How do you think this shift to search engines will affect how SEOs work? This will be good overall because it will ultimately force search users to think about what people wanted when they made the query and answered it. I think there's a lot of opportunity around detailed FAQ pages that incorporate questions into the content. We need to understand the questions people ask, no matter how they ask them. There have always been those who over-generalized on single words and mapped out all the crap content to them rather than asking “why did they ask this and what information do they need to satisfy their request?” At a recent conference, I gave a presentation on keyword modeling.
I showed how a major resort destination leveraged its own on-site research data and identified over 600 different questions people were image masking service asking. We estimated that 15% was directly monetizable, e.g. “upgrade from one day to multi-day pass”, which can easily be translated as “How to turn a one-park pass into a multi-park pass”. What was odd was that the majority of questions weren't answered anywhere on the site. Advertising Continue reading below Google recently announced that it would limit the data available for low spend through its Keyword Planner tool.
Do you think this will have a big impact for most users? I will say yes and no. Most people already have a good grasp of their keyword universe and simply use this data to make fine adjustments. However, for new businesses and people who are unwilling to use their brains, it will be devastating. This has been the easy button where you will put a phrase and it gives you options. It's scary how many companies don't have a handy list of what they sell or do for people. Bonus question: What's the best book you've read in the last few months? I just finished Team of Teams: New Rules of Engagement for a Complex World by Stanley McCrystal.