What is Google Instant Search (also referred to as predictive search)? Google Instant Search attempts to predict your search queries as you type. Depending on the query, Google Instant Search will predict your query and place the paid advertisements or sponsored listings at the top, accompanied by the universal search listings (Google Places results) and then finally the organic search engine results. This is a big mistake in our opinion as organic search results must always take precedence.
Precisely what does this mean for SEO? This now means that top ranking has become more essential than ever before. Users are more unlikely to scroll down the page as well as on to subsequent pages as related results are instantly reconfigured because the search query is done. If the results don’t match you expectations, they are more likely to just hit the backspace key and retype then search query.
Prior to this change a person would type in a search query, check the results, refine the search then repeat the process until they found what they were looking for. Users were more prone to scroll down the page and then click on page 2 if required.
Fundamentally Google Instant Search is beginning to change human behaviour plus they way we connect with search engines to have results. From Search Engine Optimisation Specialist perspective – Google Instant Search means that positions 1 and 2 will achieve more clicks at the cost of positions 3 and 4.
Because of this SEO tactics must change. Traditionally, we’ve seen that users often spend a good portion of the time examining meta titles and descriptions. However, with results changing so quickly, users save money time examining the final results and will rely more on those areas of the result they can examine quickly.
Google Instant Search and long tail keywords: Perhaps the biggest impact of Google Instant Search will be the function it will have on long-tail searches (longer, multiword search phrases). Let’s say a user would go to Google and searches for “Turkey Hotel Deals”. After typing in just “Turkey” an individual sees a paid ad for thomson.co.uk as well as the organic entry for that Turkey Tourism website. What exactly is the impact of those impressions on the user’s search behaviour? How likely will it be that a user will abandon their search and click on on one of those? Or, are users more likely to finish their search and overlook the populating results? Will the page populating with results just become insignificant noise to searchers since they still use Google as they are for years? Most of these are questions that SEO consultants and business people now need to take into consideration when undertaking SEO.
We might claim that you continue to incorporate your long-tail keywords in your SEO strategy, but closely monitor the before-and-after performance to view how user behaviour has adapted to these changes. Monitor the performance of your own long-tail keywords over 1 month, then, when the performance degrades, you know that SEO tactics also have to change.
Summary We believe SEO techniques and methods will likely stay the same, but the selection of keywords may change. Most are also suggesting it will reduce search volumes for niche and long-tail keywords. Big brands that generally do well on single word searches on the other hand will likely benefit.
While it is clear that SEO is not going to start to count on single letter or partial keywords, it will increase competition around a reduced collection of keywords – probably the ones which attract the highest search volumes anyway. This may cause the decision and sequence of keywords even more essential than it was previously.
Careful niche research will therefore become a must for all organisations seeking to make an effect on page 1 in the search engine results. In addition, existing keyword choices may must be revised. Use the Google Keyword Tool to monitor keywords and also the search volumes they attract as the keyword choices may change as a result of Google Instant Search.
The change also places focus on an entirely new part of the search process. If users are seeing results even before they finish typing within their search, it’s important that you analyse what users are likely to see as toucim key in terms or brand names which have importance for you.
Getting SEO support: For anyone just starting building an online presence, developing a successful SEO strategy can be considered a very difficult process. It is very important look for reliable online search engine optimisation consultants who can allow you to get your business site to the top of the major search engines in an ethical manner. You could even consider SEO training programs to help develop your understanding in this region. We have been an excellent SEO Hereford company who study keywords to know the ones that will work and which of them won’t when formulating your SEO action plan.