Writing Your Way to the Top of Search Is Still Possible

  |  September 28, 2010   |  Comments

Google Instant gives online PR faster search and smarter predictions.

The optimized press release might be singing, "Just a spoonful of Google Instant takes the long tail search away." Online marketing experts say with the onset of Google Instant, while it might be harder to buy your way to the top, it is still possible to write your way to the top.

What in the PR world is Google Instant? Google defines Google Instant as "a new search enhancement that shows results as you type." The technology claims to save two to five seconds per search by predicting your query and showing results as you type in real time. The result? Faster searches, smarter predictions, and, as the name suggests, instant results.

No scrolling needed. Think of Google Instant as an upgrade to predictive search. Now, not only do the most popular search terms appear as you type, the results for the predicted query instantly appear and change with every keystroke.

Google Instant and more online visibility: less is more. What does this mean for search engine visibility? In one word: brevity. If the user is unsure exactly what to search for, they are being spoon-fed results via Google in real time.

A few heavy hitting words may be more effective than a longer entry, according to Joe Laratro.

"Google Instant may cause the first shift in search queries in the past decade away from the long tail search keywords. Now, long-winded search terms will be competing with shorter search terms that will appear first in Google Instant," he adds.

Google Instant is bound to give businesses that rely heavily on Google AdWords campaign a run for their money.

"Google Instant is a game changer for online marketing," said legal blogger Roy Oppenheim. "Ads will get more expensive than ever and obviously Google is in it for the monetary strategy. Online PR is more important than ever, it is the only way to build up a following via search and developing good content."

According to Google, Google Instant means smarter predictions: even when you don't know exactly what you're looking for, predictions help guide searchers. The top prediction is shown in grey text directly in the search box, so you can stop typing as soon as you see what you need.

How can businesses work with Google Instant to their advantage? Make the online PR strategy work with a Google Instant content strategy.

Well-written, organic content is still king and delivers online marketing results in a…Google Instant

Content in the form of the optimized:

  • Optimized press releases
  • Blog news post
  • Social media news
  • Online news article
  • Keyword-rich Web pages

Google is helping searchers find information and results instantly, so it is up to the online PR professionals to take note of this and fold it into the content strategy and follow Google's lead.



Lisa Buyer

When it comes to relationships, Lisa Buyer believes the connection between social media, search, and public relations is exponential. As the founder of three media companies and CEO of The Buyer Group, Lisa is ambitious about the influence of public relations on social media, SEO, and SEM, and she continues to share her innovative approach with clients, peers, and associates. Heading her current boutique agency, The Buyer Group, Lisa consults on both the client side and agency side. Helping clients connect the social media and PR dots while also educating agencies transitioning from traditional media to today's best digital strategies. Clients include public and private companies in the technology, real estate, and health/beauty industries, as well as marketing and advertising agencies.

Lisa is a guest writer for ClickZ, the editor of several blogs, and teaches online courses on applying social media to business networks. She is a regular speaker and moderator on topics of online PR, social media, and search at national conferences including SES and PubCon. Lisa is a certified Google AdWords professional, a member of SEMPO and SFIMA, and is a graduate of the University of Florida with a degree in public relations and business administration. Go Gators!

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