Last week, I began noticing a difference in what happens when doing a search on Google. As I was typing in the keyword phrase, Google automatically started showing me results and suggestions on what I was looking for. As has been the case for awhile, Google does provide suggestions as you type in a search phrase.
But with this new instant results feature that tries to predict what someone is looking for, some have postulated that the SEO craft is now totally dead. Others say instant search isn’t a big deal. The question remains though…what do we do about it?
While some are buzzing around fretting about how SEO is now a thing of the past, Google has stated publicly that they have made no changes to their algorithm. Really, the instant search feature is more of a browser-type feature that speeds things up. From an SEO perspective, it really shouldn’t change much of the mechanics of what you do.
Since this change has just been rolled out, it will be awhile before we know how it affects user behavior.
So in the mean time, you may want to begin researching how these instant results affect your audience’s intent according to Damien Bianchi over at Search Engine Land.
Damien argues that searchers in the beginning stages of the buying cycle could easily be distracted with instant results. Those who know what they’re trying to find are less likely to be distracted by instant results and Google’s suggestions.
To approach this problem, Damien suggests webmasters create a matrix of audience segments…he suggests “focused users” and “early users.” Make a list of your preferred landing pages and keywords for each and create a baseline ranking and traffic report and monitor it for major fluctuations.
Chances are, you will see a drop in the “early users” segment Damien says.
At this point, you will see which keyword phrases are not performing and be able to create a plan of action to address the problem.
Of course Damien is just one view out of many out there regarding Google Instant Search.
BTW – Personally, I find this new feature very annoying. If you’re in the same boat, there’s fortunately a way you can turn it off. Simply click “Search Settings” at the top right of the Google homepage and then scroll near the bottom where you will see a box for Google Instant. You can adjust the setting there.
And check back with us over the next few weeks as we see how this new feature from Google affects optimizing websites for the search engines.