How Can Google Instant Influence SEO and PPC

Something is always sure to come from Google. Google has come up with Google Instant last week.


What ever Google does it really affect the online marketers much. Every time one has to tweak the website to cope with the changes made at Google end.

According to Matt Cutts, the key insight behind Google Instant is to help the visitor to formulate search queries more quickly. Google typically returns search results in milliseconds, but it takes several seconds for us to type a query. In other words, the limiting factor on a typical search is the one who searches. With predictive search and instant results, you can often get the answer you want much faster.




So, how will this Google Instant influences on how we do SEO and PPC?

1. Keywords Stats: Over a period of time, people will get used to use it and will try to toggle around with the different key phrases suggested by Google Instant. Hence, one needs to concentrate on such keywords which are being suggested by Google Instant. Now, another question here is how will we know the number of times a key phrase has been searched in Google now? Because, by just using the ‘arrow key’ one can view the results (without actually hitting the ‘enter’ key). The challenge here is how Google will be able to give the marketers these numbers now (Also read point #5 below to actually know how to track the referral keywords which are not typed completely). In the below image you can see the search is made for just ‘is seo’ and by just using the ‘arrow key’ or the mouse cursor different results were displayed. This definitely reduces the time required to search a query.

2. Which Keywords to Concentrate: Now, look at the same example displayed above. I wanted to search for ‘is seo important’ and the suggestions give to me by Google were ‘is seo dead’, ‘is seo worth it’ and ‘is seo important’. Now, for which all phrases I should optimize my site for, when these phrases suggested by Google are antonyms. On the other hand, the user is deviated from the topic he is keen to find info for.

3. Distraction: I was trying to find ways to control termites using Google Instant. And, when I started typing it, Google suggested me the result for the film ‘The Terminator’ and I clicked and started reading it. So, Google Instant is not providing me the results of what I am searching for. So SEO folks, you also need to read the users’ mind and what all keywords are being suggested by Google Instant.

4. Long-tail Searches: The major problem I see is with long-tail searches. Websites which used to get benefited with the long-tail keywords will have to bare the brunt. As the searches for these keywords will reduce. More so, advertisers who used to concentrate on log-tail for Adwords will also see the referrals coming down drastically.

5. Tracking Google Instant in Google Analytics: With Google Instant, there are effectively two user queries. First, there is the full search query which Google proposes based on a user’s keystrokes and the second, is the partial search query actually typed by the user. Some have proposed tracking the partial query typed by a user by trapping a ‘oq= parameter’ or ‘which appears in the Google result link a user clicks on. Unfortunately, this tip will not work, at least not as things are currently. The ‘oq= parameter’ does not appear in the referrer string passed on to the target website using Firefox. Since it isn’t passed on the referrer, it cannot be tracked by web analytics tools.

6. CTR for PPC: Using the ‘arrow keys’ one can preview the organic search results. But, the Adwords ads are also getting refreshed and giving different results. So, this may increase the number of impressions for the results and thus, effect the CTR and so the CPC.

I see this change in reducing the required time users are taking to find the searched results than they currently are. I do not necessarily see it helping users find better results. The instant results will definitely have an impact on how people get to their final search results.

But, in the long run, this can only mean people searching for more relevant information, that is selecting the right key phrase suggested by Google Instant and the websites are properly optimized for these keywords, could actually deliver a more “informed” group of visitors to the website. But, time can only prove this.

Do let me know your thoughts and experince on the influence on Google Instant.

How to measure Offline Sales Which Triggered Online?

One of my friends asked me how to measure conversions where a buyer does a research online and finally end-up buying the product offline at a retail store nearby. This is a very tricky issue which most of the etailers are finding it difficult to measure. I think there is no accurate method to measure such conversions.

Here are few tactics that can give rough figures and analysis can be done to frame the objectives and strategies for future campaigns when you know the numbers of offline and online purchases.

1. Give an option to order online and pick-up offline.
2. Provide a 'store locator page near you', beside the product details or price. If the prospect buyer clicks it then you can roughly measure this.
3. In continuation to #2 provide a feature to send the offline store address to be sent to the prospect via SMS or email.
4. If a visitor spends more time on the website and leaves without purchase - usually interested buyers spend more time on the site. We can assume that such visitors are prospects and can be contacted through email for further queries (if he/she is logged in).
5. Have promo code on the website which can be used for online purchase or offline at particular stores.
6. If sales at offline store(s) spike during the time you have an online campaign for the product, then you can make the assumption.

This way you will know how many buyers are moving out of online purchase to a retail store and thus, can help you in framing the strategies. Let me know if I have missed anything.

Related post: Google Analytics To Track Telephone and Live Chat Leads

Google Analytics To Track Telephone and Live Chat Leads

Google Analytics recently stated in a blog post that they will be integrating a system to track telephone and live chat leads into Google Analytics.

Google has teamed up with Mongoose Metrics to allow users to track the offline calls into the analytics tool. Mongoose Metrics provides toll free number and Google Analytics tracks the calls made to the numbers by assigning that number to a hidden web page on your site containing the analytics tracking script/code.

This is what Jeff Gillis from Google Analytics team has to say – “When a phone call to the tracking number is connected, the technology will place a web browser visit to your hidden tracking web page and in this way insert the phone call event back into your Google Analytics account. Each phone call generates a unique visit which is clearly labeled inside of Analytics”.

As far as tracking of live chat, they have teamed up with Live Person. Live Person created a Google Analytics integration that allows users to track conversions after chat and provide the following data:

• The Map Overlay Report which provides the volume and quality metrics of live chat interactions by geographic region
• Provides the sources and keywords that drive interactive chats and thus resulting in conversions
• The Goal Path Report which lists the navigation flow that led to the chats and so the conversion

Are they still missing any offline tracking of leads or conversions?

How to reduce Bounce Rate percentage?

First let us be aware of what is Bounce Rate in Google Analytics. Most of the definitions found on the web are bit confusing (as I found them so). Thus, would like to be more clear on what Bounce Rate means.

Bounce rate represent the single-page visitors who bounce out of the website to a different website. Bounce rate is the percentage of initial visitors to the visitors who bounced to other website. In other words, instead of visiting the other pages of the website the visitors close the window, type in other url or click the link of the other website on the page. This is different from Exit Ratio. Exit Ratio is the ratio of all visitors to the visitors who have exit from the website. These visitors can be single-page or multiple-page visitors. Bounce rate only considers single-page visitors.

Now to know why this bounce occurs. If you have a high bounce rate for your website or web pages here are few points which you can ponder upon to make the initial visitors to go into the website.

1. content on the page is not interesting for the visitors,
2. too many external links are available on the page for the visitors to click and go to other website,
3. few links are available on the page to take the visitors the to inner pages (or they are not clearly visible for the visitors),
4. irrelevant visitors coming to the website (not target audience)
5. Page takes too much of time to download - visitors may close the window rather than waiting for the page to download
6. Visitors feel confused after seeing the page

If at all, you want to show external website links on the page/website, do open them in a new window. Just keeping the hope that, the visitor may later visit your website and find it interesting and move into the inner pages.

Conversion Rate Optimization Part 1, Google Takes the Leading Role

Within the e-commerce sphere, the "mind games" between site owners and search engine designers have focused on search engine optimization (SEO). After all, you can't make a sale if visitors aren't reaching your site. However, as the web marketplace grows exponentially more competitive, attention among webmasters and site owners has turned to conversion optimization — converting site visitors to buyers.

Conversion optimization has nothing to do with SEO. SEO is designed for spiders and bots. Conversion optimization is based on two factors only: the needs and motivations of human site visitors and persuasive site content and design to encourage humans to make a purchase or perform some other action. Any other considerations are sub-sets of these two factors in conversion optimization strategies.

Measuring Human Motivations and Site Effectiveness

SEO is based on the development of numbers (metrics) that are immutable. Numbers are numbers, there's no debating that. The interpretation of site metrics, on the other hand, is a true combination of art, science and testing.

Assessing conversion rate optimization must apply a completely different approach to data gathering and the accurate, actionable assessment of the cold hard facts (percentages and such) that are the basis of SEO.

Measuring Human Motivations and Site Effectiveness

SEO is based on the development of numbers (metrics) that are immutable. Numbers are numbers, there's no debating that. The interpretation of site metrics, on the other hand, is a true combination of art, science and testing.

Assessing conversion rate optimization must apply a completely different approach to data gathering and the accurate, actionable assessment of the cold hard facts (percentages and such) that are the basis of SEO.

The Google Website Optimizer (GWO)

Google owns SEO (sorry Yahoo). It is now moving into eyeball optimization (EBO) to help site owners improve conversion rates. It's got lots of features, it's totally flexible in designing useful tests for human reactions and it provides data using simple to read and understand charts showing what's working and what would work even better.

One key point here: after indexing billions and billions of web pages, who is going to know better what works and doesn't work for solid EBO? After all, all the Google gurus have to do is evaluate their top performing sites to develop measurement criteria and tools to improve conversion optimization. Google is going to know what works.

One other point worth mentioning — it's frëe. A flexible, user-designed test engine developed by Google and available frëe. It's a must have for any site owner, site designer, webmaster or SEO.

What Can Google Website Optimizer Do For Me & How Can It Do It If I Don't Know the Difference Between a Statistical Mean and a Statistical Average?

Multi-Variable Testing

Got to have it. When quantifying human motivations and the effectiveness of a site page, you must have data to compare - data based on site variables such as a different home page image or revised site text. There are hundreds of variables within any website. Color selections, type font, type color, navigation tools, product images and descriptions — literally an endless líst of variables.

Google's Website Optimizer allows you to design tests to compare variables to see which ones work best. Often called A/B split tests, these simply compare a change or two to see which performs best. For example, you might have a picture of your product on test site A and a photo of the product in use by a human on test site B. Simply by comparing visitors' reactions to pages A and B, you can make refinements to your site.

Another useful A/B split test to chëck the success of your Adwords placements is to create two identical ads with two different destination URLs. You'll quickly discover which placements pay for themselves and which should be dropped.

Easy Analytics

The information gathered by Google during testing is delivered in an easy-to-understand format. You'll see, in graphic förm, where visitors go and where they don't go when on site. Taking a good hard look at your bounce rates and possible paths-thru-site are essential parts of your ongoing conversion optimization diet.

Usability Testing

Real humans navigating your site. Get as many people as you can to site down and clíck around - from your computer-whiz 12-year-old to mom and dad who still use dial-up. These tests provide the reasons why visitors take specific actions — over and over again.

Eyeball Optimization

GWO shows you what attracts eyeballs but doesn't generate a clíck. It also shows what visitors miss entirely because it's misplaced or mislabeled. Every page should undergo an "EBO" to improve conversion rates.

Follow the Leaders

You can't copyright an idea so use the same features and techniques employed by higher ranking competitor sites. Then, conduct A/B split tests to see which changes show improvement in conversion optimization.

People Are Still the Same

There's nothing new about direct response advertising, which is what successful sites use. Infomercials, newspaper ads, TV 30-second spots — these are all examples of direct response advertising and the same motivators that work in other media will also work on your website. Once again, you can't copyright an idea and the principles of direct response marketing haven't changed one iota.

Determine and identify the buyer's needs; provide the solution to meet those needs. It's worked for the past few millennia and it'll work for you today.

Small Steps or One Giant Leap

Do you make incremental improvements or try to fix everything all at once. It depends on where you are right now. If you've optimized your site (or paid to have it optimized) a small step here and there can make a huge difference, and a major revamping of your site may actually set you back in the optimization race.

On the other hand, if you're just launching, run a couple of A/B splits and other analytics to see which site pages are hot and which are not. Adjust accordingly. The point here? The more optimized the site, the less optimization is needed so if you've been at it for a while, take small steps and assess improvements. If you're just starting out, launch, track and adjust as needed — whether it be small steps or the proverbial giant leap.

Create a Diagram of Your Marketing Funnel

Start with placed adverts (Adwords, paid links, etc.) Add your home page, each product page, the checkout, automated order conformation, customer care and order fulfillment. Each one of these is a component of a sale and, from the líst and with the help of GWO, you'll be able to more clearly identify holes in your marketing funnel — those areas most in need of improvement, i.e., optimization.

Now, this is just the beginning. Conversion optimization is an on-going process and there are additional steps you can take based on test results delivered by Google's Web Optimizer - steps that we'll look at more closely in part 2 of this series.

Author - Frederick Townes, CEO of W3 EDGE