SEO is an ever-changing crossword puzzle, and therefore, techniques to keep up with Google’s algorithm changes are essential to maintaining your online business’ presence. With the trend towards quality, trustworthiness, and ease of information, here are the 3 key google algorithm updates to help you keep up in 2020!
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1. Google Knowledge Graph
Google Knowledge is a graph that provides users with direct information about a business quickly in the form of a tidy card, allowing users to discover your business and contact information without having to click to another page. By providing information, and not just links, this graph therefore not only benefits the users, but is also a great tool for businesses. The Knowledge Graph displays information in a boxed section called the Knowledge Graph Card. This section appears on the right-hand side of the search results page and provides brief, but very specific and accurate information about people, places, and things that are searched on Google. The Google Knowledge Graph can also display information through a carousel, which appears at the top of the results page.
To be included in the Google Knowledge Graph, Google must determine whether your brand or business is fit for inclusion by analyzing the user behavior, semantic search, as well as entity index associated with your brand. Google will include user’s queries, independent research, and process them through Entity Recognition and Disambiguation to produce the most accurate, factual content about each entity.
To join the Google Knowledge Graph, you must create a Google+ Account and fill in the necessary details. You must also build visibility by acquiring a Google Local Listing for your business, which can be done through Google My Business. This allows users to see your business in the search results when they look up a similar brand. The Google Knowledge Graph data also includes a section of active social media, so it is smart to be sure you have presence on many social media platforms. Customer Reviews are also a key part of the knowledge graph, as positive reviews will drive much more traffic to your website. By determining user trust early on, your website is most likely to be visited.
2. Quality Links
While online ads are still quite effective in driving business, they continue to get more expensive and less reliable. There is no guarantee that customers will respond to your ad, and therefore online ads are inherently risky. This is why high-quality content has become an essential element of SEO strategies in 2020. With the barrage of content hitting us daily, users increasingly want content that is relevant, helpful, and timely. This is the reason why Google tends to favor quality content by driving more traffic to your content with higher search engine rankings. Well-researched, well-written, and easy-to-read content that is both informative and top quality is the only type of content that will help in growing a website’s traffic in 2020. Online consumers are not the same as they were a decade ago. They are very quick to detect and further, ignore, low-quality, unchecked, or reproduced content. People want quality content that is educational, delivered to them in easily digestible forms such as blog posts, videos, podcasts, and infographics.
3. Social Media Signals
Social Media Signals are essentially signals that tell the search engines how popular a piece of content or a webpage is getting in terms of the interactions from social media platforms such as Instagram, Twitter, Facebook, etc. These engagements can be anything from comments, likes, shares, pins, votes, and views. Google, in turn, views these interactions as feedback and recommendations and then signals that the content is popular. If deemed popular, Google will determine it should have a good ranking position in the Search Engine Result Page.
Traditionally, the use of backlink building was most effective in building a business’s ranking. However, Google has begun to penalize engineered and unnatural backlinks, pushing businesses to create quality content that is organic and natural. Therefore, creating great social media content and sending out the most amount of social signals to Google for those pieces of content is the strongest social media strategy of 2020.
SEO is focused on increasing visibility, and social media can ensure your brand gets the attention from the correct audience. When you publish valuable and relevant organic content, your articles can get indexed faster. Publishing this type of content regularly can lead to higher traffic and engagement, which will thus lead Google to view your website as having more authority and weight. Placing time into creating quality social media content will ensure engagement from real people, ones who are actually interested in the information you are providing.
Users have become extremely turned off by the annoying barrage of intrusive ads and are actively seeking authentic reviews and trustworthy information. This has therefore led to a huge rise in influencer marketing on social media platforms, particularly Instagram and Youtube. People are more likely to engage with a respected and well-known person than they are with an ad. According to the Economist Group’s “Missing the Mark” Report, “71% of readers say they were turned off by content that seems like a sales pitch.”
SEO is as important for businesses now more than ever. However, it is no longer as simple as optimizing keywords and backlinks; users want quality content and trustworthy information. Optimizing your content in such a way is how you can ensure Google views your brand or business as organic and natural. Be part of Google’s Knowledge Graph, curate quality links, and keep on top of social media signals. If you keep our top 3 tips in mind, your online presence is sure to thrive in 2020.