Google Instant And Your SEO/PPC Campaigns

Google Instant And Your SEO/PPC Campaigns

Google Instant has been one of the most noteworthy changes to Google's Search interface since it launched Universal Search in 2007. With Universal Search Google presented a new set of results by combining results from Google's video, news, images, local and book search engines in its search results pages. With Google Instant we have now been presented with changes that affect the way in which users actually perform and refine their queries for information.

Google Instant can be equated to predictive search', whereby search results appear (and change) as you type your search query into the search box, thus removing the need to hit the enter key or click the search button to execute your keyword search.

Google's new predictive technology is currently available on selected Google domains - US, UK, France, Germany, Italy, Spain and Russia. At present, if you are searching on another domain you need to be signed into a Google Account for Instant to work. Note, Google are planning to roll out Instant to all other domains over the next couple of months.

Google Instant has three main benefits according to the search giant:

1. Faster searches (Google's research suggest it saves 2-5 seconds per search)

2. Smarter predictions that help guide user searches

3. Instant results that let the searcher see results without clicking a search button or pressing enter

Are you concerned whether this new feature will have an impact on your Search Engine Optimisation and Pay-Per-Click (PPC) campaigns? Google have stated that in terms of actual rankings, Instant doesn't change anything in terms of their ranking algorithm. Therefore your website should continue to rank well for whatever keyword phrases it was ranking well for prior to the launch of Google Instant. Although, looking longer term, there is the potential that users' search behaviour could change as a result of Google Instant, and as such the keyword strategy for some campaigns may need to be re-evaluated. This relates to the fact that searches are shown results after only typing a few characters; if they can see a relevant result to their query they are less likely to keep typing (thus entering long tail keywords) and simply click on a result. PPC and SEO campaigns that focus on longer tail keywords may notice a decrease in traffic from their long-tail keyword phrases and consequently a shift towards more generic keyword phrases may be required. Keeping a close eye on your Google Analytics is recommended.

If you run a Google AdWords campaign, you may be concerned about the potential for a higher number of impressions given how Instant changes the results to match a user's search query. It is dependent on how a user interacts with the search results page as to if an impression is triggered. According to Google, impressions will be counted in the following situations:

- When your site appears in the search results following a completed search

- If the searcher starts to search and then clicks any link on the search results page (including an ad or "related search" suggestion)

- If the user stops typing and the search results are displayed for at least three seconds

We are reminded once again with Google's latest change that nothing in the world of SEO is guaranteed and despite the latest shake up from Google, the basics of having a good content strategy in place (i.e. fresh, unique content that is developed with the end user in mind) have not changed.

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