– Google makes over 3, 200algorithm updates per year.
You can imagine, in 2020, a lot is going to change.
Hey, everyone, I'm Neil Patel, and today, I'm going tobreak down the major changes in SEO for 2020.
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So, what's going to happen in 2020? Well, first of all, accordingto Jumpshot and SparkToro, 49% of all searches performed on Google result in a no-click.
That means almost halfof all searches on Google won't send traffic to any website at all.
People are either giving up on searches or they're getting the answers right then and there from Google.
In 2020, I expect thatto increase even more.
The second big change isthat the number of visitors that people are going toget from organic traffic is going to continue to decline.
Sure, it's being made up at the same time by more people comingonline and using Google.
But according to Merkle, the total visits produced by organic search fell 6%year over year in Q2 of 2019.
And mobile was the onethat got hit the hardest.
Where visit growth droppedby 13% in Q1 of 2019, to 5% in Q2 of 2019.
So, in 2020, I would expectthe traffic to also go down.
because that's the trendthat's been taking place.
Probably not at the same pace, but I would expect it to also go down.
The third big change that I see, Google is going to be competingmore heavily with Amazon.
If you've already looked at Shopify, their company's been on a tear, right? Shopify right now, at leastaccording to the Wall Street, is the Amazon alternative.
It's your own way for anyone to create their own eCommerce store.
Google, this year already, or in 2019, has released a Buy onGoogle feature, right? This allows people tobuy eCommerce products directly on Google.
I look forward to 2020, whichGoogle will end up making more changes to competedirectly with Amazon.
This should also potentially help people who have their own eCommerce stores, such as people on Shopify, in which they can generate more sales without people going totheir actual website.
Now, even with the Buy onGoogle button right now, it's not perfect, butagain, they rolled it out.
I bet you, over time, they'regoing to make iterations to make it so good, thatpeople don't even have to go to your website to make any purchases.
The fourth change, morepeople are going to get the information that theyneed through rich snippets.
According to the study by Path Interactive on people aged between 13 and 18, a whopping 40% get theinformation they need from a snippet without clicking through.
Now, this doesn't mean that hey, we're getting less trafficby Google and they're evil.
Think of it this way, a lot of those people are just looking for an answer.
Sure, they could becoming to your website, but it doesn't mean they'regoing to buy anything or become a lead anyways.
Now, when you expand theage group from 18 to 30, 20% get what they need from a snippet without clicking through.
Some industries have alreadybeen disrupted by this trend.
Other industries haven't yet.
But Google is going to continuallymake more and more changes like this to keep givingpeople a better experience.
For example, with flights, if I put in a flight number, Google will show me ifthat flight's delayed, if it's on time.
They even have a nice prettymap to go along with it.
You're going to see Google making more changes than in just flights.
because they've had this for a while.
Whether it's hotelavailability, or it's weather, they're going to continuallyexpand this into other areas like they have with lyricsand things like that and definitions, sothat way, people can get what they're looking forwithout having to go to a site.
For example, I'm a big basketball fan.
So, when I'm lookin' up the latest scores on let's say, the Lakers, Idon't want to go to NBA.
com.
Why can't I just get my answer on Google? See, I don't see this as a bad thing.
NBA.
com may get less traffic, but hey, I'm already watching the TV, I'm already on that television channel looking at the Lakers game, or any other sports game, and I'm looking up scores.
So, when I'm doing this, theyalready have my attention, but why do I need tokeep going to websites? And you're going to see that.
You may lose traffic, and sure, sometimes, people maynot have your attention, like the NBA or NFL or anyof these sports league, but here's the thing, a lot of the times Google is providing the answers to people, a lot of the times they'retrying to help them out, they're improving the user experience.
By them improving the user experience, sure, you may get less traffic, but A, by Google providingbetter experience, more people are going to be using Google, which should help you get more traffic.
B, more people are also coming online, which also helps you get more traffic.
And C, a lot of those people that Google's answering the questions for, when they land on your website, they're not buying anything anyways.
So, what you'll see atrend in 2020 as well, if Google's answering people's questions without them going to your website, the traffic you are getting, should increase inconversion rates as well.
I don't want to end thingswith you thinking that, hey, Google is evil.
Because they're not.
They're actually a really good company.
They even have amazing perks, like giving their employeesdiscounts and money back if they do things like drivea Earth-friendly car, right? Which is nice, so I wantto give you five tips to help you with allthe changes that Google is about to make.
The first tip I have for you is to become a master atuncovering search intent.
Look, most marketers arejust looking for keywords that they should target.
It's not about keywords, it's about problems.
When someone searches for something, a lot of times, they have questions, they're looking for comparisons, right? Comparing one business to another to figure out, hey, whatproduct or service should I buy? So, you can use Uber Suggest for that.
Uber Suggest will showyou all the questions, propositions, and comparisonspeople are typing in related to your field.
This will help youbetter figure out intent.
So, now that when you'retargeting keywords it's not just about traffic, it's about getting the right traffic so those visitors convert.
The second tip I have foryou is increase your CTR.
Write compelling titles.
It's all about getting peopleto click on your listing.
Heck, even if you're not at the top, it doesn't mean that youcan't get more clicks than the listing above you.
You can do things likecreating a compelling title, using keywords in your title that your competition isn't using, writing amazing meta descriptions that people want toclick through and read.
You can also use breadcrumbmark-up, that helps.
And you can also use tools like ClickFlow that'll help you optimize your title tag and they have a free solution as well.
So, that way you can get the more clicks.
Next tip, explore schemamark-ups as much as you can.
Schema mark-ups helpsyour listing stands out.
For example, on the NeilPatel.
com site, I use the FAQ schema quite often.
So, when you search forterms like digital marketing, you'll see an indentation withfrequently asked questions that I answer right then and there.
And people are like Neil, why would you do this? Less people are goingto go to your website.
That's actually helpedme improve my rankings and overall get more clicks to my website.
The fourth tip I have for you, work on building a loyal audience so, that way you can keep themcoming back to your website.
That's why I use email opt-in.
So, I use tools likeHello Bar to get people to opt in to my list.
And every time I have a newblog post, new feature update, I send them a blast.
I use tools like Subscribersfor push notifications because every time I have a new blog post, new video, new podcast, I can send out a push, get more people back to my website.
I'm leveraging socialchannels, even chat bots.
Like MiniChat or MobileMonkey.
These are all ways for me to get more people back to my site.
And the fifth tip I have for you, adopt a omni channel approach.
You don't want to just relyon SEO or paid advertising or social media, or content marketing.
You want to look at everything.
When you combine everythingand use it together, you'll notice that your CPAs go down, plus people see you more often.
The rule of seven in marketing, when someone sees you seven times, they're much more likely to convert.
And this will help you build a brand.
If you need help with your marketing and preparing for the future for all the changes Google'sgoing to continually make, check out my ad agency, Neil Patel Digital.
If you have any questions, leave a comment below and I'll answer and I'll help you out.
Make sure you like this video, subscribe to the channel.
Tell other people about it.
Thank you for watching.
.
