• Google Instant Impact on SEO and Business Marketing

  By Keith Moehring | Posted Sep 14, 2010 | 7 Comment(s) | Filed in: Search Marketing

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  As many of you have likely read or seen, Google introduced Google Instant last Wednesday (read about Google Instant here). What immediately followed on industry blogs was a great deal of overreaction and guesswork as to what this means for search engine traffic, website rankings and SEO as an industry; some of it quite amusing as many experts don't have a problem calling out FUD (fear uncertainty doubt) reactions.  
  
  While some would argue it, the consensus from the online articles I've read (more than 15 at this point) is that SEO is NOT dead, and is in fact more important now than ever.  
  
  Many experts have offered great insight into Google Instant's impact on searcher behavior, but two quotes really stood out to me:

  1. The line between first and second page listings is blurred:

  "As you continue typing and narrowing your search, the instantly changing and refreshing results below the search box will be giving you more relevant results. So if you previously looked on the second page, now those same results come to the top of the pile for you." - Johanna Wright, director of product management for Google Insight (via AdAge).

  2. Searchers don't have to commit:

  "With Google Instant, searchers don’t have to commit to any search query. They can, you know, live a little. As they start typing “san francisco hotels” they’ll not only see suggestions, but they’ll see their search results change as they type, as they expand their search query into the long tail." - Andy Beal, Marketing Pilgrim
  
  What I believe these two points, and many others that echo them, are saying is that searchers are going to dive deeper into their search queries than ever before. Matt Cutts also alluded to this in his blog post about Instant, as did Marissa Mayer, Google's VP of Search Products and User Experience on TechCrunch TV. As a query is typed, new suggestions pop up that the searcher may not have considered. On the fly, he/she will likely refine the search based on these suggestions to better qualify the results.
  
  By exploring longer search queries, searchers are doing you a favor: Not only are they qualifying their search results, but they are qualifying themselves for your business. Andrew Shotland from Local SEO Guide ran an analytics test that supports the concept of Instant sending better qualified traffic.
  
  So what does this mean for marketers? Now, more than ever, search marketers and SEOs must focus on optimizing their sites and producing quality content.

  Here are several suggestions on how to better optimize your site for Google Instant. (SPOILER ALERT: You've probably heard all this before.)

  1. Page Titles & Meta Descriptions

  Page titles and meta descriptions have just become even more important. They are, in essence, your best chance to catch a searcher's attention. Your page title's catchiness and relevance will be one of the only things to stop a searcher from continuing to type their query.
  
  Make the most of this opportunity by including the appropriate keywords and speaking directly to a searcher's pain point within the page title, as well as in the meta description.

  2. Keyword Research

  If you weren't using the Google Suggestion tool to generate keyword ideas before, you need to start now. As you type in a keyword you're evaluating, look at the suggestions Google provides and write down everything that applies to your business. Do this on multiple browsers and signed in to, and out of, your Google account. (The results will vary.) Also, make note of the order of the words in longer suggestions. Match your on-page optimization as closely as possible to these phrases.
  
  And, don't do this just once. Keyword evaluation should become a monthly activity. Google's suggestions will change as it gathers more information about what people are clicking. Evolve your content and optimization strategies accordingly.

  3. Content Focus

  Once you've identified relevant keywords through Google Suggestions, start creating content around these terms. For example, write blog posts, create case studies and start using these terms in discussions on social networks. Remember, Google result pages list more than just websites now, including different content formats, social media trends and discussions.

  4. Create Video

  To go along with number three, start developing video content for your priority keyword terms. Video and images stand out on search engine result pages, and have a much better chance of catching a searcher's attention with Instant. You may have only a few seconds to make an impact before searchers continue typing, or refining, their search query.
  
  If you post your videos to YouTube, this becomes even more important from a search engine perspective, as YouTube is a very powerful site. Therefore, video posts on YouTube improve the likelihood of topping a results page. As you know, the higher you appear on a results page, the better your chances of being seen and getting clicks.
  
  I'd love to hear other people's opinions on Google Instant and its effect on marketers.

  Related Posts:

  • Google Instant Changes SEO Landscape
  • Google Instant Behind the Scenes
  • Google Launches New Search Interface Google Instant

  Keith Moehring is business development manager and a consultant at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Keith on Twitter @keithmoehring.

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• Navigating the Long Tail of Opportunity in Business

  By Paul Roetzer | Posted Oct 13, 2009 | 6 Comment(s) | Filed in: Business

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  My experience as an entrepreneur, and our work with clients in dozens of industries, has helped me realize that opportunity is everywhere for unique and innovative companies that bring real value to customers.

  But opportunity can be overwhelming if you don’t adapt to changing markets and growing demand, focus on your core customers and strengths, and build a scalable infrastructure.

  Growth for growth’s sake, without a profitable business model or strong exit strategy (for those who are more concerned with pre-profit valuation), results in little more than an entrepreneurial ego boost.

  The Long Tail of Opportunity

  The Long Tail, as defined by Chris Anderson, applies to the collective strength of the niche markets/products in the demand curve tail, and their ability to out produce a relatively small number of top selling products at the head of the curve.

  While many businesses such as Amazon, Netflix, eBay, Google and Apple have built empires on the Long Tail, it is extremely difficult for service-intensive businesses to extend too far down the tail due primarily to the limitations of human resources.

  So, as I grappled with our agency's growth during the last 12 months, I started seeing a long tail of opportunity emerging, similar to what can be found in many businesses.

  Unlike in an online, product-based model in which inventory and niches can be infinite, for many businesses still bound by human resources and shelf space the questions become, how do we assess growth opportunities — not just services and markets, but anything that can impact growth — and where do we chop the tail off?

  Sample Model

  For the sample chart below, I’m considering an “Opportunity” (X-axis) anything that has potential to increase revenue. For “Growth,” (Y-axis) I’ve shown hypothetical percentage returns that could result from an increased focus on an opportunity over the next 24 months.

  Note, in some cases the opportunities with the greatest growth potential won’t actually be profitable decisions in the short term. Also, not all opportunities are created equal, and some require greater risk if you want to lead and position yourself where the market is going, instead of following the herd.

  

  So, in this theoretical example, in which the vertical markets and emerging services collectively represent significant growth opportunities, a strategic decision is made to cut off the tail at “Pricing Strategy” (represented by the red dotted line).

  This means we would not invest energy or resources in pursuing those opportunities in the tail to the right of the red line.

  Knowing When to Cut Off the Tail

  Here are a few lessons I've learned about how to assess the long tail of opportunity.

  1. Know your strengths and limitations as an organization. If the instrastructure isn't in place, don't push the growth beyond your ability to service it.
  2. Concentrate on retaining and growing your core customers. They are your most profitable and important relationships.
  3. For service-based businesses, your people are your greatest asset. Have an employee recruitment and retention plan from day one.
  4. Recognize a quality new business lead, and stop wasting time on prospective clients that won't value your people and your services.
  5. Trust your gut instinct when it comes to determining direction. Research and analyze your options, but only to refute what you already know to be the best choice.
  6. Take risks, but understand and accept the ramifications of your actions when you fail.
  7. Remember that the goal is to produce profits. Make decisions based on profit, not revenue, potential.
  8. Don't be afraid to completely evolve what you have spent years building. Listen to the markets, adapt to demand and move where others aren't willing or able to go.

  Your Long Tail

  So what do you think? Does your business have a long tail of opportunity? How do you navigate it and decide which opportunities to pursue?

   

  Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

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