Google have released a product during the summer called Google Instant.
“As you start to type your search terms, Google Instant automatically shows results for a popular search that begins with those letters. If you don’t see the results you want, just keep typing and the results will dynamically update. Connect to the information you need faster, even before you finish typing your search!”. Taken From Google Instant Help Page.
When Google releases a new product that is related directly to its world dominating search and ad model it needs to be sure of its move. Google is like any other company in that it needs to continue to make money for as long as it can. But because of its influence through functionally / culturally and that underneath it’s one of the true online start-ups, is this new move by Google, good or bad? Well that depends on who you are?
USERS : We must always remember that the use of the Internet by your everyday consumer is still in its infancy. Users use Google because it is simple and clear, and deep down there is logic to make it work for you. But because most people do not have time to set and continually adjust their search queries, users can be at a cross roads if another option allows them to conduct a search query that shows them another way of finding what they want and finding other popular things along the way. I don’t think I would be able to turn that down especially if it’s Ajax styled and INSTANT. Please note, currently Instant is only available if you are logged into Google.
AD WORDS ADVERTISERS : The first question that needs to be asked here is what percentage of your conversions come through users who are logged in. This is the only percentage of traffic that needs care and attention, unless Google makes a change and opens Instant up to the world. The first page of Instant is now hotter than ever. So make sure you run your campaigns as relevant as possible. Costings of some keywords may also fluctuate since certain terms would bring up certain pages. impressions will also no doubt change because this first page has been given added value, but again the refinement of campaigns should only make the number of impressions more realistic. Remember it’s the conversions that really matter and long term focus should be made on SEO.
AD WORDS PROFESSIONALS : Impressions will be a clear indicator on which keywords or phrases are affected. But on the positive this is clearly a refinement process, so negative keywords and phrase adjustment should be applied to reduce any part-formed keyword or phrase creating false impressions and part-formed keywords or phrases that may increase the chances of creating conversions, this data should be clear to see from your data analytics. Costings should also be closely watched since they will change and affect how budgets should be managed.
SEO SPECIALISTS : SEO was already vital, now it is now made more important because of Instant. Instant brings up links that should match search queries. How accurate the matching of queries amongst SEO optmised sites will take time to see but it makes sense since these sites should be aiming for as much relevancy as possible.
Google talks a lot about how much time is being saved, but we already knew this because of existing software like Inquisitor, see below, the beautiful UI styling and usefulness of this software is priceless, even tells you how many times you have visited a site from the search query…nice touch.
So unless its just a field that sits on your screen, how much time is really being saved. And if you now start looking at other things, then surely you could end up spending even more time online. Until Google unveils it’s full plans for Instant and we begin to gather data about the effects; after this time we shall see how much of an impact Google Instant is really making over the next year.
Find out more about Google Instant at :
http://www.google.com/instant/
Find out more about Inquisitor at :
Vy.ber ~ Virtually Cyber 