How SEO Will Change in 2020 (And You’re Not Going to Like It)

On marketing entrepreneurship, growth, productivity and more stuff, You’re going To enjoy it Check it out All right so SEO here’s what’s happening with SEO.

Right now, If you think about Google, because Google is the largest they take on the lion’s share of the Traffic in the: U S and a lot of countries around the world, The problem with this Is they’re a publicly traded company Now their incentives are to make More money for their shareholders: Now it’s no longer just don’t be evil. Which was their model in the past? They actually took that Off of kind of their their mission statement or part Of their mission and values, So you think about it now: There’s only so much space, There’s only so much real estate.

And on a search result page, So it used to be in the Past you know their ads. I remember in high school when, when they Started um, Google ad words um the there was only like one snippet and as Crystal clear that it was an ad right And now over over the years now it’s becoming less and less Apparent that it’s an ad right, It used to be highlighted in yellow. It was like crystal clear as an ad and There’s only like one or two of them right now, you might see like four or Five ads at the very top – and you see more ads at the bottom, because Google is Making a less apparent than their ads and they’re putting more ads on the on The on search engine result pages, they’re, making more money, they’re Incentivized to make money, which means the organic Results the SEO results, those are getting pinched Down a little bit right, So what used to be at the very top above The fold that would get like the lion’s share of the clicks.

Now it’s getting pushed down so much That you know these to say like maybe the number one result in SEO might get 25 to 40 to 50 % of of the clicks. Now it’s like you know it Might go down to like 10 % or so There’s a clip, I’m going to show You in a little bit where uh when I spoke at the marketing School live conference. I’r I actually share some data uh from From rand Fishkin from spark Toro the search result, pages they’re getting more and more consolidated.

As become a tougher and tougher to um, to make SEO work, Here’s the thing: that’s Happening with Google right now, If you produce a blog post, this is a recent study with collaboration. With Rand Fishkin and of spark Turrell what the job shot the number of um zero click searches are going up, Meaning that when you land on A search result page or a Serp. The problem right now is that most people Aren’t clicking anymore because Google is you know adding you know, Here’s the answer right, You don’t you no longer need to Click on something Um and this black part over here is getting Bigger and bigger and bigger Um, and that you know there’s this Whole thing runs: got a rent, Rand’s got a rant about Google Um driving more clicks to their bless you to their own, to Their own properties And That’s a problem in itself, But let’s just talk about what this Means for us right now, So zero clicks searches are growing and over here all you need to know if I Did like laser pointer it, but you can see it’s Going up and to the right, So what do you have to do for Yourself, You kind of have to CYA cover your own acids right.

So um Google Click throughs, you can see. The blue part is what we Want That’s organic searches, Um, so organic click percentage, that’s and you can see actually the red Part for the paid clicks um, which is where Google makes its Money That is actually growing, It’s growing very slightly, but you can See that So you kind of have to like, if you’re just doing blog posts, You have to defend yourself If you’re going to do a blog post, How do you make the most of it right Like if we do a podcast, how Do we make the most of it, And we’ve talked about this? A couple Of times so you know people who I don’t have the time for this, So what we do is we do something called Cotton sprouting and then we might take a article, So our youtube blog, I think, has two To three new articles per week and we’ll start with the article first, because a Article automatically becomes an audio file right, So article audio, and then we Can convert Let’s say I do like a my talk right now.

This talk can become Maybe three or four podcasts episodes right, And so I can go from One one, article piece of content automatically have three Podcast pieces of content And then from there I have like 50 to 60 % of our blog posts, So I could just have a writer on My team take on the blog post, maybe write a 500 word or a thousand Word piece to see if it ranks and an upgrade it And then we’ve got to think About promotion too, So we we do.

Seed Sprout pollinate is a promotion. Portion and then a very bottom, it’s monetization right So harvesting, So we produce a ton of content. We ranked for a lot of different things. I think we were ready for Podcast advertising ad Networks, things like that, And I was actually talking to Mr affiliate Master Siad about this and he’s like dude, you should think about, like How you can like affiliate ties? Those are monetizes Better And um, you know most people don’t think about how they Can monetize the traffic that they’re bringing and um that’s good Traffic right, I think, I think, for the podcast Advertising wine um, I think for this year, we’ll At least collect 30 to 36 Grand on it, It’s not bad.

We can probably do more with it, but At least that’s some cashflow um that we otherwise wouldn’t have gotten, And now we just take that 36 grand and Apply it to her salaries and hire more people Um. So this is content. Sprouting right here, It’s, how do you make the most of what you Have This is what Gary v does too cause. He has a articlegrapher, and I follows Him all over around the whole day And um.

Sometimes it might be like A 15 hour session, and then you know all of that might become like You know separate audio clips, It goes into podcasts And then um, one guy, that used to work at single Right now is his copywriter Um, and so he Q will convert it. Into long form, content Um, I think, when he used to work for Us uh Eric what was he writing? Like 8,000 words a day, Something like that Yeah, So he was running like Four, to 8,000 words a day, He was just a machine and now he’s he’s with Gary v and he actually gave Me his content process um just to um and actually, I think, Gary V’s Actually shared it on slideshare, so you can pick it up Just type in Gary v content process Um – and it’s it’s very similar to something like this, but it’s literally taking What you have right, You don’t just buy a car and drive it.

Off the street and just don’t drive it again, you make the most of It You do content sprouting So with these zero click, searches. Like it, okay, it’s crystal clear, Like I mentioned right, Before you saw the click, It’s getting tougher and tougher What I think you need to do with SEO. Now is you cannot just be a blogger, You have to think about If we have a blog post, we’re going to make little Article clips to your we’re going to make a Little social clips to we’re going to make them Into audio clips too, So we’re not just relying on one blog Because blogging itself is very hard.

I talked about in another view, there’s over 1.6 billion sites in the World right now is becoming tougher and tougher to compete when It comes to just SEO So you have to diversify, because if Google Is making it tougher and tougher and you can see over the The the trends that the that what I talked about, In the graph is like it’s already hard enough doing, SEO The zero click searches are rising And you have to think About answer SEO, too, You can’t just put all your Eggs in one basket Sure Get good at one blog.

First and Then you have to start to diversify. That’s the only way, you’re going to Start To protect yourself longterm when it comes to playing the game of SEO, Especially in 2020, In the next clip, I want to share a article also clip from What Neil was saying at the marketing school live conference And he Was talking about how look it’s not just traffic that Matters, It’s actually uh conversions, that matter and how do You convert more when it comes to SEO.

You don’t have to increase rankings. To get more search traffic, Here’s the old site that I Have I eventually got rid Of it Nutrition secrets, It was in nutrition site. I got my Traffic up into the right and yeah: there’s writing content and building Links and all that kind of stuff, But the real way we grew nutrition. Secrets we did something really manual At that time. There was no software That could do this Now.

There isn’t I’ll, tell you about the software and a Bit, I don’t have the screenshot Um, but you go into Google search. Console I still like the old version. I don’t know why You know you Click click, CTR impressions. You see the pages that are getting the Traffic and then from there you look at which you click into the page that has A low CTR, You look at the keywords, the ones that are driving a lot of Impressions but low clicks and then you’re like alright.

I need to adjust My page with these keywords, I can get more clicks, Simple. Concept, You look for keywords. I have less than a 5 % click rate. Look for pages. I have a Less than a 4 % CTR right And make sure the keywords that you Want to rank for and your title tag and within your content and meta-description Once you make that change you submit to Google and they re crawl it And here’s some cures that help Skyrocket CTR that we’ve tested how to use lists number results.

Free, You tips great tricks best why blog posts You guys get the gist. These have all worked really well from Everything we’ve tested and, as you submit it back to Google and you Fettuccine Smith, the URL click submit to their Index and boom you’re in You say, you’re, not a robot and you Give it 30 days – and you see, results We used to do all this manually. That’s how we grew our traffic, It’s one of the best ways, because Google is looking for a user signals.

Everyone focuses on links, But not enough of this, If you don’t want to do it, Manually like how I used to do it, there’s a tool called Click flow, you know, that’s what we do now and we just Automate it and it works much easier, but I kid you not. This is where we’re seeing the biggest Search gains right now for SEO We’re just optimizing going after User signals: It’s not sexy. No one talks about it works And nutrition secrets, As we started doing all this stuff, our branding started going up.

And we started doing better getting higher rankings more pages. And that’s how we continually climb But traffic and all this kind of stuff Is gray, but it’s not everything Elsie and rush showed one of My past startups kissmetrics, I think we raised like 17 million Bucks for it, It didn’t turn out. Well, I bought out the domain name from the Investors for 500,000 bucks and then redirected the traffic and then They recently did an asset sale.

Now I had good traffic, My competitor mixed panel, who Copied my product at the beginning, they even had a tech crunch article Showing similar screenshots had roughly one third of their traffic, They raised money at an $ 865 million valuation. What do you think we were Worth I’m the traffic guy, I’m getting all this traffic, I’m beating Them What do you think we were worth? Anyone want to take your guests more than 15 because we raised 17 ba, but we are worth roughly one 10th that technically Not even one 10th that so maybe one 15th one 20th, that’s brutal.

Right Think about it, I’m a marketer, I’m on cloud. Nine getting all this traffic Who shows you traffic, isn’t everything, And I realized at that point. The real formula to success, especially in the future, is Traffic plus conversions Cubed equals success When you think about Conversion rate optimization: that’s not just about paid advertising. And optimizing the traffic coming in, but it’s also like taking the traffic That you have from an SEO perspective and optimizing that to you, can use Google search console or you Can use this offer that I have called click flow Um and then that way you can optimize the Titles descriptions you have or different elements, different blocks on a on The pages that you have on your site, If you’re struggling with SEO you’ve Got to go on any blog right And once you start to get it working, Once you start to find your voice, And the second part is if You’re already getting traffic, how do you make the most of Their traffic that you have You can do on Syrup SEO, which kind of is like cro on the search.

Result pages or you are basically doing like you, know, SEO and cro. At the same time, you making The most of the traffic that you have, These are the two big things that are Going to happen when it comes to SEO in 2020, Google is going to try To make more money, Always You got to think about What their incentives are, They are at the end of the Day in advertising platform, So how are they going to get there right? How are they going to get to get their Money And then at the same time, once you understand what They’re trying to do, how are you going to make The most of what you have, How are you going to Protect Yourself? Protect your butt for the longterm, So that’s about it from This article, But I do have a another article for you to check Out, that’s related to this, So don’t forget to check out the next Article, if you’re reading a article right now and also whatever blog you’re on don’t Forget to rate review and subscribe And leave a comment.

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