Essential Marketing Trends You Absolutely Need to Make Use of in 2020

With these tips, you'll reach audiences in the way Google wants you to reach them. Without following Google's trends, your marketing is aimless, ill-informed and a waste of time and money.

One of the biggest challenges in marketing is driving traffic to your website. SEO changes all the time and staying on-trend can be very difficult.

As reported by Inc.com, it's therefore essential to be aware of how search engines are currently measuring your SEO score. This is especially true with Google, which is responsible for a massive 94% of organic traffic.

To stay relevant and connected, here are the trends you absolutely need to be aware of in 2020:

The BERT Algorithm Update

Google crawls millions of websites in an attempt to answer search queries consumers input into its system. This search engine uses a very sophisticated algorithm to both crawl websites and ranks them based on the content they contain.

But this Google algorithm has recently undergone a very important change. Google can now understand search queries better due to The Bidirectional Encoder Representations from Transformers (or BERT for short!).

How does BERT work?

BERT provides guidance in relation to the nuance of the written word, essentially allowing Google to better understand the intention and meaning behind a set of text. Google's understanding of text and search nuance has become more detailed and more intelligent.

This means that the rudimentary use of keywords have become less important. What has become more important is creating good-quality custom content according to what your audience is interested in.

The custom content on your website should relate to what your audience want to know.

The Importance of Featured Snippets

Answering consumer questions quickly and correctly is the basic mission statement of Google. When questions are asked in Google Search, a featured snippet will usually pop-up. 

Getting into these featured snippets is a massive coup for any business, and drives a massive amount of traffic to your site.

You should therefore seek to answer the basic industry questions which audiences want to know – along with niche questions. There are four basic types of featured snippets:

  • YouTube videos
  • Paragraphs of text
  • Tables
  • Lists

Approximately 99% of featured snippets contributors will be sites who appear on page 1 of Google's results. So it's essential you're also focusing on reaching page 1.

Multi-Channel Marketing

Your main goal should be providing a comprehensive and consistent multi-channel marketing experience for consumers.

Working in one or two channels is no longer enough – you need to funnel your marketing through every possible channel. Think social media, email and mobile devices. And hit as many different social media channels as you possibly can.

You'll find more people, you'll generate more leads and you'll drive more traffic to your site.

With these tips, you'll reach audiences in the way Google wants you to reach them. Without following Google's trends, your marketing is aimless, ill-informed and a waste of time and money.