On September 8th, Google introduced Google Instant with the intent to make search on Google faster and more relevant. Search results are now dynamic and are populated and updated as you type in your search query by leveraging auto-completion and thus predicting what searchers are seeking. RBM is monitoring how Google Instant is affecting the search landscape and although it is too early to tell definitely, we have determined a set of potential impacts:
Expected impacts from Google Instant on Search Marketing
Gradual shift in user search behavior (especially “refining search” behavior)
Greater importance in top PPC and SEO placement
Potentially higher PPC campaign impressions
Swings in referring traffic from certain natural search keywords
Impacts in distribution of traffic across head term and long tail terms
Gradual shift in user search behavior
Significant opportunity around creating related content and leveraging keywords. Over time, search users have become more sophisticated: the number of words per search query has risen steadily and now stands at upwards of 3.1 words per query. Google Instant gives users another tool to extend their ability to refine searches; users can now do this without conducting a brand new search. As such, creating website content and optimizing this both around core terms as well as synonyms and related terms is increasingly valuable, as searchers may move on quickly from one search to something related.
Due to the way people utilize Google search, this change may be gradual based on the various methods people access search: such as browser toolbars, iGoogle, and other websites – all of which do not feature Google Instant yet. Once someone submits a search query through these methods they can then utilize Google Instant to refine their searches if needed.
Greater importance in top SEO & PPC placement
Maintain current strategies that emphasize both long tail and head terms. Google currently defines an impression by a user halting on a results page for 3 seconds or by any other action that includes selecting a result and clicking “search” or hitting enter. As such, conversions will drop significantly in proportion to increased impressions for Paid Search campaigns. While we expect impressions to increase, click-through rates should remain relatively similar to previous performance.
In organic search results presented above the fold will range from 3-6 results. For paid search campaigns there can be between 0-3 results displayed via the leaderboard, with up to 7 results displayed along the right rail. As Google continues testing the number of results to display along with the positioning of these, our recommended strategy is to maintain current initiatives and avoid bidding for incomplete words, as this will hurt relevance/quality score in long run. As the long-term impacts of Google Instant cannot yet be predicted, we recommend closely monitoring any rankings changes and adapting as you follow competitors closely to view any strategic changes on their parts as well.
Furthermore, the search listing title and snippet will become even more important to grab the attention of the searcher. Therefore, usage of target keywords in these elements along with Rich Snippets will entice click-through. Google is continuing to evolve Rich Snippets and thus can now be used to feature navigation, local events, multimedia, etc.
Impacts in distribution of traffic across head and long tail terms
Head terms (especially brands) are more crucial, but the long tail still exists. While user behavior is the primary element of search that is changing via Google auto-complete, the importance of long tail queries will not simply disappear as some have speculated. Auto-complete consolidates and narrows search queries with its predictive results, based on the most common search queries. Brand names and head terms will therefore increase in importance, as the former will influenced greatly by auto-complete, and the latter will produce results that are displayed almost instantaneously.
More details can be found in on Google’s website at http://www.google.com/instant/.
