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Search engine optimization in 2020

How to do Search Engine optimization in 2020?

Features of Yandex and Google in 2020

In the world wide segment of the Internet, as before, search engines from Google and Yandex are in demand. They account for 95 percent of the total volume of requests.

  • On December 17, 2019, Yandex issued a statement that the ranking algorithms will be adjusted in accordance with the Vega ranking algorithm update;

  • On May 4, 2020, a similar statement came from Google. Immediately after it, the "CoreUpdate" update was launched.

Official information from Yandex says about the following innovations:

  • To increase the speed of selecting documents for the issue page, clusters are formed by meaning, based on the selection of pages of sites with a similar focus. Previously, a user request was processed throughout the entire volume of the database, now the search engine first sets the meaning of the request, and then starts a targeted search for a specific cluster.

  • Acceleration of the formation of the issue list. In some cases, the list preparation time is measured in milliseconds. This is achieved due to the "turbo pages" technique, which the search engine advises to put on sites.

  • In professional fields, content is evaluated by involved experts in the relevant specialties. This measure should help to improve the algorithms for the selection and evaluation of pages on websites of specific topics and improve the quality of documents selected for issuance.

  • For commercial queries, the user's locality level increases. The algorithm determines exactly where the user is, and this is taken into account on the search results page. The solution is sometimes located not just in the user's city, but also specified up to his district, street.

Google turned out to be less informative. Company representatives advised site administrators to focus on developing useful content based on the EAT concept so that the information is truthful and expert. Following this concept will help improve the position of the resource in the search list.

Improving search positions in new realities

Not only are sites interested in the favor of the search engines, but vice versa. The quality of a site determines its position in the SERP. Specialists of the analytical departments of search engines constantly study user queries and their habits, which is taken into account when modernizing ranking algorithms.

More advanced algorithms allow the user to quickly find answers to questions asked. This is the basis of the most common advice of Yandex and Google employees: create sites, not for robots, but for people, this will provide the desired traffic.

So what needs to be considered in 2020 for SEO to be effective.

Install SSL Certificate

It is a special security protocol that ensures a reliable connection. If earlier the installation was of a recommendatory nature, now there are simply no sites without certification on the tops of the lists. This is especially true for segments with a high level of competition.

Optimizing download speed

Search engines carefully check the download speed of resources. This is clearly indicated in the list of Vega updates from Yandex. If the pages take a long time to load, then there is no need to talk about high positions.

You can check this indicator by service. Some of them not only demonstrate the result but also indicate recommendations, following which will help speed up the download.

Focusing on responsive design

Increasingly, people access sites from smartphones. It is not surprising that search engines are now not letting sites that lack responsive layout as leaders. Moreover, for portable devices, you need to form separate elements to make it easier for the user to browse the catalog, make purchases, and communicate with administrators and managers.

Configuring Turbo Pages and AMP

The first technology was developed by Yandex, the second - by Google. They are relevant, for the most part, for mobile search results, they enable the system to load pages adapted for them 15 times faster.

This format is configured once. While the systems advise using these technologies for user convenience, it is likely that soon the recommendation will become mandatory. This can be seen with SSL and responsive design.

Determining user intent

By intention, requests are divided into commercial and informational. The first area focused on the search for services and goods, they regularly contain the word "buy", "price". To process them, the sites provide pages with lists of goods or services.

Information requests are focused on finding additional information, terminology, instructions. They are often formed by interrogative constructs. The results lead to informational sections of the site, such as "Blog" and "FAQ".

If the intention is not established, it is better to use a search engine with a sufficient base, through the analysis of which the issue is prepared. It is necessary to identify the request and take a look at which pages the results of Google and Yandex lead to.

Focusing on LSI copywriting

Modern search systems are primarily oriented towards the benefit. Previously, SEO texts had to correspond to certain parameters in terms of uniqueness, contain keys, but now semantic analysis technologies have developed that understand the meaning. A text with an abundance of keys, but without meaning, is unlikely to make it to the first pages in search results. There is very specific information regarding this:

  • Yandex attracts experts;

  • Google has introduced the concept of EAT, according to which information must reflect the point of view of an authoritative expert, be verified.

Requirements for the quality of content are constantly increasing. Works of authors who are experts in the field are often published.

Optimizing snippets

Improving algorithms is the main direction of the development of search engines. Because of this, sites that may be in the top ten are determined not by an analysis of the technical component, but by user voting. The basis for this is the "behavioral factor", which was introduced by the analytical services of Yandex and Google, and is now constantly improving.

The behavioral factor is a parameter on the basis of which it is possible to draw a conclusion regarding user behavior both on the site itself and in the issuance system.

In the Top 10, search engines add a link to a website with a special design. The name of this block is a snippet. The more interesting its design, the more attention it attracts, and this increases the chance of real interest of the visitor.

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