There has been a lot of talk surrounding Google's new "Google Instant" in the search engine marketing world, some of which are fearing for the life of traditional search engine optimisation itself. Is this just all hype or is there a real danger?? Lets find out...
What is Google instant?
For those of you who might have missed it, on September the 8th 2010 Google unveiled an update to their search engine interface which now generates results in real time as you type. As with all new Google features it is possible to disable instant by selecting an option to the right of the search box.
How might this change things?
So I hear you asking, how does this changes things from an advertising / search engine ranking point of view? Well for one it means search has become much quicker, with reports that Google Instant can save anywhere from 2 to 5 seconds per search.
Evolved & Deeper Searching
As search results with instant show automatically as the user types it is now more likely that a searcher will review the results they get from their initial query and then look to refine their search with Google's suggested search phrases that appear below. This creates new opportunities for keywords and phrases that you might not have already thought of.
For example when searching for our key phrase "seo company", by the time we get to "seo com" Google has already suggested 5 search phrases for me, with the results already showing for the first phrase in the list, which happens to be seo company. So now I am in the position as a search engine user to be able to see the results of my original intended search term and I can now make a decision to look at another suggested phrase if I don't find what I'm looking for in the first set of results. What this has done is removed my requirement for thinking up an extended search term if can't find what I want the first time around, which can lead to lots of new search results.
So why not check out what other options Google suggest for the key phrases your currently ranking for and make sure your not missing anything out - that goes for you Google Adwords user also...