Google Instant or Google Insists?

The BBC reported on the new search giant’s latest enhancement, you can view the report here: http://www.bbc.co.uk/news/technology-11239037

Google instant was designed by the Google team to help users who type slower see results faster. This means as the user types, results are displayed. While Google Instant changes the search experience, it leaves untouched Google’s core system for deciding relevant results for it’s organic listings. The release of Google instant has been designed to make the need for Google Adwords combined with eMarketing unavoidable.

My first concern I have with Google Instant is, are slow typers, the same type of users who will quickly become irritated by the constantly changing display of inaccurate results until they have finished what they started to type?

And what for younger generations and touch typers? I’ve tested it a few times and so far Google instant cant keep up with me and has offered me very little functionality other than slowing my search down.

For me personally, Craig Danuloff of Search Engine Land has summed it up perfectly, “as a user it feels a little bit like talking to someone who won’t let you finish a sentence even when you have not provided enough data to reasonably make any response.” – I truly perfect summing up of Google Instant Craig.

Without a doubt, Instant will affect user behaviour. How exactly we don’t know yet. It will range from Instant being turned off, to other search engines being used to some segments of society fully embracing the funnelled approach to search.

And what for SEO?
At the moment, I can’t foresee any great changes, the need for quality contribution to the www has been something which Google has rewarded for some time, Instant only strengthens this need for SEO to have a more encompassing role within the marketing sphere but realistically, will marketing agencies be able to keep feeding the Google Monster with all the content it wants to consume on a moment by moment basis?

I personally have big concerns for any SEO company which charges small fee’s for its service. With the changes Google is making it will see the death of cowboy SEO outfits as achieving results will be harder and harder to achieve and the best use of a clients marketing budget will be best spent via Google Adwords.

How will this effect Keywords?
If you sell flowers, don’t optimise your websites for Flow, you simply won’t appear as Google will be showing results for a suggested search query of Flowers.

For me, even though at the heart of Google Instant is a dark plot for Google to control search queries and funnel users to Adwords. I see hope for marketing as a whole at the end of it all. The need for fully comprehensive marketing strategy, both on and offline and a strong brand presence are the sure fire ways to ensure Google does not put an end to your business.

After all, Google is just one advertising platform and as time goes by and ad words becomes more expensive and restrictive and favouring big brands the rise of social and local search will come to the forefront. Active marketing campaigns, sponsorship and quality contributions of content will become the core mediums of building a strong and robust brand which isn’t dependant on the almighty Google for its bread and butter.

It’s hard not to conclude that a keyword strategy going forward that doesn’t pay enormous attention to the things that Google is ‘suggesting’ – and now actually showing as you type - is a foolish keyword strategy. Of course people are going to take the option to choose things that Google is suggesting… or are they….I think we all need to watch this space.

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