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The search engine world is an everchanging environment with the development of technologies and the rise of new strategies, trends, and tools. As we highlighted in our article “What You Need to Realize from the Google Duplex Announcement”, the widespread usage of mobile devices and especially voice assistants has influenced the way people use search engines enormously. Being updated on the new tools and trends and how to make the most out of them is what makes businesses more successful in their online efforts than their competitors. In this article, we will explore two of the most important search engine trends to keep an eye on in 2020.

Voice Search Will Not Stop Growing

Research shows that 66.4 million Americans (26.2%) possess a smart speaker and according to Google, users keep their smart speakers very close; in their living rooms and by their beds. These 2 details are very important because they show that a huge number of Americans rely on their smart speakers for all sorts of inquiries; hands-free and at any moment of the day. It’s also important to note that voice search is not limited to smart speakers, a simple “Hey Siri” or “Hey Google” will also do the job on the absolute majority of mobile devices. The stats and numbers show that voice search is a vital component of any Search Engine Marketing strategy. People are asking all different kinds of questions and businesses have to consider that in their efforts to ensure appearing as a solution to the searchers’ problems.

BERT

The majority of search engine specialists, marketers, and experts consider Google’s BERT algorithm as one of the factors that will shape the search engine marketing world in 2020. First of all, BERT is an abbreviation for “Bidirectional Encoder Representations from Transformers”. Google defines it as “State-of-the-Art Pre-training for Natural Language Processing” but in simple terms; it’s developed to combine the usage of machine learning and Natural Language Processing (NLP) to better identify the adequate contexts of search queries. BERT’s objectives not only mean that searchers will get a better search experience but also businesses have to get familiar with algorithm and adjust their search engine efforts with it. This means that content has to be clearer and more specific than ever before because the main purpose of BERT is to look for the most specific answer to every question the search engine gets. Earlier this year, Google started testing the major algorithm and reports highlight that it will affect 1 out of every 10 searches. BERT is definitely one of the trends to explore and get familiar with. Google doesn’t stop developing and updating its services and the mechanisms behind them. Imagine how many businesses spend so much to reach as many people as possible without paying any attention to how search engines work. Being updated and knowing what is happening exactly behind search engines is an unmatched advantage.  

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