SEO In 2020: What Will It Look Like?

SEO in 2020: What Will It Look Like?

The end of the year is upon us and we have began to kick our 2020 SEO strategies into action, but what will be different next year? We’ve compiled a list of things we’ll be focusing on for SEO in 2020 that we think you should be doing too.

SEO 2020 article - vector drawing representing website content

High Quality Content

An SEO staple, albeit one that is becoming more and more prominent as the years fly by. Gone are the days of keyword stuffing, with search engine algorithms focusing more on the quality of the content, rather than how many times you can fit “cookware” into a short form article.

For SEO in 2020, take a step back from keywords. Focus on topics instead.

 “Content will truly have to be written to user intent rather than just …. “The goal of switching the mentality to more of a topic-focus is to create content that addresses an entire conversation holistically as opposed to just worrying about the single keyword a page should be targeting,”

Jesse McDonald, Global SEO Strategist, IBM

Instead – the focus should be on adopting a methodical and deliberate library of content that categorically answers user queries and aligns with the businesses overall objectives.

Here are a few ways you can do this:

  • Understand how your audience thinks
  • Provide answers/solutions in a high-quality, long-form format that they’d be happy to digest
  • Create before and after steps in this journey, produce relevant articles they can skip forward or back towards to help cultivate a bigger picture knowledge of the subject.
SEO in 2020 - An image depicting the SERPS and a magnifying glass

Structured Data

Firstly…What is Structured Data?

Structured data, or Schema Markup is a method of making your website’s information more visible digestible for Google.

Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.


Without structured data, a website appears disorganised to Google – this makes it a time consuming and often inconsistent process for Google’s web crawlers to identify important information on your website.

What Will Implementing Structured Data Do?

Once implemented, key information about your website will begin to appear in search results, before users have even clicked on your website.

This is extremely advantageous, as it gives users a sneak peak into your site’s offerings without the commitment of clicking.

What Kind of Structured Data Can I Add?

Organisation Schema Markup

Organisation Schema Markup helps to improve your Knowledge Graph entry and snippet information. This involves populating company information such as your  logosocial profile links and corporate contact information.

Website Schema Markup

WebSite schema markup helps to generate a SiteLinks Search Box inside your search snippet. You must already have a search function on your website to implement this.

SEO in 2020: SiteLinks Search example using Pinterest
What About The Rest?

There are many different types of Schema Markup that you can implement on your site. In the future, we plan on producing an in-depth guide to these, so for now we will provide the resources below.

If any of the above have some relevancy to your website, get stuck in to take your SEO in 2020 to new, structured heights!

SEO in 2020: A graphic of a mobile phone showing optimisation graphs

Optimise Your Site For Mobile

This may sound like a stuck record – but this suggestion differs slightly from previous years recommendations.

Beforehand – the focus was on ensuring that your website was mobile-responsive, this means it’s viewable and usable on a mobile device, but doesn’t focus entirely on accommodating mobile users.

31% of smartphone users use voice technology every week, did you know that? If your website isn’t mobile optimised, do you think Google will direct users to your bakery website when they ask where the nearest one is?

Try Google’s mobile friendly test here to see if you’re up to scratch.

SEO in 2020 - A screenshot of Google's page speed tester
How Do I Make My Site Mobile Friendly?

Good question! Luckily, Google have provided us with guidelines to help with this – here are some ways you can make your website mobile-friendly in 2020.

  • Switch to a responsive theme if you are using a CMS such as WordPress
  • Keep paragraphs under 3 sentences for readability
  • Use bullets and lists (like this one!) to ensure information is easily digestible
  • Try breaking test up with separate headings to help split content up into chunks.
You Mentioned Voice Search – How Do I Optimise My Website For It?

To optimise your website for Voice Search, you simply need to ensure that your content is the best. This is the first key SEO principle and one that will never change. Search engines will provide users to the best answer to their question, not the longest.

When writing your content, think how your user thinks – what would they like to know more about? Then provide it.

A graphic showing google's EAT score


What Is E-A-T?

An SEO favourite – E-A-T stands for Expertise, Authoritativeness and Trustworthiness.

In 2015, Google officially released its Search Quality Evaluator Guidelines and which gives us an insight into what Google believes to be a good or bad website.

Since then, many algorithm updates and tweaks have helped them hone this down in an attempt to provide searchers with only the best websites to answer their queries.

Websites with high E-A-T scores are those that portray expertise on topics that require accuracy through credibility and high quality content.

How Do I Improve My E-A-T Score?

To improve your E-A-T score in 2020, take a look at some of the suggestions below.

Every Page Must Have a Purpose

Each page must be user-entered (not designed specifically to please the search engine overlords) and fulfil it’s intended purpose. Whether this is selling to users, making them laugh or simply informing them on a topic.

Don’t Be a Clickbait Fiend

As easy as it is to do – don’t lure users in with clickbait titles, especially when the content in the page is contrary to the title itself.

“Exaggerated or shocking titles can entice users to click on pages in search results. If pages do not live up to the exaggerated or shocking title or images, the experience leaves users feeling surprised and confused. Pages with exaggerated or shocking titles that do not describe the content well should be rated Low.”

Get Experts to Write Your Content

For content to come from a position of expertise, authoritativeness or trustworthiness. Your best bet is to get it written by someone who eludes these values. For example, if your website is centred around medicine, having a qualified health practitioner on hand to write or curate this content will go a long way.

Additional SEO tip – Create an author bio page for these people. Fill it with information about their credentials and back them up. Make sure that this author bio is linked from each piece of content for maximum E-A-T points.

“The reputation and E-A-T of the creators of the MC [main content] is extremely important when a website has different authors or content creators on different pages.”

Cut Out Low E-A-T Content

In most cases, any pages with low E-A-T content or minimal traffic should be removed from your website. While this may cause some damage in the short term, you are may suffer some reputation damage in the longer term by keeping them.


Well, there you have it. A few useful tips to ensure that you nail your SEO in 2020. There are hundreds of factors to consider and it’s extremely time consuming keeping up with the ever changing world of SEO. If it all gets too much for you, get in touch with us to see how we can boost your business in 2020.