Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010...
-
Upload
ashly-blowe -
Category
Documents
-
view
216 -
download
0
Transcript of Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010...
![Page 1: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/1.jpg)
Google Instant & Search Marketing
(day / month / year)
SEOmoz PRO Webinar: September 30, 2010
Presenters:
Jamie Steven, VP Marketing
Joanna Lord, Director of Customer Acquisition
![Page 2: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/2.jpg)
SEO is dead.
![Page 3: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/3.jpg)
SEO is dead.
![Page 4: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/4.jpg)
SEO is dead.
Okay maybe not.
![Page 5: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/5.jpg)
What is it?
A feature that predicts what a user is searching for and shows dynamic results as you type the query. As you type letters, Google auto completes popular related queries and populates them below the search box.
INSTANT!
![Page 6: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/6.jpg)
Searching in ye ‘ol Google of yesteryear
![Page 7: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/7.jpg)
Searching in ye ‘ol Google of yesteryear
![Page 8: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/8.jpg)
And with Google Instant?
![Page 9: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/9.jpg)
And with Google Instant?
Oh HAI!
![Page 10: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/10.jpg)
What else is in the search results?
![Page 11: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/11.jpg)
What’s this? A t-shirt?
![Page 12: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/12.jpg)
Shirt for sale at Threadless.
What was I looking for? Ah yes, a t-shirt.
![Page 13: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/13.jpg)
Save time
Query suggestion
Preview query result
Increase impressions and (maybe) clicks to AdWords campaigns?
Why did Google launch this?
![Page 14: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/14.jpg)
Searching for ‘turbo for mustang’
![Page 15: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/15.jpg)
Searching for ‘turbo for mustang’
3 seconds later, and the ‘TurboTax’ PPC campaign records an impression
![Page 16: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/16.jpg)
Searching for ‘turbo for mustang’
3 seconds later, and the ‘TurboTax’ PPC campaign records an impression
![Page 17: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/17.jpg)
Okay before we go further, don’t forget Google tests things. (…like all the time)
There were testing this for months before rolling out.
Lots of time for them to tweak how it functions.
Improve user functionality (and advertiser success) without rocking the boat.
http://techcrunch.com/2010/08/21/live-update-search/ Google Search Scientist
![Page 18: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/18.jpg)
The color of AdWords listings in the SERP.
Before
After
![Page 19: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/19.jpg)
How has it changed the way people search?
It will take months to know for sure.
But here is what the data is showing us...
![Page 20: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/20.jpg)
What the data is showing:
Google Instant hasn’t changed things much.
![Page 21: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/21.jpg)
What the data is showing:
Google Instant hasn’t changed things much.
(yet)
![Page 22: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/22.jpg)
Example #1: Conductor using 880,000 visits
http://blog.conductor.com/2010/09/what%E2%80%99s-been-the-impact-of-google-instant-on-searcher-behavior-so-far-not-much/
Conductor published data showing the difference (or lack there of) between the search term length driving traffic to their site before Google Instant launched & after. As you can see… there isn’t much change.
![Page 23: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/23.jpg)
Example #2 : MEC using 10,000 searches
http://www.mecmanchester.co.uk/blog/google-instant-data-after-12-days.html
Similar results were published by Matt Bennett from MEC. He used the data from 5 sites, 12 days after Google Instant went live and showed that not much has changed.
![Page 24: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/24.jpg)
Example #3 : Distilled using 11 sites and 75,000 keywords
http://www.distilled.co.uk/blog/seo/impact-of-google-instant/
A third survey from Justin at Distilled, did show a slight decrease in 2-3 word KWs, and a slight increase in 6-7 word KWs.
![Page 25: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/25.jpg)
Example #3 : Distilled using 11 sites and 75,000 keywords
http://www.distilled.co.uk/blog/seo/impact-of-google-instant/
A third survey from Justin at Distilled, did show a slight decrease in 2-3 word KWs, and a slight increase in 6-7 word KWs.
![Page 26: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/26.jpg)
Example #3 : Distilled using 11 sites and 75,000 keywords
http://www.distilled.co.uk/blog/seo/impact-of-google-instant/
A third survey from Justin at Distilled, did show a slight decrease in 2-3 word KWs, and a slight increase in 6-7 word KWs.
![Page 27: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/27.jpg)
I can haz less organic?
![Page 28: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/28.jpg)
US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
And now: Signed-in users in Austria, Belgium, Canada, Czech Republic, Ireland, Mexico, Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine.
More countries in the weeks ahead.
Where is Instant available?
![Page 29: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/29.jpg)
US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
And now: Signed-in users in Austria, Belgium, Canada, Czech Republic, Ireland, Mexico, Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine.
More countries in the weeks ahead.
Where is Instant available?
![Page 30: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/30.jpg)
US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
And now: Signed-in users in Austria, Belgium, Canada, Czech Republic, Ireland, Mexico, Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine.
More countries in the weeks ahead.
Where it is not:•Browser’s search boxes and toolbars•Mobile searches•iGoogle•Third-party sites that access Google Search•Autocomplete or Google Suggest are turned off•Google SSL beta•Slow internet connection (keep an eye on those dial-up minutes)•Bad words like “crack” and “turd”
• Full list -- NSFW link http://www.2600.com/googleblacklist/
Where is Instant available?
![Page 31: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/31.jpg)
US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
And now: Signed-in users in Austria, Belgium, Canada, Czech Republic, Ireland, Mexico, Netherlands, Poland, Slovakia, Slovenia, Switzerland and Ukraine.
More countries in the weeks ahead.
Where it is not:•Browser’s search boxes and toolbars•Mobile searches•iGoogle•Third-party sites that access Google Search•Autocomplete or Google Suggest are turned off•Google SSL beta•Slow internet connection (keep an eye on those dial-up minutes)•Bad words like “crack” and “turd”
• Full list -- NSFW link http://www.2600.com/googleblacklist/
Where is Instant available?
![Page 32: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/32.jpg)
What about built-in web browser search?
Internet Explorer 53% market share
Firefox 31% market share
Median of August 2010 Data from Net Applications, W3Counter, Stat Counter, Clicky,
Chrome 11% market share
Safari 5% market share
* http://www.readwriteweb.com/archives/report_google_search_box_in_firefox_accounts_for_9.php
9% of all web searches come through Firefox built-in search
![Page 33: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/33.jpg)
Internet Explorer 53% market share
Firefox 31% market share
Median of August 2010 Data from Net Applications, W3Counter, Stat Counter, Clicky,
Chrome 11% market share
Safari 5% market share
Not likely.
Likely.
A few months.
Maybe.
What about built-in web browser search?9% of all web searches come through Firefox built-in search
![Page 34: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/34.jpg)
Videos
News
Books
Blogs
Updates
Discussions
New Instant features launched yesterday
Instant now available on: Keyboard navigation of the search results:
![Page 35: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/35.jpg)
Videos
News
Books
Blogs
Updates
Discussions
New Instant features launched yesterday
Instant now available on: Keyboard navigation of the search results:
![Page 36: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/36.jpg)
General Implications for Organic Marketing
Monitor data closely for the next couple monthsPosition 1 & 2 more important than everCTA might move to title tagsLong tail traffic changes (eventually?)More qualified visitorsRethink on site optimizationRemember the different experiences for searchers
SEOmoz PRO Webinar: Google Instant, 9/30/10
![Page 37: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/37.jpg)
But we are SEOs! Let’s talk algorithms.
Prediction algorithm: changedRanking algorithm: not changed
SEOmoz PRO Webinar: Google Instant, 9/30/10
![Page 38: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/38.jpg)
But we are SEOs! Let’s talk algorithms.
Prediction algorithm: changedRanking algorithm: not changed
But the cool part is you can see these changes.
![Page 39: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/39.jpg)
Plus you get another tool for SEO Awesomeness.
Using Google Instant for Keyword Research & Competitive Research
You see:• Other words to consider• Brand associations to consider• Query extensions to consider• What domains keep dominating the top listings as you scroll over options• Quick representations of current landscape• Low hanging fruit opportunities
http://www.blueglass.com/blog/use-google-suggest-keyword-research-and-beyond/Looking for other uses? Check out:
(shady spying squirrel)
![Page 40: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/40.jpg)
(shady spying squirrel)
![Page 41: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/41.jpg)
http://www.connectivewebdesign.com/using-google-instant-for-keyword-research
You can type out top value keywords and research query extensions, the keywords suggested, and see what competitors are dominating share of voice.
Example #1: (Connective Web Design) Horse Photography
![Page 42: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/42.jpg)
http://www.connectivewebdesign.com/using-google-instant-for-keyword-research
You can type out top value keywords and literally build out lists. Remember these queries have already been proven to Google as relevant, lot less guesswork.
Example #2: Brainstorming for relevant keywords to target
![Page 43: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/43.jpg)
Okay my SEO is safe, but what about my PPC?!
More real estate!
Impressions are going up
CTR will likely see a dip, relative CTR will not likely change
CPCs will likely go up over the next few weeks for head terms
Keyword lists need a revisit
The wrong negative keywords could hurt you here
On page optimization just became more important
Impressions
CTR
![Page 44: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/44.jpg)
So let’s get to it…what counts as an impression?
• Press “Enter” to execute their search• Click on Search• Click on a result• Click on a prediction/suggestion• Click on a refinement option (to the left of search results)• Pause for 3+ seconds
Awesome post: http://www.fastcompany.com/1687976/google-instant-impressions-3-seconds-sneeze
How will Google Instant impact impressions?“I don't have the data yet. But my opinion is that it will increase impression counts for a lot of keywords. Think about how older demographics type in Google. They are going to take longer than three seconds sometimes. Not to mention that during that time, we're all getting distracted. It makes it difficult for the Hitwises and comScores of the world to actually count impression shares.”
Dr. Sid Shah, Director of Business Analytics at Efficient Frontier
![Page 45: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/45.jpg)
Wondering why you should listen to “Dr. Sid Shah” ?
Shah has a PhD in “algorithm development.” Uhmm WTF?!
![Page 46: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/46.jpg)
CTR & Quality Scores
How does CTR play into this?The CTR algorithm has not changed, so relative CTR will stay the same.
What does this mean for quality scores?CTR is a weighted factor in a keyword’s quality score, so quality scores will adjust accordingly.
What does this mean for my bottom-line?Bigger brands are getting an advantage.
So will I still make enough money to afford my bling?
![Page 47: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/47.jpg)
How should you change your PPC programs to avoid this?
![Page 48: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/48.jpg)
How should you change your PPC programs to avoid this?
Definitely:Use Google’s suggestions in Adwords more effectively
Build out keyword list using Google Instant
Revisit ad copy, headlines matter more than ever
On page optimization revamps
Probably:Exact and phrase keyword volume may decrease (yet to be proven) so consider broad and broad modifier match types
![Page 49: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/49.jpg)
General Takeaways for Search Marketing
The algorithms that guided us before the Google Instant launch still stand as is (no public changes announced).
The preliminary data released shows no drastic changes as a result of Google Instant launching.
Google Instant is most likely here to stay, and holds value as a new research tool in a variety of search marketing capacities.
Your best bet is to revisit research basics, keep a close eye on things, test before changing anything significantly, and operate as usual…
…SEO is not dead.
![Page 50: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/50.jpg)
I can haz more information?
Official Google page on Google Instant: http://www.google.com/instant/
How Google Instant Search Will Impact Advertisers: http://bit.ly/93sZeX
I Wish We Had Google Understand Not Google Instant Search: http://bit.ly/cHHx7g
Google Instant & Prediction (spreadsheet): http://bit.ly/9DxTc2
How Google Instant will Affect PPC: http://bit.ly/ac7Xnf
How to Set up a Google Instant Experiment for AdWords: http://bit.ly/dcuglx
Google Instant Expands To Videos & Other Search Verticals: http://bit.ly/9F7gy4
SEOmoz PRO Webinar: Google Instant, 9/30/10
![Page 51: Google Instant & Search Marketing (day / month / year) SEOmoz PRO Webinar: September 30, 2010 Presenters: Jamie Steven, VP Marketing Joanna Lord, Director.](https://reader036.fdocuments.us/reader036/viewer/2022062421/56649c995503460f94956826/html5/thumbnails/51.jpg)
Q&A Time
www.seomoz.org
Presenters:Jamie Steven (@jamies)Joanna Lord (@joannalord)
I miss Danny, but you two weren’t that bad.