SEO is essential for marketers, aiming to optimize website content to rank at the top of search results and reach the first page on Google. SEO (Search Engine Optimization) is now a must-have in every skilled marketer’s vocabulary. The goal of SEO is to optimize website content so that it ranks at the top of search results. In other words, sites appearing on the first page of Google results (excluding ads labeled “Ad”) know what SEO is and how it works.
Some might think SEO simply involves placing keywords and adding a few links, but there’s much more to it. Google constantly updates its SEO criteria, meaning strategies that worked a few years ago won’t necessarily boost your site today.
So, how does Google select the most favorable results? When you enter a keyword, Google ensures that the top results are trustworthy and best match your query. If a user quickly returns to search after opening a page, it indicates the content doesn’t meet expectations, pushing the site lower in search rankings. How does the search engine gauge reliability? This is where external SEO comes in—links to your page from other online sources. How do you get these? It’s simple: ensure quality content. Valuable content generates its own reach as external sources are more likely to share your page. You can enhance external SEO by encouraging your links on social media, business directories, other websites, and news portals.
But SEO isn’t just external; what about the internal aspects? Internal SEO focuses on elements within your site: headings, links, page structure, image names, and page content. Depending on the word count, you should include 2–5 internal links (to other sections of your site) and a couple of carefully chosen external links, referencing only trusted sources. Good SEO requires more than just content and links—the site must be fast and mobile-friendly; otherwise, even the best content won’t prevent it from dropping in search rankings.
SEO Focus: Content, Content, Content!
One of Google’s latest advancements is the BERT system, introduced last October. BERT can interpret not only individual keywords but also context. This system also recognizes misspelled words, as the creators noted that search users often spell incorrectly and still deserve accurate results. This update hasn’t revolutionized SEO but has encouraged site owners to create more focused, answer-driven content.
Looking ahead to SEO trends in 2020 and beyond, company leaders and SEO specialists stress the importance of clear presentation and high-quality, valuable content. Another tip is to truly listen to your customers, providing content that genuinely interests them. As Groupon SEO expert Jenn Mathews explains, Google updates its optimization to focus on user needs rather than keyword frequency.
For effective optimization, prioritize user experience. This involves not only site navigation but also post-visit actions. Good remarketing, as well as personalized information for returning clients, builds reliable SEO.
Technical Considerations
Although SEO now focuses more on content quality, a well-organized site structure remains crucial. The page structure should clearly present information so that search engines can easily interpret what the page is about. The title tag should precisely define what users will find on the page, but avoid keyword stuffing—be specific yet appealing.
A good site structure also benefits from “breadcrumbs”—indicators at the top of the page showing where the user is within the site and how they got there.
Headings are equally important, as they help users “scan” the page for relevant information. Properly sized headers (from h1 to h6—though avoid using them all) improve SEO and enhance readability.
Visual content is also an effective SEO booster. However, search engines can’t interpret images on their own, so be sure to name files appropriately without overloading keywords. Custom images, rather than stock photos, can add authenticity and depth to your content.
Use infographics and videos where possible. Video content is increasingly popular, making it a worthwhile investment to keep users on your page longer. High-quality videos are more engaging than text alone. If the video is hosted on YouTube, it adds a bonus—a popular keyword-aligned title can land your video on the first page of YouTube’s organic search, giving your brand a valuable presence.
2020 and the Rise of AI in SEO
You could write volumes on effective site optimization, but to summarize, the key SEO indicators in 2020 are videos, content quality over algorithmic precision, and mobile optimization.
What changes can we expect in the future? Experts agree that artificial intelligence (AI) will drive the next big shift. The BERT system has laid the groundwork for further AI use in search engines, with the simple goal of identifying the most reliable and relevant content while focusing less on strategically placed links and more on content quality.