Voice Search:

It is estimated that in 2020, 50% of all searches will be voice searches. Voice shopping is also expected to increase. That being said, VSEO (Voice Search Engine Optimization) is going to become a relevant aspect of our SEO strategy. The most important things are to optimize structured data and use long tail keywords (kws), think about keywords that people will speak rather than type and write in a natural and conversational tone. For example, voice searches will more frequently include the question words “who, which, when, where, and how”, that are usually omitted in written searches. Content needs to deliver accurate and relevant answers to voice search queries, and distinguish between simple questions and those that require more comprehensive answers. The final goal is to optimize the page and organize the content to try to get the featured snippet (position zero) and get more voice search traffic. We want to claim as much space in Google SERPs as possible. This boosts the click-through rate (CTR), driving more organic traffic to the site and increases the possibility of showing up in the top spot.

SEO and BERT:

The recent Algorithm Updated “BERT”, is designed to aid Google in its efforts to understand the “natural language” that people use in their search queries, and search engines will continue to get better at understanding the search intent and rely less on the single keywords. This implies an adjustment in the way we do research and we will have to pay more attention to the Intent of the Search.

Video Content:

Will continue to grow. Videos allow to better communicate and express the value of the product/service you offer and make people engage more and improve conversion rates. Product videos for example help people in the buying decision. Social channels like IG and FB are also a good way to drive engagement with Video marketing. In terms of SEO and traffic, apart from the fact that YouTube and other videos show up in SERP, if your site has video content, it is much more likely to drive organic search results compared to text. People like watching videos, it is more compelling and useful sometimes so, Google push pages with videos higher in the rankings. Also, a video content can be used in different formats. For example you can get it transcribed so you have a text version of it and you publish it on your blog together with the embedded video. Or you can use only the audio version for a Podcast, etc.

E-commerce sites:

E-commerce continues to grow and we will need to deliver the best User Experience to make sure we leverage its full potential. This means for example that we need to curate the mobile experience, make sure it matches the desktop one, optimize the site’s Page Speed, work on CRO (Conversion Rate Optimization) to see which is the e-commerce version that performs better, etc Moreover, the new 5G technology will bring to a fully-mobile and connected society and will enable companies to reach even more potential customers. Also, another important aspect of the Marketing strategy will be to increase the traffic through Social Media through Shoppable posts on IG, Pinterest and Facebook for example. People are looking for more interactive Content and Social Commerce can definitely help in bringing more traffic and shorten the sales funnel a lot. Facebook Pay is a payment feature launched in the U.S. in November 2019, that goes in the same direction and aims at facilitating on-platform payments, in-stream, making it easier for people to buy products directly on social platforms. E-commerce will also benefit a lot from the latest developments in Augmented Reality (AR) and Virtual Reality (VR). Thanks to AR customers can visualize what a piece of furniture will look like in their house or how a dress will fit them before buying it. This will definitely help in delivering a more interactive experience to the user and eliminate some of the barriers of online shopping, driving more traffic and online sales. Last but not least, Google has started to display the availability of products on image search results pages (“In Stock”) making them shoppable image search results. Displaying product availability prominently means that Google wants to make image search a destination for consumers looking for products. This highlights once again the importance of working on structured data and image optimization.

Personalization:

Personalized marketing and experience will definitely be a trend in 2020. Companies will have to leverage their customers’ data about purchase history, demographics and location for example to improve customization in terms of personalised content, emails, personalised products, etc. This will result in higher levels of engagement and will enhance the chances of converting users into loyal customers.