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


In this clip, we’re going to talk about how SEO is
going to change in 2020 and unfortunately you’re not going to like
it, but before we do, don’t forget to subscribe
or follow whatever platform
you are watching on right now, especially if you enjoy a clips
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’m, 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 video. So our youtube channel I think has two
to three new videos per week and we’ll start with the video first because a
video automatically becomes an audio file, right? So video, 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 video 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 videographer 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 gonna make little
video 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 channel
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 channel first, and
then you have to start to diversify. That’s the only way you’re gonna 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 video 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 channel, 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 gonna 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 gonna Protect Yourself,
protect your butt for the longterm? So that’s about it from
this video. But I do have a, another video for you to check
out that’s related to this. So don’t forget to check out the next
video if you’re watching a video right now and also whatever channel you’re on, don’t
forget to rate, review and subscribe. And leave a comment, let us know what
you think and we’ll see you tomorrow.

5 Comments

  • Eric Siu - Leveling up

    What do you think about the future of SEO? Are you a fan? Are you nervous? Let us know in the comments!

  • Rosh Sillars

    It's true we are getting pinched organically, however, there are other opportunities. It's also important to understand what are most of the zero clicks. Yes, there is a zero-click increase as people continue to depend on Google by asking what is the weather?, the time? and traffic updates?. Yet, much (not all) is stuff we are not going to produce webpages or write blog posts about.

    When people say SEO is dead, I respond, SEO is dead when people stop using search engines and search engines stop ranking content in a specific order. There is always a reason why one website, image or video ranks above another. It's up to the SEO to figure out why and how to improve (yes, a multi-channel approach).

    Thanks for sharing snippets of the conference!

  • Venkatraman Sivasankaran

    So whats the alternate measure to increase the organic traffic? are we going to rely only on paid ads?

  • James Scott

    Won’t be long before the entire first page is just ads lol. Then everyone will know just skip to page 2 for real results haha. Thanks Eric 👍

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