Seo strategy

How your SEO strategy should adapt to developments in 2020

In 2010, Rand Fishkin at MOZ predicted that over the decade, Google queries would generate less and less traffic. Sure enough, Google introduced snippets around the middle of the decade. The featured snippets marked the start of zero click searches, which happens when Google answers your question and you never click on another website. Google followed up with more of the same, like response boxes and predictive responses in the drop-down bar (if you’re looking for the weather on Google, you don’t even have to hit enter to get your response). Since June 2019, the majority of Google searches are now zero clicks.

“We’re entering a new decade of SEO, and one of the things we’re going to see is Google’s understanding of the language boom,” said Guy Sheetrit, CEO of consulting firm Over the Top SEO. “From an ecommerce perspective, this is a critical time to come together and make sure your SEO strategy is aligned for the age to come.” Here’s what you can do to prepare for the new decade of SEO.

Understand the place of SEO in your overall objectives

“SEO is not an end in itself,” Sheetrit emphasizes. “Marketing of any kind either. Your business has goals that must be achievable, measurable, and time bound. Marketing goals must support these overall goals. SEO should support these marketing goals.

It takes careful planning. Randomly loading your blog with keywords will not produce results. However, it will take time for you to post content that may or may not generate traffic and results. So play the long game for the new decade. Integrate your SEO work consistently into your larger marketing goals and across your business goals. This will result in harmonious and strategic work in all departments.

Structure your site for easy navigation with breadcrumbs

If you are using an ecommerce platform like Shopify, your site architecture is already integrated and even optimized to give you the best visibility possible. Of course, the same goes for all of your competitors using this platform.

If, on the other hand, you created your website on a different platform, there is one more element you can include: breadcrumbs. This is the trail that allows users to find their way back through your site, one click at a time. It immediately describes the cascading hierarchy of your website structure for Google as well. If you make it easy for Google to understand your site structure, it will promote your site and appear higher in customers’ Google searches.

“Like all good SEO elements, breadcrumbs serve the dual purpose of making your site easier for customers and for search engines,” Sheetrit explains. “Are you doing it for the client?” Are you doing it for Google? The reality is both, because they support each other.

Switch to long tail keywords instead of competing for the popular ones

If you’ve been struggling with keyword battles that you can’t win, give yourself a break and try a different approach. If you sell sweaters, of course you want to rank for “sweaters”. But it might not be realistic, and it might not matter. It is very possible that the amount of money and effort it takes to rank for that popular keyword will serve your business better if spent elsewhere.

Long tail keywords are less competitive, so go with them instead. For example, in some cases being the only e-commerce site that ranks for a long-tail keyword such as “softest Neapolitan stripe cardigan” might be more lucrative than trying to rank for “sweaters. Or even “women’s clothing”.

If you don’t know how to find long tail keywords, browsing Amazon’s predictive text is a great place to start. Just start typing in Amazon’s search bar: “the softest sweaters” and see what it automatically fills in: “the softest sweaters for women, “” the softest sweaters for women sweater, “” the softest sweaters for women open in front. “These can prove to be more valuable than short keywords.

As Google gets smarter and voice search becomes more common, search queries are becoming more conversational, which means long tail keywords are on the rise. Customers who type in descriptive long-tail keywords are typically highly motivated customers who are ready to make a purchase. Think about it, these clients are looking for something very specific, it’s usually because they need it for a specific purpose. “As a result, the conversion rates are higher for long tail keywords than for main keywords. »Ranking for keywords like these is more accessible and you will get a higher conversion rate because long tail keyword researchers are usually willing to buy.

But here is the kick. “Long-tail keywords don’t generate click-less searches,” Sheetrit explains, “because people who search for descriptive keywords about your product aren’t looking for a quick response. They are looking for your product.

What mischief Google is about to do in the new decade is an enigma. But having a solid SEO foundation with a good site structure, a navigable breadcrumb trail, and content with important long-tail keywords, all nested within a larger context of marketing and business goals, you position for success with regards to new algorithm updates and technological developments. . Whatever they are. And during that time, you won’t be wasting your time competing for click-less searches.