Google Instant: Major Change for SEO

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Google Instant promises faster searches, smarter predictions and instant results. But, what does this mean to your business and your search strategy? Find out with the presentation prepared by HubSpot's Kipp Bodnar and WebMarketing123's Director of Search Marketing, Travis Low.

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Google Instant: Major Change for SEO

  1. 1. Google Instant: How SEO is Affected Presenters: Travis Low Kipp Bodnar Director, Search Marketing Manager, Inbound Marketing WebMarketing123 HubSpot @TravisLowSEO @Kbodnar32
  2. 2. Topics Covered 1) SEO Overview 2) Google Instant – What Has Changed 3) Implications Moving Forward 4) Key Takeaways
  3. 3. Where Searchers Click Source: “iProspect Blended Search Results Study” by JupiterResearch, 2008
  4. 4. SEO Fundamentals: The 6 Pillars Keywords Site Content Content Silos Meta Content Inbound Links URL’s
  5. 5. Topics Covered 1) SEO Overview 2) Google Instant – What Has Changed 3) Implications Moving Forward 4) Key Takeaways
  6. 6. Searchers Don’t Need “Enter”
  7. 7. Instant Did Not Include Algorithm Changes
  8. 8. “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
  9. 9. What is still going to change? User Behavior • Query construction patterns • Click patterns • Page-scanning behavior
  10. 10. Mobile Later This Year
  11. 11. Topics Covered 1) SEO Overview 2) Google Instant – What Has Changed 3) Implications Moving Forward 4) Key Takeaways
  12. 12. Long-Tail Vs. Short-Tail
  13. 13. Short-Tail/Headmatch “First to show up as predicted query” “First page rankings even more important now”
  14. 14. Long-Tail “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”
  15. 15. Short-Tail vs. Long-Tail Keywords # of Traffic-Driving Keywords 612,358 617,296 9/8 - 9/14 (Week Keywords Keywords After Google 49.80% 50.20% Instant) 9/1 - 9/7 (Week Before Google Instant)
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Topics Covered 1) SEO Overview 2) Google Instant – What Has Changed 3) Implications Moving Forward 4) Key Takeaways
  21. 21. Key Takeaways
  22. 22. “Google Instant makes no change to ranking algorithm, but significantly affects user experience” ,
  23. 23. “Too early to tell exactly how user behavior will change, but first page rankings and auto- complete suggestions now more important”
  24. 24. “Impressions for headmatch terms will increase, but quality of search terms will improve over time as users are given more long-tail suggestions”
  25. 25. ?s

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