A lot of speculation has been floating around since Google launched Instant a few months ago. Right now it seems to only work in Firefox browser, not Internet Explorer. I haven’t tried it in Safari or Chrome yet… So some ask, is this the death of SEO, the increase or decrease in long-tail, the beginning of the end of the world!!!
Don’t know what Google Instant is? In short geek terms it is “SERP while typing” while in general terms it is simply giving you your Google results before you hit the ENTER key. If it isn’t working for you yet, it will be what Google is from this point on, so just go to Google to try it. Use Firefox for your browser if you have it.
Now that you know what it is, let’s get back to the speculation.
According to Alex Snyder…
Q: Does Google Instant kill SEO?
A: No. It does not kill Search Engine Optimization, but it definitely changes things. According to Matt Cutts (Google Search Quality Group who occasionally addresses concerns) who commented on how Instant changes SEO:
“I think over time it might. The search results will remain the same for a query, but it’s possible that people will learn to search differently over time. For example, I was recently researching a congressperson. With Google Instant, it was more visible to me that this congressperson had proposed an energy plan, so I refined my search to learn more, and quickly found myself reading a post on the congressperson’s blog that had been on page 2 of the search results.”
And what Matt is talking about leads us into the conversation around short and long tail search changes. If you’re not familiar with that, Short Tail is a query like “Toyota Camry” while long tail is a query like “2006 Toyota Camry LE Automatic Power Window Regulator” – it is a difference in how specific the query is.
Q: Does Google Instant Kill Long-tail Search?
A: It is too early to tell, but there will more than likely be some behavior changes in how people use Google.
Personally, I think Google Instant is going to make people more efficient in searching for things. I think, with time, people are going to be doing multiple searches for things when they’re not just using Google as a phone book or a replacement for their address bar in the browser.
Q: Does Google Instant kill Pay Per Click (PPC, SEM, Paid Search, etc)?
A: No. Absolutely NO. Where do you think Google gets a huge chunk of their money from? If anything, it increases the relevancy of PPC ads just as much as it increases the relevancy of the organic results.
Q: How do I better prepare my website for Google Instant?
A: There is no secret formula to it. Even if there is a secret formula to it, Google will change things later to close that hole. They’ve been doing that since day one. However, if you concentrate on content and don’t get completely consumed in the other SEO areas you will always be ready for any changes that come. People consume content. For a search engine to remain successful, it must provide people with what they want.
So it comes down to content, still. Sure there are other things but 95% of all business owners I talk to or research do NOT have an optimized website/blog and automated system. With the blog site I can build for your firm, you can have a content-generating machine with specific content that you don’t have to lift a finger to update everyday. Yep, everyday, multiple-times daily actually, the SEO Optimized Blogs I develop are working for you, generating more content and giving potential customers what they want and giving the search engines what they want as their spiders crawl your site.
If you’re current efforts at marketing are costing you more than what you’d like to spend and yielding less than desirable results, call me, NOW!