Google Instant Will Change The Way We Search

Google introduced a new feature this week called Google Instant that will change the way we search. The benefits of Google Instant being 1) faster searches, 2) smarter predictions and 3) instant results.

As we know by now, Google loves relevancy, it’s basically the number one rule they encourage people to follow when creating AdWords PPC ads (if you do this, you have an increased quality score, lower costs per click and usually a better click through rate) and the key thing Google Instant does for users is make things more relevant as well as saving time. Think about it, this is great news for the user.Google Instant is not yet available in Ireland but will be coming soon. You can still test out Google Instant by going to Google.com/instant and play around with it and see what you think.

Google Instant Facts

There’s a great interview with Marissa Mayer in the below video that you guys need to watch. Marissa is vice president of Search at Google and can explain a little bit more background behind this.

There has also been a lot of hyped up talk in the online world about what Google Instant will do for SEO and how it will negatively affect search marketers and how no two users will see the same web etc. This is not entirely true.

The same principles are going to apply, you’re still going to have to optimise your pages, you still need to create beautiful content that will encourage others to share it, you’re going to have to offer something of value to people and if you’re an e-commerce business, you’ll need to be on top of your game because of globalisation and the competition that exists out there.

But hold on a second, this doesn’t really change much at all does it? Because to survive and thrive online (or offline), you needed to do all that anyway. Online Marketing is an evolving and exciting field and to survive you’ll need to get used to changes and adapt your ways. And remember guys, wherever the users are, advertisers will follow and Google really won’t be making random changes for the sake of it; this is a strategic decision after years of testing that Google are implementing to effectively widen the margin between their competitors and increase their bottom line. If they don’t succeed in doing that, this idea will be canned.

Will Google Instant really changes things around for search marketers? What do you think? Oh I also found something quite interesting; Yahoo had a similar feature in 2006 that was used on their AllTheWeb Search Engine but it didn’t take off.



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8 Responses to Google Instant Will Change The Way We Search

  1. Leslie Rhode says:

    Maybe Google instant is just like another fad in life for instants stuff. Like in the past instant coffee,instant mash potato, instant success etc… Eventually people stop and think hey the instant is quick but its not the same quality Bring me back that old pure stuff! or give me back the original Google!

  2. Aindreas says:

    That’s a good point Leslie and you’re not the first person I’ve encountered who believes this could be just another fad. I suppose when this is rolled out fully in all geographical areas we’ll know more about how people are taking to it.

    I just can’t imagine Google doing something that could potentially scare users away as this will no doubt affect their revenue model.

    Aindreas

  3. searchbrat says:

    Well, I agree it doesn’t necessarily change the rules i.e. no bearing on ranking, but it may change the way users search. How is the interesting point, will it increase or decrease long tail searches i.e. will users find what they need in a shorter space of time. If you play around with it, most of the organic results are below the PPC ads + Map, so I don’t see organic getting a direct boost. Google is a commercial beast after all, and may bank on users identifying a paid search ad that suits them, or else, clicking on a few along the way.

    All in all, I am on the fence, set up advanced segments in GA to track both head and long tail and wait to see. This is the only true way of understanding how things will change.

    As a Google fan boy, I am disappointed with it so far, it’s quite clunky and is trying to spoon feed users too much. Keep in mind, there are still people using Google for the first time each day, what kind of user experience will they have attempting to use this. I actually switched to Bing a couple of times over the past couple of days to find a particular result. This is something I never imagined happening at the start of the year.

    Interesting times

  4. Aindreas says:

    Hey Kieran,

    Google is a commercial beast and I’ve no doubts at all in my mind that €€€€ is the reason for this change. But I still think that for Google to achieve that (or should I say continue to achieve that) they need to be making correct strategic changes which in turn will bring in the users, and wherever the users are, we (advertisers) will follow and once again will benefit Google.

    After all, with 97% Of users researching products online before buying, i can see this helping users out even further because it just gives you such simple access to huge amounts of data.

    Any idea where we can get our hands on some usability tests re: Google Instant? Would also be interested to see the results of your Google Analytics tracking tests so definitely keep me posted when you have some data to work with.

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