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There’s one constant about search engine optimization (SEO): it’s always changing. These days, you have to wonder whether or not content was even created by a human! New algorithms will generate small batches of content automatically using only a few words of subject matter (you can even use Google to find one to try for yourself). More than likely, we’ll start to see foreign interests use these more and more. 

But there’s a lot more that’s changing in 2020.

What is SEO? The simple answer is that it’s a process of bumping a particular website or content page on a website up in search engine rankings like Google or Bing. 

The slightly more complex answer is that it’s the process of adapting a website to make it more competitive in the eyes of search engines like Google or Bing. SEO gurus do this in a number of ways. The most important thing to remember is that there’s nothing like quality content. But we can push a search engine in the right direction by using keywords, researching new titles, or changing the way content is written.

For example, evergreen content like video, audio recordings, infographics, tutorials, FAQs, etc. can really drive traffic to a website. Complement the information with the right keywords, phrases, and linking, and you can drive even more.

So how is that process poised to change in 2020? One of the biggest new technologies being implemented all over the place is voice-activated search. More platforms are offering it, which means more customers are using it. 

Why does voice search matter? It matters because anyone who uses it will likely only hear about the first result of a search. If you ask Google how to improve your sex life, then the first result provided will attract the vast majority of your interest. The vast majority of search engine users won’t look beyond the first page of search results, which means that the competition for first place is going to get even worse. Second or third place isn’t good enough anymore, which means more companies will be optimizing content for this new paradigm.

There are other obstacles. Google has started to optimize search results based on a particular user, which means that you might not be looking at the same results as your next door neighbor. 

A user’s experience will continue to change the way Google views a particular website or its publishers. Co-founder of seoplus+ Brock Murray said, “This includes the overall experience from the initial interaction in the SERPs, to the overall landing page experience, and even the experience after they leave your site (think remarketing, drip campaigns, personalization for return users).”

He explained: “Think about how you can help users have the best possible experience while truly pondering what value you can provide to them during their visit.”