With the end of 2019, it’s time for us marketers to understand what worked, what didn’t, and how to spread our resources and energy as 2020 comes in.
When you’re part of the digital realm, just relying on what worked without taking into consideration future trends and new ways of doing things is really a no-brainer, since you’ll be quickly left behind.
The need to constantly upgrade your level of competence and knowledge of the market is a must nowadays, and within digital settings, that need is even more prevalent.
2019 has been an event-packed year, digital-wise. It has been the year of widespread omnichannel marketing strategies adoption, significant breakthroughs within the artificial intelligence niche (with chatbots among the most noteworthy), and increasing of native video content.
A lot has changed, but now, it’s prediction time once again.
In this article, we’re going to put some emphasis on what we consider to be the most notable trends of 2020 in regards to both the Digital Marketing and Search Engine Optimization components.
Let’s get started.
Which SEO Trends Are Going to Develop in 2020?
In 2020, the three most predictable trends within the SEO industry are going to be the following:
Link Building is Still Going to Work
As we all know, link building is the process of exchanging links with other websites to increase your own site’s backlinks and authority.
Building a website full of useful links is a goal achievable in two primary ways:
- The first, organic and less costly, is represented by guest posting.
Guest posting entails the possibility to write and publish an article on someone else’s website or blog. It’s a great way to connect with new readers, increase traffic and, as a result, create new links within your own website that will make you more relevant for search engine purposes.It’s also the most viable option if you’re in your business’ early stages, and your goal is to get traffic without spending too much.
- The second option is represented by sponsored posts, which are posts paid by sponsors and can, therefore, be considered an advertising method in full effect.
Although more frequent than guest posts, they are nonetheless a great method for quickly getting links that will build up your website and increase its trustworthiness in a much shorter time frame.
Hence, if you think that organic reach is not that great of an idea in an almost completely saturated digital marketplace, you might want to give sponsored posts a shot.
Whatever your strategy might be, however, link building will still be a regular practice in 2020, one that can really help out a lot when creating that type of “niche authority” that usually results in business success.
Voice Search Will Take Over
In a world of multitaskers, talking has become way easier than just typing or clicking. People’s relationship with technology is changing, just like the way in which this relationship happens is changing as well.
Voice search seems like the next logical SEO step, and the data shows it.
As a matter of fact, it is estimated that, by 2020, vocal searches will cover up to 50% of all searches, worldwide.
These recent developments have been so evident and eye-catching that even some of the biggest players on the market (the likes of Google and Amazon) have been manufacturing and perfecting their own smart speaker devices for a couple of years now.
And if they’re doing it, it definitely means that something’s going on.
Mobile UX is Going to Play a Huge Role in Your SERP Position
UX stands for User Experience, and when added to the Mobile component, it refers to the need of creating a 100% mobile, friendly and responsive customer journey within our business’ website.
According to Small Biz Genius, 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
And you know what constitutes a bad user experience?
Having a website-only framework of engagement, and ignoring the fact that, nowadays, mobile users are much more numerous and “spoiled” than desktop-only ones, is flat out foolish behavior.
Make it a point to focus plenty of your efforts on creating the best possible mobile customer experience for your user base. It will be absolutely worth it.
But 2020 won’t just be about SEO.
As a matter of fact, if you and your business want to stay competitive in the new decade’s digital landscape, you must also pay attention and adapt to the digital marketing side of the market, which mostly concerns organic and user-centric content.
Which Digital Marketing Trends Are Going to Be Exploited in 2020?
Our top three trends, as it pertains to digital marketing, are as follows:
Take Advantage of TikTok and LinkedIn While You Can
TikTok and LinkedIn are two completely different social media tools that are disrupting the marketplace in their own way.
On one hand, there’s the Chinese-native app that has been increasing its popularity — especially within the US market — in the last couple of years.
It counts for more than 500 million users worldwide, with almost half of that number representing under 25-year-olds, and as of 2020, this video-sharing platform is ready to take the social media world by storm.
On the other hand, LinkedIn is a far more established reality. As opposed to TikTok, it is a work-centric social media platform that aims at a demographically different audience, which is generally made up of 30-year-olds (and over) business professionals.
Its user number floats around the 650-million quota and, as of 2019, 77% of recruiters signed up for it.
Both of these platforms are now experiencing crazy organic reach, and they will both dominate the social media landscape in the upcoming year. Thus, there’s no better time to start engaging and creating high-quality content on them than now: this type of organic ROI won’t last forever.
Personalized Content Will Be the Name of the Game
If there’s one word that must come to mind when thinking about how to differentiate your strategy and reap bigger rewards in 2020, that word must be personalization.
According to Search Customer Experience:
“personalization is the process of tailoring pages to individual users’ characteristics or preferences.”
The goal of personalized marketing is to engage customers by communicating with them as individuals, and that goal can be reached by using tools such as email automation, behavioral tracking, and post planners.
Giving Your Customers a Voice is Mandatory
Listening, engaging, and making your customers feel part of something special should definitely be among your top priorities in 2020.
Giving your customers a voice means paying attention to what they say about your brand and what they say on your website and social media channels, and adjusting your communication and overall strategy based upon their feedback.
Not only that, though. Giving your customers a voice also means making them the centerpiece of your business.
You can start by doing one (or more) of these things:
• Answering thoughtfully to their comments;
• Doing more of what they ask;
• Give them personal attention; greet them by name and create time for micro-interactions.
There are many ways to appreciate your customers and let them know that you don’t take their support for granted. Whatever you choose, however, make sure you actually (and regularly) incorporate it as a habit in your schedule.
Just like the years we’ve already witnessed time and time again, 2020 is not going to be the exception in terms of novelty and updates.
Not only should we expect changes; we should also welcome them as the most natural thing in the world, because, when it comes to the digital world we find ourselves immersed in today, it really is.
Are you ready to adapt?