When Google launched their brand new search engine enhancement Google Instant two weeks ago it sent the whole world of SEO/SEM into a frenzy. Every search marketer was asking questions, and nobody had any answers. (I can picture the nightmares already) But don’t worry search marketers you can slip on your onesies and sleep uninterrupted, because EIM has some answers for you.
What does Google Instant mean for SEO?
1. There is no change to the organic ranking algorithm
Although user experience is significantly affected, Google search results will be ranked the same as always. (Don’t worry first pagers, your ranking will stay the same)
2. It’s very important to rank above the fold for general terms
There’s been a lot of talk that Google Instant is the death of SEO, but contrary to that rumor it has caused SEO to be even more important than ever. Before instant 68% of people didn’t go past the first page, now that instant is implemented it pushes all of the results down and to get to results on the bottom of the page you have to scroll down. This means that more than likely the results above the above the fold will receive a significantly larger amount of traffic then the results below, which means you want to optimize to not only be on the first page, but in the top 5.
3. Optimize for both Short-Tail and Long-Tail Keywords
Now that instant’s auto suggest plays a larger factor then it used to, it is important to optimize for those more generic terms so you show up for the early rounds of auto suggest.
Although longer more specific search queries wont ‘t be the first results people see, it is important to optimize for these terms so you show up when users know what they are looking for and get more specific with their query.
What does Google Instant mean for SEM/PPC?
1. Impressions are now measured by 3 things
- Hitting enter
- Hitting the search button
- Searcher stops typing for 3 seconds
From looking at these changes there is a strong possibility that instant will not only increase the number of impressions, but will decrease CTR. This could occur because PPC results are shown based of off predicted results, so your ads may be shown to people that are looking for something different than what you offer. (Not to mention you might get an impression from someone that that takes a sip of their drink for 3 seconds mid-query)
2. A rise in CPC for Head terms
Now that suggested results will be the first that show when searching, more advertisers will be competing for those head terms. This will then increase the price of the head terms, and will cost advertisers more for their ad to be shown. (which in turn, means more money for Google.)
3. Ads now get pushed below the fold
Because of the instant search implementation, the ads in lower positions will get pushed below the fold. This will also increase the cost of search terms, because advertisers will want to pay more to make sure they are placed in the top positions. (which in turn, means more money for Google. Are we seeing a pattern here?)
Google Instant is a big change to the way people search and is something that we can’t completely understand 2 weeks post release. (Google loves to keep us on our toes) All we can do is try to understand the new feature and adjust our SEO/PPC strategies accordingly.
Hopefully some of those mysterious Google Instant questions have been answered, and you can apply some of this new knowledge to help better your website. Good luck optimizing!
