8 Ways Real-Time Search Can Boost Your SEO Rankings
Jokes about former California Gov. Arnold Schwarzenegger's fall from grace just may be the perfect vehicle for improving search engine rankings in real time. That's true, at least, for the host of NBC's "Late Night With Jimmy Fallon." So says Connie Bensen, director of social media and community strategy at UK-based marketing software company Alterian.
In a video posted on May 26 called "#latenight hashtags," Fallon tossed a few jabs at the disgraced politician along with those from viewers who tweeted various thoughts relating to the #IWentThere theme that Fallon had suggested they use on Twitter.
That's a smart search engine marketing tactic, Bensen says, because it does improve rankings—especially in this age of real-time search results that include social media updates. "The search engine marketing industry changed forever when real-time search was added," she says. "It forced all marketers to use social channels."
Search engines may even be using tweets and other social media updates as the top criteria to determine organic rankings for content, according to research highlighted in the May 26 post on SEOmoz.org, "The Tweet Effect: How Twitter Affects Rankings." The research finds that initial look may also factor in how many followers the tweeter has, with more being better.
How can marketers capitalize on that knowledge? Bensen; Tom Gerace, founder and CEO of Boston-based search engine marketing services firm Skyword; and Gary Ware, director of paid media services at San Diego, Calif.-based search marketing firm Covario; offered these tips on getting the most from real-time search results.
1. Check their rankings in Google Realtime Search to see how well they're doing in this aspect of SEO. Bensen advises: "Search for terms that are related to your company. It could be your company name, or to be more specific, search for your company name and a product or service that you offer. If people are talking about your company, real-time search results will appear at the top of the first page of your search results."
2. Bid on fragmented keywords. Ware says: "With Google Instant, Google considers [it] an impression when a user pauses for more than three seconds. Knowing that, we have seen success with bidding on fragmented keywords. (i.e., "laptop sol" for laptop solutions). This has allowed us to decrease CPCs in competitive landscapes. To be successful with this, advertisers need to review their search query reports to see if there are high-volume fragmented keywords."