Have you ever thought finding what you were looking for on Google took too long? Google did. Today, the search giant launched a new version of its search engine interface. Google is calling this new interface
Google Instant
. Google Instant provides real-time suggested results as a user begins to type a keyword into Google.
See the video demonstration below from Google to get a better understanding of how this new search interface works:
Google Instant is a major change to Google’s search interface; it allows users to refine their search terms faster to find the result they are looking for. As users type in new keywords, the page of results updates in real-time to display the results for the new keyword phrase.
According to Google’s Ben Gomes, “Google Instant results in more search queries.” He also stated that although search rankings do not change with the release of Instant, long-term search behaviors may change. This change will also reduce the need for natural language search, meaning that users will likely reduce searches like "How to ..." and search for more speficific keyword phrases.
How Google Instant Changes SEO
Google Instant is a completely new user interface and experience for searchers, and this new interface will likely mean some changes for the search engine optimization industry. As Gomes said, the new interface will result in more searches, which is great for companies looking to get found organically through Google.Google Instant will likely cause a shift in SEO strategies. As you saw in the video demonstration above, the search results change almost instantly as the keyword phrase in the search box is edited. Because of this, people will spend more time refining keywords and ultimately focusing more on long tail keywords. Essentially, Google Instant will mean more searches for multi-word search phrases than before.
Google Instant also means a shift toward focusing even more on higher rankings for specific long tail keyword phrases. The Google Instant interface reduces the need to scroll down the page looking for better results and essentially eliminates the need to look at anything other than the first page of search engine results. Users will look at the first three to five results at the top of the page without having to scroll; if they don’t see what they are looking for, they will adjust their search phrase instead of scrolling or visiting the next page of results.
Ultimately Google Instant means a more personalized search experience, and it ensures that search results are no longer static. Search results continue to become more customized to individuals and their habits and preferences. While long tail keywords are now even more important, the changes Google made today only reinforce that to be found by qualified visitors online, you need to create and publish relevant content that is valuable and solves the problems of your prospects and customers.
What do you think about Google Instant?
Inbound Marketing Blog Feed
Scott Paley 3:43 PM on September 08, 2010
Search Engine Land has an article up now that suggests that this might kill the long tail for SEO.
Laurie Macomber 4:01 PM on September 08, 2010
Scott, I believe that article you reference is discussing PPC, not SEO?
Kipp Bodnar 4:02 PM on September 08, 2010
Yes Scott. That article was talking about PPC. Instant Search makes the organic search long-tail and online conversations more important than ever.
Arnold 4:05 PM on September 08, 2010
Very interesting article. Google definitely keeps us SEOs on our toes at all times. Thanks for sharing.
Scott Paley 4:05 PM on September 08, 2010
Yes, you are both absolutely correct. That article specifically discusses PPC. However, I don't see how many of the same issues don't appear for organic results.
Grant 5:20 PM on September 08, 2010
I think people will start to refine their search terms, making them more specific and targeted.
Aaron 5:33 PM on September 08, 2010
It's pretty amazing. I've only played around with it a bit, but you can see it's going to change the way people search, editing their original queries within the search box itself.
Josh Christian 6:10 PM on September 08, 2010
Wow, this is a big change, but a very useful one for finding what you really want. No wonder Google is the search engine leader.
Amarjit 6:21 PM on September 08, 2010
Interesteing and yet challenging for us SEO guys.. I think blog is going to play even bigger role now..
Olin Hyde 9:23 PM on September 08, 2010
This is a brilliant way to mitigate all the noise created by content solely intended to skew search results. Moreover, Instant seems to favor a more semantic search -- obviating the value of offshoring blogging to just pack in keywords.
Brian Halligan 11:27 PM on September 08, 2010
Good article...I totally buy your analysis of how this will impact SEO, Kipp.
Gordon Gates 8:11 AM on September 09, 2010
The instant results page is heavily weighted towards the paid ads. As I am typing a phrase into the search box, I can only see 3-4 of the organic search results on the page. But I can see all the ads.
Many Google users may select an instant result without ever hitting the "search" button. Those people will never see the organic results that rank 5 through 10 on page 1.
Further, the instant results that are seen as you type are dominated by the ads.
So to benefit from the new instant search, you have to be in the top 4 organic results, or have a paid ad. That is a huge change.
Laurie Macomber 8:47 AM on September 09, 2010
On INSTANT,we have seen that one client who has consistently held the top ranked #1 organic position, has not been shown in INSTANT results. Yet a lower ranking firm that has the specific query in their company name now is suggested.
ileana 9:10 AM on September 09, 2010
Amazon has been using this approach for a long time. I worked for a bookstore and I would go to Amazon to look up a book instead of using the program my employer provided. It was so much faster. I'm surprised Google hasn't implemented this sooner.
Justin Cambria 3:47 PM on September 09, 2010
@Scott - I think this will actually make the long tail more important, because with autocompletion happening, Google will suggest phrases that are effectively long tail. I think we'll see many more multiple word search queries, as Kipp notes. Also, Instant will make it easier for a searcher to think through what they are looking for, and hone in more deeply more quickly and with less effort as their brain will be helped along by Google's.
@Gordon - not necessarily true. Caffeine and now instant are simply making it less predictable as to how organic results will be rendered. I've got a screen cap and a little explanation of that in this post. I think the fundamentals of striving to be #1 on your important keywords will remain the same, but as search gets more persoanlized and more instantaneous, things like have a strong social media presence to underscore your SEO efforts will grow in importance.
Justin Cambria 3:52 PM on September 09, 2010
And again, this time with the link (hopefully) correctly formatted
@Scott - I think this will actually make the long tail more important, because with autocompletion happening, Google will suggest phrases that are effectively long tail. I think we'll see many more multiple word search queries, as Kipp notes. Also, Instant will make it easier for a searcher to think through what they are looking for, and hone in more deeply more quickly and with less effort as their brain will be helped along by Google's.
@Gordon - not necessarily true. Caffeine and now instant are simply making it less predictable as to how organic results will be rendered. I've got a screen cap and a little explanation of that in this post. I think the fundamentals of striving to be #1 on your important keywords will remain the same, but as search gets more persoanlized and more instantaneous, things like have a strong social media presence to underscore your SEO efforts will grow in importance.
Blain Jones 10:54 PM on September 12, 2010
I noticed the change the other day, it is def. going to change how everyone is doing SEO. Put up a link to your post on my blog:)
Conversational Agent 2:39 AM on September 14, 2010
It helps in making keyword search faster and I like using it actually, just like what yahoo does for its search bar.
Scott 12:26 PM on October 03, 2010
Recognized the change the other day, do not see this making a big difference in how SEO is being done. You have to constantly adjust to stay on top of it anyway.