September 10th, 2010
By now you’ve probably heard of or even tried out Google’s latest search innovation — Google Instant. The new feature leverages Google’s deep search insights and data crunching abilities to try predict what users are searching for and serve results even before they’ve finished writing. As users are typing their query Google is constantly refreshing the website with predicted results.
While it has just been rolled out in the UK and US to users logged into Google this week, and so empirical data is scarce, there are at least two early indications to how this will impact search marketing:
Paid search is getting increasingly important for brands that want to be found. With the latest update Google is further pushing the organic (non-paid for) results further down the page.
Impression counts will go up. Any predictive search result that is shown for more than three seconds will count as an impression. This will undoubtedly inflate impression volumes in particular for head terms that are frequently used in beginning of search queries. Exactly how this in turn will impact click-through-rates and cost-per-click is yet to be seen.
What do you think of Google instant — love it or hate it?