Despite the changing face of digital marketing that goes hand-in-hand with technological advancement, one thing remains steadfast: SEO is king. For small businesses trying to stay relevant in a fast-paced market, prioritizing SEO is the key to winning with digital marketing efforts.
No matter how much you can afford to spend on Ads, you still can’t ignore the traffic you can get organically when you abide by the current SEO trends. And the good news is that although this may require some changes in how you run your business, the changes won’t be drastic. They are usually a few adaptations that you can apply without doing any serious overhaul.
Fortunately, small businesses can take advantage of this continuous trend by making these simple changes.
Here are the 2020 SEO trends your small business can use.
1. Video Content Marketing
Video marketing will enhance your SEO content by putting your content in the right context for your web visitors, and providing helpful visuals for them. Let me give a practical example here.
Assuming I have a website where I sell 3-d printers, and I have state-of-the-art equipment that nobody has ever seen, I can choose to write a blog post explaining that equipment, and how it works in a step-by-step format.
If I go the extra mile and add pictures to it, it will definitely get my site visitors more excited. They can now picture what I am explaining.
However, I can embed a video where explain my new technology and equally show it in action as a form of visual proof that it works. As I am doing that, my viewers will see my enthusiasm for my equipment, get educated on its features, and see it work too.
It is one thing to tell people about what you are doing through texts and images, but showing it to them through videos takes the game to a whole new level.
This is what video content marketing is all about.
In fact, according to a Cisco study it is projected that 82% of consumer online traffic by 2021, will be video. It is a trend that’s revolutionizing digital marketing across the board. From live videos to private groups on Facebook to TikTok to website video embeds, consumers with diminishing attention spans appreciate the quick bites of information.
Video content exists mainly to provide entertaining, useful, and engaging visual information to your audience.
Small businesses can take advantage of video marketing for SEO by embedding videos on their website. Rather than re-inventing the wheel, create videos based on previously published content. This will give your audience multiple options for digesting your content and increase your position on the SERP.
2. Voice Search
The way people conduct searches online is changing. Those that prefer to use traditional search methods know the best Google searching tips to find the results they want. Others are making the shift to voice search using home assistants, such as Siri, Alexa, and Google Home.
Voice search refers to a type of search where the users are allowed to speak into a device instead to generate results on a search engine, instead of typing keywords into a search query.
According to this prediction on Forbes, by 2020, half of all online searches will be done through voice search. In fact, as of 2018, there were already more than one billion voice searches conducted online every month. This proves that it is on the rise.
There are two key things to keep in mind when optimizing for voice search.
First, it’s expected that by the end of 2020, 30% of searches will be screenless.
Small businesses need to ensure their content is framed to answer questions for quick interpretation by home assistants.
Secondly, the longtail keyword structure will change. When consumers ask their home assistant to conduct a search, they do so in the form of a request with a full sentence, using words like:
Previously published content should be revisited to optimize with voice search in mind.
3. Local Search
According to Moz, “Local search marketing is anything you do on the web to promote a physical business that makes face-to-face contact with its customers.” Basically, it consists of everything that traditional SEO does and with the inclusion of geography.
52% of internet traffic comes from mobile devices, and that number will continue to grow. Small businesses need to optimize their content for local searches so that their business will show up when a consumer is looking for nearby services.
How to Optimize Your Small Business for Local Search
To optimize for local search, take the steps below.
- Ensure that your homepage is up to date with your location information.
- Confirm that your metadata descriptions and snippets from the homepage also indicate where you are located.
- Most importantly, be sure to update your Google My Business page and reach out to satisfied customers asking them to add reviews for an SEO boost.
4. Enhanced Cybersecurity
Cybersecurity has been a hot topic over the past few years. With high profile cases against Facebook and regulatory changes like GDPR, consumers are more concerned than ever about their privacy.
As Google’s algorithm was ultimately built with the end-user in mind, ensuring that your site is as secure as possible is integral for SEO success.
Prioritize keeping your site updated, backed up, and scanned for malware. Install an SSL certificate to operate with an HTTPS rather than an HTTP— the more secure your site, the better your SEO, customer satisfaction, and bottom line.
5. Improved UX
As previously mentioned, it’s all about the user for Google. Consider the user flow on your website and conduct an audit to highlight any bounce points or friction. Make your site as easy as possible to navigate.
Creating an enhanced user experience (UX) is the key to success in 2020.
Another aspect of UX takes place when the user leaves your site. Using AI to create personalization tied in with an email lifecycle marketing strategy will generate continuous traffic and user interest. Furthermore, using retargeting can bring back lost browsers and improve conversions as well as SEO.
Your small business should make intentional, strategic decisions with the customer as the guide to be successful in 2020. The competition is fierce, but every step you make toward better SEO will put you ahead of the game.