Digital Marketing: Google Instant to Make Search Faster

In the world of digital marketing there has recently been much talk in regards to Google Instant; the search engines new update designed to enhance user experience. As most digital marketing agencies are aware the field of search engine marketing is highly dynamic with algorithm changes to enhance performance a consistent objective of Google, Yahoo and Bing. It is hence essential for all good digital marketing agencies to understand the impact of major algorithm changes as they usually have some level of direct impact on search engine marketing techniques such as SEO and paid search.

Google Instant is the search engines attempt to make search faster and more personalised to each specific user. This being done by Google predicting what the user is likely to be searching for before he or she has actually completed typing in the exact phrase. Based on the statistically most like term about to be selected accompanied by the user's personal search history the search results for the most likely phrase would appear before the exact phrase is fully selected. For example if one is searching for the phrase 'bike helmets' once a user has gone as far as typing in 'bike h' the results for 'bike helmets' will already be present on the page saving the user time in having to write out the exact phrase.

How much time is Google Instant really going to save users?

Google estimates the new feature will save users approximately two to six seconds per search. On first instant this may not seem like much but cumulatively it actually equates to a time saving of approximately 11 hours per second!

Will the change have any impact on digital marketing?

The fundamentally question for digital marketing agencies to consider is will this change have any influence on search engine marketing? Although in our opinion the exact impact of the change on digital marketing strategy cannot at present be predicted with accuracy it is likely to increase the importance of higher search positions both in organic and PPC results. This being due to the fact that as searching will become faster, users will be more susceptible to search using new terms if what they are looking for does not appear immediately in the cover fold. In terms of digital marketing strategy this could hence result in greater importance in achieving organic rankings which appear within the first page cover fold and shifting focus more towards top three paid search positions.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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