New Year, new Google algorithm - if that’s not a saying already, it should be.
Google has plenty of plans in store for the new year, as it continues its mission to deliver the best organic search results to users. As ever, that means you need to stay on top of the latest search trends.
At Manchester user experience agency Higher Ground, we’ve been looking into the top 5 things you should be focusing on for SEO this year.
Optimise your mobile SEO
It’s well-known that Google considers mobile performance in its rankings, but now it’s more important than ever.
Google is moving towards ‘mobile-first rankings’, whereby it considers the mobile view of your website as a priority. In short this means mobile-friendly sites will flourish, whilst websites that don’t consider mobile performance may find themselves dropping down the list.
Make sure you’re designing your website, and its content, from a mobile-first perspective. It’s usually easier to expand well-designed mobile pages to desktop than the other way around.
Get your technical SEO in order
SEO is about the correct setup of your website, as much as it is about great content and usability. So make sure your website is optimised for Google as well as your users.
In particular, Google has suggested it will penalise slow-loading websites more than ever in 2020 - so that means you need to reduce large images, deal with problematic server response times and optimise your CSS, to name just a few things.
Google Chrome will even display a ‘slow loading’ icon on some websites soon - which will surely tarnish your reputation in the eyes of potential customers.
Optimise for BERT algorithm
In a nutshell, the latest BERT algorithm is designed to take user intent into consideration. This means if you’re producing content that is relevant to the search term, but not the actual reasons behind that search, you could fall behind.
As such, website owners who research their users’ journey through the site, access points and top tasks - and optimise their content accordingly - will be at an advantage.
- Read about Why you need to optimise your website for Google
Use structured data to help Google understand
Structured data helps fill in the context that Google isn’t quite intelligent enough to figure out for itself (yet). It gives Google a better idea of page structure, what each element is supposed to do, how the page fits into the wider site structure and so on.
Google Search Console is your friend for finding immediate issues with structured data. But it’s a complicated topic to master, so it’s well worth bringing in the experts if you don’t have the expertise in-house.
Show Expertise, Authoritativeness and Trustworthiness (EAT)
The concept of E-A-T is bigger than just SEO, but applying a strong business strategy that is aligned to these goals will go a long way towards improving your site’s search performance.
Indeed, Google has confirmed that they will support these principles in 2020.
Practically speaking, this means running activity that will improve your company’s reputation, demonstrate market-leading knowledge and deliver all of this with authority. Conversely, organisations who struggle with reputation and authority will find themselves falling behind.
- Learn about our approach to Conversion Rate Optimisation
Need help with your organic SEO in 2020? We’re a Manchester user experience agency with years of experience helping people with their rankings. Get in touch for a chat about how we can help.