SEO Predictions Webinar
December 19, 2019
2019 was an eventful year for digital marketing. We saw several significant Google updates, keyword ranking fluctuations, and volatility in the search results throughout the year as Google continues to tweak and refine its algorithm to provide a better user experience. At The Search Agency, we always say that change is the only constant in the ever-evolving world of SEO. In this webinar, we talked about some of the biggest changes to the digital landscape in 2019, gave our predictions of where we are headed for SEO in 2020, and shared actionable items we can implement for your business.
Date: December 19, 2019
Time: 11am PT/2pm ET
Meet Our Speakers:
Amanda has spent 10 years in the digital content space in SEO, content marketing and social media. As a Manager of Earned Media at The Search Agency, Amanda is responsible for planning and implementing SEO and organic audience-generation strategies for clients across a range of industry verticals.
Chris specializes in technical search engine optimization, focusing on the various aspects of website architecture that promote higher organic visibility including clean crawl paths, optimized crawl budgets, intuitive internal linking, taxonomy, structured data and overall website health.
Fiona Riedel is an Earned Media Account Manager at The Search Agency. Fiona is a seasoned digital marketing leader with over 5 years of SEO and digital marketing experience. She is passionate about driving creative and analytical digital strategies with an eye toward cross channel integration and user engagement. Fiona is Google Analytics and Google Ads certified.
Why should we still consider SEO if processes are becoming automated?
I think SEO still has a place, and technical still has a place in the ecosphere. We can’t leave things unchecked as SEOs. I think our role is evolving into more shepherd-like so we’re going to make sure everything is going the right way. We’re going to jump in when we need to. There are still some primary tasks we’re going to be responsible for, such as creating clean crawl paths and the right header status. We want to make sure they aren’t erroring out and they’re valid. We’re not no-indexing pages that shouldn’t be indexed. But some of the things like page speed and creating an image alt-tag can be machine deployed. That’s where we’re going to be at moving forward in 2020 and beyond.
What is the organic product carousel?
That new organic Popular Products carousel continues to expand user options right in Google-owned search results. Searchers demonstrating purchase intent will find a subset of products with some information carousel like a shopping feature. This includes some paid style features such as pricing and other organic features such as reviews. This looks like a shopping result but is actually organic– very handy when the SERP is being increasingly dominated with intent based SERP features.
It’s not the same as a product rich result, which displays product detail immediately under Google SERP results, although both use schema mark up to populate. A product rich result typically includes review counts, ratings, price, availability and a summary description. Note that product rich results are not new, but the report is search console only became available in November of 2019.
For zero click searches, how can we make sure that we’re visible on those search integrations?
It starts with content. Make sure you have the content that users are looking for. You won’t be visible for a featured snippet if you’re not answering the question within it. Second, data shows that you have to be ranking on the first page, organically, in order to win those position zero spots. Third, implementing the right schema markup to ensure that Google can crawl the content and understand its purpose and context.
Alright everyone, that concludes our TSA Talk. If we didn’t get to your question, feel free to reach out to us on social and we’ll follow up with you directly. Amanda, Fiona and Chris, thanks for your time and for sharing such valuable insights today – and of course, a huge thank you to our audience for joining! We hope you all learned something new, and be sure to stay tuned for our next TSA Talk!