Google Instant: Stick to your SEO toolkit say SEMPO pros

By Alexandra Smith

SEMPO pros see no SEO impact from Google Instant yet …

Professionals at SEMPO Boston’s event “Keeping up with Google Search” discussed implementation of Google Instant, and noted minimal impact on search behavior, and thus, any effect on driving traffic.

Consensus: Google Instant not impacting search rankings … but

1. Will Google Instant alter user behavior by diverting a searcher from his intended search phrase?
2. Will this impact search engine optimization and pay per click advertising?

At the 6-week mark since the launch of Instant, there has been no measurable impact on search engine optimization or on PPC.

Some professionals expressed that Instant has changed their level of engagement. Others feel it has affected their behavior as search users – they end up somewhere other than intended.

Out of the dozens of professionals present, only a few had elected to turn off Google Instant on their searches. One user commented that Instant causes more short-tail and that there is more effort needed to make web content searchable with fewer terms.

Google Instant assessment by SEMPO professionals

• Algorithm changes and implementations such as Instant are what keep SEO agencies in business.
• Instant has caused frenzy among SEO practitioners who worry about effects on search rankings.
• Agencies need to keep up with changes that could potentially impact search, such as Instant to ease clients’ concerns.
• As always, make sure your content is tagged – this will make it less vulnerable overall.
• Instant is currently not applied when using a browser search bar or a mobile device, but watch out for when it goes mobile.
• Instant is making search easier for the user.

Overall, the consensus among professionals is that Google Instant makes search easier for the user, but that it has not measurably impacted user behavior either in SEO or PPC.

Employ core search marketing best practices

• Information needs to be tagged appropriately and efficiently.
• Social media sites need to link back to product pages.
• Press releases and video must be a part of web strategy.

Share your insights

1. Do search marketers overreact to algorithm changes?
2. Have you altered your tactics since Google Instant?