In 2020 I think it’s time to move away from the one-size-fits-all approach once and for all, and stop chasing algorithms and the “must-have tactics”.
Far too often I come across campaigns where people have tried to use a standard playbook in order to get a website to rank, without making considerations for the website platform, current technical issues, historic (and legacy) issues, competitors, or even the differences in SERPs, in terms of SCRB (special content result blocks).
This is enhanced by poor blog posts designed to generate traffic and tools designed to bandwagon trends – like LSI tools (when LSI is an indexing method, not an optimization method).
Hopefully, 2020 will be the year more of the industry shifts away from the standardized package approach, and more towards bespoke consultancy.
Along with the ever-advancing machine learning capabilities that Google is demonstrating, I’m also excited (and curious) to see how user behavior changes with the increased adoption of YouTube as a search engine, and the advent of Google Discover.
Countries such as Japan and South Korea are already heavily using YouTube as a primary search engine, favoring video content to satisfy their queries, and Google Discover is another model taking users away from traditional search as a form of content discovery.
We had portals like Netscape in the early days of the internet, and they thrive still in Asian countries, so the Google Discover version (if personalization is effective) could provide both an opportunity, as a new way users can discover your content, and a threat, as it could take some users away from searching for new content and relying on the Discover feed.