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Search Marketing

The Whiteclick SEO blog aims to keep you up to date with the latest in the search engine optimisation and marketing industry and the company.

Adapting To SEO Changes

- Thursday, September 23, 2010

Search engine optimisation is a great industry to be in because it’s constantly evolving with search engines changing algorithms to enhance the quality of their results regularly and clients requiring constant monitoring and adjustment to maximise and respond to these changes. That is the joy and challenge of SEO and I’m sure there are plenty of SEO’s out there that would agree that it shouldn’t be any other way.

Surely I can’t be the only one that finds it strange that people seem to panic when something new is introduced to the industry such as Google Instant. Before that it was panic about Google and behavioural search or personalisation search or Google introducing more blended results (video, images, news, blogs, etc) into search but still the industry remains strong and quickly adapts. Working hard to stay up-to-date with the latest changes in SEO and improving your client’s organic traffic still remains the focus as was before these changes were introduced. So why the big alarm for concern now? Are people afraid of adapting their strategies for the benefits of their clients and if this wasn’t an option beforehand perhaps your SEO strategy is too narrow focused or ancient?

Since the release of Google Instant there has been mixed reactions from SEO’s worldwide. Some cringe at this news similarly to watching Tony Abbott appearing in the news in his speedo’s but others that have been around (not that kind of been around) know that this is merely another challenge to SEO and should be viewed positively rather than the doom and gloom of search engine optimisation. Personally I am a big fan of Google Instant and don’t see it as a threat to SEO but there is a case for it distracting searchers to other topics whilst typing what they originally intended to search for and lack of relevancy of results based on what’s popular at that time. For example, if somebody searches for “sydney hotels” only goes as far as the first 3 characters (“syd”) the following results appear:

These results would be great if searching for information about Sydney but if you specifically wanted “Sydney hotels” not so much in the organic search results. These results favour the Adwords sponsored links because they appear to be far more relevant to the searchers intent. The question that is a concern for SEO’s is does the searcher continue typing more of the keyword or will they be distracted enough to click on the top Instant results or sponsored links? This is difficult to determine without further study and analysis especially when it roles out in Google Australia but my personal opinion is that the common Internet user is generally quite savvy and are quick to realise what is relevant to them and what is not.

Therefore if more of the keywords were typed such as “sydney h” would this provide more organic search results?


Unfortunately the answer here is “no” for both organic and sponsored links but at least “sydney hotels” does appear in the suggestions box this time. Whilst this is not the case for every query it is pretty clear that for more than one keyword the full query is often required or selected from the suggestion box, thus no change to prior Google Instant.

As with any new changes in the industry the primary objective remains and that is how to achieve great traffic and results for our clients and not to fear changes but to embrace it.

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