Google Instant Impact on SEO

©2010 Third Door Media, Inc.

Google Instant’s Impact on SEO

Tuesday, November 16, 2010 (EST) Speakers: Ian Everdell, MediaDve

Erez Barak, OpDfy


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  Q+A session at end of webcast

  Use “Ask a QuesDon” box to submit quesDons   Send quesDons at any Dme

  Twi\er hashtag -‐ #smnow


Ian Everdell, MediaDve

»  Ian Everdell is the Usability Consultant at Media:ve.

»  With a background in neuroscience, web design and more than 5 years experience with eye tracking, Ian thrives off helping clients improve the online experience for their poten:al customers.

»  Worked on projects ranging from quick-‐win audits for small B2B companies to long-‐term digital marke:ng strategies for mul:-‐billion dollar corpora:ons.

»  He is also the project manager for Media:ve's ongoing search engine and buyer behavior research, which has led to industry-‐standard publica:ons such as the Google Golden Triangle and The BuyerSphere Project.


Erez Barak, OpDfy

»  Erez Barak is Vice President of Products and Co-‐Founder at Op:fy;

»  Frequent speaker at industry events. »  Prior to Op:fy, Erez was a director of product marke:ng in HP’s SoVware business unit.

»  He was recently named among the Top 25 Innovators in 2010 by SeaYle Business Magazine.


OpDfy – Marke&ng in Real Time »  Founded in 2008 and publicly released in March 2010, now has over

1,400 accounts

»  Enables marketers to drive more traffic from organic search and social media, convert traffic to sales and share your success in real :me

»  Op:fy customers see over 100% increase in organic traffic and over 300% increase in leads in less than 4 months

»  Resources: »  Featured customers and tes:monials are available at

www.op:fy.net/customer-‐tes:monials/ ,or read our case studies at www.op:fy.net/category/case-‐studies/

»  We offer 4 Edi:onswww.op:fy.net/edi:ons-‐pricing/ and a 30-‐day free trial www.op:fy.net/sign-‐up/

»  Learn more at www.op:fy.net


QuesDon #1: What are the core features in Google Instant?

»  Dynamic Results

»  Predic:ons »  Scroll to Search


What goes into predicDons?

A W P X R Local Popular

Personalized No Adult Content

Recent and Trending Similar to ranking algorithm


What changed since launch?

»  Keyboard scrolling naviga:on »  Instant for Images, Books, News and Video search »  Expansion into 12 more countries: Austria, Belgium, Canada, the Czech Republic, Ireland, Mexico, the Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine

»  Mobile


QuesDon #2: Does Instant Save Me Time?

»  Instant saves between 2 and 5 seconds per search »  That saves something on the order of 33 million user minutes per month (350 million hours of search :me over its first year)


QuesDon #3: Is Instant the End of Search Engine OpDmizaDon?

»  The basics of search haven’t changed only the presenta:on has changed

»  The Google algorithm hasn’t changed

»  The fundamentals of search and search engine op:miza:on are 100% intact


QuesDon #4: Do I Need to OpDmize for ParDal Keywords?

»  Google is not presen:ng results for par:al queries »  Google shows the results for it's best guess at your meaning, not for what you're actually typing in


Keyword Diversity

Google Instant Launch


QuesDon #5: How Will Instant Affect the Long Tail?

»  Instead of the possibly unique and new query the user was going to search for, search will end at a suggested query

»  More users may search for the suggested queries »  If you are already ranking well for a suggested query you could stand to win as more searchers are funneled to that query


Long Tail Searches

Google Instant Launch


Main Takeaways

»  Keep doing what you’ve done before »  More SERPs shown = More content exposure »  Predic:ons are not always the most popular search terms

»  Changing predic:ons require tracking long tail traffic »  Slow rollout to all audiences and feature changes require tracking of actual traffic trends


Track The Long Tail Interac:ve char:ng

Advanced filters and customiza:on


Track Ranking Keywords

Tag keywords

Track rank and trends

Compe:tors



The Big QuesDons

» What do users look at? » When do users look at those things?

» Does Instant change the way people search?

» Do they like this change?


Claims/SpeculaDons

»  Saves 2-‐5 seconds per search »  Impacts on long tail searching

»  Side sponsored ad clicks go down


Methodology

» Online survey »  Eye tracking » Heatmaps show counts

» Aggregated over different searches »  Caveats »  Small sample

» Preliminary analysis



Standard Instant


Standard Instant


Standard Instant


NavigaDonal -‐ Standard NavigaDonal -‐ Instant


NavigaDonal -‐ Standard NavigaDonal -‐ Instant


InformaDonal -‐ Standard InformaDonal -‐ Instant






TransacDonal -‐ Standard TransacDonal -‐ Instant


TransacDonal -‐ Standard TransacDonal -‐ Instant



Side Sponsored -‐ Standard Side Sponsored -‐ Instant



Did you like Google Instant?

0%

5%

10%

15%

20%

25%

30%

No, I hated it Not really It was ok It was preYy good Yes, I loved it


How olen would you use Instant?

0%

5%

10%

15%

20%

25%

30%

Never Rarely Occasionally OVen All the :me


Do you think Instant changed the way you search?

0%

10%

20%

30%

40%

50%

60%

70%

Yes No


Did Instant change their behavior?

Kind of…



Decreased No Change Increased

% query typed 25% 75% 0%

query length 0% 83% 17%

:me to click 33% 58% 8%



Decreased No Change Increased

% query typed 25% 75% 0%

query length 0% 83% 17%

:me to click 33% 58% 8%



710 2nd Avenue Suite 840 SeaYle, WA 98104 t: 1.206.388.4234 f: 1.206.787.1410 hYp://www.op:fy.net

TM

Erez Barak, VP Product & Co-‐Founder [email protected] @ebarak


Ian Everdell, M.Sc. Usability Consultant Mediative

www.mediative.ca

250.861.5252 ext 226 800.277.9997 ext 226 [email protected]

Twitter: @ianeverdell LinkedIn: http://ca.linkedin.com/in/ianeverdell

Technology

Google Instant Impact on SEO