Google Search Top 10 Results SEO Impactors

For completeness, a timely general review of how much Google’s ‘on-screen’ presentation of its Top 10 search results has changed over the last couple of years: how it effects clients/users/customers and companies who are engaged in, advise on, and claim to ‘know’ about SEO/PPC.

In the beginning …. Google’s mission was “to organise the world’s info” and to that end they just did it and presented their (free/organic) Top 10 list of search results for any given search keyphrase on a simple, ‘uncluttered’ white background - many loved them for that.  In terms of ‘on-page’ display/presentation, dependent on individual screen settings, it was typical to see most of the Top 10 results above the fold (ATF) on-screen in those days.  Then came the ‘claim-jumpers’ … as the ‘infant’ SEO industry formed and jockeyed to try to grab those ‘uncluttered’ Top 10 spots with various White Hat and/or Black Hat techniques: many were content at that but just as many were ‘miffed’ because their website didn’t feature in the Top 10.

Google itself introduced the first little bit of on-page ’clutter’ with the introduction of its (paid for) Adwords programme. But even then ’on-page’ demarcation lines were pretty well drawn: paid for/sponsored results on the far right of the page … free/organic results on the left.   Then the first seeds of confusion were sown as Google decided to promote up to three of the paid for/sponsored results to the top of the page … immediately just above free/organic results and the free/organic results were pushed further down the page: many people didn’t even notice, the Adwords supporters were content but many in the SEO community were ‘miffed’.

Then came major ‘clutter’ to the on-page real estate with the introduction of Google Local (now called Google Places) where Google added free local listings (allied to their Google Maps product) that were strategically placed immediately below their three top of the page Ads, but just above free/organic results and further seeds of confusion were sown as the free/organic results were pushed further down the page to the point that ATF, free/organic results would be rare.

Subsequently, Google repositioned their sponsored adds away from the ’right-hand-side’ and moved them significantly to the ‘left’ so as to ‘butt-up’ almost next to the free/organic results.  Google also added an option to Adwords users to ‘enhance’ their sponsored links by adding Site Links to their Ads  … the nett effect of which is to push the free/organic results even further down the page, where even the No. 1 ‘organic’ result would be below the fold (BTF).

Another Google search enhancement that had predictable impact, particularly on the SEO community, has been Google Suggest … that, in effect, pre-empted many searchers, carrying out individual searching at all, as they let themselves be influenced by ’suggest’.

In the meanwhile, Google introduced blended/universal search results …. and ‘personalised’ search results …. including images, locations, business listings, videos, news.

And, of course, Google wasn’t alone in driving change in search: the new Social Media innovations like Twitter, FaceBook, YouTube et al, with dynamic ‘real-time’ updates took centre stage and Google had to respond.  Along the way … it was becoming more of a challenge for the SEO community to know what was going on, as there was no longer a ’single’ view as to exactly what results were being displayed to their core audience.

More recently, in April/May 2010, there was Google’s roll-out of its Caffeine index update and soon afterwards its complete overhaul of its Home Page ‘look-and-feel’ with ’usability’ improvements that they claim are a natural progression to provide a much richer end user experience – you may or may not agree with that statement!  Users can select from the ’pick-n-mix’ menu of presentational styles (some of which are listed below) that suits their individual preferences … but all in all, compared to the ‘uncluttered’ point from where we started, some may take the view that it’s an awful lot of  ’clutter’.

• The Web, Pages from the UK
• Any time, Latest, Past 24 hours, Past week, Past month, Past year, Custom range…
• Standard view, Related searches, Wonder wheel, Timeline
• Standard results, Sites with images, Fewer shopping sites, More shopping sites, Page Previews, Transalated Search

For whose benefit was all this being done? For Google’s of course! Google’s Q2/2010 revenues of $6.82bn for the quarter tells its own tale. The sure-fire winner is Google’s Adwords programme and those involved in PPC which now pretty well dominates the ATF ‘on-page’ real estate, but not much sunlight there for the SEO community.

But reflecting on all the foregoing, is all this ‘clutter’ signalling the end for the SEO community? We don’t think so. It’s a ‘game-changer’ for sure … and presents a ’different’ set of challenges, that’s all. There’s a slew of evidence (source: The Info-Tech Group) that even in these ‘different’ times, by undertaking SEO you are 6 times more likely to increase the ’stickiness’ of your website and by achieving high ‘organic’ rankings on key search terms, you bring a lot of value to your brand. In a survey of 95 IT companies, The Info-Tech Group found that 100% of companies that pursued a very high amount of SEO saw their brand gain value.

Although undoubtedly ‘different’ in these days of Social Media et al., the business model for ’search’ is still pretty much the same as ever: get the right online marketing mix of PPC and SEO and you’ll do well. Win by doing!

Google Caffeine (kaffein) Index Update Arrives at last or does it?

This Easter-break period of (soi disant ) nothing-much-happening … finds the Interweb awash with teasing tales of Google’s will-she-won’t-she much-trailed Caffeine roll-out finally arriving! Some of the men-who-claim-to-know are coming out of their bunkers and proclaiming it to be de facto happening.

As always, Google’s SEO panjandrum Matt Cutts gets a name-check in here too (well he would ) with reference being made to a statement he’d previously made about Caffeine happening on April 1 … now being edited to read, ” … things are on track though, and we expect to roll out Caffeine to all data centers in the coming weeks/months“.

Cutts had also said previously, “The Caffeine update isn’t about making some UI changes here or there … (it’s) … a next-generation architecture for Google’s web search. It’s the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions. The new infrastructure sits ‘under-the-hood’ of Google’s search engine, which means that most users won’t notice a difference in search results.”

Well that may indeed end up being the case, but back then, it appeared to us … that statement had sounded a teensy-weensy bit like something designed so as not to scare the horses … you know like they did way back when their unannounced, infamous Florida update blew away almost everybody in SERPs: talk about SEO ending up in Hurricane Country!

But there’s no doubt something’s going on at the Big ‘G’ at the moment (# see update 9th April below): rumours usually start to emerge from West Coast USA and sweep eastwards … here’s some snippets from the forums:

• 5:27 pm on Mar 31, 2010: I am seeing a lot of movement today in the SERP’s. Keep in mind this does not look like caffeine in any way, but this is the most shuffling I have seen all year. The SERP’s have changed 3 times today as far as I can tell. A competitor who has ranked #3 for a term for the last year+ has dropped to #5. Lots of movement going on
• 6:32 pm on Mar 31, 2010: Huge movement in the west coast. Am seeing caffeine in the LA area. East cost is showing it as well..
• 6:41 pm on Mar 31, 2010: We are getting big changes, caff. in the east coast as well, back to where we were 2 weeks ago or so… A big step in the right direction, but not perfect yet…

There was also something we noted yesterday that’s reflected in this forum note: “ Ooh! Anyone else seeing lots of snippets being URl only even though there is a web page there? The #1 ranking for one of my terms just went URl only (very weird seeing URl only ranking #1!) but that site has ranked at #1 for nearly 2 years — bet they are wetting themselves tonight seeing themselves listed URl only despite not having change their page or allows! Glitch or indication? ”

We saw this happening throughout the day on 1st April for many sites in our own keyphrase tracking regime, but we weren’t sure whether it was the boys at The Chocolate Factory having an April Fool’s Day gag … ‘cos at the same time they were showing their speed-of-results returned as not in ‘secs‘ as usual but at ‘warp-speed’.  You know how those Mountain View Googler’s enjoy a bit of a wheeze!

So what do we know? All we can honestly reflect is that, as a touchstone, we tend to most-closely track our own website and marquee keyphrase Web Design Northampton and we’ve managed to stay constantly at the No. 1 position for that keyphrase throughout all of this: so maybe the Cutts’ view is correct and there is no difference post-Kaffein.  There are many who hold to the view that Google wants to impose a beat-down on practitioners of SEO – but we don’t subscribe to that!  We’ve long opined that ethical SEO is perfectly complementary to everything that Google holds dear and that if your raison d’etre is aligned to the Google Guidelines, then you won’t go far awry. Make a long-term investment in your website: use keywords and semantic keyphrases appropriate to your market segment, acquire themed links to improve link popularity and write content aimed at human readers … it’s that easy.  But it does take time: if you’re setting out to gain Google Top 10 position … it may take a while: incremental growth is the name of the organic game.

As far as real Caffeine-is-here-evidence goes … we have very little, in truth. But sharing what little we do have may be helpful: there’s certainly been evidence of recent Googlebot hyper-activity. Like, on average we get 8 x Googlebot visits per day (historically) and we can report a significant upsurge in Googlebot visits in January & February 2010 to the level of 18 per day on average: but it’s now returned back to the typical average. So that may indeed be evidence that ‘G’ was girding up its loins earlier this year for a Caffeine/Kaffein roll-out in April?

By the way, the name-change to Kaffein,  isn’t another April Fool … it’s (allegedly) Google’s reaction to some complaint about their choice of the word Caffeine and that being offensive to some ( you couldn’t make that up now – could you?).

So watch this space and when we’ve got something more to report … then *report it we will!

# memo 9th April 2010: it now appears that at least one of the  ‘somethings‘ that was going on over Easter weekend … was the roll-out of a Google Tool Bar Page Rank (TBPR) update!  That’s not to say that they weren’t also Kaffein-ing at the same time: just that  we’re more confident in reporting the Easter TBPR update, in that we know what they look like.

* memo 23rd April 2010:  extract from an updated WebmasterWorld thread from Senior member, ‘whitenight’ said:

For the UNOFFICIAL record, I’m calling Caffeine UNOFFICIALLY launched.
Why?
** It’s on 80% of all DCs.
The remaining 20% have been getting Caff datasets flickering for the past 24-48 hours.
The “old” SERPs and Algo are now the minority.
** At the time, I couldn’t be bothered to post and then argue with the masses,
but the INFRASTRUCTURE (NOT datasets) has been fully live and operational for ALL DCs for about a week and half now.
since testing the INFRASTRUCTURE is far more complicated than observing datasets, you’ll forgive me if i don’t give any practical examples… other than pointing out i’ve given past examples of how ANYONE can do this on their own in the earliest Caff threads.