SEO Trends in Google 2020/2021.

SEO service trends in 2020.

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Without a doubt, our job is like SEO specialists is to keep an eye on the future and anticipate Google trends, tests or intends to do something new.

Over the past 12 months, we have seen several changes in Google Search. Each of which has influenced how we plan, implement and report campaigns.

In this article, I'll talk about what SEO holds in 2020 and how these factors will change the way we formulate strategies over the next year and beyond.

Artificial intelligence will continue to evolve - a trend for many years to come.

Over the past half decade, artificial intelligence has become a pioneering force in the development of SEO.

For example, in 2015, we were introduced to RankBrain, a machine-based search algorithm that helps Google offer more relevant results to users. While RankBrain is approaching its fifth birthday, we are only now discovering how artificial intelligence will dominate SEO in the coming years.

The very latest step in this development of artificial learning is, of course, the introduction of the Bidirectional Translators for Language Comprehension (BERT), which Google announced at the end of October.

For those who skipped it, BERT is Google's natural language processing technique based on Google's neural networks and is important because it deals with the basics of finding people. Himself Google says the algorithm represents "the largest leap forward in five years and one of the largest leaps forward in search history."

BERT gives Google a better understanding of how the language is used, helping it understand the context of individual words in search. The important thing to know about BERT (as well as RankBrain) is that you cannot optimize it.

“There is nothing that can be optimized with BERT, and no one could rethink anything. The fundamentals of our commitment to reward great content remain unchanged. ”

- Danny Sullivan (@dannysullivan) October 28, 2019

But what does this mean for the SEO trend?

BERT is just one signal of how Google understands a language, but it is one of the most important in a search engine's arsenal. Webmasters should focus their efforts on creating the most useful, natural, and high-quality content possible. Simply put, as Danny Sullivan puts it, "write content for users."

The Voice Search trend remains.

It's hard to imagine, but when voice search was released in 2012, it was assumed that it would be another project, from the Google graveyard.

Today we know a lot more about technology and, thanks to, where it might go in the future. Therefore, we should not completely ignore voice search.

Schema markup.

A new form of markup is released almost every month, and one of the latest developments is markup for films. What we now see markup for movies shows how granular and far-reaching structured data is.

The number of smart speakers in the United States is 120 million. Therefore, webmasters should figure out where to place the diagram on their website. That way, they will be able to take advantage of the 35.6 million voice searches that are performed every month.

Site layout has a huge impact on Featured Snippets, which can be very profitable for any site.


Speakable (BETA) is used by Google Assistant to answer people's questions about specific topics. The assistant can provide audio playback using text-to-speech markup.

Implementing such markup can be very lucrative for news sites. Because when the helper gives the answer, it also attaches the source and sends the full URL of the article to the user's mobile device.

If you have a news site, for example, you can review both the technical considerations and the content requirements required to qualify for participation.

Google actions.

Actions on Google, the development platform for Google Assistant, are also worth your attention. This allows third-party developers to "actions" - applets for Google Assistant that provide advanced functionality. Actions can be used to achieve a goal by integrating content and services with Google Assistant.

Actions allow you to do several things:

  • Create actions to make sure Google Assistant uses your apps
  • Allow users to search and interact with your app
  • Provide your app as a recommendation for custom queries

Google invests heavily in properties.

Objects are not something that SEO talks about every day, they are something that Google invests a lot of resources into. Simply put, Google itself claims that objects are "a thing or concept that is singular, unique, well-defined and distinguishable."

Objects do not have to be something physical, but they can be something vague, like an idea or a color. As long as it is single, unique, distinguishable, or well-defined, it is an object.

Moz in search results.

As you can see, Moz appears in the knowledge bar because the company is a legal entity. If you search the Google Knowledge Graph API for a company name, you can see how Google understands them:

How Google sees companies.

But what does this mean for SEO?

In 2015, Google filed a patent entitled “Ranking Search Results Based on Entity Metrics,” which is where the above object description is derived. While some patents deserve special attention, this has sparked a strong reaction in the technical SEO scene.

This takes machine learning to a whole new level. This allows Google to accurately calculate the likelihood of user intent, which gives it an understanding of both languages of the user. Depending on your SEO strategy, this can lead to big changes to your campaign.

The most important aspect to consider is how Google understands the entities on your site.

For example, your site sells shoes. You need to think about how many different types, colors, sizes, brands and concepts exist for your shoes. Each shoe will represent a separate entity. You must design each product to meet user expectations. And also matched Google's learning capabilities - that's where we find markup again.

Websites themselves can also become objects, and this has tremendous benefits as they appear in the knowledge bar, which I will discuss next.

The dashboard will be important for individuals and brands.

Although the Google Knowledge Graph was launched back in 2012, it is still a major part of the search matrix and will be trending for the next decade.

Early last year, Google began allowing organizations to request their own dashboard. The company gives them access to edit and manage the information presented to users in search results.

They can make specific requests, such as changing the featured image, the title of the panel, and the social profiles presented in the panel.

The benefits of using the knowledge bar are numerous. They help users get quick access to your site, which, thanks to the Knowledge Graph, displays signals of trust and authority.

Knowledge dashboards also provide the ability to control what objective information is shown to users. However, there are still many brands that have yet to announce their own panels.

You can get your business dashboard in a few simple steps:

  • Make sure your site is verified using the search console.
  • Refresh your dashboard by suggesting to change google.
Knowledge panel.

What does this mean for SEO?

Having a presence in the knowledge graph can increase credibility and enhance the authenticity of your business or personal brand. And also provide additional visibility. But this is easier said than done.

If you are not a recognized person or brand, it will be difficult to qualify for a place in the knowledge column. Having a Wikipedia page might be sufficient. But I don't recommend creating pages just to get there. They will be deleted and waste your efforts.

Instead, gradually build brand mentions and credibility around your name. While it may be helpful to have a wiki page, it is not guaranteed. The goal is for Google to recognize you as a visible person or brand.

Proactive Smart Search Made Easy.

Google search.

Google Discover was released in June 2017. It offers a completely new kind of search that does not require queries. Discover is an artificial intelligence-powered content recommendation tool with 80 million active users.

Using the aforementioned Knowledge Graph, Google added an additional layer called Thematic Layer. It is needed to understand how the user's interest develops over time.

By understanding the many topics a user is interested in, Discover determines the most accurate content.

What does this mean for the SEO trend?

To appear on Discover, you need to be indexed by Google and comply with Google News content guidelines. No special tags or structured data are required.

It ranks content based on an algorithm that checks content quality, user interest, and page theme. The exact formula is unknown. However, based on several studies, we have a pretty good idea of how it works.

Discover Factors.

This screenshot shows some of the factors that help display help pages in Discover.

According to Google, there are two ways to improve the performance of your content on Discover:

  • Post interesting content
  • Use quality images

Make sure you are generating high quality content that is unique and created for your users. If your site tends to publish articles about decoys, the chances of showing up on Discover are slim.

Discover statistics.

Other tips for appearing on Discover would be the semantic organization of your content. To make it easier for Google to understand your work and ensure that your site is technically competent.

You can use Google Search Console to see how well your articles are performing on Discover. You can find statistics in the performance section.

Google Discover analytics are fairly new and therefore limited. There is currently no native way to segment this traffic in Google Analytics.

We are yet to see the biggest changes in visual image search.

Arguably, the biggest change in image search happened in September 2018. Then Google Lens appeared. The featured videos started popping up in image searches, and AMP stories, new algorithms, and ranking tags were also posted.

John Mueller shared that there will be major changes in image search in the coming year. Instead of viewing images, people will use it to buy products.

Google has always said that images should be well optimized and tagged. So if you haven't started adding this kind of data or information to your images, now is the time to start.

In the past six months alone, we've seen Google make small changes, like the removal of the "image view" feature. Or colossal changes such as a complete overhaul of Image Search for Desktop.

Moreover, people no longer need to search in it to see images. It is common for SERPs to present a search result that includes images, videos, maps, news, and shopping lists. The opportunity to appear in a universal result is another reason why properly tagged and tagged images are so important.

Finally, Google added search attributes of visual images to search results. These attributes are now available as image carousels in the main search results.

Image carousels.

What is this for SEO?

Webmasters and SEOs need to think about how they can take advantage of these changes. After all, these opportunities can be potentially very beneficial for the desired sites. Especially when you consider that 35% of Google search queries return transactions in just five days.

EAT does not apply to all sites, but it still matters.

Expertise, Authority, Reliability - EAT is something every SEO should know backwards, but remember:

  • is not a ranking factor;
  • is critical for Your Money or Your Life (YMYL) themes and pages.

These two statements may seem contradictory. But they make more sense when you consider what Google defines as YMYL.

According to Google Rater Guidelines:

YMYL is a page or topic that "has the potential to affect a person's future happiness, health, financial stability, or security."

This means that if your page contains information that could potentially change a person's life, it is considered YMYL and the EAT sentence is important. If your site is just your personal collection of cat photographs, then showcasing authority or expertise is less critical.

But what does this mean for SEO?

The problem is, most websites will have YMYL pages or themes. Google is taking big steps to ensure that questionable YMYL content is screened out.

As you probably know, you cannot optimize EAT because it is not an algorithm. But you can make changes to make sure the site is sending the correct quality signals to Google.

Topics and semantics over keywords.

Google pays less attention to both links and keywords. This is where topic modeling and semantics come into play.

Google has become very smart at understanding what a user is looking for based on a few basic words. This is due in part to the theme modeling. Indeed, this algorithm has a deep understanding of semantics and aims to provide users with deep chunks of information.

But what does this mean for SEO?

It has never been more important to create high quality, detailed and meaningful content for your users. But you also need to think about the information structure.

For example, your website sells sneakers. You can create content on how to choose running shoes, sports diets, or accessories. These articles can be grouped according to various topics. By grouping topics into sections, users and crawlers can easily navigate and understand the content provided.

Research has shown that crawlers prefer semantic group pages and sites designed to model themes. This 2018 presentation by Dawn Anderson provides a brilliant insight into this.

SERPs will continue to evolve.

Over the past couple of years, we've seen search results evolve and transform like never before. In some cases, the top spot in organic search results may not be the most profitable.

This is something that would have been unthinkable just a few years ago (see this Moz article from 2018) that works to suppress panic from the position zero SERP.

With the advent of new SEO resources, new marketing strategies need to be considered to get results.

It's hard to know where Google will use SERPs next year, but it's fair that the strategies we use today are likely to be outdated in just six months.

Take, for example, the recent addition and subsequent removal of icons in SERPs. After feedback, Google canceled the change. Thus proving that we can never predict what changes will persist.

But what does this mean for SEO?

Make sure your strategies are flexible and prepared for changes in both your business sector. Pay attention to the seasonality of your searches. Use tools like Google Trends to cover any off-season deficit.

You can use tools like Moz Keyword Explorer. It can help you plan ahead and create campaigns and strategies that drive actionable traffic and lucrative conversions.


SEO must give up tendenciesthat links and traditional search results should be priorities for the organization.

Based on materials from the site:

✓ What is Speakable?

Speakable (BETA) is used by Google Assistant to answer people's questions about specific topics. The assistant can provide audio playback using text-to-speech markup.

✓ What is YMYL?

YMYL is a page or topic that "has the potential to affect a person's future happiness, health, financial stability, or security."

✓ What is Discover?

Google Discover was released in June 2017. It offers a completely new kind of search that does not require queries. Discover is an artificial intelligence-powered content recommendation tool with 80 million active users.

✓ What is EAT?

EAT - Expertise, Authority, Reliability.
EAT is not a ranking factor;
EAT is critical for Your Money or Your Life (YMYL) themes and pages.

✓ Is SEO Relevant In 2021?

SEO is more important than ever! It is still one of the most effective digital marketing strategies for delivering long-term results.

✓ Who Needs SEO Most?

Here are the types of businesses that benefit the most from SEO and link building, and lose the most by neglecting it.
Small businesses and startups.
SaaS and online service companies.
Niche companies.
Exclusive local companies.
Medical workers.
Service specialists.

✓ Is SEO necessary?

SEO is made up of many different elements, and knowing what they are and how they work is key to understanding why SEO is so important. In short, SEO is important because it makes your site more visible, which means more traffic and more opportunities to convert leads to customers.

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