SEO is Dead, Long Live SEO

With the release of Google Instant, the inevitable cries of “SEO is dead” went up once again but Judith Lewis, head of search at earned media consultancy Beyond, explains there’s a lot more than meets the eye to the new initiative.

I would argue that Google Instant has made SEO (search engine optimisation) as essential as breathing.

It is the latest update to the Google search engine, already available on and soon to be available in the UK, Australia, Canada and other non-English countries. It is more of an engineering update than an algorithm (web page ranking methodology) update, so webpage ranks would not be expected to change.

Google Instant, the next release after Google Caffeine and possibly related to the drinking habits of the engineers at Google, was a concept started by an engineer in Israel. This engineer had an idea and it grew, attracting a massive, multi-country engineering team whose purpose seemed to be creating something psychic – a search engine that knew when you typed in “orange” or “java” or “reading” what you actually meant. While Google isn’t actually psychic, it is going to change search behaviour.

Google Instant uses historical search queries, plus your own search history, to predict what you might be searching for. Google Instant’s AJAX interface then delivers those results after only a fraction of a search phrase has been entered. This result, based on personalisation and searches from other searchers, is an attempt by Google to optimise the 23 seconds a searcher spends contemplating what they are looking for. Personalisation has been around for awhile and is the presentation of different search results to a logged in searcher, based on their search, and click behaviour.

This change to the delivery of search results, far from rendering SEO obsolete, has made the correct optimisation of a webpage vital. No longer can a site survive below the fold on the second page. If a webpage is not being displayed above the fold on the first page, searchers are likely to move on.

SEO is a specialist skill and while there are steps every business can take from using an SEO friendly CMS through to understanding what keywords they need to use, the optimisation of titles, on-page text, linking structures, site architecture and related SEO elements should be checked by a professional.

There are a number of sites on the web dedicated to SEO and making available as much information as possible, they are: Search Engine Land, Search Engine Watch, SEOBook, Econsultancy, SES Magazine and Search Engine Journal. There are many others but these top my list as reliable resources of information. In addition to these sites for the more geeky researcher, SEO by the Sea offers a look into the various patents filed by search engines and what this technology could mean for the future of search

Old, sloppy SEO may be dead but proper search optimisation, in a country like the UK where 90% of searches happen on Google, is now king of the castle.


The Secret Marketer on over-researching

Marketing Week

I picked a bad week to arrange meetings in central London. Traffic chaos ensued as the schools went back, the rain kept falling and the Pope came to town. Still, it was all worth the effort. Weather and Papal palaver aside, this was the kind of week that reminds me why I work in marketing. […]

Golden opportunities from acts of succession

Mark Choueke

McDonald’s promotion of Alistair Macrow to the restaurant’s top UK marketing role follows hot on the heels of the seamless elevation of former CMO Jill McDonald to CEO. McDonald’s deserved promotion was, in turn, made possible because her predecessor, Steve Easterbrook, was moved to the new position of vice-president and global chief brand officer. This […]

It pays to invest in email innovation

Russell Parsons

There has been much written in these very email missives about the necessity for creativity and innovation in physical direct mail communication, in addition to improved targeting, to build engagement with consumers and drive response rates.   And of course, those arguments are entirely valid in a channel that is suffering from negative perception and […]


    Leave a comment