Google Instant: Does SEO Require a Fresh Approach?

Presented by: Kristopher B. Jones

Internet Marketing ExpertBest-Selling Author

Founder and Former CEO, Pepperjam

What is Google Instant?• Search enhancement by Google that shows

results as you type.• Since people read faster than they type

Google assumes Instant will speed up the search process and improve user experience.

• With Instant it is unnecessary to finish typing your full search term

• You can now adapt your search on the fly

Benefits of Google Instant• Faster Searches: Can save 2-5 seconds per

search.• Smarter Predictions: Even when you don’t

know exactly what you are looking for, predictions help guide your search.

• Instant Results: Start typing and results appear right before your eyes. No longer a need to type a full search term and cross your fingers.

Fun Facts about Google InstantFrom the Google Old Days to Google Instant

• Before Google Instant the avg. searcher took more than 9 seconds to enter a search term. Some searchers took as long as 90 seconds.

• If everyone uses Instant globally, Google estimates it will save more than 3.5 billion seconds per day. That’s 11 hours saved every second.

• 15 new technologies contribute to Google Instant functionality

Fun Facts about Google Instant- cont-

• Google Instant can easily be TURNED OFF (click the link next to the search box on any SERPS or visit your preferences page)

• Instant IS available on Google domains in the US, UK, France, Germany, Italy, Spain, and Russia on select browsers.

• Instant is NOT available on mobile devices or searching in the Chrome browser, but Google anticipates releasing this functionality soon.

Myths of Google Instant• MYTH: SEO’s must now optimize for

letters since Google delivers search results as soon as you start typing!

• TRUTH: Search results are triggered by the predicted query and not the stem that the user types in.Example – Flow triggers Flower. You want your site to rank for Flower, not Flow since Flower is triggering the query.

Myths of Google Instant

• MYTH: With Google Instant comes a new search algorithm

• TRUTH: The Google search algorithm HAS NOT changed. What has changed is the way users see results – they now see them in real-time based on predictive search.

Google is Evolving.

SEO is Evolving too.

That’s a good thing.

Evolution of Google

• The Good Old Days• Bi-Annual Updates (Think Florida)• Google Personalized Search• Places…images….videos…

news….shopping….blogs…books

• Google Suggest• Google Instant

Evolution of SEO

• The underlying search engine algorithm hasn’t changed much over the years.

• Fundamental SEO Strategy Remains Relatively “Unchanged”: Optimized site architecture and links still rule

• However, the multiplicity of ways your Web site can be found has changed, which requires a broader strategy to capture available SERPS real estate.

Google Suggest…Google Instant

• Google Instant is a logical outgrowth of Google Suggest (and auto-complete)

• Google Suggest predicted 10 possible matches to a query, while Instant only recommends 5

• Suggest (Incorporated Through Instant) is the real game changer, but it’s been around for several years!

• Are you optimizing for suggest?

Google Instant: Commercial Bias?

Is it me (literally) or does Google have an obvious commercial bias?

• Type the following letters into Google and you get:- A: AOL, Amazon, AIM, Apple- B: Bank of America, Best Buy, Bing, Bed Bath and Beyond- C: Craigslist, Chase, CNN, Costco- D: Dictionary, Droid X, Dell, Drake- E: EBay, ESPN, Expedia, Eminem

• Type in the keyword “Travel” into Google and you get:- Auto-complete is Travelocity (DEMO)

• Does Google have too much control over what we search? Doesn’t it appear that Instant favors big spenders (i.e. big brands)?

Google Instant: Head vs. Tail

• Data posted on Search Engine Land suggests that the average keyword length seems to have shortened, suggesting an increase in volume for head terms.

• It appears that searchers stop typing queries as they see relevant results appear. This tendency leads to more head terms and less tail terms being triggered.

• However, data elsewhere suggests no material change in head versus tail search distribution.

Google Instant: Local(ized) Search

• Localized search isn’t necessarily a Google Instant phenomenon, but is exemplified because of the interactivity of the experience

• Location is an increasingly important algorithmic factor in organic search

• Type in almost any keyword into Google and depending on your location results will vary

• Keep in mind, the “new” Google is becoming increasingly vertical; SEO’s must adapt.

Google Instant: More Impressions?

• 3 second Rule / Logic would suggest impression data would skyrocket (for commercial terms bec/ of bias)

• From a paid search perspective most advertisers are reporting higher impressions, clicks, and conversions, which appears to create a Win, Win, Win for users (more relevant ads), advertisers (more traffic), and Google (mo money).

• However, data is mixed and in some cases the cost per conversion has gone up significantly. Overall, searchers appear more engaged with Google Instant.

Google Instant: Do SEO’s Need a Fresh Approach?

• Not because of Instant, but SEO’s MUST adapt to the multitude of changes in the way search is displayed (localized / vertical search).

• Remember that the Google Algorithm hasn’t changed as a result of Instant and Fundamental SEO principals still apply.

Google Instant: Do SEO’s Need a Fresh Approach? – cont -

• Are you optimized for suggest?

• Google displays 5 suggestions instead of 10 with Instant. Is your site in the suggestions or did you drop off? It’s not only about the SERPS.

• What does your data tell you? SEO is no silver bullet.

Thank you!Let’s Stay Connected!

• Twitter - @krisjonescom• Blog – www.KrisJones.com• Facebook.com/pepperjamceo• E-Mail – kris@krisjones.com