BGT Search Update: Google Instant

What it Means for your Online Marketing Efforts

MIAMI, FL, September 14, 2010 – On September 8, 2010, Google released Google Instant, a new search feature that uses Google’s autocomplete technology to predict what users are searching for and show results as they type. This fundamental change will speed up the search process by about two to five seconds per search.

This new technology raises many questions regarding search engine results and rankings. Below are key questions and answers that will help you prepare for this shift.

What is it?

• Google Instant Search is a new search feature that predicts what you are searching for and shows instant results as you type.

How does it work?

• It uses autocomplete technology from Google and changes the search results page as you type.
• A Scroll to Search feature allows users to scroll through the predictions and see instant updated results.
• It only works for users in the U.S. or users logged into their Google accounts outside of the U.S. It will be rolling out to other countries in the near future.
• It can be disabled in the search preferences page or on the search results page.
• It will soon be developed for mobile devices.

What are the benefits?

• According to Google, this will mean faster searches (saves two to five seconds per search).
• There will be smarter predictions for users.
• The results will be instant.
• This new technology could make mobile searches faster and easier, which would potentially be more beneficial for advertisers.

How does it affect SEO?

• According to Google, there will be no impact on the ranking of search results. Websites will still need to be highly optimized for targeted keywords; SEO best practices should remain the same. Google will determine relevant results in the same way.
• Pages may need to be optimized for more general keywords rather than long-tail keywords.
• Websites will now have a higher number of search impressions, which will be received in the following ways:
  • When your site is displayed the traditional way.
  • When a user clicks a link on the search results page.
  • The user stops typing for at least three seconds and real-time search results appear.

How will it affect Paid Search?

• Sponsored ads will experience higher impressions, which will be counted when:
  • A user clicks a link on the results page.
  • A user takes an action to choose a query (presses Enter or clicks the Search button).
  • A user stops typing for at least three seconds and real-time search results appear.
• This increase in impressions will change the advertiser’s click-through rate.
• Google Instant Search will not change the way ads are served.
• AdWords’ calculation of a quality score will remain the same.

Five key takeaways:

• Google Instant is a new search feature that uses Google’s autocomplete technology to predict what users are searching for and show results as they type.
• It will save searchers two to five seconds on their search queries.
• SEO best practices should remain the same.
• Organic and paid search listings will experience higher impressions.
• This will potentially make mobile advertising more appealing and profitable for advertisers, since mobile search will be more user-friendly.

BGT continues to be on the forefront of search engine changes, and is working with Google and our top-tier partners to ensure our clients are positioned to succeed in the ever-changing interactive landscape. If you have any questions about Google Instant, please contact BGT at either 305-438-1800 or info@bgtpartners.com.

Contact:
Andrew Dixon
BGT Partners
Marketing Communications Director
305-438-1800 x230
adixon@bgtpartners.com

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