SEO Trends 2020

Analytics, eCommerce, Instagram, Online Advertising, SEA, SEO, Website

By Leon Merse on 08/18/2019

We are happy to present you the most significant SEO Trends !

Below please find the most influential social media marketing trends. For each article, our team of Digital Marketing experts left recommendations supporting you to make better decisions in this fast moving world:



Since Google reduced the importance of Social signals in its algorithm many suggested that there was little connection between these two worlds. However, there definitely is a strong connection of how SEO can drive your Social Media campaigns:

Why does Social Media need SEO?
Since facebook & Instagram have begun taking the “post-click performance” into account, the website’s performance has become crucial for social advertising.
The reason for this is that a fast loading page will most likely see less people bounce off the page than a competing, slower page. For facebook this means that the fast page was “more relevant” to users (lower bounce rate) and it will therefore give this add a higher visibility. The fast website’s add can therefore reach the same amount of people with a smaller budget. The same thinking applies for more vs. less mobile optimized pages.

Why does SEO need Social Media?
Some studies even suggest that Social Signals do still SEO, however there are questions about how much impact this really has on Google. (Bing on the other hand uses Social Signals in its algorithm). What can be said for sure though is that a strong social account creates visibility and drives traffic to your website. This may in turn generate backlinks to your website which definitely helps your SEO.

Our recommendation: Optimize website for (mobile) SEO and create fitting landing pages for social campaigns.
Based on our experience from auditing brands digitally, we realized that technical SEO is a much needed topic for most websites. Oftentimes the page load speed suffers from sophisticated animations, videos etc. which slow down the page… especially so on mobile. I today’s mobile-first world this is not just risky but has clear financial implications for advertisers.  We therefore warmly recommend to have a look at your page’s load speed, as well as building dedicated landing pages for Social users that fit their mindset and hence increase their chances of staying on your page. This may be a change from the typical idea of having one landing page per campaign but may significantly boost the performance of your Social Media advertising.
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JUNE 2019


A current analysis by jumpshot of over 150 billion Google searches gave important insights on how consumers behave on the search engine:
1. Less than 50% of searches lead to clicks on a website, most users stay on the results page.
2. Of the remaining half, 41% of clicks end up on organic search results as opposed to roughly 6% on paid ads.

SEO Trends: Organische Suche vs. bezahlte Promotion

Although organic search results mostly fall 3 positions behind ads, they get clicked 7x as often compared to paid ads.

Our opinion: Content is key to trigger conversions.
When consulting on SEO topics, we constantly emphasize the role of content in order to gain relevance on the Google search results page (SERP). For many products and services, providing useful SEO optimized content to your customers is perfectly sufficient to climb up ranks on the SERP. The jumpshot study proves the importance of organic search and that paid search ads shouldn’t be the only point of reference in your search strategy.
[learn more] (German article)

MARCH 2019


The numbers for local searches on Google are skyrocketing. 82% of mobile users conduct “near me” searches which increased by 500% in the last 2 years. Another statistic has shown that 1 out of 3 searches on Google are local. So, what are the implications for location-based Marketing?

1) Local mobile analytics
Understanding the local audience when setting-up your marketing campaign is really important. By using location-based analytics, companies can for example understand how frequently potential customers visit their locations or which competitors take away larger portions of customers. Through this, brands can allocate their ad spendings more efficiently. Unfortunately, through the lack of attributable information, it remains an unsolved problem to measure the exact impact of local ads on sales.

2) Local SEO
It becomes more important to establish a location-based appearance on Google, e.g. by launching separate landing pages per location and positioning one’s company properly on all Google Apps (incl. Maps). This is particularly important since locally targeted leads inhabit a high purchase intent.

Our opinion: Location-based analytics become increasingly important.
Local SEO applies nearly solely for physical stores. Its impact on industrial companies might be less significant. Nevertheless, we recommend to set-up local information across Google’s platform, this can be done with low efforts. On the other hand, the tools for conducting location-based analytics such as geo-targeting are getting more and more precise. Depending on your product, this can be very valuable when setting-up online marketing campaigns.



Following the trend towards mobile, the tech giant announced to use the mobile version of a page for indexing and ranking, particularly for mobile users. However, there is no need to panic, since Google commented that desktop-only websites won’t get penalized. In terms of SEO, it is firstly recommended to ensure consistency of desktop & mobile versions in terms of text and image content. Next, server log files and robot.txt should be validated and flash content avoided.

In den SEO Trends zeigt sich, dass die Qualität Ihrer mobilen Website immer wichtiger wird.

The trend continues: Mobile SEO and, consequently, the quality of you website becomes more relevant for your Google ranking.

Our recommendation: Get mobile. Over 55% of website visits are generated by mobile devices and mobile users stay 2x longer on one’s page. Thus, Google’s move is no surprise. We expect that further SEO ranking-bonuses for well-performing mobile websites will follow. Therefore, we recommend to thoroughly evaluate the mobile-friendliness of one’s website.
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Google announced new features which are likely to change how we search in the internet. Firstly, “Collections” will remind users of previous searches and propose related topics. These will be visualized with a small image + description. Secondly, Google will now automatically offer answers to the most frequent queries related to a keyword (as it is now, when typing in a question). Thirdly, Google will enable users to follow certain topics and will provide updates whenever you visit Google via mobile (“Discover” function).

Our assessment: Invest in strong website images. The updates show that Google is moving away from text-based to image-based search. This means that the images on one’s website may soon be essential to get users to click. We therefore recommend to make sure that the images on one’s website are interesting, unique… and most of all: understandable on a small mobile screen.
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We hope this proves helpful to you and your team!

Best digital regards,

Watersky Digital Signature