The web was all a twitter on Wednesday when Google’s usual homage to a specific day’s event went unidentified. What are these colorful balls and why are they following my mouse? Google was silent on the issue only stating that something big was coming…and they weren’t kidding!
One of the key features of Google Instant, the newest Google update is that the program can predict the rest of your query before you finish typing. Once the program has located the information you need, you no longer need to type and can go directly to the site you’re looking for…kind of like computer generated ESP.
Pretty cool, huh?
Most search engine users are intrigued, but what does this mean for companies who thrive on pay-per-click (PPC) and search engine optimization (SEO)? At Delucchi+ and Blue Bug Digital, we work on extensive digital marketing programs for our clients, ensuring their product is optimized for the web.
Currently, Google will only count an impression as an impression if the results are displayed for a minimum of three seconds. Google Instant might increase the number of impressions, ultimately reducing the clickthrough rates (CTR) for specific sites. On the plus side; results will only display on suggested or predicted keywords that typically have already been included not additional, potentially unrelated phrases, so the impressions will be relevant. This may even result in a higher CTR, as keywords that are typically not as popular display more often.
With regards to SEO, it is likely that the familiar “long-tail” keyword search will diminish, at least for the time being. As Google predicts keyword phrases, users may be swayed to edit their search phrases by a prediction or suggestion that appears more targeted to their desires.
In order to maintain SEO terms already established on specific websites, core keyword phrases will need to be selected and possible predicted phases will need to be tested before selecting them for use, allowing designers and web builders to approximate the most likely predicted text and test against already existing core keyword phrases to see how far the searches may diverge.
The best way to ensure that these changes do not negatively affect exposure will be to make sure that each site is holistically optimized to capture their core audience.
For the time being, Google Instant is only available currently to users who are signed in to Google and searching in a personal account, which limits the exposure. Additionally, the feature can be turned off by those who do not like the new instant results.
We have yet to see what the general consumer reaction to this change will be – many people may simply choose to disable the feature. On the flip side, users may become more sophisticated in their search methods, allowing Google to guide their searches deeper and provide more cues to their true intent. If this is the case, the job of marketing firms will become even more crucial with regards to defining the customer and truly understanding their intent as they search the web for information to ensure that no matter the search engine, their client shows up first.

