No. 1 In Google May Not Be Enough

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Google's new teleportation, its search-within-search function, is getting mixed responses, at least from some site owners, who may be remembering occasions when teleportation in the Star Trek transporter went wrong. Earlier in the month, Google introduced the [ teleportation] functionality as a way to better help searchers find information within a site by providing a search box below the snippet of the top listing, which performs a "site:" search on the domain of that listing using the additional search terms the searcher added in.


The "site:" advanced query is quite familiar to those within the search industry, but much less so to the average searcher. So bringing this functionality front and center for the searcher should be a well-received addition.



When I first saw this, I thought it was interesting--once I was able to get it to show up. It doesn't come up for every site, mainly big-name sites, nor does it come up for every search. One that it did come up for was searching for Amazon.com. After playing around with the teleportation search, I also began wondering how these big-name retailers would react and thought that some might not care for this new functionality. Why would they object?



Let me show you--except I can't use Amazon to do it anymore. According to the [ New York Times], Amazon is one such retailer that has already objected and asked Google to turn off this functionality for its site. It seems that most of the talk so far, like that happening at Search Engine Land ([ here] and [ here]), has been more about acknowledgment than anything else, but Rishi Lakhani's post at [ SEO Smarty] shows that others have had similar thoughts as I.



Now, before we go much further, understand that I'm not suggesting ulterior motives here on Google's part or that this is even a good or заказать ускорение индексации сайта ускорение индексации сайта сайта (simply click the following page) a bad thing. For regular users, I think this will be well received, and Google pays a lot of attention to delivering the best user experience it can--but that isn't to say that there isn't going to be a potential upside for the PPC program as well.



So let's take a look at some examples of how this may impact results and get a feel for why some site owners may be less than thrilled with this functionality. Let's use national retailer Target as an example while we still can since its site is powered by Amazon. We'll try this on searches for plasma TVs.



Below we see the results that someone might see doing a search in Google just for "plasma tv" which includes eight paid search ads.

Google search for "plasma tv."


Below we see the results that someone might see doing a search in Google for "target plasma tv." Notice how there are no paid search results showing up, and not surprising, Target shows up in the top organic listing.

Google search results for "target plasma tv."



Then let's see what happens if someone searches just on "target." No surprise that Target.com shows up No. 1 again in organic results and still no paid search ads. What is different is the appearance of the teleportation, search-within-search, box showing up below the [ ][ ] may not be enough. What happens to the site that has excellent search, but terrible indexation in Google? Now more than ever, site owners need to focus on creating the most search-friendly site as they can to make sure that Google and other search engines can spider and index the site as completely as possible. For some sites, this is a huge challenge, trying to overcome legacy CMS and e-commerce systems. Fortunately, there are solutions like Netconcepts' own [ GravityStream] proxy optimization that can help many sites overcome these obstacles, but GravityStream isn't for everyone.



One thing this clearly means is that site optimization is more important than ever. Optimization will help to make sure that the teleportation results for your site are highly relevant and speak to the searcher, hopefully gaining the click-through from the searcher. If you are like Target and experience millions of searches a year just on your brand name, then you don't want to leave your optimization to chance when it comes to teleportation.

















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