google instant: major change for seo
TRANSCRIPT
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Google Instant: How SEO is Affected
Presenters:
Travis Low Kipp Bodnar
Director, Search Marketing Manager, Inbound Marketing
WebMarketing123 HubSpot
@TravisLowSEO @Kbodnar32
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1) SEO Overview
2) Google Instant – What Has Changed
3) Implications Moving Forward
4) Key Takeaways
Topics Covered
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Where Searchers Click
Source: “iProspect Blended Search Results Study” by JupiterResearch, 2008
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Site Content
Meta Content
URL’sInbound Links
Keywords
Content
Silos
SEO Fundamentals: The 6 Pillars
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1) SEO Overview
2) Google Instant – What Has Changed
3) Implications Moving Forward
4) Key Takeaways
Topics Covered
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Searchers Don’t
Need “Enter”
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Instant Did Not Include
Algorithm Changes
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“Google is now taking a much
more active role in leading
searchers to not just the answer,
but also the question itself.”
– Search Engine Watch,
http://searchenginewatch.com/3641319
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What is still going to change?
User Behavior
• Query construction patterns
• Click patterns
• Page-scanning behavior
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Mobile Later This Year
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1) SEO Overview
2) Google Instant – What Has Changed
3) Implications Moving Forward
4) Key Takeaways
Topics Covered
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Long-Tail Vs. Short-Tail
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“First to show up as predicted query”
“First page rankings even more important
now”
Short-Tail/Headmatch
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“Won’t be first results people see”
“Searchers will better understand how to
modify queries and can easily get more
specific with long-tail phrases and auto-
complete suggestions”
Long-Tail
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Short-Tail vs. Long-Tail Keywords
617,296 Keywords50.20%
612,358 Keywords49.80%
# of Traffic-Driving Keywords
9/8 - 9/14 (Week After Google Instant)
9/1 - 9/7 (Week Before Google Instant)
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SEO/Organic Search Implications
• No change to organic ranking algorithm
• More important to rank above the fold for more general terms
• Optimize for broader, more general headmatch terms
• Focus on Title/Meta Description
• Grab searchers’ attention and increase click-through rate
• Google’s auto-complete suggestions will get even more search
volume
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PPC/Paid Search Implications
Impressions defined in 3 ways:
1. User begins a search query and clicks anywhere
on page
2. User chooses a particular query by clicking
search button, hitting enter, or selecting an auto-
complete suggestion
3. User stops typing and results are displayed for
minimum of 3 seconds
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PPC/Paid Search Implications
Increase in Impressions means…
• Potential decrease in click-through rate
(but not necessarily clicks)
• Quality of clicks will increase as users
learn to search using terms that best
connect them with the answers that they
need
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PPC/Paid Search Implications
Other Implications:
• A rise in CPC for the head terms that auto-complete
• As Advertisers get more savvy, competition for ads for these
terms will increase the CPC
• Because of the instant search drop-down box, ads in lower
positions get pushed below the fold
• Will increase CPC and competition for top positions
• As Searchers get lazy, long tail keywords will see less
impressions
• But the long tail keywords that receive clicks will be a more
relevant audience
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1) SEO Overview
2) Google Instant – What Has Changed
3) Implications Moving Forward
4) Key Takeaways
Topics Covered
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Key Takeaways
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“Google Instant makes no
change to ranking algorithm,
but significantly affects user
experience”,
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“Too early to tell exactly how
user behavior will change, but
first page rankings and auto-
complete suggestions now
more important”
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“Impressions for headmatch
terms will increase, but quality
of search terms will improve
over time as users are given
more long-tail suggestions”
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