Google Instant and the Future For Search Marketing
Google Instant and the Future For Search Marketing
Reprise Media : London
Google has released a new feature to its internet search engine called 'Instant' that displays results as soon as users start to type in a keyword. The feature attempts to predict a user's keyword and updates the displayed search results as more letters are typed into the search box. Previously 'suggested search' was based on what had been typed in but did not reveal search results until the user clicked 'search' or hit 'enter'. Google described Instant as "search at the speed of thought". Google Instant will initially be rolled out in the US, UK, Spain, Germany, France and Russia.
Implications for advertisers and search marketers
Although it's unlikely Google Instant will have a huge impact on the strategies used by advertisers and search marketers, it's likely the sequence of keywords targeted will become more important. Google Instant could change the value of many of the keywords advertisers want to own. Fundamentally the feature tells users what they're looking for even before they've finished typing. This a significant change to the overall user experience of the Google search engine, so it may take a while for some users to get used to and for advertisers and the search marketers to adapt.
Implications for SEO
The implications for SEO are far reaching. SEO becomes even more important for advertisers, as the 'suggested search' box pushes down the paid and natural results. This means there is less space above the fold. If there are 3 paid listings there is very little space for organic listings. Suddenly, if a website is out of the top listing three it's unlikely to ever appear above the fold; bad news for websites in fourth place
Implications for PPC
In PPC it's likely that Google Instant will reduce the number of potential clicks advertisers receive from longer keywords. If users see relevant results before they finish typing in their longer keyword then they may simply click on a listing earlier. This means searchers may get smarter, so two keywords may now suffice where a three keyword phrase was used before. However, for those looking for niche/specific information there's still a need for longer keywords so that users find exactly what they are looking for.
Google plans to count a three second delay by the user as an 'ad impression'. This is of critical importance to the search marketers, as Google rewards click through rate with lower costs, and click through rate is calculated based on 'ad impressions'. Due to a higher number of results being displayed, this could potentially mean that click through rates drop. Although from Reprise's research this has not been the case to date.
Looking to the future
It is possible this new feature will shift search behaviour, but it is more likely that other search innovations such as personalisation or localisation will have a more significant impact on the ways users use search engines and the way marketers leverage advertising opportunities. It is important for advertisers and search marketers to look for opportunities in this new feature by monitoring Google's results part way through typing in relevant queries.
Notes to editors:
If you have any questions, please contact Vincent.Coyle@reprisemedia.com
About Reprise Media
Reprise Media is an award-winning search engine and social media marketing agency. The company has been recognised as a leader in the search marketing field by a broad range of independent parties including Forrester Research, Jupiter Research, OMMA Magazine and even Google. In 2009 and 2010 the Reprise Media brand was rolled out across a number of International markets, to offer a Global search marketing solution.
Company History
Reprise Media was formed in 2003 by a group of search engine and interactive advertising veterans who recognised a big problem with search marketing: simply put, it’s a challenging endeavour, unlike any other marketing channel that exists. Advertising agencies, both traditional and interactive, often aren’t equipped to handle it.
Reprise Media joined Mediabrands, the media-management unit of the Interpublic Group in January 2009. Created by IPG to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and manages $30B in global media billings. It is a proven entity in helping clients maximize the impact of their marketing investment to deliver explosive business results.
In 2009 Universal McCann’s London search marketing services were consolidated under the Reprise Media brand, to distinguish this dedicated offering as a stand-alone specialization within an integrated agency.
About Mediabrands
Mediabrands is part of Interpublic Group, one of the world’s leading organizations of advertising agencies and marketing services companies. It is the media holding company for Initiative, Universal McCann, Reprise Media, Magna and the diversified service groups.
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