Domain Authority won’t be just about links next year.

While the quality of the endorsement received by an external link still has some relevance, the level of expertise, authority and trust awarded to your site is just as crucial.

Although these three factors have been part of Google SEO’s guidelines for several years, Google seems to be emphasizing being a “reliable source” as a key ranking factor even more than before.

      Voice search will only continue to grow in importance.

Don’t get me wrong. People will not start buying cars via voice in 2020; but that doesn’t mean we should discount how important this particular type of search has become.

Most voice searches are question-based; so, Google will often look for a result that has both the question and the answer.

When was the last time you dusted off your FAQ page, or wrote a blog post worthy of a featured snippet? Refreshing these types of content could earn you much more traction in voice search.

      Search intent will remain a big part of the conversation.

This was a hot topic this year, and it isn’t going away next year. If you’re still in the mindset that you need to stuff tons of keywords and locations into your website, you’re going to get left in the dust.

When doing keyword research you MUST consider the intent behind the query.

If it’s a short-tail search, like “Ford Focus,” it’s probably a quest for information.

If it’s a long-tail search, like “Ford Focus for Sale City, ST,” it probably means that the searcher is ready to buy.

Understanding which keywords to use on which pages will be very important to earning search visibility next year and beyond.

      Click through rates will continue to decrease.

Google has begun filling the search results with more than just little blue links.

Between image carousels, featured snippets, ads and more; it’s no wonder why it’s harder and harder to get a click on your site.

To stay competitive you’ll need to find new ways to stand out in search; and things like your meta descriptions and keywords in your URLs will only become more essential.

      Backlinks and content will remain your foundation.

You know what they say: the more things change, the more they stay the same; and that could not be truer about your backlink profile.

Without backlinks you won’t even make it to page one of Google; and without good content worth linking to you’re not giving yourself much to work with.

Foundational elements such as these are hyper-critical to sustained success.

That’s all the time we have left for today’s workshop.

As always, if you have questions or comments, leave them down below and we’ll get back to you shortly.