Ahh, remember the golden days of SEO when you could throw a billion keywords onto a webpage then sit back and watch the rankings roll in? Some companies would even hide their keywords by making their text the same colour as the website background – yikes!

Luckily, we’ve come a long way since the black hat practices that used to plague the world wide web. That’s largely due to Google continually improving the way they crawl websites. They want to give their customers (people Googling stuff) the best possible experience. That means promoting websites that aren’t designed to ‘trick’ Google; but rather, are created putting the user first.

So, if the general rule now is to think with the user in mind, do we even need to bother with SEO anymore? Should we be investing precious time reading articles on the subject (oh, hi!) and hard-earned dollars trying to get organic traffic?

SEO in 2020

One of the main benefits of following SEO practices is to get that sweet, sweet organic traffic. That means users who click through to your website when you come up in search results, bypassing the ads that also appear (that’s paid traffic).

These days, a lot of traffic is generated in other ways. As well as paid traffic, you might gain it from ads that follow users around social media, well-written eDMs, and returning customers, just to name a few.

With so many ways to get someone to your site, you might be surprised to find that in 2020, organic traffic is still king. According to a report by SEO Company BrightEdge, just over 51% of all visitors come to websites through organic search.

Now, that’s not a huge percentage. But it is when you consider how many other pieces make up the pie. It’s also important to note that people coming to your website through organic search are already researching a product or service and are more likely to buy, which isn’t always the case when you’re hitting them up in newsletters or showing up on their Facebook feed.

So, sure, you should still care about SEO in 2020. What you shouldn’t care about, though, are those old and dead practices that ‘trick’ Google.

What to focus on to optimise your content in 2020

Researching topics, not keywords

It’s hard to walk away from keywords, we know. It’s been so engrained in us that SEO is keywords. But at the end of the day, putting certain phrases in your copy won’t make or break your rankings.

Instead, research topics and understand what your audience really wants to read. If you’re doing it right, relevant keywords should fit in seamlessly – don’t go cramming them in here, there, and everywhere.

Generating new content

Are you saying the exact same spiel to customers that you said to them 3 years ago? We hope not.

In the same way, you shouldn’t set up your website and leave it dormant. You should be aiming to generate new, interesting content as often as possible.

Whether that’s adding fresh blog posts or re-jigging your existing copy to make sure it’s evolving with your business, new content keeps you relevant and in Google’s good books.

Writing useful, compelling, quality content

We’ve said it once and we’ll say it a hundred more times; the quality of your copy matters. Big time. Google is working tirelessly to improve the way their bots understand copy. They aim to automatically differentiate between user-driven, well-researched and well-written content, and, well, something you slapped together on your lunch break.

If that scares you, it shouldn’t! But it might be time for a content audit. Get in touch with the team at Shuttle Rocket today and see how we can help you launch your web copy into 2020.