It's time to learn what will be the top actions to integrate into your SEO strategy in 2020! How can you make sure your website stays relevant and is optimized for the top search engines? We will share our secret weapons with you.

2. Amsterdam SEO Meetup
➔ A forum to exchange, reflect and share about SEO and related disciplines
➔ For newbies, curious and experts
➔ Working in startups, SMBs, corporations, agencies, freelancers, etc.
➔ Monthly meetup with talks, networking and beers/drinks
➔ Always looking for:
HostsSpeakers SponsorsTopics

3. 2020 SEO Trends
Baptiste Hausmann

5. The End

6. Focus on your strategy first!
But...get inspired by the trends

7. About me: Baptiste “Baba” Hausmann

9. SEO is multi-faceted. Trends are tackling some facets.

11. Trend #1
Zero-Click Searches Are The New Normal

12. #1 - The facts are...
Google features taking more and more space in search results
More than half of searches are Zero-Click searches
Not a new trend, this has been evolving slowly over the years
Not all queries concerned, still room for clicks

13. “We want you to come to Google and quickly find what you
want. Then we’re happy to send you to the other sites.”
Larry Page, 2004

14. Google’s approach to Search
❏ Deliver the most relevant and reliable information available
❏ Maximize access to information
❏ Present information in the most useful way
❏ Help creators succeed online
Source: How Search Works, Google

15. Zero-Click Searches IRL

16. Zero-Click Searches IRL

17. #1 - Action Plan
① Don’t panic!
② Identify what queries can actually bring you clicks
③ Identify queries & intents bringing you traffic and conversion
④ Prioritise your optimisation efforts

18. Trend #2
The Machines Are Here To Stay

19. #2 - The facts are...
For years, Google has added machine-learning capacities to its algorithms
Neural Matching, RankBrain, BERT, etc.
Google says: no optimisation needed for BERT, RankBrain, etc.

20. Neural Matching, RankBrain & BERT?!
Neural Matching
⇒ Relevance Matching
(analyse & understand the
language better)
RankBrain
⇒ Helps to determine
searcher’s true intent
BERT
⇒ Better understand
nuances and context of
words in searches

21. #2 - Action Plan
① You cannot optimise for RankBrain, BERT, etc
② BUT: you can understand search intent and how Google perceives it to
provide high quality content that answers the searchers’ questions
③ Write high-quality content based on intent-matching
④ Improve your Meta-Tags (Titles, Descriptions, Rich Snippets)

22. Trend #3
Prefer People Over Search Engines

23. #3 - The facts are...
With various updates from Google & Bing, the focus goes from
working on satisfying the search engines to answering your users
Moving away from keyword research towards intent research
Many still only focus on search engines

24. #3 - Action Plan
Content
① Look at your existing content:
⇒ Not all content is relevant for a search audience
⇒ Don’t expect every single page to rank well
② Come up with search audience-focused topics, instead of sprinkling keywords
onto all your pages
③ Write clear & comprehensive content
④ Think about High E-A-T Content

25. On-Page & Technical
● Usually there to comply with search engines guidelines,
● But, at best, each change or problem you face should be made with the user
in mind.
Example: internal links
⇒ links in content to topic matching pages
⇒ amount and position on the page, etc.
Take a more holistic approach for SEO
#3 - Action Plan

26. Trend #4
Brand Building Should Be A Priority

27. #4 - The facts are...
Linkless mentions becoming more and more frequent
Google and Bing considering linkless mentions as ranking signals
(not ranking factors!)
Links are important, and so are brand mentions
Links (a.k.a. backlinks) are still amongst the Top 3 ranking factors

28. #4 - Links Are Important, and So Are Brand Mentions
https://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882 3
RankBrain
1&2
Content & Links
Google’s assessment of Brand Authority via brand mentions
Analyzes all properties
mentioning it
Context of the mention:
reputation, trust, advertising,
complaint-solving, etc.
+
“Google prioritizes domains with more authority
and consequently more direct traffic” (SEMRush)
BUT

29. #4 - Action Plan
1. Understand the competition
2. Linkless mentions on relevant active threads
3. Active social media presence
a. Customer support
b. Engage with clients
⇒ Not only exist but show you’re actively involved
4. Reach out to social media influencers
5. Mention your brand name online whenever you have a natural opportunity
6. Track mentions
⇒ GOAL: send a clear message to Google that you exist and are well-trusted

30. Trend #5
Voice Search (Yet Again!)

31. #5 - The facts are...
Has been a “trend” for many years
High share of voice search results come from featured snippets
Voice search will not replace text search anytime soon, it’s only a new
medium to reach your customers
Voice search ≠ Text search

32. #5 - Action Plan
① Look at your current rankings and featured snippets (Search Console, Ahrefs, SEMrush)
② Look at your competition:
⇒ Both direct, indirect competition; Industry, SEO competition
⇒ What queries are they ranking for?
⇒ Opportunities and content gaps?
⇒ Understand their ranking features: PAA, FAQ, featured snippets?
③ Create or update page with the Factor 10 Content Approach
④ Keep in mind that voice search is different that text search:
⇒ phrases vs. words
⇒ synonyms, LSI, semantic
⇒ intent-based optimisation
⇒ “Need for Speed”

33. Trend #6
Inclusive Web Design & SEO

34. #6 - The facts are...
SEO is about knowing and reaching your customers
For many years, accessibility hasn't been factored in web design nor SEO
Aligns with focusing on your users over search engines
Everyone wants equal access to websites and tasks

35. #6 - Suggestions
Review accessibility: font type, font size, any elements that makes your website difficult to
read, use alt tags
Reduce visual & cognitive stress: line spacing, descriptive anchor text, adjust color contrast,
logical information architecture
Content review: break up large amounts of content, don’t force visitors to call for customer
service as the only method for contact, simplified summary at the beginning of the story

36. Phew! That’s it!
(almost)

37. And so, now, what’s next?
❏ Focus on your strategy FIRST!
❏ Don’t forget about the non-trends aspects of SEO
❏ Does any 2020 SEO Trends follows your strategy?
Yes? Go for it!
❏ Monitor any changes
❏ Stay up-to-date
❏ Don’t forget about your competition; have a real SEO foundation

38. Baptiste Hausmann WhatsApp:
letsdoit@seosmann.com +49 163 975 3357
meetup.com/Amsterdam-SEO/