Google Instant Impact on SEO

Google
Instant’s
Impact
on
SEO

Tuesday,
November
16,
2010
(EST)

Speakers:
Ian
Everdell,
MediaDve

Erez
Barak,
OpDfy

©2010 Third Door Media, Inc.

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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?

W A 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

Compe:tors

Tag
keywords

Track
rank

and
trends


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


NavigaDonal
-‐
Standard
NavigaDonal
-‐
Instant


InformaDonal
-‐
Standard
InformaDonal
-‐
Instant


TransacDonal
-‐
Standard
TransacDonal
-‐
Instant


Side
Sponsored
-‐
Standard
Side
Sponsored
-‐
Instant


Did
you
like
Google
Instant?

30%

25%

20%

15%

10%

5%

0%

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


How
olen
would
you
use
Instant?

30%

25%

20%

15%

10%

5%

0%

Never
Rarely
Occasionally
OVen
All
the
:me


Do
you
think
Instant
changed
the
way
you

search?

70%

60%

50%

40%

30%

20%

10%

0%

Yes
No


Did
Instant
change
their
behavior?

Kind
of…


Did
Instant
change
their
behavior?

Decreased
No
Change
Increased

%
query
typed
25%
75%
0%

query
length

0%
83%
17%

:me
to
click
33%
58%
8%


Did
Instant
change
their
behavior?

Decreased
No
Change
Increased

%
query
typed
25%
75%
0%

query
length
0%
83%
17%

:me
to
click
33%
58%
8%


Erez
Barak,
VP
Product
&
Co-‐Founder

erez@opDfy.net

@ebarak

TM

710
2nd
Avenue

Suite
840

SeaYle,
WA
98104

t:
1.206.388.4234

f:
1.206.787.1410

hYp://www.op:fy.net


Ian Everdell, M.Sc.
Usability Consultant
Mediative

www.mediative.ca

250.861.5252 ext 226
800.277.9997 ext 226
ian.everdell@mediative.ca

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


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