The Internet is a constantly evolving landscape. Giving your brand or business visibility on a search result is key to accessing the customer base and organic traffic that enables growth. SEO (Search Engine Optimization) has and continues to be, one of the most essential strategies for gaining visibility on the Internet. In 2020, the main elements behind successful SEO are quality content, brand reputation, and customer trust. Google’s new algorithm requires SEO strategists to rethink the existing guideline for ranking content. 

Navigating Google’s New BERT Algorithm 

2019 was a big year for the web— google launched a new algorithm creating a new toolbox of strategies for optimizing SEO. Learning all about Google’s search engine algorithm is necessary for staying current with your content.  BERT, Google’s new algorithm, requires content creators to focus on the fundamentals of website architecture and the quality of content produced. The new algorithm has moved away from “pure string matching”— simply incorporating keywords into your content won’t provide the same high ranking it once did. The BERT algorithm is really about search intent; Google is focused on getting the user to the content they are looking for. This algorithm is a huge leap forward for the user.  For SEO strategists, the new algorithm comes with an elevated standard for content and website user experience.  One of the best strategies for developing content that matches your customer’s search intent is to get out and talk to your audience.  Talking to your customer base is the best way to accumulate the data you need to create high ranking content.  

Content: The Lifeblood of SEO

While Google’s editorial standard isn’t to the likes of trusted publications, it’s getting there. In 2020, the bar for ranking high on a Google’s search list is higher than ever before— it’s time to take a hard look at the quality and relevancy of your content.  

Content is the lifeblood of seo strategy, and google’s new algorithm is focused on matching a user’s search intent with the content they are looking for.  To succeed on the web in the current landscape, your goal should be to have the best content on the web in your niche market. You need to write something that is valuable and fresh. The day of simple keyword and string matches for high rank is quickly disappearing. The best content on the web is winning the fight in search results. 

One of the biggest challenges to solve in the new landscape of the BERT algorithm is understanding how your customer searches and what they are looking for. To create content that will rank, you need to intimately understand the intent behind your customer’s search—the questions they are asking and the answers they wish to find. 

The Importance of Developing Brand Reputation and Trust

One of the most important aspects of SEO is putting in the time and miles to develop brand trust and reputation. Google’s E-A-T ( Expertise, Authoritativeness, and Trustworthiness) evaluation method for companies continues to be a huge factor in how highly your website can rank on a search result. Businesses and companies that have bad reputations simply will not rank highly. A bad brand reputation not only develops from negative reviews but also from technical or security issues on your website. It is imperative that you take the time to develop trust with your customer base. 

In addition to customers trusting your company or business with information, many SEO strategists are predicting customer trust to play a big role in content.  It is likely that it will become increasingly difficult to have a steady flow of organic traffic to your content if it is produced by incredible authors. Putting in the work to create content by authors established in their field will pay off— big time. 

Strategies for Building Trust With Your Customer Base

Trust is one of the most important elements to brand success. Some of the most important ways to build trust with your customer base include: 

• Excellent customer service
• A convenient and streamlined user experience
• A strong base of customer reviews
• Supply chain reliability 

Using these ideas to further the trust and reliability of your brand could have a huge impact on your search engine ranking and organic traffic.

Conclusion

Google’s goal of editorial excellence is close to fruition. The BERT algorithm launched in 2019 has elevated the standards for the content that ranks. To have successful SEO in 2020, you need to produce quality content that solves the problems and gives the answers your customers are looking for.