First, lets start out with the fact that search has been changing rapidly since the beginning (1998) and will continue to do so because of new technology and capabilities.
Shift Happens!
In fact, in 2009, Google made over 500 changes to its search in some way including algorithms, results display and results content.
So, we need to get used to change and have an Internet marketing strategy and systems that recognize these longer term trends and takes advantage of them. We will get more into this in a minute. Right now, let’s get into two of the more major changes, Google Instant and Google Caffeine, and get an understanding of what they are. When we look at these two major Google updates together, they tell us a lot about what we need to focus on in the future to win the search marketing game.
Google Instant, combined with Google Caffeine, will change the way people search for content and alter the type of results that are generated by Google’s results pages.
First, let’s look into what these new Google capabilities are:
Google Instant: Google Instant is a dynamic, real time predictive search capability now built into (as a default) the Google Search Box. As you type in your query, Google will predict what you are trying to find and provide a structured box below the main search field with alternative query ideas. You can scroll down and select one to explore or keep typing to get closer to your idea of what you are searching for. The key addition here is the AJAX field below, added by Google, that will dynamically list search results as you type and/or scroll the query list so you can get new ideas for your search real time. The objective is to cut down the time it takes for you to find what you are looking for.
Over time, Google believes that this will change the way people search because it will broaden their ideas of how to search, and the input they think about for queries. Here is a series of screenshots of what a Google query will look like for window replacement:
Notice as you type in more letters into the search box, different results are offered to evaluate and fine-tune your search, and the results field dynamically changes as well.
Now, Google Caffeine adds the most recent pages to the mix. That means, the more recent your content was published, the more likely your web page will show up on top of the search results page.
Let’s think about this.
Why do you want to blog, micro blog, and write and distribute articles?
Because if you give them the right titles, keyword density and the SEO meta tags, your business has a chance to win big in this new world of Google Instant and Caffeine.
Summary
To effectively compete for leads in this new digital world, you need to think about two key elements: publishing content regularly and keywords. It’s essential to have a system for regularly writing and publishing content. Make sure you are paying attention to the keywords and phrases your target prospects are using. Businesses that get this and implement the new social media and web 2.0 efforts to get included at the top of the search results.
