Thursday, December 2, 2010

Google Instant Impact on SEO

Instant Impact: Google’s newest search engine advancement with Google Instant may leave an impression on SEO.

When Google implemented its new Instant search results interface, it created a wave of interest and speculation on what impact it will have on SEO and overall ranking and advertising with Google. The new technology streamlined search and made it easier to target any query, but did that make things easier for you to get found in the results page?

When considering the significance of SEO efforts, Google Instant has made it even more important to achieve top ranking on its search results. As its drop down “suggestion box” attempts to predict your search query, a chunk of the advertisement positions gets taken up, pushing the page of results further down. This means that SEO results will be pushed “below the fold,” and unless you commit to your search all the way without stopping short thanks to a successful Google Instant prediction, you will not see many organic search results above the fold. ReelSEO discusses these effects with fine examples.

Furthermore, this means that “CTRs on positions 1 and 2 organically will rise at the expense of positions 3 and 4.” With more impressions appearing through instant rendering, lower CTRs will present a negative impact on SEO. Also, with results changing so quickly, and with our ability to read much quicker than we type, the traditional meta-description “calls to action” should move into the title tags for your pages. Users will definitely spend less time examining results as they scan the more-easily viewable title tags of search results.

Google Instant is also likely to have a major impact on PPC performance since these results get prominent placement in its new page rendering format and since, impressions on websites are set to increase with so many search results rendering and re-rendering as you type. The classic Google search impressions of pressing “enter,” clicking “search,” or selecting a prediction are joined by new criteria for impressions. Now, if a user pauses for 3 seconds or longer as they type a partial keyword, any website appearing in the instant search results gains an impression. A site appearing in the instant results that a user clicks on a result from also gets an impression; same goes for when a user clicks on a refinement of maps or news and such.

For advertisers, this means that sub 3-second impressions will not impact their quality score and in a sense be free as long as the user does not interact with the page and create definite impressions. On the other hand, if Google Instant leads to shorter queries by delivering immediate results, AdWords CPCs may go up for many terms due to a diminished inventory of valuable keywords. Fewer keywords, more bidding, higher prices and lower ROI: all this is good for Google, but not so much for advertisers. Meanwhile, consumers remain unconcerned.

For more on the effects of Google Instant on advertisers and to learn more about what to test and watch for follow this link. But for now, keep in mind the importance of optimizing for shot-tail and long-tail keywords to increase your website impressions and chances of getting a click. Also, always incorporate appealing title and description tags. These tips should help you in the short-run, but do not overlook constant maintenance of your SEO efforts as techniques are ever-changing, especially with lightning quick result technologies such as Google Instant.

Google Instant, An Instant Look

Google Instant: The innovative engine speeds up search by instantly displaying results as you type.

In further enhancing its search-engine, Google has created a faster, more targeted and efficient way to search. With Google Instant, the predictive search technology is accompanied by a real time visualization of the results of your search, showing you results as you type instead of only suggesting keywords for your search.

Google Instant allows you to scan results as they refresh to match each keystroke’s predictions. The instant feedback on your search terms makes it easier to refine your search on the fly. This “instant” approach to finding what you need decreases the amount of time it takes for you to complete a search. The technology minimizes your need to type your full search term or even click “search.”

The Google Instant search feature only works when you are signed into a Google account. As it logs your search history, the technology is able to make smarter predictions to guide your search, even when you don’t know exactly what you are looking for. With the instant results, you can see where your search will take you as you type, instead of having to click search to get there.

If Google Instant is a feature you do not find beneficial and would rather not see results as you type, you may turn it off. However, keep in mind that you don’t lose any of the original functionality with Google Instant. You may still type in your full search terms and hit enter to search like you always have. Google Instant simply brings what you are looking for to you immediately and help you find it on your first attempt.

It is worth noting that the application of Google Instant does not impact the ranking of search results; however, it may have an impact on other aspects of search engine optimization. These issues will be further discussed in the another article.