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How will Google Instant change search engine optimisation?

September 09th 2010

Search Engine Optimisation News

The introduction of Google Instant, which allows users to see search results as they are typing, could have an impact on search habits, which will change the ways that companies use search engine optimisation.

Google claimed that the introduction of this system will allow users to make searches more quickly and save between two and five seconds per search. The fact that the system will also predict the search is also designed to make using it even easier.

Kevin Gibbons, speaking on behalf of SEOptimise, told Econsultancy that any changes may be gradual as it will take users a while to get used to the new system so any changes in their behaviour may take some time to evolve.

He suggested that the changes may lead companies to prioritise stem keywords over long-tail choices, as the user is likely to see these earlier.

"If users are already seeing relevant results before they get a chance to complete their long-tail query then they are likely to just click earlier," he explained.

This type of keyword will remain necessary for those people looking for niche and specific information, however, which he says will ensure that there is likely to remain a healthy search volume for niche and long-tail terms.

Andrew Girdwood, from Bigmouthmedia, told Econsultancy that he agreed that the changes are likely to affect how companies choose their keywords.

He added that another consequence that may change the way that people use search engine optimisation is the fact that the differences between interstitial searches, where the result appears while the query is still being typed, and final searches, which is where they have arrived at the results they are looking for.

Four new factors should be taken into account by search marketers, Mr Girdwood added. The three second delay between the query and the search results it returns, whether the return key has been pressed, the impression that seeing an interstitial result creates and the effect this will have on clickthrough rates will all be important, he claimed.

It is also important to note that users will be able to disable Google Instant when searching, so while search engine optimisation techniques will need to change to take the new system into account they will still need to take the earlier version into account when choosing how best to climb the rankings.

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