Will Google ‘Instant’ kill the SEO star?
Two weeks after the introduction of Google Instant, the new tool from the Google giant is a hot topic on the blogosphere. Google Instant is a new search enhancement that, unlike the previous search engine, enables results to change as you type. Will it or will it not affect the SEOs, this is the question at the moment, and PR is directly involved, since SEO copywriting is practically the basis for digital PR.
Search Engine Optimisation means getting search engines to really like your copy and become involved in a solid relationship with your site. If this happens, search engines will prove their commitment to this relationship by placing your site high up in the rankings on the result page. On the IT part, this is done through some spider like tools that extract keywords and create links and connections to search engines (short version for dummies). But as far as PR is concerned, this relationship is created through keywords, by doing keyword research and finding accurately targeted, appropriate keywords. There is a choice of inserting long or short tail keywords, depending on what better suits your content and audience.
For this reason, SEO copywriting is a highly valued asset for PR and of course, for companies in need of good copy. And as copywriters were starting to master this practice, Google released Instant to challenge their skills. TechCrunch, (btw a very visible site due to SEOs) was quick to take up the topic and has already carried a small study on the consequences of this new tool. It might be overdramatic to say that SEOs are dying but there are definitely consequences for both organic and paid search results.
Basically, since the search result page changes a few times before completing your search, more results than before are pushed after the fold. The ones at the top are favoured and show increases in driving traffic to sites, the ones in the middle are insignificantly pushed down but it’s bad news for the ones at the end as they are mostly sent on the second page. So, getting a top position on the search engine result page is now, more important than ever. For pay per click and adwords, this also means more competition for keywords.
Since suggestions constantly change while you’re typing, the most popular keywords will appear while the less popular combinations and long tail keywords to be less visible and drive less traffic. So less variety and more short tail keywords. There are benefits for local pay per click results as these are enhanced, in the lack of a specified location.
These are the changes noticed so far by the tech community, but we’ll be able to make more sense of it after a longer period of use, so there may be more or contrasting changes.
So what can we do about it? With the information available so far, it seems that there is nothing radically changing but it’s more a case of ‘if you haven’t done it so far, now it’s the time’. Keyword research to discover the popular varieties and using analytics to check which keywords drive more traffic and which not and compress or replace the long-tail ones are important.
The creative part of SEO copywriting is very much valid. Besides digital optimisations, content is still king. Factual information and a strong content strategy are essential for linking the digital to human commitment. The spider like tool might be easily tricked by dense keywords but customers usually aren’t.
Overall, the appearance of Google Instant is a good wake up call for all and it goes to prove, if proof were necessary, that new media is no steady business. Since social media is the new prodigy, new media are not that new and shiny anymore. A lot of knowledge and experience already exists in this field, so it’s rather easy to fall in the trap of seeing new media as a controlled phenomenon, with set practices. But every now and then something even newer comes up, proving that, at the fast pace we’re going, there is little time for expertise and much more for learning, improving and constantly updating. I wonder if someone there at Google is having a good laugh about all this…
http://techcrunch.com/2010/09/21/guest-post-how-google-instant-can-help-and-hurt-seo/ (link for techcrunch)