The field of search marketing (SEO and SEM) is ever-changing. What are some of the big trends marketers can expect in 2020?
3 SEO/SEM Predictions for 2020
The field of search marketing (SEO and SEM) is anything but static. It’s changing constantly, responding to Google’s algorithmic updates, new technologies, and changing search engine user behaviors. Success in any Search Marketing field requires a little flexibility and a commitment to staying abreast of the latest trendlines.
So where is the field headed in 2020? What are some of the major shifts or disruptors that SEO & SEM professionals should keep their eyes on? Here are three predictions, of course, we welcome you to reach out to discuss any of these predictions with us one-on-one.
SEO/ SEM Predictions for 2020
Machine learning will become an increasingly big deal.
Google makes use of its available enormous data to enrich their machine learning capabilities to process queries and try to interpret exactly what kinds of information the search user is seeking. Indeed, machine learning is closely tied to natural language processing, an increasingly big focus in the era of voice search.
A number of 2019’s most significant algorithmic updates reflected this burgeoning focus on machine learning. That’s something we think we’ll be seeing a lot more of in 2020 and in the years beyond.
As machine learning becomes more important, SEO & paid search marketers should follow suit.
Machine learning will affect more than just the Google search algorithms. We also think that it will impact the strategies of SEO experts and paid search marketers, who will leverage machine learning to produce more dynamic, finely-honed, and efficient marketing efforts.
For paid search, we think 2020 will see a surge in RSAs (responsive ads) as well as Smart Campaigns, both of which will fundamentally alter the paid search landscape.
Indeed, search marketers who wish to remain competitive will want to adopt these new technologies sooner rather than later.
Video consumption will continue to rise.
Over the last several years, video consumption has become an increasingly significant part of everyday Internet use. It’s not just that more and more people are spending more and more time watching more and more videos. It’s also that platforms as diverse as Facebook, Twitter, and Instagram are becoming go-to video destinations, joining more established video platforms like YouTube.
As such, we think video marketing and video optimization will become increasingly major areas of focus in the SEO community. Marketers simply can’t ignore the dominance of video content, nor expect that text-only SEO campaigns will continue to be fruitful.
Looking Ahead to Search in 2020
In our opinion, 2020 is the year in which all businesses, small, medium or large, should adopt an enterprise approach to search engine optimization and marketing, both for organic and paid campaigns. That also means an integrative approach to search to get the best results. Utilize the best available tools and talents to achieve those goals. Additionally, we believe that embracing and utilizing machine learning tools and platforms will be critical to ongoing success.
Do you have questions about any of this? Or do you just want to make sure you’re kept in the loop? Reach out to us today to learn more about how you can stay on the SEO vanguard in 2020.