How Google Instantly Made the Long Tail More Important for SEOs
OK, random thought time.
Yes, we’re sticking with Google Instant.
Yes, it’s focused on SEO.
Yes, it ties back to my post about using Google Suggest for keyword research.
Yes, I’ll get on with it.
The long tail is about to become super-important for your search engine optimization efforts. Why? Because, despite our concerns that Google Instant is headache inducing, I think Google knows better. Google knows that using Google Instant–for the average searcher, not you or me–will be a whole lot of fun.
Take for example a search for “San Francisco Hotels.” OK, so the old Google still used Google Suggest, but that required the user to hit “return” or click “search” and commit to a set of search results. Pay attention to that, they had to commit to the search results.
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.
They’ll start here:
But, why not see where Google Instant takes them?
Hey, I wasn’t sure if I wanted a hotel near Alcatraz, but what’s the harm in taking a peek? I’ve not committed to my search. I can always start deleting characters and go refine my search. Refine it with another long tail query!
See my point? Google Instant removes the need to commit. So, what does that mean for SEOs? Two important things:
- Your page Titles are going to need to be even more compelling than before. You need to not only attract the searcher to your listing, but you have to get them to commit to the search query. That’s going to take a lot of engagement on your part.
- You really do need to take a close look at what long tail keywords Google Instant suggests. Make sure you have a page ranked for all the important variations. Show up, no matter what final keyword string the searcher commits to.
What else? How else will Google Instant change SEO?