Better, Faster, Stronger

Last week, Google unveiled its new addition to its existing search engine: Google Instant. Google Instant enables people to search as they type.  Search results appear immediately, with the addition of every new word, statement or individual letter as you type.  The eagle eyed will have already spotted the option to turn on and off Google Instant with the appearance of a new drop down option positioned on the right hand side of the Google search box.

Spokespeople from Google have been quick to convey the benefits of the new feature, which focuses on speed.  Dynamic results appear as you type, suggestions, or predictions are also provided, along with relevant search results, and predicted search results can also be scrolled and searched.

The move is perhaps intuitive.  Many consumers are already used to predictive text thanks to the text messaging option on most mobile phone devices.  Transferring the use of the application online is a small stepping stone for most consumers.  However, there are bigger implications for online brands.  Arguably, Google Instant could divert and influence consumer behaviour.  The search term that you intended to look up could instantly be replaced by another as you take on board predictions from Google.  Those that have already tested Google Instant will note that search results appear even with the typing of one letter.  It is impossible to optimise a site for that kind of activity, and so brands that are already advanced in SEO activity are likely to out-perform those less sophisticated or developed.  

The demand to appear on the first page of rankings is likely to become more fiercely competitive than ever before as the desire to explore results beyond page one will become obsolete.  Faster, stronger search engine results will challenge many organisations to pick up the pace in terms of their own SEO performance, and those that are agile enough to respond and adapt will thrive. 

News