Previously on the blog, our marketing experts took a deep dive into the some of the most important trends that SEO experts, marketers, and businesses should pay attention to in the next year. Building your small business’s SEO success around Google search algorithms, content updates, important website modifications, and seasonal marketing trends are all key to success.
Getting ahead of the curve is a major tenant of any successful SEO or SEO campaign. However, focusing on technologies and trends that are immediately useful in the next few months is more important than preparing for any major change that is several years away from impactful search improvements.
Businesses of all sizes can trend to focus on buzzwords and cool new technologies without realizing that they don’t make sense for their budget or marketing needs. If you’re not sure what you can do with the budget you have established, contact the Boston Web Marketing team to learn more on a feasible and scale-able marketing plan that works for you!
So what are some of the trendy or ambitious technology changes that aren’t likely to impact small business SEO in 2020? What are trends that you could potentially put to the side next year in order to focus on impact, meaningful SEO updates?
Overly-focusing on voice search for your website
Voice search is significantly increasing useful in Google searches. We believe that it is important to keep an eye on for major search engine modifications that could impact ranking. However, the modifications needed to improve voice search are as simple as modifying your content.
Google’s BERT updates will improve the ranking of pages that use more context-friendly content and reward pages that have a more user-friendly experience. These BERT changes also coincide with optimizations that impact voice search, such as conversational and informative on-page content. By simply updating your content to be BERT-friendly, you are also improving voice search performance on your pages.
Instead of focusing your time on voice search specifically, use that that instead to determine which pages need content updates and improve their tone.
Experimenting with Enterprise AI if you have a limited marketing budget
Artificial Intelligence, or “AI,” has been one of the top technology buzzwords over the last decade, but for good reason. More and more companies are relying on AI tools to generate recommendations, coordinate customer outreach, and even rewrite landing pages. These tools can be useful, but it is important to realize that you could be budget-strapped for expensive and costly AI tools.
AI is important to SEO since Google and other search engines use AI to modify search algorithms and provide content quality updates. AI can also help smart devices find your pages and content through voice search, image search, and other AI-powered sources. But simply suggesting to “leverage AI” includes a lot of tools that are either budget-friendly or for enterprise business models with significant marketing budgets.
AI tools like content writing programs may rewrite content that isn’t SEO friendly for Google’s wide array of quality algorithms. Sites can be penalized if their content looks robotic and overly-optimized for exact-match keyword phrases. Make sure you understand that “AI” can apply to most marketing needs such as reporting data and building new conversions.
Find AI that is reasonable for your needs. For example, if you have a budget that allows for email marketing enhancements then invest in an AI tool that can auto-generate promotions for interested consumers. Companies with larger marketing budgets can also invest in AI that helps personalize messages on their smartphone apps, recommend new products or pages, and even coordinate customer support via chat bubbles. This group of AI tools may cost companies between $6000 – $300000 for a personalized AI suite, or upwards of $40,000/yr for a single third-party software integration.
Businesses with smaller budgets could leverage AI to create affordable and effective tools such as smart popups, automatically report data, and analyze web pages.
Neglecting Content Writing and Local SEO for New Technology Integrations
Ultimately, content is king and will be the most important driving factor in SEO as Google rolls out the ever-important BERT updates in 2020. Content writing and content creation means much more than writing monthly blogs: conceptualizing new content mediums, planning out videos that can promote search, building engaging social media campaigns, and ranking your website’s older content for new search engine updates. Scaling a new content strategy each year is one of, if not the, most crucial determinants of SEO success.
Local SEO is also increasingly important as more and more users rely on local searches to find businesses online. Make sure you are constantly posting on your Google My Business page and creating updates for local SEO! Creating effective GMB listings helps to rank you higher on local map searches, the knowledge graph, and the local pack results.