seo trends for 2019

5 Essential SEO Trends for 2019 You Can Put into Practice Immediately

As the final months of 2018 loom ahead, it’s time to start thinking about our strategies for next year.

It’s that time of year to already start asking our marketing selves…

How can we begin 2019 with a pop, sizzle, or a bang?

Better yet, what can we do right now to ensure we get nothing but positively sparkling results (like the fizz in champagne) as we think about a new calendar year? Achieve the ROI we’ve been looking for? Make sure our online content hits the mark?

How about finally earn more killer organic Top Three spots in Google we’ve been hankering for, for months?

Today, I’m sharing with you five key SEO trends for 2019 that I think will be big.

In fact, I think they’ll play a major role in content ranking success (or failure). Follow along and let’s see what tactics, strategies, and more will help you have a banner year, including SEO tips from today that are still relevant.

1. Be Mobile-Ready for Mobile-First Indexing 2. Featured Snippets Rankings Will Go Up in Value ...these & 3 other top #SEO #trends for 2019 by @JuliaEMcCoy Click To Tweet

seo trends for 2019

5 Must-Do SEO Trends for 2019 to Follow Today

Unsurprisingly, SEO trends in 2019 are all about keeping up with technology, staying on top of Google’s latest developments, and reinforcing your commitment to content. Let’s get right to it.

1. Be Mobile-Ready for Mobile-First Indexing

Our first trend is one that’s continuing from recent SEO trends in 2018.

Back on March 26, 2018, Google announced they were rolling out mobile-first indexing on their Webmaster Central Blog.

Previously, Google web crawlers looked at the desktop version of your pages and content to populate the SERPs. However, with the switch to mobile-first, this means that Google will be looking at the mobile version of your pages for indexing and ranking.

So, what if you don’t have a mobile version of your website? (Oh, the horror.)

What happens?

Google will still look at your desktop site version to rank your pages.

HOWEVER:

Your pages probably won’t display properly for users on mobile devices (or they’ll be difficult to navigate, read, and use).

THUS:

Your page rankings will most likely suffer (if they haven’t already).

In other words, why haven’t you updated your website for mobile browsing yet?

Top #SEO trends for 2019? @JuliaEMcCoy got you covered in this information-packed, ROI-focused blog. #contentmarketing Click To Tweet

To be as mobile-friendly as possible for all shapes, sizes, and types of devices, Google first and foremost recommends using responsive design.

image showing a website with responsive design

However, if you have two versions of your website (a desktop version and a mobile version), the search engine has some best practices you can follow for good results (via the Google Developers guide):

best practices for dynamic serving and separate urls

These best practices include:

  • Making sure your mobile and desktop sites have exactly the same primary content
  • Including metadata like titles and descriptions on both site versions
  • Including structured data for both site versions

For best results, ensure you have all of the above items checked for your site. What worked for technical SEO in 2018 will roll over to 2019.

Lastly, consider updating your site design so it’s responsive – it’s a better practice for the overall mobile user experience (UX).

2. Featured Snippets Rankings Will Go Up in Value

Overwhelmingly, featured snippets are taking over the top spot in Google rankings for lots of keywords.

screenshot of a featured snippet for a Google query

This is a big deal – users see these results at the top of the page, where the #1 ranked piece of content used to appear. In other words, that prime real estate is no longer guaranteed. Many marketers are thus calling this highly desirable snippet spot “position zero.”

Naturally, you should want key pieces of your content to shoot to top placements in featured snippets – but how?

A. Create Content that Ranks on Page 1

Before you can even think about getting your content in featured snippets, first, you need it to rank on its own.

According to Ahrefs, most featured snippets come from content that ranks in the top 10 results, or on the first page.

graph showing the Google ranking of featured snippets

In particular, the majority (90.1% of featured snippets) tend to get pulled from content pieces that rank in the top 5 positions.

It’s all about choosing the right keywords, writing great content for your audience, and providing value. (See trend #4).

B. Focus on Answers to Questions

According to a SEMrush/Ghergich & Co. study of 6.9 million featured snippets and 80 million keywords, only around 7% of generic keywords include featured snippets in the results.

In comparison, 41.59% of keywords with questions include featured snippets in the results – a 480% increase!

graph showing that questions can yield a 480% increase in the percentage of keywords with featured snippets

In particular, question keywords almost always include paragraph featured snippets. These types of snippets include a chunk of text that answers the question the user searched for (according to the study, these average out to about 46-84 words in length with a maximum of 370 characters).

imaging showing the paragraph length of featured snippets for question keywords

You can thus earn your ranking content a featured snippet by framing short, succinct paragraphs of text as authoritative answers.

For example, when I type the question/keyword “how many counties are in Iowa” into Google, the results show this featured snippet that directly answers that question AND provides supporting details:

featured snippet featuring the user's question and providing an answer

Question/keyword: How many counties are in Iowa?

Answer/featured snippet: “There are 99 counties in the U.S. state of Iowa.”

C. Use Numbered and Bulleted Lists, Especially for Subheaders

To get your content in list-style featured snippets, always make sure you use properly formatted subheaders (H2s and H3s) to break up and organize your text.

Google often uses subheader information to populate list-style snippets, like this result for “what countries are the Disney princesses from”:

imaging showing a list-style featured snippet

image showing the subheaders used to populate featured snippet lists3. Create the Highest-Quality Content

In August 2018, Google confirmed a major core algorithmic update that took a full week to roll out.

According to SEOers like Barry Schwartz and Glen Gabe, this update was all about quality. It particularly affected sites that had low E-A-T (expertise, authoritativeness, trustworthiness).

Barry Schwartz studied over 300 affected sites and found that 41.5% of those belonged in the health, medical, wellness, and fitness industries. He nicknamed it the “medic” update as a result.

image showing the medic update pie chart

Why were these sites hit hard?

Most health pages belong in the YMYL category – pages that Google says can affect the health, income, happiness, or financial stability of users. Low-quality content on these pages can directly impact people’s lives.

With this update, Google underlined their commitment to serving users the highest-quality content. If you’re not creating the best of the best, you will miss the mark and end up on page 3, 4, 5… or worse.

Featured snippets will dominate #SEO in 2019. @JuliaEMcCoy explains how content gets to star in Google's featured snippets in this information-packed blog post. #contentmarketing Click To Tweet

4. Keep Voice Search on Your Radar

Another SEO tactic for 2018 that we need to keep on our radar for 2019 is voice search optimization.

As voice search technology improves and becomes more accessible, it will become even more common.

According to Stone Temple’s most recent voice usage trends survey, more people than ever are comfortable using voice commands and voice search on their mobile devices.

image showing the results of voice usage trends survey

And, a study Google commissioned found that 55% of teens and 41% of adults use voice search multiple times a day, every day.

mobile voice study results

It’s pretty safe to assume these numbers will continue to go up as time goes on, too.

To stay ahead of the game, optimize your content for voice search where it makes sense.

A. Optimize for Local Search

Most voice searches are local. According to Bright Local’s Voice Search for Local Business Study, 46% of those who search via voice are looking for local businesses on a daily basis.

voice search and local businesses

If it makes sense for your brand, use geo-targeted keywords, build up your positive customer reviews, and make sure your NAP (name, address, phone number) are consistent across all of your online business listings.

B. Use FAQ Pages

To rank for questions as well as answers, create high-quality FAQ pages to compile the most common ones you encounter regularly.

C. Make Sure You’re Mobile-Friendly

Finally, to rank for voice search queries, you have to make sure your pages are mobile-friendly. Google will not pull voice search answers from sites lacking in this area!

5. Improve Your UX (and Understand RankBrain) – a MAJOR SEO Trend for 2019

One of the major SEO trends for 2019 is the emphasis on RankBrain. This is the part of Google’s core algorithm that uses machine-learning to serve users better search results based on their search intent.

(Back in 2015, in an interview with Bloomberg, Google revealed that RankBrain is their third most important ranking signal.)

According to Danny Sullivan for Search Engine Land, it works like this:

screen capture of an explanation of what rankbrain is

RankBrain helps the algorithm interpret complex, long-tail search queries and the intent behind them. It can “see patterns between seemingly unconnected complex searches to understand how they’re actually similar to each other.” Additionally, it can “understand future complex searches and whether they’re related to particular topics.”

In other words, it’s smart, and the more data it collects, the smarter it gets about user search intent.

Specifically, RankBrain looks at the context of user searches.

  • What are synonyms/related terms for the original search query, and which pages containing these synonyms have relevant information for the user’s search intent?

To figure out if the algorithm returns good search results, it looks at how users respond to them:

  • Which user actions indicate the search results satisfy them?
    • Low bounce rates (users are staying on the page after clicking the link in the SERP)
    • Longer dwell times (users are staying to read more than the first few paragraphs)
    • Higher click-through rates (more users are clicking on results in the SERP)
  • Which actions indicate the search is unsatisfying or the results are not what the user had in mind?
    • High bounce rates (users are bouncing back to the SERP after clicking on results)
    • Low dwell times (users aren’t staying on pages to read past the headline or introduction)
    • Low click-through rates (users aren’t clicking on results)

To simplify it further, let’s borrow a good comparison from Backlinko’s detailed RankBrain guide.

Before RankBrain, Google looked at instances of keywords on a page with zero context. It guessed at whether the results it returned were in the realm of what you meant:

google search results before and after rankbrain

After RankBrain, Google knows what you mean when you enter search queries that could have more than one meaning. It gets your intent behind the search:

image showing that google now understands the intent behind the search

Understanding RankBrain is one thing. Using that knowledge to your advantage is another. The savviest content marketers will be on top of this for their SEO strategy for 2019.

A. Optimize Your Metas and Headline to Be More Enticing

Since RankBrain looks at the actions and context surrounding a search, use that to help boost your rankings.

For example, what can you do to increase click-throughs on your search engine listings? Pay attention to your meta titles (your H1/main headers) and your meta descriptions for each page. If they’re descriptive and enticing, you may pull in more clicks, which can equal votes for your content in the SERPs.

Understanding RankBrain is one thing. Using that knowledge to your advantage is another. This and more #SEO insights as @JuliaEMcCoy talks about the top 5 SEO trends for 2019. #contentmarketing Click To Tweet

B. Pay Attention to Page Usability

Once users click on your result in a search, you want them to stay on the page. One way to do that is to improve your page usability. In other words, make it as easy to use as possible.

To learn more about usability, user experience, and how to make it better, the resource Usability.gov is a great starting point.

screenshot image of the site usability.gov

Guide Your SEO from 2018 to 2019 – and Beyond

SEO trends are constantly changing, so it’s important to stay updated – and stay relevant.

In 2019, some SEO trends will roll-over from 2018, but others are based on the future of technology and Google’s recent updates.

Keep ahead of the curve and update your 2018 SEO strategies so you’re ready to face 2019 with a bang! 🎉

50 replies
  1. tayyab
    tayyab says:

    hey, i’m the first reader of this post,
    unbelievable,
    Actually, this is my first time to visit your blog

    i love your way to guide us step by step

    Reply
  2. sathish
    sathish says:

    Hey miss.Julia McCoy i read your blog post. I got more information about SEO strategy update thank you so much share a valuable information. So i like to wish post lot of SEO update

    Reply
    • Danielle N.
      Danielle N. says:

      Feel free to check out our other SEO blogs. Hope you find them useful. Thanks! – Danielle, Content Specialist at Express Writers

      Reply
    • Danielle N.
      Danielle N. says:

      Happy to know that you found this helpful! It can be a bit frustrating from the start, but once you’re used to it and figured out what works for you, you’ll surely get the results you’re aiming for. 🙂 See you again, Vivek! – Danielle, Content Specialist at Express Writers

      Reply
  3. Deepak
    Deepak says:

    Thanks for this blog, Julia McCoy. This is an amazing way of teaching the advanced SEO.

    I’m going to implement all these steps into my Casino Gambling website

    Thank you again.

    Reply
  4. Straight Up Digital
    Straight Up Digital says:

    This article has some great points on how to prepare for 2019 with new SEO strategies and I can see how this could help people who are looking to make some signs.

    Reply
  5. albert sagan
    albert sagan says:

    This is literally DAYS of reading. Thanks for putting this all together & sending me the link. Incredible resource (and love LOVE the Udemy idea.)

    Reply
  6. Shubham Vishwakarma
    Shubham Vishwakarma says:

    Hey Julia McCoy,
    Thank you so much for posting such a great article on SEO improvement. It took a little bit more time to read the full article but it is worth to a great extent to learn SEO.

    Reply
    • Danielle N.
      Danielle N. says:

      It takes hard work and patience to learn something, especially SEO. Thank you for reading, Shubham! – Danielle, Content Specialist at Express Writers

      Reply
  7. rajeshch
    rajeshch says:

    This is very helpful to me but can you give me tips for doing SEO on other countries im doing SEO in Malaysia thanks anyway.

    Reply
  8. Digital Marketing
    Digital Marketing says:

    With end of 2018 many SEO trends have also changed. Many old tactics are no more used while there are many new updates and trends which has to be involved to maintain top ranking. As SEO evolves daily many trends are changed, of which, mobile friendly is top trending algorithm which has to be updated on website to rank on mobiles. Featured snippets adds beauty to website description on search engine pages which can increase CTR. I am obliged for this article, it has made us ready for new year with new updates.

    Reply
  9. Varun
    Varun says:

    Definetely! These factors will gonna dominate the search. Another Rankbrain factor which is very important is CTR. Google will rank sites which has higher CTR, time on site

    Reply

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