This is some big news, given that Google is by far the most utilized search engine.  One affected eco-system will be the realm of Search Engine Optimization.  While the old method of SEO primarily targets the ’static web,’ a new brand of Real Time SEO needs to evolve to address the ‘real time web’.

Real Time SEO

SEO is essentially maximizing the potential of a website to be indexed by Google based on a number of factors the algorithm takes into account when ranking sites, including the number of incoming links, title tags, keywords,  updated content, etc.

The Mountain View crew claims that real time search will utilize factors such as “author quality,” “probability of relevance” and “query hotness,” in order to determine which results pop.   These new factors, among others, will be the guiding principles of real time SEO, a process that is sure to be exacted from this point forward.

Sure, the social web – including twitter, facebook, myspace, and blog articles – have been an integral piece of SEO work for some time now. Utilizing social media pathways to provide extended exposure to a website has been important.  However, these efforts have always been somewhat ephemeral in comparison to the bulk of a search engine optimization campaign.  With the advent of Google’s real time web, this is about to change.

Real time search results could bring as much, if not more, traffic to a website than standard indexing on any given day.  This means making a website relevant and fresh through updates will become even more important.  There are sure to be other tactics and strategies that emerge as real time search evolves.  I’ll  be sure to keep an eye out for these results and post the findings.  In the meantime, feel free to let me know your thoughts on the subject!

However, there are several basic SEO techniques which are proven and haven’t changed much at all.  It is important to always keep the SEO basics in mind, and not get too caught up in the details.  I’ll start with three of the most important things to keep on the top of the list when implementing an SEO friendly site:  Title Tags, Page Copy and Content.

Title Tags

Title Tags are definitively one of the most important single elements in a website’s SEO structure.  These are the integral keywords that appear on the top of each search result listing.  It is important to keep title tags simple, descriptive, and to-the-point (under 68 characters).

For example, if you run a San Francisco catering and event planning service:  San Francisco Catering and Event Planning | Caterati

Of course, there are other factors to take into account, such as keyword traffic and page copy relevance.   Otherwise, fairly simple and straightforward.

Page Copy and Headers

It is important that your page copy and header tags (H1, H2, etc.) mesh with the general topic your site covers.   If you have a website about puppies, the pages should generally be about puppies, from different types, to how to train them, etc. Makes sense, doesn’t it? There are a surprising number of sites out there that don’t follow this simple rule though, whether it be covering too wide a breadth of topics or simply not staying on topic.

The target keywords on eac page should be inserted deliberately but discreetly within the copy.  This means the keywords should go unnoticed (from the rest of the copy) to your average human reader.  Try testing this: have a friend read a page without ‘keyword pretense’ and see if they notice if something is ‘off.’

Fresh Content

Providing ongoing fresh, keyword relevant and interesting content for your website is probably the most important thing you can do to give it a boost in search rankings.  This isn’t about ‘tricking’ Google or any other sort of work-around:  it is simply about keeping a regular schedule to publish your fresh, on-site content.

We often recommend installing a hosted Wordpress blog as a forum for publishing your fresh content.  Wordpress can do wonders with SEO.  Even if you don’t have anything to write about, just write and see what comes out.  If possible, throw in some of your relevant topics / keywords in a discreet,  ‘non-spammy’ way.