In part 1 of this topic, we discussed our 4 top predictions for 2020 when it comes to SEO. Voice search, E-A-T (Expertise, Authoritativeness, and Trustworthiness), interactive media, and proximity in relation to reviews are all major players in how successful or unsuccessful your SEO results will be.

Fortunately, the team here at iMarket Solutions is the authority on this topic, and here to help you improve your SEO results while keeping our finger on the pulse of SEO changes and developments in order to inform contractors on how to best market their products and services.

Below, we’ve shared a few more trends that are equally important to keep in mind when it comes to SEO. Read on, and please contact our team with any questions you might have!

1. Diversification

What we mean by diversification is the idea of having multiple URLs in Organic Search Results from the exact same company. In summer of 2019, Google reported that according to consumer feedback, searchers don’t like seeing multiple results for the same company in the same search. So Google Search updated to provide more site diversity.

In 2020, it’s predicted that due to this change, big, well-known sites like Yelp and Home Advisor will be impacted in the most negative way, as they no longer have multiple results on Page 1 of search. The biggest winners of this change are small business owners, since the likelihood of showing up on page one will increase. The best way for your home services business to prepare for this is to have a solid SEO strategy in place!

2. Search Suggestions by Google’s AI

For 2020, we’re expecting a smarter and better artificial intelligence (AI) response from Google. Imagine a consumer searches the question “Why does my AC smell?” If you made that search a few years ago, you’d get results ranging from residential and commercial air conditioning to even vehicle air conditioning.

If you were to search this question in Google right now, under the search bar you’d see options for “car,” “truck,” and even “camper,” to help you narrow down your search even more. This shows that Google likely has a better understanding of search intent and is taking steps to provide the best experience for the customer. They want to be able to give the best recommendation, and this is a great way for them to do it.

With Google offering guidance for unclear search queries, or search queries with more than 1 meaning, search volume will likely rise for more of what we call long-tail keywords. An example of a long-tail keyword is “central air conditioning repair in Boston, Massachusetts.” With this specificity, it’s very likely the search query will result in a conversion.  This is a trend that everyone in the home services should be paying attention to this year, and iMarket Solutions is here to help!

3. Local Service Ads & Google My Business

2020 is seeing more integration between Local Service Ads and Google My Business.

In 2018, Local Service Ads gained a lot of momentum, with HVAC and plumbing verticals being launched in nearly every major metro area in the US, and select cities in Canada. With Google My Business, users were able to select a radius for their service area, and can input any service or product in their search.

In 2019, Local Service Ads launched nationwide while Google My Business users were now required to select cities, counties, or towns for their “service area” and could select a predetermined list of “services offered." Both of these align with how Local Service Ads are set up.

It’s believed that these two services will continue to operate as separate lead generating channels for the foreseeable future, and changes to each product will make them more similar. Google will consistently continue to test the Search Results Layout.

Contact iMarket Solutions for Your Digital Marketing Needs

As we said in part 1, Google always has and always will continue to make changes throughout the year, every year. We will always keep you informed of these changes and how they impact your contracting business! Stay on top of these trends by partnering with an experienced marketing partner.

Contact the professionals at iMarket Solutions for the expertise that you need. We’re dedicated to contractor success!