SEO and Keyword Tips for Your Best Google Rankings in 2020

 

SEO and Keyword Tips for Your Best Google Rankings in 2020




As you dig in with your SEO strategies in 2020, stick with what you do well and prioritize time for organic search tactics you’ve neglected or handled the wrong way.

Leverage every opportunity that Google gives your content to rank well. Despite constant changes by Google and consumer behavior, a 2019 Bright Edge  study found that organic commands 53% of all website traffic.

Here are 4 realities, stats, resources, reminders, and practical steps you can follow this year.

1. Backlinks are vital

Regardless of their size, companies can always benefit from more links. They’re the lifeblood of domain and page authority, which continue to be a significant ranking factor. Eric Enge puts it in perspective in the most recent Perficient/Digital 2018 study, Links as a Ranking Factor:

(W)e don’t find that links can rescue poor quality content or cause low relevance content to rank. Also, all of our efforts focus on getting recognition from, or content published on, very high-authority sites. Doing this well requires a focus on how you implement your marketing and PR to get in front of the audiences that matter to your business the most. This will naturally drive high value links back to your site, and help you earn rankings that you deserve.

2. Quality content is essential but relative


Exceptional content doesn’t guarantee a top ranking. Links from other websites, implementation of SEO best practices, and great content work together to help your pages land top spots on Google and other search engines.


3. Don’t worry about every ranking factor


A giant gap exists between the ranking impact of keywords in page titles and content headers vs. page load speed, mobile appearance, and the use of HTTPS. Though we don’t know the actual importance of any factor, I constantly grab top rankings by adjusting page titles and headers even while minor ranking variables get poor marks.

Search engine rankings vary for many reasons, including personal search history and geography (i.e., Google Local Pack). Google keeps refining its algorithm as it noted Nov. 12 in its Twitter channel Google Search Liasion:

We have updates that happen all the time in Google Search. If we don’t share about them, there is no particular actionable guidance to follow nor changes to make other than to keep focused on great content as we’ve advised generally.

Given ranking factor volatility, it’s no wonder that Search metrics now releases ranking factor data by industry instead of overall reports.


4. Expect search engines to become even more sophisticated







As they strive to provide the most relevant results, search engines strive to understand the intent behind each query.

Last year, Google rolled out BERT, a natural-language-processing algorithm update technically known as Bidirectional Encoder Representations from Transformers. So far, BERT focuses on searcher intent for one of every 10 English searches in the United States.

“BERT models can therefore consider the full context of a word by looking at the words that come before and after it – particularly useful for understanding the intent behind search queries,” writes Google’s Pandu Nayak, vice president of search. “Particularly for longer, more conversational queries, or searches where prepositions like ‘for’ and ‘to’ matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you.”

It’s easy to confuse BERT with RankBrain, the update in 2015 as the core part of Google’s algorithm. RankBrain leverages machine learning to generate search results, drawing from a broad set of variables (including the history of related searches).

Because of Rank Brain, you might rank for a keyword phrase that’s not even in your content. In its 2017 Ranking Factors 2.0 study, SEMrush found that 18% of websites that ranked well didn’t have the keyword in their content.

How could that be? Google is getting better at sizing up searches with relevant content – not necessarily keywords.


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