journeys, we’ll be ill-
An important change with how sites are ranked is that the kinds
prepared to succeed in 2020 and beyond.
of links that are used for ranking purposes have been narrowed
down to while
Additionally, the most relevant.
I believe Google will do a lot to compensate
for our site’s own poor technical foundations (e.g., canonical
The goalhreflang
corrections, has always been to count
corrections, links
etc.), it’s that to
going arebecome
meaningful to the
content more
increasingly they are linking to.
important for SEOs to focus on shoring up
their technical foundations.
Not to complicate matters, but there is also a thing called link
I don’t think it’s accidental that Martin Splitt spends as much
ranking that may be in use, a method to rank the links themselves.
time as he does promoting good technical best practices from
Google’s perspective. We should consider that a signal in and of
By ranking links, popularity and relevance can be more accurately
itself.
measured.
Lastly, (and this is me being hopeful) I believe that we’re going
Links
to have that are
to wade paidinto
deeper for data
and not the issues
privacy resultand
of an editorial
protections
decision tend not to count.
as SEOs.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
SARAH
down to the most relevant.
The goal has always been to count links that are meaningful to the
GURBACH
content they are linking to.
By ranking
SENIOR ACCOUNTlinks,MANAGER,
popularity and relevance can be more accurately
SEARCH AND AUDIENCE INSIGHTS,
measured.
SEER INTERACTIVE
Links that are paid for and not the result of an editorial
decision
In 2020, I thinktend not
smart to professionals
SEO count. will move away from
big data and focus on thick data.
Search engines continue using links as a way to measure
A term coined by the brilliant Tricia Wang, thick data uses
popularity and authority. However it’s no longer enough to simply
qualitative research to understand the context behind big data.
acquire links to assure rankings.
It looks at the behaviors of humans, the values, the needs, the
wants,Because web publishers
the perceived have employed
risks to understand a number
the "why" of schemes
behind the
to increase their rankings, search engines have improved their
"what."
algorithms in order to ignore artificial links (example: advertorial
We have to remember that our customer is the person behind
guest post links) or non-relevant links (“powered by” links).
the device, driving all of these data points that consume
every day.
Without talking to our customers and understanding why they
are behaving the way they are, we are limiting our ability to
create a smart and holistic strategy.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
BRIAN
down to the most relevant.
The goal has always been to count links that are meaningful to the
HARNISH
content they are linking to.
By ranking
OWNER, links, popularity
PRESIDENT, and relevance can be more accurately
SITE OBJECTIVE
measured.
Links that are paid for and not the result of an editorial
I think Google tend
decision will continue to want great content. That hasn’t
not to count.
changed.
WhatSearch enginesiscontinue
has changed using
how Google links as a way
implements the to measure
identification
popularity
of SEO and
signals at theauthority. However
core of their it’s no longer
algorithms, and withenough to simply
further
acquire
algorithm links toI assure
updates am surerankings.
that will continue to evolve and
deepen as the years go by.
Because web publishers have employed a number of schemes
In the
topast 10 years,
increase theirwe have seen
rankings, a major
search enginesshifthave
fromimproved their
keywords and phrases
algorithms in ordertotoentities and natural
ignore artificial linkslanguage, advertorial
(example:and
guest post links)
this fundamental shift inorSEO has caused
non-relevant reverberations
links (“powered by” links).
throughout the industry.
From technical SEO to link building. I think Google will continue to
focus on deepening their AI aspects and rolling out deeper entity-
based changes.
These changes will also move toward deeper and more involved
natural language processing, and perhaps several development
phases from now we will see some type of supercomputer AI who
can think for itself and make judgments in a real-life scenario.
I’m trying to avoid saying Skynet here because I think there are
safeguards in place to keep that from happening. (Who knows?)
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
SAM
content they are linking to.
HOLLINGSWORTH
ranking that may be in use, a method to rank the links themselves.
Links that
DIRECTOR are paid ELEVATION
OF SEARCH, for and not TEN
the result of an editorial
THOUSAND
decision tend not to count.
If you’re not already utilizing structured data, you need to
be. Search engines continue using links as a way to measure
popularity and authority. However it’s no longer enough to simply
Schema markup is a joint effort by tech powerhouses
acquire links to assure rankings.
Google, Microsoft, and more that has been making an
impact in search for some time already.
Because web publishers have employed a number of schemes
That to increase
impact their rankings,
is growing and willsearch
continueengines
to growhaveas improved their
algorithms
search continuesintoorder to ignore
progress and artificial
more types Schema advertorial
linksof(example:
guest post
vocabularies links)fully
become or non-relevant linkscontinuing
supported, thus (“poweredto by” links).
alter search results.
Long expected to have a large impact in the search world
(and taking nothing away from the impact it has already
had thus far), schema markup still has not reached its full
potential.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
Google Search continues to improve, and its latest
An important
algorithm change with
update dubbed how sites
the BERT arefurther
update ranked is that the kinds
of links
supports that are used for ranking purposes have been narrowed
this.
down to the most relevant.
Google search is smarter than ever before right now. We
don’t need to connect the dots for it the way we used to;
The goal has always been to count links that are meaningful to the
it’s advanced enough to understand search queries and
content they are linking to.
even the intent behind them.
Not to is
The future complicate
here, and matters,
search isbut there
only is also
getting a thing
smarter called link
from
hereranking
on out. that may be in use, a method to rank the links themselves.
KAMERON
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
JENKINS An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
DIRECTOR, BRAND,
CONTENTThe& goal has always been to count links that are meaningful to the
COMMUNICATIONS,
BOTIFY content they are linking to.
Some SEOs say the way to optimize for this is to answer questions
and user problems rather than writing pure informative content, but
underlying this are concepts like “Things not Strings”.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern
I think search
in 2020, engines
internal linkingtoday use a to
will come combination of again
the fore, but AI, machine
based learning,
around links andnot
things, page analysis to rank websites.
strings.
An important
Understanding thechange
unique with how sites
knowledge are our
graph ranked
webispresence
that the kinds
of will
makes linksempower
that are used
us tofor
beranking
able to purposes
link those have beentogether
concepts narrowed
down
better to the
within the most relevant.
content under our control, to the benefit of users
and crawlers alike.
The goal has always been to count links that are meaningful to the
Lastly, people will start to properly create the schema that is
content they are linking to.
needed to help machine learning understand these concepts.
I alsoNot to complicate
believe matters,
that the move but there
toward is also
position a thing
zero, searchlink
entitycalled
ranking
and voice thatwill
search maysurface
be in use,
somea method to rank
underlying the links
problems themselves.
with
machine learning algorithms.
By ranking links, popularity and relevance can be more accurately
I imagine Alexa and Siri coming out with some absurd
measured.
inaccuracies as the machine learning systems start exposing and
extrapolating inaccuracies
Links that within
are paid for and training
not the data,
resultincluding schema.
of an editorial
org protocols
decisionand
tendWikipedia entries.
not to count.
Whether this causes a big issue or merely a few wry smiles is yet
Search engines continue using links as a way to measure
to be seen, but sometimes a result is far from black and white,
popularity and authority. However it’s no longer enough to simply
which will be a problem when voice search tries to give a binary
acquire links to assure rankings.
result.
On aBecause web
potentially publishers
positive note have employed
for the a number
storytellers, of schemes
if Google’s
movetotowards
increaseunderstanding
their rankings,more
search engines
complex have improved their
sentence
algorithms
structures in order
continues, to ignore
perhaps we artificial linkswriting
can all stop (example: advertorial
content
guest
in lists postto
and start links) or non-relevant
increase our grammar links
and(“powered by”inlinks).
vocabulary
2020 and cease having to write in sentences designed for
machines and children rather than scholars and intellectuals.
KRIS
JONES
FOUNDER / CEO, LSEO.COM
Wait! What?
Truth is, the game has changed and you can no longer stand on
the sidelines as the percentage of mobile versus web-based
traffic continues to favor mobile. It’s time to take action.
The good news is that there are several mobile SEO best
practices you need to incorporate into your overall 2020 SEO
strategy.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
First,learning, linkshave
if you don’t andapage analysis to rank
mobile-friendly websites.
website you need to take
action immediately. You can’t wait any longer. If you are unsure if
your An
siteimportant change with
is mobile-friendly, youhow sitesfor
can see areyourself
ranked here.
is that the kinds
of links that are used for ranking purposes have been narrowed
Second, being mobile-friendly isn’t good enough. You have to ask
down to the most relevant.
– is the mobile version of your site search engine optimized?
The goal
To answer thishas alwaysyou’ll
question, beenneed
to count links thatyour
to leverage are site
meaningful
analyticsto the
content they
and compare arepatterns
traffic linking to.
and conversion rates for web versus
mobile.
Not to complicate matters, but there is also a thing called link
Oftenranking that to
you’ll need may be in use,
optimize youra method to rankso
mobile design thethat
links themselves.
the core
aspects of your business are prioritized.
By ranking links, popularity and relevance can be more accurately
For instance, positioning your phone number, value proposition,
measured.
and call to action to display at the top of the mobile browser will
likely improve mobile conversion rates.
Links that are paid for and not the result of an editorial
decision
Finally, tend
all of your not to
online count. must reflect insights into your
reporting
mobile performance as a priority.
Search engines continue using links as a way to measure
Instead of visualizing
popularity a personHowever
and authority. sitting atit’s
a desktop
no longercomputer you
enough to simply
haveacquire
to realize that
links tomost of rankings.
assure the time people will find your website
via a mobile device.
Because web publishers have employed a number of schemes
Every strategy meeting and decision regarding SEO must
to increase their rankings, search engines have improved their
reflect the new normal – that mobile SEO is a priority when it
algorithms in order to ignore artificial links (example: advertorial
comes to growing your business in 2020 and beyond.
guest post links) or non-relevant links (“powered by” links).
Make prioritizing mobile SEO a must, and you won’t get left
on the sidelines.
RYAN
JONES
SEO GROUP DIRECTOR,
PUBLICIS SAPIENT
In the SEO space, we’re going to see a lot of talk about machine
learning and natural language processing and whatnot. But at the
end of the day, the biggest trend is going to be integrating SEO
into a holistic marketing strategy.
It’s going to be less about fixing SEO issues and more about
fixing marketing and business issues.
1
Links were (and continue to be) counted like vote.
GRACE
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
KINDRED
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
JUNIOR TECHNICAL
The goal has always been to count links that are meaningful to the
SEO ANALYST, NEWS UK
content they are linking to.
BING Not
OPTIMIZATION
to complicate matters, but there is also a thing called link
Bing ranking that may
have stepped up, be
andinthey’re
use, a method to rank the links themselves.
more visible at conferences and encouraging
By ranking
webmasters links,them
to pay popularity and relevance can be more accurately
attention.
measured.
Search marketers will still optimize for Google first, but may apply
some of the same rules to Bing as “good practice”.
Links that are paid for and not the result of an editorial
decision
If Google tend not
was down for ato count.
day (an actual horror story), Bing would
probably be the next used search engine.
Search engines continue using links as a way to measure
SCHEMA MARKUPand authority. However it’s no longer enough to simply
popularity
acquire
Several links
studies to assure
have shown rankings.
that when users are presented with
unbranded SERPs, the majority prefer Bing’s results. Bing has
someBecause web publishers
smart features have
(search for employed
Brexit) whichaisnumber
the oneofarea
schemes
to they’re
where increase their rankings,
probably search
better than engines have improved their
Google.
algorithms in order to ignore artificial links (example: advertorial
I think Google will encourage mark-up even more heavily
guest post links) or non-relevant links (“powered by” links).
(especially seeing the recent additions to link attribution and
rise in semantic search) and this will be a way to get ahead
of the competition in the war of the SERPs.
With more/better schema and clarification
of content, Google will be better able to serve
queries with the correct content. The challenge will be
ensuring schema is implemented correctly and isn’t abused.
UGC CONTENT
With the inclusion of rel=’ugc’ link attribution, user-generated
content is clearly something that Google sees as being important.
MOBILE-FIRST
Build sites for mobile-first, then make them compatible for desktop.
That way those sites don’t have to be optimized for speed after
launch.
TRUST
For publishers, there will be a strong focus on quality content and
fighting against fake news.
CLICK-THROUGH RATE
With new snippets and SERP features on the rise, it’s more
important than ever to encourage click-throughs and testing
out compelling meta descriptions.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
A/B testing titles and descriptions is invaluable.
learning, links and page analysis to rank websites.
IMAGE SEARCH
WithAn
theimportant change
rise in users with how
consuming sites
news are ranked
through is thatand
Instagram the media
kinds
of linksoptimizing
on Twitter, that are used for ranking
images purposes
and adding have
alt tags been
is a quicknarrowed
task for
downlong-term
potential to the most relevant.
gains.
The goal in
For example, has always
the case ofbeen to count
natural links that
disasters, onceare meaningful
users are awaretoof
the
content
what’s they are
happened linking
they’ll turnto.
to visuals to get a grasp of the disaster,
rather than just reading descriptions and stories.
Not to complicate matters, but there is also a thing called link
Many publishers have access to unique images which are lost in
ranking that may be in use, a method to rank the links themselves.
articles and nowhere to be seen in image search. It’s a big opportunity
that often gets overlooked.
By ranking links, popularity and relevance can be more accurately
OTHERmeasured.
I think it will still be a few years before voice search fully takes off,
Linksuser
changing thatbehavior/habits
are paid for and nottime
takes the and
result of an
voice editorial
search engines
decision tend
still have a way to go. not to count.
Search isn’t
If a website engines continue
optimized forusing
voicelinks as a wayon
(depending tothe
measure
business
type),popularity anditauthority.
I don’t think will makeHowever it’s no longer
a huge difference enough to simply
in 2020.
acquire links to assure rankings.
Google My Business needs to be vastly improved, the way it is at
the moment isn’t always helpful for users or businesses.
Because web publishers have employed a number of schemes
Q&Ato increase
can their
be easily rankings, search
manipulated engines
and reviews havethat
aren’t improved their
algorithms
trustworthy, in order
there to ignore
have also been artificial
cases oflinks (example:
businesses advertorial
missing
guest
orders post links) or
and reservations non-relevant
due to the lacklinks (“powered
of education by” links).
from
GMB.
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
JEREMY
of links that are used for ranking purposes have been narrowed
down to the most relevant.
KNAUFF
The goal has always been to count links that are meaningful to the
content they are linking to.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
CINDY
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
KRUM The goal has always been to count links that are meaningful to the
content they are linking to.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
JESSICA
down to the most relevant.
The goal has always been to count links that are meaningful to the
LEVENSON
content they are linking to.
It isn’t just making sure that results are about the same topic you
think a query matches, it is understanding in-depth what searchers
are looking for and how best to deliver it.
L I NK BU I L DI NG F U NDAM ENTAL S
We’ve all seen the data from Jumpshot, and we know that
Modern search engines today use a combination of AI, machine
YouTube is the third largest search engine behind Google Search and
learning, links and page analysis to rank websites.
Google Images.
And An important
if you’ve been change with
in digging how
in on sites are
SERPs, ranked
you’ve is that seen
absolutely the kinds
that
of links
searcher thatshifts
intent are used for rankingtopurposes
have translated have
more video been narrowed
carousel dominance in
down to the most relevant.
the SERPs.
The carousels are pushing down traditional organic results and the
Theof
majority goal
thehas always
time, been tovideo
that ranking countcontent
links that are
is on meaningful to the
YouTube.
content they are linking to.
It comes as no surprise given how much traffic is mobile, how much video
is consumed on mobile devices, and that YouTube is owned by Google.
Not to complicate matters, but there is also a thing called link
2020ranking that may
is absolutely betoindemand
going use, a method
that ourto rank the
content links themselves.
strategies are
holistic, including a video strategy.
By ranking
Circling back to links, popularity
searcher and
intent, it’s relevancethat
imperative canwe
besuss
more accurately
out
measured.
opportunities to use video to help and engage searchers in new ways
and give them relevant and helpful videos.
Links that are paid for and not the result of an editorial
By pursuing video on YouTube, we’re actually widening the funnel as
decision tend not to count.
there are billions of searches happening on YouTube in addition to
Google.
Search engines continue using links as a way to measure
popularity
One of andchallenges
the biggest authority. However it’s no
we’ll continue tolonger
face asenough to simply
an industry
acquire
is how links toon
to capitalize assure rankings.
the traffic that exists on other platforms like
YouTube.
Becauseof
Optimization web publishers
YouTube videohave employed
features a number
like cards, of schemes
end screens,
to increase
and backlinks willtheir rankings,
absolutely playsearch
a role engines
in drivinghave improved
viewers back totheir
your algorithms
site. in order to ignore artificial links (example: advertorial
guest post links) or non-relevant links (“powered by” links).
Buckle up, because in addition to nailing technical SEO, we have
a lot of work to do to give people a reason to engage with our
content.
CAROLYN
LYDEN
LEAD SEO/OWNER,
SEARCH HERMIT
But I’m hoping that all the buzz around things like natural
language processing for search, new algorithms, etc. all find the
center around WHY search engines are implementing them –
and that’s to serve the user better.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
JENN The goal has always been to count links that are meaningful to the
content they are linking to.
MATHEWS
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
Links that are paid for and not the result of an editorial
decision tend not to count.
SEO professionals will need to look backward while they
look forward to 2020.
Search engines continue using links as a way to measure
popularity
Google and authority.
is continually updatingHowever it’s no
to optimize longer
search enough to simply
results
acquire
based links
on user to assure
intent rather rankings.
than a focus on content/page
to keyword matching.
Because web publishers have employed a number of schemes
SEOstoneed to understand
increase the nuance
their rankings, search of what this
engines means
have improved their
with algorithms
their content as welltoas
in order have artificial
ignore a firm grasp
linkson advertorial
Google’s
(example:
past guest
updatespost links)
leading toor
this trend.
non-relevant links (“powered by” links).
Patents like Authoritative Document Identification, Merging
Search Results and all that goes into local optimization are a
base for where Google is headed.
New SEOs breaking into the industry in the last few years
should look back to the Panda and Penguin updates, and
fully understand the Rank Transition patent to avoid falling
into the spammer trap.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
JESSE of links that are used for ranking purposes have been narrowed
down to the most relevant.
MCDONALD
The goal has always been to count links that are meaningful to the
content they are linking to.
BUSINESS-FOCUSED EDUCATION/APPROACH TO
INCREASE BUDGET
SEO needs to evolve more in terms of business impact,
measurement, and reporting. Coming from enterprise consulting,
it amazes me that SEO is still vastly under-invested.
2019 saw a drastic decline in YoY growth deltas for organic search for
the first time in a long time. This was reported by multiple trustworthy
sources like Merkle, Bloomreach, and SparkToro (zero-click).
At the end of the day, SEO is still a very profitable channel that
is often misunderstood at the C-level. Margins are shrinking
thanks to the dominance of mobile views and Google’s self-
monetization ... get on it!
1
Links were (and continue to be) counted like vote.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
SHANNON
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
MCGUIRK
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
HEAD OF PR AND CONTENT,
AIRA DIGITAL
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
When it comes to SEO trends for 2020, digital PR and
By ranking
link building willlinks, popularity
continue to playand relevance
a huge can
part in anyberobust
more accurately
measured.
strategy to improve a brand’s traffic, rankings, and revenue.
However,
Linksour approach
that tofor
are paid linkand
building needs
not the to move
result of anfrom the
editorial
dark decision
ages into tend
a consumer-first approach for 2020 that is tailored
not to count.
around content-driven campaigns that appeal to different types of
journalist’s
Searchwriting.
engines continue using links as a way to measure
popularity and authority. However it’s no longer enough to simply
So to secure top tier links next year, the three types of journalist
acquire links to assure rankings.
writing that you need to focus on are:
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
COREYThe goal has always been to count links that are meaningful to the
content they are linking to.
MORRIS
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
Links that are paid for and not the result of an editorial
I’m seeing some
decision distinct
tend things
not to for SEO going into 2020 that are
count.
important and will be hard to ignore.
Search
Starting withengines continue
an increase using linksinas
in importance a way tofactors
technical measurelike
site speed in mid-to-late 2018, and coupled with aspects of to simply
popularity and authority. However it’s no longer enough
acquire
context links to assure
and language rankings.
that are as important as ever 2019, we’re
seeing some filtering out of tactics and strategies focused too
Because
narrowly and/orweb
toopublishers
broadly. have employed a number of schemes
to increase their rankings, search engines have improved their
That algorithms in contradictory,
might sound order to ignorebut
artificial links (example:
I’ve found advertorial
that companies
guest post
and agencies who links)
don’torhave
non-relevant links expertise
in-depth SEO (“poweredare
by” links).
finding that gaining traction is becoming difficult.
The depth needed for both technical and content aspects of SEO is
increasing. That’s exposing a lot of strategies built on basics and a
general understanding of SEO.
BRITNEY
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
MULLER
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The SEO
SENIOR goal SCIENTIST,
has always been to count links that are meaningful to the
MOZcontent they are linking to.
WithNot
Google
to complicate but there is also a thing called link
matters,and
getting stronger
ranking
stronger that may be inlanguage/
in understanding use, a method to rank the links themselves.
content, SEOs should focus on SEO automation
and marketing
By rankingfundamentals in 2020.
links, popularity and relevance can be more accurately
measured.
Meaning, tap into programming languages like Python and R to
help solve for your most time-consuming/redundant tasks.
Links that are paid for and not the result of an editorial
SEO decision tend
automation willnot
freeto count.
you up to harness the power of marketing
fundamentals:
Search engines continue using links as a way to measure
Branding.
popularity and authority. However it’s no longer enough to simply
Creating
acquire links togreat customer
assure experiences.
rankings.
Storytelling.
Because web publishers
Speaking have employed
your customer’s language.a number of schemes
to increase their
Listening torankings, search
your target marketengines have improved their
& providing
algorithms in order to
thoughtful/timely ignore artificial links (example: advertorial
responses.
guest post links)
Providing easyorto
non-relevant links (“powered
consume content by”inlinks).
(in the way
which your users want it).
Being human.
BROCK
MURRAY
CO-FOUNDER, SEOPLUS+
Get straight to the point and reduce “fluff” and truly think about
how you can help your users have the best possible experience
while truly pondering what value you can provide to them
during their visit.
HELEN
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
POLLITT
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
HEAD OF DIGITAL,
The goal
AVENUE has always been to count links that are meaningful to the
DIGITAL
content they are linking to.
SEO 2020 – GET YOUR SHARE OF THE SEARCH
to complicate matters, but there is also a thing called link
ENGINENot
REAL ESTATE
ranking that may be in use, a method to rank the links themselves.
Treat Google like a Monopoly board. Your goal is
to get your property in as many of the SERP features as
By ranking links, popularity and relevance can be more accurately
possible.
measured.
This means going beyond optimizing purely for the 10 blue links or
Links
featured that areConsider
snippets. paid forhow
andyou
notcan
theexpand
result of anfeatures
into editorial
like
decision
the local tend not
Knowledge to count.
Panels and the image carousel.
WithSearch
more and more continue
engines searches using
resulting
linksinas zero clicks
a way each year,
to measure
it is essential
popularitythat
andyour brand However
authority. is visible in
it’sasnomuch of enough
longer the relevant
to simply
SERPs as possible.
acquire links toThis increases
assure your chances of being one of
rankings.
the lucky few who get a click.
Because web publishers have employed a number of schemes
Utilize structured markup and other methods of labeling
to increase their rankings, search engines have improved their
content where possible to remove any ambiguity. This will give
algorithms in order to ignore artificial links (example: advertorial
the search engines the certainty that your content is relevant
guest post links) or non-relevant links (“powered by” links).
to a search query.
Ensure your events and jobs content are utilizing the available schema
to pull them through to otherwise inaccessible positions on the SERPs.
You can use these to leapfrog your competition to the top of the
search results.
Remember that the “All” results are not the only Google SERPs to
work with. You should be focusing on optimizing your content for the
relevant searches. Google’s products include Flight search, Finance
search, and Shopping search.
You can bet that it will be expanding this further over the next year.
Keep an eye on Google’s structured data reference guide as a clue to
what functionality they may be trialing in the SERPs.
LILY
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
RAY
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
SEO content they are linking to.
DIRECTOR,
PATH INTERACTIVE
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
MICHELLE
The goal has always been to count links that are meaningful to the
content they are linking to.
ROBBINS
ranking that may be in use, a method to rank the links themselves.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
CARRIE
The goal has always been to count links that are meaningful to the
content they are linking to.
ROSE Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
Links that are paid for and not the result of an editorial
LINK BUILDING
decision TO tend
BE MORE
notABOUT BRAND BUILDING IN 2020
to count.
Search engines
The responsibility willcontinue usingtolinks
fall on SEOs buildaslinks
a way
andto media
measure
popularity
placements thatand authority.
drive However
traffic and it’s no longer
push brand, not justenough to simply
links that
help acquire linksrankings.
with search to assure rankings.
More and more we are seeing on-site content pieces being
Because web publishers have employed a number of schemes
produced in order to drive backlinks to client’s sites.
to increase their rankings, search engines have improved their
Thesealgorithms
pieces of in order to
content ignore
have littleartificial
relevance links
to(example: advertorial
the products
guest but
or services postare
links) or non-relevant
successful when it comeslinks (“powered
to landingby” links).
links
in quantity.
But how many people are clicking on these links and
engaging with the site?
How many are then exploring the site more, wanting to hear
more about what that brand has to say?
L I NK BU I L DI NG F U NDAM ENTAL S
ALEXIS
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
SANDERS
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content
SEO SENIOR they are linking
MANAGER, MERKLEto.
Price.
Niche products.
Etc.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search
Search that engines today
affects our use (creating
health a combination of AI,
reliable, machine
precise
learning,
resourceslinks
forand page collecting
doctors, analysis tohealth
rank websites.
data, finding
additional opportunities to collect data (cough… Fitbit …
An important
cough), change with
empowering how sites
customers aretheir
with ranked is that
health the kinds
data
of(think
links Apple’s
that are used
HealthforRecords),
ranking purposes
and tryinghave been
to tap narrowed
into the
down to the most
$3.5 trillion relevant.
health market).
BEAUTIFUL MIND PORTION OF THESE PREDICTIONS (SO, UHHH, TAKE ‘EM FOR
WHAT THEY’RE WORTH)
2020 ELECTIONS
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines
The YouTube today(resulting
Kids fiasco use a combination
in shiftingofchild
AI, machine
video
learning,
policies).links and page analysis to rank websites.
Genius lyric debacle.
An important change with how sites are ranked is that the kinds
Struggles to scrub GMB reviews (especially in specific
ofindustries,
links that are used for ranking purposes have been narrowed
including legal, HVAC, women’s health).
down to the most relevant.
DOJ labeling they a “digital gatekeeper”.
accusing bias (including recurring accusations
The Politicians
goal has always been to count links that are meaningful to the
by the President of the United States).
content they are linking to.
And even anti-trust investigations.
Not
To top to off,
it all complicate matters,
we’re heading but
into anthere is also
election year.a Large tech link
thing called
ranking
companies, that may
notably be in use,
Facebook andaTwitter
method to rank
have boththe links themselves.
attempted to
absolve themselves of responsibility to police political campaigns
By ranking
(Facebook links,
opting popularity
to allow and notand relevance
police; while can be more
Twitter optedaccurately
to simply
measured.
not serve political ads).
As Google faces pressures from the DOJ, the FTC, and both Democrats
Links that are paid for and not the result of an editorial
and Republicans, we’re going to get some quirky updates.
decision tend not to count.
Hopefully, this results in the prioritization of some features, which
not only empower
Search enginesindividuals
continue with
usingthe information
links as a way tothey want but
measure
also the information
popularity they need,
and authority. such as:it’s no longer enough to simply
However
acquire links to assure
Multi-faceted rankings.
answers
Providing resources for contrarian opinions.
Because web publishers
Fact-checking have
concrete, employed
known a number of schemes
information.
to increase their rankings, search engines have improved their
Marks of authority/ reliability on websites in SERPs.
algorithms in order to ignore artificial links (example: advertorial
Surfacing of data and tools to help engage with it and
guest post links) or non-relevant links (“powered by” links).
receive insights from it.
Sweeping updates to the fake address listings and
slanderous, false ratings.
DIVIDED UNITED STATES
Examples:
House of Representatives
Democrats
Media
Logic
Tech
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down
Tension andtopressure
the mostare
relevant.
fickle things, they can
produce breakthroughs and/or breakdowns.
Thehas
Google goal has of
some always been to
the widest count
reach andlinks thatwith
access are meaningful to the
contentdaily
Americans’ theylives.
are linking to. find ways to:
They may
Not Support
to complicate matters,
knowledge andbut there is also
information a thing called link
exchange
ranking
to combatthatconfirmation
may be in use,
biasawith
method
data,toinsights,
rank theand
links themselves.
education.
By ranking links,
Allow us popularity
to open and relevance
our minds to differingcan be more accurately
opinions
measured.
(combatting online, personal echo chambers).
Attempt to serve as a platform for finding/ identifying
Links that are
truth versus paidrecall
a high for and not the result
information ofsystem.
retrieval an editorial
decision tend not to count.
SIDESearch
NOTE engines continue using links as a way to measure
popularity and authority. However it’s no longer enough to simply
Amazon’s ($10B) ad platform will only become more
acquire links to assure rankings.
competitive. The competition will likely result in a
higher focus on organic within Amazon.
Because web publishers have employed a number of schemes
to increase their rankings, search engines have improved their
algorithms in order to ignore artificial links (example: advertorial
guest post links) or non-relevant links (“powered by” links).
JES
SCHOLZ
INTERNATIONAL DIGITAL DIRECTOR,
RINGIER
L I NK BU I L DI NG F U NDAM ENTAL S
Expect to seesearch
Modern more enriched
engines today use
search which essentially
a combination
results, of AI, machine
replace the functionality
learning, of website
links and page analysiscategory pages, coming in
to rank websites.
2020.
An important change with how sites are ranked is that the kinds
Expect for Google to ingest and refactor more content than just
of links that are used for ranking purposes have been narrowed
a small snippet. Thanks to API or feed triggered crawling and
down to the most relevant.
structured data, search engines can index and aggregate more
content than ever.
The goal has always been to count links that are meaningful to the
This content theycontent
aggregated are linking
canto.
then be personalized and proactively
provided to the user via the Google ecosystem.
Not to complicate matters, but there is also a thing called link
Why visit multiple news websites when Google can show you
ranking that may be in use, a method to rank the links themselves.
coverage of topics you care about from trusted publishers all in
one place?
By ranking links, popularity and relevance can be more accurately
Whymeasured.
visit multiple job boards when Google offers deduplicated,
relevant listings with useful filter functionality all in one place?
Links that are paid for and not the result of an editorial
decision
These tendare
experiences notundoubtedly
to count. more convenient for the user,
but this can be either an opportunity or a threat for brands.
Search engines continue using links as a way to measure
How will you stand out when it is put side by side with
popularity and authority. However it’s no longer enough to simply
competitors?
acquire links to assure rankings.
What is distinctly valuable about your brand?
Because web publishers have employed a number of schemes
When tocontent
increaseistheir
aggregated
rankings,onsearch
Google, why should
engines I click on their
have improved
your algorithms
website to in
convert?
order to ignore artificial links (example: advertorial
guest post links) or non-relevant links (“powered by” links).
And most importantly, what does this mean in terms of how
you measure success. If you are still focussed on keyword
ranking or traffic – you are woefully unprepared.
PAUL
SHAPIRO
HEAD OF SEO, CATALYST
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
On the flip-side, there is computer programming that is more
oriented toward data analysis and data science.
An important change with how sites are ranked is that the kinds
of links
I’ve been that are used
evangelizing for for ranking
years purposes
the usage of R have been narrowed
and Python in the
SEO down to the
industry, andmost relevant.
we’re starting to really see increased adoption
with myself, Hamlet Batista, JR Oakes, and many others leading
The goal has always been to count links that are meaningful to the
the charge.
content they are linking to.
There are real advantages to moving beyond Excel for analysis. It
permits a more sophisticated analysis of your own data, as well
Not to complicate matters, but there is also a thing called link
as the ability to:
ranking that may be in use, a method to rank the links themselves.
Incorporate other data sources for insights.
By ranking links, popularity and relevance can be more accurately
measured.
Apply machine learning to solve complex problems.
LinksMake
thatdecisions
are paid that normally would be difficult and
for and not the result of an editorial
require human input (for which there is limited time to
decision tend not to count.
provide human input).
ELI
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
SCHWARTZAn important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
GROWTH CONSULTANT
content they are linking to.
AND ADVISOR
This will likely have a huge impact on the quality of search as obscure
websites or even PDFs will no longer rank on those long queries just
because their words happen to match the query.
In 2020, the really smart SEOs will get up from their desks to talk to
customers so they can find out what their audience really wants from
them.
A second trend that I think we will see occur in 2020 is that the
already tight SEO labor market will get even tighter.
If you are one of those talented SEO’s this is the year to leverage
your skills for career advancement wherever it is that you work.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
DAN
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
SHURE
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
CONSULTANT, EVOLVING SEO /
Not to HOST,
PODCAST complicate matters,
EXPERTS ON but
THEthere
WIRE is also a thing called link
ranking that may be in use, a method to rank the links themselves.
My advice to achieve actual SEO success in any year
is to By
ignore most
ranking “trends”.
links, So while
popularity and 2020 might
relevance bebe
can the
more accurately
year measured.
of voice, zero-click SERPs, BERT, further NLP, continued
core updates and more – you will see success by really getting
Links that are
the fundamentals paid for and not the result of an editorial
right:
decision
A solid tend not to count.
site architecture.
Proper
Search alignment
engines of keyword/topic
continue using links asto userto
a way intent to
measure
content to and
popularity on-site experience.
authority. However it’s no longer enough to simply
acquire links to assure rankings.
The pillar fundamentals of crawler accessibility.
Because websloppy
Not being publishers
withhave employed a number of codes.
redirects/canonicals/status schemes
to increase their rankings, search engines have improved their
These are just examples – and the list goes on and on.
algorithms in order to ignore artificial links (example: advertorial
guest 10+
But across post links)
years of or non-relevant
doing linkshundreds
SEO helping (“powered
ofby” links).
sites, the path to success despite many trends has always
consistent: get the core fundamentals right.
GRANT
SIMMONS
VP, PERFORMANCE MARKETING,
HOMES.COM
So from that perspective, “the more things change, the more they
stay the same.” However, I do see some more disruptive changes
around how and where people consume information, and the
interfaces they use (tending towards conversational discovery and
presentation).
L I NK BU I L DI NG F U NDAM ENTAL S
Your smart kitchen will know when you walk in, greet
Modern search engines today use a combination of AI, machine
you and ask you if you want to hear the news, want to know
learning, links and page analysis to rank websites.
the weather outside, the day's appointments or other necessary
In Relevant Time (IRT) tasks that need to be satisfied.
An important change with how sites are ranked is that the kinds
Yourof links that are used
Amazon-branded for ranking
fridge purposes
might provide haveFoods
Whole been narrowed
down to the
supermarket moston
specials relevant.
its screen, prompting you to order (and
have delivered to your door later in the day).
The goal has always been to count links that are meaningful to the
Getting your they
content product and/orto.
are linking service into this consideration set might
mean being part of the Amazon ecosystem, or partnering with smart
appliance
Not tosearch matters, but there is also a thing called link
networks.
complicate
ranking that may be in use, a method to rank the links themselves.
There will still be “organic” results for more germane questions asked
of our assistants, but only optional screen viewability, so “action”
By ranking links, popularity and relevance can be more accurately
markup for speech will become a defacto necessity (like Google
measured.
Assistant actions on steroids), so users can say "I'd like to buy that"
(based on your presented or spoken information), and the smart
Links that are paid for and not the result of an editorial
assistant will make it happen.
decision tend not to count.
Beyond a super-smart home (copyright 2020 Grant Simmons) :-),
Search
towards the engines continue
end of 2020 we'll using
see thelinks as a way toofmeasure
introduction multiple-
brandpopularity and authority.
mostly-autonomous However
vehicles thatit’s noopen
will longer
upenough to simply
the highways
acquire linkson
to consumption tothe
assure rankings.
go as well as what I coin "the connected
commuter" – an audience who will change browsing and buying
Because
trends as rushweb publishers
hours have employed
become prime consumption a number
hours.of schemes
to increase their rankings, search engines have improved their
Commuter intent
algorithms inwill beto
order a term
ignorepopping
artificialup, as (example:
links savvy SEOadvertorial
folks
realize this is
guest a perfect
post links) segment to marketing
or non-relevant to with a by”
links (“powered distinct
links).
understanding of location, destination, route, scheduling, and
machine-learned habits – putting great informational content
in front of a non-distracted driver, at the right time, right place
in a handsfree environment connects many dots we already
optimize for (or should be) in a controlled environment.
The "5th screen" (after TV, desktop, mobile and digital signage)
will be the inside of the windshield, a marketer’s opportunity
to present not only sourced (found) info, but also overlay
augmented reality through structured marked.
Yep. Queries will still drive (pun intended) results, however query
anticipation and resolution will also be a large part of search
engine's goals, SEO folks will help drive (still pun intended)
multi-step query chains with answers that deliver value and
satisfaction to users over multiple points of need.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
BILLThe goal has always been to count links that are meaningful to the
content they are linking to.
SLAWSKI
Not to complicate matters, but there is also a thing called link
ranking that may be in use, a method to rank the links themselves.
You can optimize entities that your site is about by doing things
such as:
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
ALEYDA
content they are linking to.
SOLIS
ranking that may be in use, a method to rank the links themselves.
GROWTH IN IMPORTANCE
Search OF STRUCTURED
engines continue usingDATA
linksUSAGE WITHtoVOICE
as a way measure
popularity and authority. However it’s no longer enough to simply
ACTIONS GENERATION AND RICHER RESULTS
acquire links to assure rankings.
Due to the announcement of Google to support the
generation of voice actions from structured data usage
Because web publishers have employed a number of schemes
on websites and the increasing number of supported rich
to increase their rankings, search engines have improved their
results, the incentive to use more structured data will only
algorithms in order to ignore artificial links (example: advertorial
grow.
guest post links) or non-relevant links (“powered by” links).
INCREASED PROMINENCE OF PREDICTIVE SEARCH FEATURES, VIA GOOGLE
DISCOVER & ADDITIONAL INTEGRATIONS
Google Discover has been the first clear step towards
the “queryless future” that Google announced in its
20th anniversary, and will likely be further expanded and
integrated within the Google search ecosystem.
KELLY
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
STANZE
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
SEARCH STRATEGIST,
The goal has always been to count links that are meaningful to the
HALLMARK
content they are linking to.
I think 2020 will be a year of reassessing
user Not
access points to search
to complicate andbut
matters, aligning
there is also a thing called link
content with that.
ranking that may be in use, a method to rank the links themselves.
By this, I mean taking a look at the mechanics of how
something is crawled,
By ranking indexed, and
links, popularity andserved in a variety
relevance can be of
more accurately
different search settings.
measured.
With users having more options than ever in how they search for
things, it’ll be
Links even
that aremore
paidimportant for the
for and not SEOs to bear
result of in
anmind the
editorial
fundamentals of clean architecture and content delivery.
decision tend not to count.
Are there parametered pages that canonicalize up to a root
Search
that engines
should continue using
be a freestanding links
page ofas a way
their to measure
own?
popularity and authority. However it’s no longer enough to simply
Are there limitations in your site architecture causing
acquire links to assure rankings.
Google to deprioritize or completely overlook content which
you’d like to see ranking?
Because web publishers have employed a number of schemes
Or, even more granularly, is your content formatted in a
to increase their rankings, search engines have improved their
way that it can easily be grabbed by rich snippets?
algorithms in order to ignore artificial links (example: advertorial
guest post
The technical links)oforcontent
delivery non-relevant
going links (“powered
into 2020 is top by” links).
of mind
for me, and I think with the rollout of BERT and continued
emphasis on user-focused optimization, it is top of mind for
others as well.
DAN
TAYLOR
SEO ACCOUNT DIRECTOR,
SALT.AGENCY
Search engines have been using machine learning for a while, but
regardless of the search engine, or if you’re optimizing for BERT
or Korolyov, the underlying principle is creating good content
for users, strong context vectors, and better understanding and
using the relationships between entities.
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
An important change with how sites are ranked is that the kinds
of links that are used for ranking purposes have been narrowed
down to the most relevant.
The goal has always been to count links that are meaningful to the
content they are linking to.
Links that are paid for and not the result of an editorial
decision tend not to count.
In recent weeks, Google have almost reinvigorated the discussions
and focus around site speed, with the new Chrome “slow warning
Search engines continue using links as a way to measure
badges”, and the speed reports in Google Search Console.
popularity and authority. However it’s no longer enough to simply
This acquire
for manylinks
willto assureconversations
reignite rankings. with developers and
in some cases lead to systems requiring almost complete
Because
redesigns web publishers
of page havereengineering
templates and employed a number
of how of schemes
assets
to increase their rankings, search engines have improved their
are loaded.
algorithms in order to ignore artificial links (example: advertorial
This guest
can cause
postfriction, sonon-relevant
links) or humanizing the
linksconversation and
(“powered by” links).
ensuring it’s not seen as critique will be an invaluable skill.
MARTHA
VAN BERKEL
CEO, SCHEMA APP
L I NK BU I L DI NG F U NDAM ENTAL S
Modern search engines today use a combination of AI, machine
learning, links and page analysis to rank websites.
It is important that your structured data strategy extends
beyond An aimportant change
feature hunt withresults,
for rich how sites
andare ranked is that the kinds
includes
of links
a strategy tothat are used
optimize andfor ranking
connect thepurposes have been narrowed
key business
downontoyour
elements the most relevant.
website.
Ultimately, youhas
The goal want to bebeen
always understood,
to countfound by your
links that are meaningful to the
customers
contentthrough any
they are channel
linking to. and be well-positioned
to take advantage of future features from Google and
otherNot
structured data consumers
to complicate like
matters, but Amazon,
there is alsoFacebook,
a thing called link
Microsoft, andthat
ranking AI Chatbots.
may be in use, a method to rank the links themselves.
Done right, structured data becomes your marketing
By ranking links, popularity and relevance can be more accurately
data layer. It will allow you to publish your content for
measured.
any machine/search engine/voice assistant/chatbot with
context to provide service to your customers across any
Links that are paid for and not the result of an editorial
surface and at any moment of interaction.
decision tend not to count.
Smart SEOs will start leveraging their structured data
Searchtheir
to enhance engines continue
analytics using
so that links
they canasgauge
a waywhat
to measure
popularity
part of and authority.
their content is drivingHowever it’s use
results and no longer enough
this data to to simply
acquire
influence links strategy,
content to assuremarketing
rankings. strategy, product
features and more, across their companies.
Because web publishers have employed a number of schemes
Finally, the innovators will start to re-use the knowledge
to increase their rankings, search engines have improved their
graph created by their structured data to accelerate other
algorithms in order to ignore artificial links (example: advertorial
AI/machine learning initiatives.
guest post links) or non-relevant links (“powered by” links).
TONY
WRIGHT
CEO, WRIGHTIMC
This means that SEOs need to learn how to write or hire people
who know how to write. It’s been several years since just putting
up keyword-rich text worked for SEO. But now, SEOs will have to
write something that is relevant AND valuable.
Oh, and if you don’t have mobile on-point, you are behind.