SEO Copywriting | What Google Instant means for your SEO content strategy. September 9, 2010 • written by Heather Lloyd-Martin You may have noticed that Google operates a little differently now (and if you haven’t noticed yet, you soon will.) Google Instant, the latest search enhancement on the block, shows results as you type a query into the search box. What makes this different than Google Suggest is that the search results change on the fly, adapting to what you type. It’s localized and personalized – but there are no algorithmic changes. That is, the tasty SERP filling is the same as before – it’s the wrapper that’s changed.
Google claims that the new feature will help people search faster and refine their queries more efficiently. Let’s see what this means. Immediately, you notice one thing – PPC ads are highlighted with the current layout. Of course, there are posts saying that Google Instant is the death of SEO (been there, heard that.) Keyword research means checking out actual search results. As opposed to the search for “cheap amsterdam hotels” Content strategy is, in fact, the next big thing. In January of 2009, I started telling people that content strategy would be the next big focus for organizations worldwide. I even went so far as to say, “Content strategy will soon be getting more attention than social media.” Lots of folks smiled encouragingly, patted my shoulder, and told me to get back to my style guides. Some people just laughed at me. And that’s when I hit them over the head with my content inventory. Bam!
Well. Numbers don’t lie. And now, here’s a look at Google search returns for “content strategy": I’ll refrain from saying "I told you so. " Content strategy is more or less on the same trajectory as social media was three years ago. I think it’s because the reality of social media initiatives—that they’re internal commitments, not advertising campaigns—has derailed more than a few organizations from really implementing effective, measurable programs.
They don’t have a content strategy. It’s not that this hasn’t been a problem for years. He goes on to say: It’s here. Strategic Content Management. Trying to fix an organization’s content problems by installing a content management system (CMS) is like trying to save a marriage by booking a holiday. We know that a successful web project needs a content strategy—but when it comes to the CMS, we stop thinking strategically.
Despite all the talk about user-centered design, we rarely consider the user experience of the editorial team—the people who implement the content strategy. We don’t design a CMS, we install it. The problem: tools aren’t magic pixie dust#section1 Article Continues Below Any web project more complex than a blog requires custom CMS design work. Wireframes are aspirational fantasies#section2 As Karen McGrane says, it’s easy to sketch a faceted navigation on a wireframe. Use a design process to select and customize a CMS#section3 Most of the time we select a CMS by popularity, cultural affiliation, or corporate edict—that is, without properly considering the content we’re supposed to be publishing.