Editorial: This is a guestpost written by Dixon Jones of Receptional. Google is rolling out “Google Instant” – where suggested results are returned as users type. In doing so, they inadvertently debunked their long and heavily pushed mantra that the paid results and the organic results are not linked. Infact, this move – whilst probably doing all the good they say – will cost advertisers more and will line Google’s pockets. I should explain. You can see in the image, that not only do the organic results change as you type, but so do the PAID results. This in itself demonstrates that the paid search team and the organic search team must have colluded heavily to be able to launch instant on both sides at once, but there’s more. Organic search is now fundamentally going to affect the paid results, because several well known SEO people say that instant search will shorten the long tail as users start looking for shorter ways to get their results. This from @oilman: Time will tell, but I am inclined to agree. That means that as users we will start to be retrained to do shorter searches to reach our results. This will increase the short tail (short keyword strings) and by definition, reduce the long tail searches (long keyword strings). This means that on the paid side, the competition for the shorter keyword strings will increase, pushing up the money Google can generate from these searches. Our own keyword research shows that the big keywords cost FAR more to rank than the non-competitive long tail, both in paid search and organic. Google makes far more money out of advertisers if they increase competition on the money terms – even fractionally. This is a guestpost written by Dixon Jones, Director of Search Consultancy, Receptional. Any opinions are those of the writer and do not directly reflect those of State of Search.
This post was written by an author who is not a regular contributor to State of Digital. See all the other regular State of Digital authors here. Opinions expressed in the article are those of the contributor and not necessarily those of State of Digital.
Want to read articles similar to this?
2 days ago
A website's home page presents marketers with the greatest untapped performance enhancement opportunities for website marketing.
2 days ago
Many agencies struggle with cash flow and profit. The answer lies in KPIs and how they truly can drive agency...
Search Engine Optimisation
5 days ago
Dwell time has been a topic of discussion within SEO for some time. Google has the data, yet is it...
6th November 2019
A dive into 301 redirects for the less “tech savvy” First and foremost, following best practice when it comes to...
5th November 2019
Customer data is vital to the success of any business. This article lists free customer data tools for marketers to...
17th October 2019
In an ever-changing digital landscape, how can you keep your teams creative? Get some great tips in this article from...