One of the obvious facts about Google Instant is that it will make search faster and more easier for users. But one of the main factors for us is how it will potentially impact search marketing and how to approach adoption of this new feature.
And search experts are of mixed opinions. Since Google Instant does as it’s name suggests, any search criteria put into the search box will automatically give out suggestions. With that suggestion comes the first name – which means that for some folks, PPC is going to cost a whole lot more.
It is therefore crucial that brands are careful when bidding on terms that can show up first or even too soon in the search process.
Because Google Instant has the potential to provide enough challenges to search marketers, there is a possibility that many may switch over to Bing.
With a much bigger impact anticipated for paid search, impressions start counting with that three-second pause while typing in a search criteria. And should any paid search criteria not get suggested for the first three search terms (natural search and paid search are pushed down by suggested search terms), then paid search adverts can wave their impression-based campaigns, and the resulting click-through rates, goodbye. Users will possibly click earlier if they see relevant results before they complete their long-tail query.
One expert is of the opinion that Goggle Instant may actually draw attention to suggested searches because eventually those suggested terms will mirror certain long tail phrases.
To counteract, another expert suggests monitoring suggested queries as and when they happen. And it becomes important for search marketers to understand the three-second delay in suggestions, the return key/backspace action, and how the implied impression will affect Click-Through Rates. By checking target keywords, search experts can see if there is an interstitial search triggering a more Universal Search result. This can help in studying the suggested terms during the three-seconds delay.
On the other end of the spectrum, one expert does not believe the suggested terms is going to have a drastic impact on the strategies and tactics deployed by search marketers. Although, Google Instant will require you to revise your choice, as well as the sequence of your search keywords.
But how this all effects partial word ranking in the future remains to be seen, especially if predicted searches in Google Instant maintains focus on unique personal history.
