subject: How Can Google Instant Influence SEO and PPC [print this page] 2. Which Keywords to Concentrate: Now, look at the same example displayed above. I wanted to search for is seo important' and the suggestions give to me by Google were is seo dead', is seo worth it' and is seo important'. Now, for which all phrases I should optimize my site for, when these phrases suggested by Google are antonyms. On the other hand, the user is deviated from the topic he is keen to find info for. 3. Distraction: I was trying to find ways to control termites using Google Instant. And, when I started typing it, Google suggested me the result for the film The Terminator' and I clicked and started reading it. So, Google Instant is not providing me the results of what I am searching for. So SEO folks, you also need to read the users' mind and what all keywords are being suggested by Google Instant.
4. Long-tail Searches: The major problem I see is with long-tail searches. Websites which used to get benefited with the long-tail keywords will have to bare the brunt. As the searches for these keywords will reduce. More so, advertisers who used to concentrate on log-tail for Adwords will also see the referrals coming down drastically.
5. Tracking Google Instant in Google Analytics: With Google Instant, there are effectively two user queries. First, there is the full search query which Google proposes based on a user's keystrokes and the second, is the partial search query actually typed by the user. Some have proposed tracking the partial query typed by a user by trapping a oq= parameter' or which appears in the Google result link a user clicks on. Unfortunately, this tip will not work, at least not as things are currently. The oq= parameter' does not appear in the referrer string passed on to the target website using Firefox. Since it isn't passed on the referrer, it cannot be tracked by web analytics tools.
6. CTR for PPC: Using the arrow keys' one can preview the organic search results. But, the Adwords ads are also getting refreshed and giving different results. So, this may increase the number of impressions for the results and thus, effect the CTR and so the CPC.
I see this change in reducing the required time users are taking to find the searched results than they currently are. I do not necessarily see it helping users find better results. The instant results will definitely have an impact on how people get to their final search results.
But, in the long run, this can only mean people searching for more relevant information, that is selecting the right key phrase suggested by Google Instant and the websites are properly optimized for these keywords, could actually deliver a more "informed" group of visitors to the website. But, time can only prove this.
Do let me know your thoughts and experince on the influence on Google Instant.
