SMX East - Eli Feldblum - Google instant presentation


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This is a copy of the presentation Eli Feldblum begin_of_the_skype_highlighting     end_of_the_skype_highlighting gave at SMX East on the "Google Instant's Impact On SEO & User Behavior" panel

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SMX East - Eli Feldblum - Google instant presentation

  1. 1. RANKABOVE<br />The SEO Effects<br />Of Google Instant<br />October 2010<br />
  2. 2. Our Mission<br />What instant changed?<br /><ul><li> Less Space on SERP
  3. 3. Long-Tail Keyword Compression
  4. 4. Rich Media Rules
  5. 5. The Prude Paradox</li></li></ul><li>Our Mission<br />Less SERP Space<br />Depending on screen size, searchers using Google Instant see between 2 and 5 organic results, instead of the 4 to 7 results seen without Instant.<br />
  6. 6. Our Mission<br />What I Thought…<br />
  7. 7. Our Mission<br />What actually happened<br />
  8. 8. Our Mission<br />What actually happened<br />
  9. 9. Our Mission<br />Long Tail Compression<br />Because Google Instant focuses the user’s attention on more popular search phrases, by suggesting them and showing their results, less users use more obscure phrases.<br />
  10. 10. Our Mission<br />How will it affect you?<br />If your company sold iPod Car Adapters, but ranked for a lesser-used phrase, like “iPod Car Cables,” it is unlikely that a searcher using Instant would get to that search.<br />
  11. 11. Our Mission<br />Long tail data<br />Traffic<br />Keywords<br />
  12. 12. Our Mission<br />Rich media engagement<br />Google Instant offers sites the opportunity to present content to users mid-search. Dynamic rich-media content, like video content with thumbnails, will greatly appeal to users and capture them before they complete their original intended search.<br />
  13. 13. Our Mission<br />Rich media rules!<br />Video up 28% across the board!<br />
  14. 14. Our Mission<br />Prude paradox<br />Even with SafeSearch turned off, Google Instant will not show suggestions for adult terms. Prudes. But for some reason, that makes traffic from mature phrases for non-adult sites, um, rise. Take a look at this.<br />
  15. 15. Our Mission<br />Prude paradox<br />33% Increase!<br />SEX!<br />SEX<br />Traffic from mature keywords grew 20%. Traffic from keywords with the term “sex” shot up 33%<br />
  16. 16. Our Mission<br />Why?<br />Once a user starts typing a word or phrase that Google thinks is going bad, it informs the user to “Press Enter to Search.” I think users might be finishing searches prematurely (I’ll stop now), and ending up on Safe for Work sites.<br />
  17. 17. Our Mission<br />What Else?<br /><ul><li> More Competition for Head Keywords
  18. 18. Better Keyword Research
  19. 19. PPC Costs Might Rise</li></li></ul><li>Our Mission<br />What should you do?<br /><ul><li> Investigate how your traffic has changed
  20. 20. Research keywords using Drive
  21. 21. Drop low-popularity terms that stopped driving traffic
  22. 22. Focus on head keywords
  23. 23. Move Page 2 results to Page 1
  24. 24. Check on your PPC campaigns
  25. 25. Add and optimize rich media content
  26. 26. Can you rank for “mature” keywords?
  27. 27. Stay tuned for more changes as adoption grows</li></li></ul><li>Our Mission<br />The Data<br /><ul><li> 3 Weeks Pre/Post Google Instant
  28. 28. 10 Sites
  29. 29. 60MM+ Hits from SEO
  30. 30. 850K+ Keywords Driving Traffic
  31. 31. 10,000+ Tracked Positions</li></li></ul><li>Our Mission<br />The caveat<br /><ul><li> It hasn’t even been a month
  32. 32. We’re still collecting data
  33. 33. Adoption is not universal
  34. 34. Changes, like keyboard navigation, will continue to effect the data</li></li></ul><li>Our Mission<br />Want to know more?<br />Visit<br />Email me at<br />