Search Engine Optimisation Experts QueryClick.com Don't Subscribe to the Growing Sense that Google Instant Signifies the Death of SEO
Released on: September 13, 2010, 4:46 am
Industry: Internet & Online
The launch of Google's latest search enhancing tool, Google
Instant, will change the way we search and are searched for via the
internet. The latest development in auto-complete functionality has
enabled the user to view SERPs (Search Engine Results Pages) before
finishing the query, and without the need to press enter or the search
This is a clever, tidy piece of design on the search engine's part, offering
quicker and more efficient access to the end result. Pre-Instant searches were
thought to have lasted, on average, some 25 seconds. With the advent of the new
feature, it is believed that 2-5 seconds will be saved per query as a result.
Whilst performing a Google search was quick previously, it is now
This is all very well, but how will the latest evolution of search affect SEOs
(search engine optimisers) whose task of utilising search term usage in the process
of driving sites up the rankings – amongst many other things – may be negatively
affected at the expense of quicker search results. Search engine optimisation
company QueryClick Ltd do
not adhere to such pessimism.
With the SEO industry embroiled in a state of panic, QueryClick Ltd are not clamouring for the nearest industry exit, far
“A similar epidemic of paranoia swept across the industry when personalised search
first came to prominence, an feeling which has turned out to have been unjustified.
The development of Google Instant may be a slight game-changer, but it does not
signify the death of SEO.”
Certainly, this seems to be the dominant opinion emanating from the Google camp as
well, with vice president of search products and user experience, Marissa Mayer
reassuring SEO practitioners that there will be only a “small change for the SEO
The industry has a penchant for the hypochondriacal. This is a perfect
manifestation of such over-reactive behaviour, mainly from those with a restricted
understanding of the nature and implications of SEO.
Speaking of the general effects of Google Instant search technology, a QueryClick
Ltd spokesperson pointed out that:
“Although this development is considered to be a catalyst for great change in the
way we search and are searched for, the latest innovation from Google seems to be a
zero-sum game in terms of search engine optimisation, and to a lesser extent
conversion rate optimisation and pay per click advertising.”
With the increase in general adword exposure due to the continuous refreshing of the
results page, there is scope for a dramatic increase in both impressions and clicks.
From a conversion point of view, the theory stipulates that the enhanced levels of
suggestion specificity will result in a more efficient conversion rate for websites.
If this theory translates into reality has yet to be seen.
QueryClick is an Edinburgh based SEO firm. QueryClick is quickly becoming a leading
figure in UK SEO and SEO web design given the company's bespoke and ethical
approach to business.
QueryClick Ltd (SC342868)
50 Albany Street
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