Google Instant: Impact on Search Queries
Google Instant, as the term indicates, is a new revolutionary method Google has come out with to instantly show search results even as you type. Google claims that they are continuously striving to push the frontiers of technology to deliver improved search results to clients - and that too, instantly.
Google Instant is the outcome of Google’s research that visitors generally type the search query slowly but read terribly quickly. Interestingly, the right content appears speedily even before you finish typing your full search query or press Search.
Users also say that noticing the result as you type is helpful as you can rephrase your search term or use a different one. You can now orient and re-orient your search efforts till the exact results are obtained.
By predicting your search and displaying the relevant search results even before you complete typing your query, it is said that Google Instant saves you 2-5 seconds per search.
Strangely, even if you are unclear about what information you want, the predictions remarkably guide your search. The top prediction appears in grey text in the search box, and you can give up typing if you see your exact need.
Hitherto, you had to fully type the entire search term, strike return, and fondly expect precise results. Google Instant is therefore a giant leap forward as search results appear instantly even as you type your query and also indicating to you at every step what you are striving to search.
There is a widespread perception that the new exciting Google Instant will adversely impact organic traffic levels and other aspects of SEO. While some argue that SEO will not be made superfluous by Google Instant, the fact is Google Instant is posing a challenge and gradually altering the manner search engine optimization professionals function.
Google Instant has certainly changed the way SERP looks and the number of results displayed, but curiously enough, the tendency of web searchers to click on the top results has not changed. Maybe the top results are now being shown more frequently. Thus, efforts to obtain a high ranking continue to be consequential – or rather more important now than before.
It is observed that while organic traffic levels have risen by 5 percent for all Drive users since Google Instant was launched, keyword variety has fallen sharply to more than 15 percent. This calls for some keyword research. You will have to verify which tail keyword /key phrases have ceased to generate traffic, and abandon optimizing those keywords/phrases and stress on the more popular variations of those keywords/phrases that continue to attract traffic.
It is apparent that Google Instant directs the visitor’s attention on the more popular search phrases by suggesting to them and displaying results as the user types. As a result, users will desist from using longer tail and less popular keywords/phrases. Searchers typing lengthy variation of a keyword will assuredly not complete it as the anticipated results will automatically get loaded onto the SERP.
What appears certain is that Google Instant has transformed search methods, and SEOs need to react suitably.
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