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If you’re looking to improve your SEO in 2020, you’ve come to the right place.
Gone are the days of cramming a keyword into a blog post and ranking on the first page, in more recent years and certainly in 2020 it’s getting a lot more complicated and complex.


For example, domain authority used to be all about links, now Google also evaluates your site based on a wider number of factors including Expertise, Authoritativeness, and Trustworthiness, else known as E.A.T.

In fact, E.A.T has already been referred to numerous times as the new and updated version of domain authority.


However, It is important to note that E.A.T itself has actually been a part of the Google algorithm and a factor in SEO for years, it is only now that Google report they want to rank “reliable sources” over non-reliable ones.
Makes sense, right?

But what does this mean for your blog posts? Well, if E.A.T is implemented to the extent in which we think it will be, this may result in not being able to hire any old freelancer to get the job done; instead, you will be looking at hiring experts in the field, preferably with credentials and who certainly know their stuff. As to be expected, this will be especially relevant in the health and medical niche.

Tablet with Google displayed on it

Transparency is going to be Key.

Google themselves mention that they ‘expect most websites to have some information about who (e.g., what individual, company, business, foundation, etc.) is responsible for the website and who created the MC, as well as some contact information, unless there is a good reason for anonymity.’

So, what does this mean for current websites? Well, you should be looking to include an in- depth ‘About’ Page on your site if you don’t already have one, a contact page which is easy to find and user-friendly, author by-lines preferably on each article to display expertise in the given field, references and external links to sources to back up information, and finally
privacy and policy terms of service readily accessible.

Furthermore, Google have also mentioned the importance of external links, both directing away from your site and backlinks pointing towards your site. In particular, Google advocates the importance in 2020 of authorative backlinks from experts in the field, almost acting as a seal of approval that you do in fact know what you are talking about.

However, this does not go to say you do not need to be including external links yourself as well.

For example, if you run a health or medical blog you definitely want to be linking out to peer-reviewed journal articles.
Nonetheless, the importance of now obtaining backlinks from high authorative sites within your niche is paramount. However, how do you go about doing this?

A hand holds a stamp of approval and approves a document

How to Build Backlinks with High Authorative Sites in your Niche

While we’ve covered how to build backlinks before, building backlinks with high authorative sites can be particularly challenging, especially if your blog or website is relatively new.

With that being said, it is not impossible.
One of the most popular methods of building links in 2020 is the use of guest posting.

If you don’t already know, guest posting is when you write a blog post to be featured on another website/blog with the inclusion of backlinks pointing back towards your site.
These guest posts can be obtained in numerous ways, however, the most popular and FREE method is offering them something they can’t turn down.

For example, let’s say you’re an expert in hydrology. You can now approach various health and wellness niche sites mentioning that you will write an ‘expert’ scientific blog post on hydrology for FREE, something not many others can offer them.
Mention that you would also include a minimum of 2-3 backlinks as well.

You can also use freelancing sites such as Fiverr to source guest posts with sites.  Although this is an option, you’ll end up paying a fair chunk of money for every link.

The Use of Online Video.

Unless you’ve been living under a rock for the past few years, you most likely know how important video is online! Consumers love video, we’re lazy by habit and extremely visual, wanting to see it unfold before our eyes rather than reading it ourselves.
So, what does this mean for your website?

You should include more video!
Whether you want to set up your own YouTube channel and embed these within your blog or alternatively link videos from other sources, both are completely fine, especially if you’re the shy type on camera!

However, the most important factor when it comes to video is the quality. If you do not have the means of production currently, then you definitely want to opt for external videos not created by You; do make sure to provide Creator credit though.

As well as providing high-quality content even the laziest of readers can watch, video also increases the engagement on your website. What does this mean?
This results in Google recognizing this increased engagement and increasing your ranking in Google… great,
right?!

However, once you have means of production and the budget to create your own videos, this is highly recommend.

Optimising video content for SEO in 2020

Okay, so you’ve started creating your very own stella video content- congratulations!

Nonetheless, it’s essential that you do everything in your power to optimise this video content for the year.
In particular, we are going to look at featured video snippets – a growing trend towards into 2020.

The first question you probably have is: what is a video snippet?
Well, much like written snippets Google takes from websites, video snippets are simply videos taken from both
websites and video sites such as YouTube.

According to Brian Dean, SEO expert, organising the content within your video into sections is key.
This helps Google understand the content within your video, increasing the likelihood of them using specific clips and featuring these within snippets.

Secondly, much like SEO within a web page, it is important to optimise your SEO for your video.
If you’ve ever ran a successful YouTube channel, you most likely also understand the significance of this.
To begin with, you want to use keywords within your title, description and tags, allowing Google to see explicitly what your content is and how they can use it within their search engine.

Finally, Brian Dean also suggests creating a video transcript even though Google does create a version themselves. However, the accuracy of the generated transcript is often not 100%, it can be a little out and misleading.
Providing this transcript yourself allows Google a further insight into your video content, providing them the means to select given snippets to be featured.

Remember, as with SEO on a blog post and or website, we want to do everything within our own power to agree with Google, agree with SEO, and most importantly to rank for key terms, whether this be video or not.

woman seated at a desk, writing in a book

The importance of Featured Snippets

With video snippets emerging and taking over, it should come as no surprise that text snippets are still extremely important in the Google algorithm and for SEO in general.
If you don’t already know, a featured snippet is simply when you search a given keyword or phrase and are able to read the definition on Google without clicking onto a site.
These featured snippets are extremely important for ranking, especially in 2020.

So, how do you increase the number of featured snippets you currently have?
Firstly, you ought to target the right featured snippets for your blog.

As a starting point, we recommend going for keywords which you already rank within the top ten – this is more a less as a
requirement to follow, to even stand a chance of being featured.

Secondly, you want to look up organic keywords which you already rank for.
This can be done on sites such as Aherfs or Ubersuggest, while also showing your ranking.

Next, ensure there is a featured snippet available for these keywords – this will also be provided by any of
the two tools you choose featured above.

Finally, you need to optimise your content towards these featured posts.
Answer questions directly related to the keyword, for example if your keyword is ‘cooking at home’ you want
to have a definition of ‘cooking at home’ as well as the benefits of cooking at home on your site, in short, snippet like text blocks on your site.
This allows Google to crawl your site and pick up on these snippet like blocks, implementing them into Google for keyword searches.

The Bottom Line.

The google algorithm and SEO is changing massively in 2020.

From the need to be an expert or to hire experts in your field, to optimising for both video and featured snippet content,
there are plenty of new factors which determine your ranking in Google.

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