Google Instant – How does it change SEO?

Earlier this month Google rolled out a new feature called “Google Instant.” From Google’s official blog:

"Google Instant is search-before-you-type. Instant takes what you have typed already, predicts the most likely completion and streams results in real-time for those predictions—yielding a smarter and faster search that is interactive, predictive and powerful."

Currently Google Instant is only available to logged in users. The search behemoth plans to roll-out the mobile version “soon.”

Right away I wondered how this latest feature would impact SEO and Reputation Management, my main focus at ArcStone Technologies.

I tested the roll-out by starting to type in ArcStone. By the time I typed ArcSt - Google instant produced results for ArcStone (http://www.arcstone.com).

What does it mean for your brand?

If a company can dominate the search results for a keyword term or their company name this will increase the company’s visibility in a big way.

Similarly if you can achieve high rankings for some popular Google Instant results you will be able to significantly impact your website’s traffic.

Google claims that Google Instant will save searchers time. I’m not sure I buy this. Yes, Google Instant allows you to refine your search on the fly so you can get the results you want to see but will you save loads of time using it?

How will this change the SEO game?

Google Instant adds another layer to SEO. Fortunately most SEOs are in the field because they like the fast-paced, always-evolving demands of the job. Google Instant will definitely impact the keywords we select for optimization. SEOs will look for trending themes and try to rank for those keywords. For example, if I was working with a Minnesota Car Accident Lawyer or a Minneapolis Moving Company, I’d probably look for opportunities around trending Google Instant “Minnesota” searches. I’d capitalize on these searches by creating and optimizing content that ties-in to the Minnesota Vikings or Minnesota State Fair.

Google Instant will impact longtail keyword opportunities because Instant will finish the query before the searcher will be able to type in their longer, more specific query.

It's too early to tell the consequences for SEO. Time will tell.