Google Instant – Google’s new, very quick, letter-by-letter search result offering, would have huge impact on brands and their online spend strategies. Almost instantly the user behavior has adopted to “acceptance of suggested search terms”, this was something which was completely missing earlier.
The results seem to be driven by user history and geo-locational logic and therefore a boon and a matter of concern for brands who are vying for attention and click thrus’.
Just typing “a” in India (ND) throws the following brands up.
The Instant would have an impact on the entire logic of SEO. Previously, search-engine optimization for brands was about making sure your web pages rose to the top of Google’s results once someone had typed in the company’s full name. Now, it appears that a brand that wants to remain top in Google Instant also needs to see a critical mass of repeat visits in relevant locations in order to shore up their results. SEO will have to become a more local, retail-oriented endeavor.
While at the onset, the differences seem trivial but they will get critical as soon as one starts to look at consumer search behavior while using a mobile phone, where in keying is is tedious and hence instant suggestions would be taken quicker.
Brands that can ensure constant presence within search results for just one- or two-letter searches can expect to substantially more hits than those that require a full word for relevant results. Add this to the location-aware mobile ads run by Google, and one can visualize the SEO relevance battle turning very geographically driven.
