Personalized SERPs lower Rank Tracking
Googles personalized searches will weigh more in 2020 and make it harder for accurate rank tracking. Personalized search results are the results a user sees in a search engine that aren’t just based on the traditional rank factors, but also on the information that Google has on its user. Such as their location, search history, demographics, or interests.
There will still be value to understanding what ranks for anonymous usage, but it will have less and less correlation with how many clicks you get, as user intent, location, search trends and more will increase in weight.
User Satisfaction Increases
Click through rates and time on site will continue to increase web wide. The more data Google tracks and processes on its users. The better and more accurate the search results will become. As Google inserts more personalized results into its algorithm, on page funnels will be less of a deciding factor to conversions as the initial traffic will be more targeted
Googles War on SEOs
More accurate data and highly targeted SERPS will mean less of an impact by traditional SEO methods (traditional keyword targeting, low level backlinking). Technical professionals with experience in digital marketing will see a rise in demand as more technical SEO and broader skill sets become more sought after.
SEO merges with Business Development
For ages, SEO has been a way for ineffective businesses to compete in the organic SERPS using algorithm “hacks”. All these little hacks and techniques have grown into a SEO as we have known it for the past 10 years. Stuffing keywords, quantity over quality and playing SEO games. As Google becomes more efficient with their algorithms. SEO will shift harder towards actual business development and underlying technical ability.
Link authority will be lower
Google is moving more and more towards a system of publisher trust and away from the traditional methods of broad back linking as the primary way of inferring authority. As mobile device overtakes as the primary use of the search engines. Real world activity and situations will have more of a bearing on search results.
For example. A restaurant with 20 people (devices) in it might be seen as more authoritative and relative when compared to a competitor whose restaurant is empty at the time of the search.