每年12月，SEO团队在 McCann Connected get together to look back at what was predicted for that year in digital and how it played out, 以及我们认为在未来的一年里我们应该把注意力集中在哪些方面. 我们永远无法完全预测曲线, 但我们发现有一件事非常有用, for us and our clients, 作为一个团队，是否承诺了解需要更聪明的领域, more creative thinking, 提高技能或提前计划.
那么，2020年你应该把注意力集中在哪里呢?
以下是我们的有机搜索总监， Radek Kowalski:
1. 让你的技术SEO基础在2020年的形状
We’ve seen Google investing a lot in their algorithm and infrastructure to compensate for many websites’ poor technical set up, which clearly indicates the importance of having a sound technical foundation in 2020.
一个很好的例子就是谷歌最近的一名员工， Martin Splitt -网站管理员趋势分析师和开发者倡导者. He has spent significant time in 2019 promoting best-build practices with a focus on interactive elements driven by JavaScript framework and Progressive Web Apps.
当然，页面速度仍将是一个不断增长的焦点 John Mueller (Google’s Senior Webmaster Trends Analyst) mentioning that Google may be enforcing and penalising slow loading pages more than ever in 2020. 你可以在新的Chrome“慢速警告标志”中看到这一点。, 和谷歌搜索控制台的速度报告.
2. 用响应式设计增强你的移动搜索引擎优化
移动优先在2020年同样重要，甚至更重要. John Mueller said the “clock is ticking” for those businesses that don’t provide good user experience in this area. Our practices will continue to focus on ensuring our clients’ can operate a fast and responsive website, 基于一种最终能够创造出移动优先体验的方法.
This is all due to Google starting the process of migrating sites to mobile-first index. 这里需要说明的是，移动优先索引并不意味着“仅限移动”.“移动版和桌面版仍然存在单一的索引.
到2020年，我们将看到更多的网站在谷歌“移动优先”的基础上排名.
这意味着不再有借口拖延移动友好性, which should now be perceived as a crucial element of creating online competitive advantage. Google recommends Responsive Web Design because it's the easiest design pattern to implement and maintain.
实际上，它的意思是，如果你仍然穿着m. 单独的URL移动站点设置, 2020 will be your last call to provide better user experience for your visitors and a more cohesive platform for search engines by migrating to responsive design.
“移动优先索引, I'd recommend integrating the mobile version just as well as you would the desktop version. …at some point all these sites with separate mobile URLs should just move to a responsive design anyway, 这一切都没有意义了吗. (独立的移动url让一切变得更加困难。)” John Mueller, 2019
Source: http://www.reddit.com/r/bigseo/comments/azqicc/amp_canonical_annotation/
3. Create a business strategy for E-A-T (Expertise, Authoritativeness, and Trustworthiness)
Every business needs to find its unfair advantage and identify their E-A-T (Expertise, Authoritativeness, and Trustworthiness). These are the basics of a strong marketing strategy, whether applied online or offline. And is validated by Google’s John Mueller public statement they will strongly support E-A-T in 2020.
企业需要大声宣扬自己创造的权威, 通常是通过线下的会议来建立, awards, partnerships. It’s important for both customers and Google that this information is utilised online to build, prove and increase trust. 这一理论为那些与糟糕声誉作斗争的公司提供了启示, 客户服务问题或低于标准的用户体验, as they will fall even further behind in competing organically in search engines such as Google.
2020年的实用建议;
- 使用高质量链接配置文件构建相关提及
- 管理无链接的品牌提及
- 利用社交媒体来直接接触你的客户.
- Monitor your main competitors and start a campaign to get mentioned in the same place as they are
4. 用BERT算法优化你的用户旅程
The acronym has been front of mind in 2019 as the launch of Google’s new BERT algorithm hit the industry. 将其纳入排名和特色片段算法, it is clear that Google are striving to better match user intent to the output in SERPs.
在考虑关键词研究时, 我们必须比以往任何时候都更了解用户的意图，并将其映射到这些关键字上. In addition, 在创建优化内容时, 我们需要了解用户的旅程/路径以及访问点, to ensure our onsite content placement is based on providing the best user experience possible.
For us SEOs, it means that when interacting with clients’ businesses we should explore as much business-related intel as possible, 反映了一个与通道无关的Planner的角色. 让我们试着找出问题所在, attitudes and needs of our client’s customers to better understand how and where our content can be built to not just resonate, but help.
5. 用结构化数据公开你的内容意图
谷歌正变得越来越聪明, but its algorithms don’t yet fully understand the full context of the content by default. This means using structured data is an ever-increasing opportunity to help search engines understand what is on a page, 每个页面元素是如何相互关联的, 以及该页面与网站内其他页面的关系.
It’s worth remembering that structured data isn’t only exclusive to Google as there are other data consumers like Amazon and Facebook, 以及越来越普遍的人工智能技术.
We should become adventurous by experimenting with structured data and content which is consumed by search engines, 语音助手和聊天机器人, as this will help expose the intent of the content to machine learning algorithms as much as possible.
And finally, for structured data, we will be actioning Google Search Console reports of any incorrect structured data mark-up on our clients’ websites as a critical part of every SEO monthly workflow.
6. 如何让你的内容在2020年更好地适应语音搜索
It seems that going into 2020 Google is almost downplaying hype around Voice Search and is driving attention to the fact it’s just another way to interface with search, 这就是我们应该如何看待它.
在此期间，企业能做些什么呢? We would advise to consider the following areas which will help us get ready for the Voice Search era;
- Optimise for BERT. Be mindful that Neural matching is really Google’s inner working mechanism – but you can warm it up by writing good content
- Think about RankBrain too. 在正确确定你想要排名的搜索查询背后的意图之后, 创建符合用户搜索意图的内容
- Understand the correct search intent by monitoring ranking and SERP features closely. Look out specifically for keywords for which your competitors already have a Featured snippet
- Optimise for Rich and Featured snippets which are likely to be the main source chosen by search engines to deliver the required answer via Voice interface. 在零点击搜索如此普遍的情况下, 搜索引擎搜索计划本身所显示的信息现在比以往任何时候都更重要
- Be smart with correctly structuring your content and using structured markup in a correct and descriptive way
如果你想和麦肯连线谈谈上面提到的任何话题, 你可以联系克莱尔·理查森-克里彻 claire.richardson-critcher@mccannconnected.com
