Get ready because SEO trends will undergo revolutionary changes in 2020. Make sure you are on the side that embraces this revolution, rather than the one that resists it.
Google has achieved “Quantum Supremacy”, this means that they have built a quantum computer capable of performing tasks that would take modern-day supercomputers 10’s of thousands of years to accomplish.
In 2020 Google will start using these new breakthroughs for commercial purposes. This will make Google’s search algorithm exponentially more powerful since the quantum processor is fully programmable and can run general-purpose quantum algorithms and machine learning applications.
I know, scary, right.
Quantum Supremacy might affect SEO in several ways:
- Making search more relevant
- New tactics to overcome black hat SEO
- Lightning fast and reactive algorithmic updates
- Rankings that are truly based on relevancy and merit of website content (instead of backlinks)
- Dramatically change Google Image search results
This is just one aspect of the future of SEO, let’s talk about the rest.
1. NLP oriented content
Google just released a new update in October of 2019 called BERT (which is based on NLP), which has impacted the ranking of more than 10% of queries in Google.
What is NLP?
In computer science, natural language processing (NLP) is a field in machine learning which focuses on the ability of a computer to understand, analyze, manipulate, and potentially generate human language.
Do you want to learn about the basics of NLP? This paper from Stanford University can surely help.
Furthermore, NLP is changing the landscape of businesses since it has the ability to extract critical information from unstructured data (mainly in the form of invoices, online customer chats, emails, or any plain text).
BERT is a deep learning model in NLP used to analyze large bodies of text to provide interesting results and insights to users. The best part is that it’s open-source, which means anyone with Python experience can train the model.
If you’re interested in learning more BERT then check out this official explanation of BERT from Google.
This breakthrough has the capability to understand a sentence based on concepts, intent, and context (not solely on keywords). Moreover, It looks at words that come before and after a sentence when understanding context.
Let’s understand it with an example
Sentence-A: The man went to the shop.
Sentence-B: He bought a PlayStation 5.
BERT can perceive the relationship between Sentence-A and Sentence-B based on the word ‘the man’ and ‘He’ and ‘the shop’ and ‘PlayStation 5’. Previous algorithms couldn’t understand the left and right context in sentences.
Thanks to BERT, Google can now understand longer queries better than before. Moreover, it can detect the opposite as well. Have a look at the below example:
Sentence-A: The man went to the shop.
Sentence-B: Google is changing the gaming industry.
Sentence-A and Sentence-B have no relationship, and they are entirely dissimilar.
But what is BERT’s takeaway?
There is no official explanation from Google, but according to the real SEO experts like Bill Slawski and Ryan Jones, who have been in the SEO industry for more than ten years, you should ignore advice from so-called SEO experts.
Are you thinking BERT can’t be implemented practically until you are a Python geek?
Boy, do I have some news for you.
Let me show you the Google NLP API tool that you can use to optimize your content.
This tool helps businesses identify unique entities from invoices, live chats, emails, or any plain text.
The part I love about this tool is that it can recognize your content against your competitors’ content and Google is using the same technology in ranking websites.
Follow the steps
Go to Google NLP Tool that looks like this:
Type anything that comes to mind. I’ve input my author bio and clicked Analyze.
This powerful tool shows four critical sections: Entities, sentiments, syntax, and categories – each section has significance for understanding content.
As it’s evident, in the ‘entities’section, Google can understand ‘Ata Khan’ is the name of a person. Entities can be the name of any person, a place, an organization, a number, and so on. Google is rapidly growing its entity library.
In ‘sentiment’, Google can understand the context of any sentence from being positive to negative.
‘Syntax’ is the technical part of language forms the grammatical structure of sentences.
The ‘categories’section is my favorite part which lets you know if your content is written for the right industry or not.
Let me explain all this with an example
Type your keyword that you want to rank for in Google. I’ve used the keyword “Best Smartphones 2019”. I opened the site that was ranking for the number one position and copied the content.
I then pasted into Google NLP. Now comes the best part, you can check whether you’re writing for the right industry or not.
Paste your content into the box to compare the results with your competitors’ content.
You should aim for a confidence score of 90% or higher in the industry you want to rank for.
But what happens when it doesn’t show the right industry? Double-check to see if you are using industry buzzwords and words used y by experts in your field (by observing the content ranked by Google).
Want to see an example of why Google ranks the ‘Car Movie’ Wikipedia page?
The reason is simple – the page contains words that are all related to movies, words like :
The secret to a better ranking is to include as many entities as possible in your content, as per Bill Slawski.
2. SEO semantic HTML
Semantic HTML is a crucial part of SEO which most marketers ignore.
What saddens me is that most companies hire web developers that don’t have any SEO experience. This, of course, presents huge problems down the road.
I believe every good developer should know SEO, primarily technical SEO (which helps earn better rankings in search engines).
Below is a developer’s style of writing code that doesn’t possess SEO skills
Here goes logo, navigation, etc.
A place for website’s main content
Now, look at the below code, which is perfectly written for SEO. It has