7 things that won't change for SEO in 2020

It’s that time of the year again: every SEO blog will tell you what’s new for SEO in 2020. This year, we decided to take a different approach.

For years we’ve heard that it’s going to be the year of Voice Search. Artificial intelligence will leave all SEOs without a job, and machine learning means the end of SEO - again.

Sure. But like Jeff Bezos said: to succeed, you should focus on the things that do not change.

So without further ado, here are the 7 factors to focus on if you want to succeed in SEO.

Great content

Rumor has it that Google will still value unique, well-written content of high quality. So if you’re producing that, it’s safe to keep doing so. Bonus: your visitors will also love great content, so it’s a double-edged sword!


Links to your web page have been an important ranking factor for as long as Google has been around. It’s even the foundation of it’s famed Page Rank. Keep in mind: Google has become smarter and it’s harder to trick them by using link farms, PBNs or other low-quality links. But if you’re building relevant, high-quality links: keep it up.


Turns out a lot of people use their cell phones to visit your website these days. So if you haven’t already done so, make sure your website works great on a mobile phone.

Mobile is no longer just a channel for discovery. People won’t go to their desktop to order from your webshop later. They want it fast, and they want it now. So be sure that your website isn’t just a dumbed-down version of your desktop website. It needs to be a great experience, fit for the device people are using. And in the vast majority, that’s a mobile phone.

A fast-loading website

A fast-loading website means happy visitors and a higher ranking in Google. This isn’t expected to change anytime soon, so any dollar invested in improving the speed of your website is a dollar well spent. Pro tip: usually it’s not super hard to score a decent score in Google’s Pagespeed Insights, so go for it!

Structured data

Those little pieces of code help Google understand your website better, helping you to rank better and attain more SERP real estate. This has been the case for years, and it will be the case in 2020.

We do expect some changes in the Structured Data area: Google announced it will place less value on reviews that can be controlled (self-serving) by a site owner. We’re expecting a lot fewer review stars to appear in SERPs as they are quite easy to trick. The increasing presence of featured snippets means a great opportunity for websites that use structured data correctly.

A logical site structure

Both visitors and search engines live a clear, logical site structure. A good site structure makes navigating easy but also signals importance and relations between pages to the search engine.

SEO isn't dead

No matter what they tell you: SEO still isn’t dead. On the opposite: it’s alive and kicking. We’re expecting that it will still be around in 2020.

Committed to succeed with SEO in 2020? We’re on your side. SiteGuru is ready to help you improve all the things that still matter for SEO in 2020 and beyond.