When Google rolled out their new search product on September 8, 2010, it was heralded as the next innovation to "kill" SEO and SEM. Bloggers all over the world tried to analyze how Google Instant would impact their bottom line.
What is Google Instant?
When a person searches (using a browser such as Chrome or Firefox) on Google, and Google Instant has been activated, their search results begin populating the screen as they type. Google loves this innovation because it helps them get the search results on the screen faster than ever before. They don't even have to wait for users to click the "Search" button!
As the person types, the search gets more and more specific in real time on the bottom of the screen. And, if they want to explore results of more than one of the suggested keyword combinations in the drop-down below the search box, they can preview those results by arrowing down and looking at them - without committing to that search result page.
Long Tail Searches or Short Keyword Phrases?
The term "long tail" was made popular by Chris Anderson's book by the same name and refers to the graphic representation of the number of searches available for a given keyword phrase.
In simple terms, when a person searches for a short, vague keyword phrase, they see millions of general search results. If that user searches using a long, detailed keyword phrase, they will very few detailed and precise search results.
SEO and SEM consultants generally relish the specific, long-tail search, because they are more likely to get the user to click on their link, and to convert to a lead or sale on their website.
Some bloggers theorize that the instantaneous view of "close enough" search results will cause searchers to stop short, and no longer use a long-tail search approach, thus "killing the long-tail".
Others say that without real time search results it won't change a thing.
Another possibility - and one not adequately explored yet in the blogosphere - is that Google Instant will actually train users who have been using short search phrases to get very general results how to tailor their search queries to search on the long tail.
Google Instant's Potential Impact on Search Optimization
It is very likely that Google Instant is going to change the way people search. Whether short phrase users switch to long tail searchers, or vice versa, there is going to be an even more rigorous battle raging behind the scenes to get to the top of those search results for relevant queries.
But will it "kill" SEO? Probably not. In his recent post about SEO and Google Instant, Matt Cutts, Google Engineer and Google’s Webspam team said "I’ve said it before, but SEO is in many ways about change. The best SEOs recognize, adapt, and even flourish when changes happen."
Only time will tell how it will change SEO practices, however, it's likely that solid SEO practice based on honest representation of a brand, and reputation building across the internet will prevail.
Google Instant's Potential Impact on Search Marketing
With the ability to change search queries, making them more specific or less specific on the fly, users are going to be less likely to browse through even the entire first page of search results.
Because Search Marketers (those guys paying for ads along the right hand side of Google) want to be seen as often as possible, they will need to bid on the more expensive short keyword phrases, and the competition for the top-ranking spots will be fierce.
Currently, long tail searches are less expensive for pay-per-click advertisers because there is less competition, and they are more lucrative because a specific-keyword searcher is more likely to click and buy. If Google Instant actually teaches people how to take advantage of the long tail, marketers will be able to use those longer keyword phrases. However, if fewer people use the long tail search, this could significantly impact advertising budgets.
Alicia King - Alicia King has been writing for Suite 101 since June of 2007. For over a year, she was the Featured Writer for the Suite section about ...
