A while back, Google rolled out the new “Google Instant” as a new feature to their search engine results page.  When it first came on the scene, there was a lot of talk in regards to what effect this new feature will have on the SEO and PPC world.

A Little Bit about Google Instant Search

If you are one of the few that hasn’t already heard the scuttlebutt being thrown around about Google Instant search, here is a quick rundown.

According to Google, Google Instant is another attempt to make web searches faster, more targeted and extra intuitive by providing a better understanding of the results.

• In other words, Google Instant combines predictive search with real time (as you type) visualization of the results of that search.
• Google Instant tries to predict what you are searching for as you type your search query allowing you to see related terms in the drop down as well as a changing set of results.

Why I Think Google Has Made This Change

Since the beginning of (Google) time, Google has always tried to predict search terms used on their engine.  They try to predict the search terms in effort to create more speed on the user end as well as reduce processing speed on their servers.  While speed on the user end may seem like a user upgrade, be sure that it also has some benefit for Google.   Quite simply, faster searches means more searches per user creating more exposure for Google advertisers.

What Does All This Mean for SEO?

The most visible change is the drop down that suggests search terms related to what you have typed so far.  The drop down box itself has the ability push down the three top organic spots depending on the search term and how many suggestions there are.  The paid spots (Google’s advertisers) remain unmoved and more towards the top of the page (above the fold).

What this all translates to is that the top 3 organic spots are more important than ever.  Positions 4-10 are going to receive less exposure and ultimately a lower click through rate.  From an organic perspective, Google Instant will drive more organic value to the 1,2 and 3 spot at the expense of  4 and 5 creating a sharper drop off at position 4.

What SEOs Have to Do to Keep Up?

Back in the day prior to Google Instant we have seen users spending a lot of time examining the description portion of each search results as a way to determine which Google result best matches the information they are seeking.  As SEO’s we tried to manage what came up in the description best we could by providing a good meta description and some good call to action statements in our page copy.  Now with results changing quickly as you type, strong calls to action must be placed in the title tag in effort to motivate the user to click on our result as it flashes by.

Developing an SEO Strategy for Google Instant

As you could have probably guessed by now, Now with Google Instant, it is very important to know what Google will predict around your target keywords when users begin to type them.  The tool I have found to be the most useful was created by Zack Katz.  Zack is a wiz when it comes to SEO, WordPress and design.  Click here to check out his scraper tool

More about the plugin

The plugin uses Google Base’s massive pool of listings which is now being supplied with MLS data from almost every part of the country. The plugin can be setup to draw from a specific set of criteria creating a searchable inventory of listings that are market specific. It has simple and advanced search options on the front end that can be used on your side bar as widgets. The listing display is pretty good too, with multiple photos, neighborhood info, maps, etc. It has some lead management, but I haven’t gotten into that a whole lot. It even has SEO feindly URL rewrites for the listings. It is obviously in its infancy but a pretty good first run.

The underlying issue

What seems to be most interesting is not the plugin itself, but the concept behind it. Now real estate agents have the ability to circumvent the MLS (including any accompanying IDX agreements) when putting MLS data on their websites. The leverage once used by MLS systems to enforce IDX regulations flies out the proverbial window along with any of the associated fees. As the data and data tools get better, there will eventually be no need for an MLS at all.

Data can get better, but it can also get worse

The biggest kick in the pants is that the listing data we work so hard to collect and maintain is more available than ever without any controls on integrity. We now have bigger problems than Trulia or Zillow using our data to outrank us and sell us products, we now have to worry about every Tom, Dick and Harry using listing data entrusted to us by our sellers in ways that we can only imagine.

Those real estate agents that understand the importance of content will sometimes go overboard writing page after page of keyword stuffed content. While at one time effective, keyword stuffing no longer works (and hasn’t for quite some time). The best way to write website copy is to write on topic but be conversational and appealing to your real estate customers. If you have researched your topic and are prepared, the keywords will flow into the writing in a way that sounds natural and not forced. If after the writing is complete you find that that are areas of the writing that can be changed to support your keywords than go back and make the edit as long as it doesn’t disrupt the flow.

Here are a couple things to remember when writing:

1. Bad grammar is bad! I am the worst when it comes to this. A lot of times, I get so lost in my ideas and concepts that I am trying to convey that the focus on grammar just flies out the window. If you are like me, you should probably hire a professional copywriter to do your editing.
2. Going off on a tangent. I am also famous for spending too much time writing (what I believe to be) supporting content that I completely go off topic. It is vitally important to get your point across quickly and add supporting content only when absolutely necessary. If the content doesn’t relate directly to the customer’s needs, they’re gone! Simple as that.
3. Write in chunks using brief paragraphs. The page content should be scannable and be able to be read quickly. Numbered lists and bulleted items work well to get information across fast as to not lose your reader.
4. Direct the reader with a strong call to action. Just like with many e-commerce websites each page should act as a funnel directing your user towards the listings. This is important because the listings are where the user is converted to a lead via the registration process

All in all try to have fun. Writing website content can be daunting and time consuming. Hiring a writer can be one way to go but is expensive and almost as time consuming given the amount of direction needed to get the writer to use the correct tone, voice and subject matter. You’ll find that after you get going it isn’t that bad.