In yesterday’s post I talked about Google Instant, and gave some initial thoughts on what it means. However, the reality is that Google Instant is not an SEO killer. Personally, for anyone who thinks SEO is the be all and end all of Internet marketing and fails to deliver well-rounded campaigns to their clients, I hope this is the straw that puts them out of business.
Last week, when Google launched Instant, there immediately started up somewhat heated debates about this being the death knell for SEO. This is of course utter rubbish. However, as with all new things from Google, Facebook, Microsoft, Apple etc, some people just have to contribute with their negative view of change. Usually, these are the companies or individuals who have got so lost in SEO that they have very few other skills to practise on their customers.
However, it is interesting to note that many users either:
- Either don’t notice that the search interface has changed (“Hasn’t it always worked like that, then?”)
- Are not distracted by the changes (“Oh, I was looking at what I was typing, not *down there*) or
- Don’t know how to use a search engine anyway – sadly, a vast majority of Internet users, much to internet marketers’ continuing frustration! The feature can also be turned off if users dislike it; however, this is about as likely (for the last group mentioned above) as them realising there are umpteen different browsers on the market and trying all of them to see which best suits their modus operandi.
For companies offering SEO services to clients, Google are quite adamant that these companies are more than proficient enough to analyse any changes in search behaviour which may occur and apply this information to optimisation practices. It may be that more users do adopt the suggestions offered by Google rather than being more creative with their searches, and in which case, obscure long tail terms may fall away. However, the likelihood is that a good SEO company will spot the trends for their top search terms and optimise accordingly.
The chances are that this will be a kick up the apex for some companies who have failed to grasp that in order to rank highly and succeed you need not just on-site optimisation but:
- Unique, quality content focussed on both your audience and keywords.
- A presence on multiple estates – websites, blogs, video, social media etc.
- Effective Conversion optimisation.
For those who are creating great video content and real-time conversations, the likelihood is that, because these are formatted differently from a standard organic listing, this type of content will spring off the page for searchers.
The final concern appears to have been over PPC impressions. PPC for competitive terms is cut-throat anyway, and for PPC experts, this should provide just the sort of challenge they relish.