Within 24 hours of Google releasing its Google Instant search capability, industry pundits, almost predictably, went into the usual “man your battle stations” mode, saying yet again that this latest change would affect the importance of SEO as we all know it.
Not so fast, says Mark Hachman at PCmag.com in his article “SEO Not Affected by Partial ‘Google Instant’ Keywords”. Not 48 hours after Google Instant hit the streets, Google put out an announcement that internet marketers shouldn’t start jumping to conclusions and change any of their SEO strategies.
The commotion, Hachman says, comes from many marketers believing that now, with Google making suggestions on partially typed searches, you need to optimize your search capabilities to rank for these partial searches. However, Alden DeSoto of the Google Analytics team says that’s not necessary, and rather silly. “This is not a productive strategy,” DeSoto explains. “”Ads are triggered based on the ‘predicted query,’ not the stem that users type in.”
As an example, DeSoto says the partial query “flow” would provide results for the predicted query “flowers.” The only way people would see an ad optimized for “flow” would be if they were specifically searching for the word “flow.”
Desoto added that Google Instant doesn’t change search rankings, either, because the predicted query still wins out over the actual query.
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