Google recently released Google Instant. It’s yet to be seen if adoption hits expectations for big brother or how the long-term effects of Instant will affect SEO, but for now, what’s important is that the algorithm seems to be continuing to evolve, and, as SEOs and webmasters, we have to pay attention.
But what I say, and think we should notice – is that we’re getting close to an algorithmic paradise.
What? A paradise? What I mean by a “paradise” is that the algorithm is hitting a stage of maturity – and that strong improvement is likely no longer possible. Similarly, a lot of recent largeuncoverings in how Google may be approaching search results leaves me to ponder – what big advancement could come next?
Google quickly seems to be moving further and further forward with geo-local results – when you input head keywords that often have geographic significance – such as “movers” or “taxis” – you sometimes get geographic specific results. But this isn’t always, so there’s clearly evidence that Google is tweaking with this portion of the algo at the moment to help return the best results.
But how will this effect SEOs? Depending on how much they blend results, there’s a chance the “national” geo-level companies – largely lead providers – may be adversely affected – with part of their market share cannibalized. But, largely, the algo itself will remain the same.
The algorithm, that, at once, is both returning great results and, also, that we seem to have pretty well figured out as it pertains to what it takes to rank.
This is what I mean by an SEO utopia – at a certain, oncoming point point, Google’s algorithm stops being something that needs large improvement, and because of that, ranking factors largely become static, other than a few minor tweaks here or there – tweaks that we should largely ignore in our day to day. And Google is rapidly reaching that point. I can’t remember the last time I had to redefine a search because of deficiencies in the search results.
For SEOs, this means that once we reach a certain level of expertise, there is less need to worry about what’s new in search and how the tweaks in the algo change things – instead, we can focus on the things that truly move the needle – like intensive link building and putting our nose to the grindstone.
This can be good and bad, unfortunately. Although the focus part is true, there is also a competitive advantage a workmanlike SEO would have over the less-passionate one who ignored top SEO blogs and fell behind on algorithmic changes. At a certain point, the info will be there and everyone will catch up, and the competitive edge that comes with reading constantly will evaporate. Instead, it will shift to things like scaling SEO processes, creative link building strategies, and again, building great content.