google realtime

Adapt Your SEO For Trends: Real-Time & Local Search

google realtimeThe majority of SEO’s focus on optimising for desktop/laptop search results.  The good ones (#97 in particular) are aware of the latest search trends and incorporate optimisation techniques that always keep their clients on top and ahead of the game.

Here is a quick overview of two important search trends you should be aware of; real-time search and local search.

Real-time Search

Real-time search delivers the latest information and updates the moment that they are posted.  The two best-known examples of this technology are Facebook and Twitter.

Google briefly had its own real-time search function that delivered the latest social media updates to the Google search interface, but their deal with Twitter went south last year.

Google Now: Location-based real time updates

Google has been busy working on an alternative called Google Now.

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When Google Now is launched it will provide (mobile) users with access to the latest information based on their location, search history, and calendar.

The smart technology, boasts Google, will know where you are at any given moment and where you are going next. It will organize your commute, keep an eye on traffic, and give any relevant travel information that you may need. It will also contain listings for local businesses.

Local Search

With local search, search results are influenced by a user’s current location. Many organisations are already registered with Google Places, a free feature for businesses that includes a listing on Google Maps and the possibility to integrate customer reviews.

Google also wants to provide high quality restaurant reviews to users. In September 2011 it bought up company Zagat, a familiar name in the restaurant review world, famous for its small guides.

In May of this year the Zagat ratings were integrated into Google Plus Local and went live in the search results.

Local results are set to become increasingly important with more and more users accessing the internet on smartphones and tablets.

In Google Places the emphasis is on positive reviews and businesses being talked about on Google Plus. These are the factors that influence the local search algorithm.

In a Nutshell

Algorithms used in the above search trends are different from algos used for regular search on Google. The factors that influence ranking here are only just beginning to be explored.

As more and more of us are turning to the mobile web, conventional searches on Google may become less important. In the next few years, the field of search engine optimisation will expand to include optimising sites for these new types of searches.

Make sure your SEO agency is aware of these trends and that they’ve incorporated them into your optimisation campaigns.

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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