Google Instant rolled out on September 8th with trumpet blasts and fanfare - but how will it affect Search Engine Marketing? Will Cooper takes an interesting look in New Media Age...
Google Instant is a landmark moment in search marketing – if you are to believe the hype.
It serves paid and natural search results as you’re typing in your queries, second-guessing what you’re looking for. It aims to speed up the search process and get you to what you want faster.
According to Google head of search Marissa Mayer it’s a “fundamental shift” in search. But I’d say it’s more evolution than revolution.
Google Instant will affect a brand’s marketing strategy, both positively and negatively, but it’s not a case of throwing out the rulebook and starting again, as some of the reaction has suggested.
There are a some points to be aware of. For instance, brands with generic words, such as ’holiday’, ’money’ or ’travel’, will find their paid campaigns appear more regularly and could end up costing more. If they appear for three seconds or more, it counts as an impression, which affects the Quality Score.
Another impact is that natural results served while typing are pushed further down the page, meaning more appear below the fold – the worst nightmare for any brand. Visibility potentially diminishes.
But as much as these, and other changes, sound like hurdles no brand really wants to face, is it any different to how you manage search on a daily basis?
Not really. Both PPC and SEO have always been fluid processes that change over the years. If you’re managing your search campaigns effectively (or working with a pragmatic, forward-thinking agency or search specialist) then there’s no reason why this will significantly affect you.
Google Instant will potentially serve more paid ads, meaning Google will earn more money. It could mean some brands spend more to appear, while others may find it harder to remain visible. But hasn’t that always been the case? Hasn’t it always been about testing things to see what could or could not happen?
Brands with good search strategies need to assume the marketplace is always changing.
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