Last week Google unveiled its new search titled Google Instant. This new search process allows for users to search real-time and tailor their query as results are automatically presented to them. For users this will mean the end of the search button and vast improvement in finding relevant results.

Not everything we see is a bed of roses however. With the old auto complete technology Google would provide the user with potential search queries based on the terms typed into the search box. This alone would drive the user to perform a specific search. With this new instant technique, we are allowing Google to provide even more direction into how we search for what we want. The risk here is we are allowing Google to make decisions for us regarding how we articulate our thought processes.

While this new search process may benefit users, what does it ultimately mean for marketers?

Google will now consider any search result that remains presented on the screen for three or more seconds an impression. This could ultimately result in a lower click through rate for search results. If users take a longer time to search due to slow typing or pause during their search to respond to another immediate need they may trigger two or more impressions when unintended.

This new search may also increase the number of long tail searches and reduce those for basic terms such as “car repair”.  If a user searches for this term they are immediately provided with search options relevant to the users physical location. This will ultimately reduce the number of searches for the primary term and therefore make local or long tail keywords that much more important.

Another important note is the visibility of brands in this new search. If you type the letter “e” in the search box your suggestions will be eBay, ESPN, Expedia and Eminem. This could make it tougher for smaller brands to achieve the same suggestion level as national brands.

It will be very interesting to see how this new search plays out for both users and marketers. One thing can be assured in that the results we see today will not be what we see in the future. We must remain vigilant and modify our thinking and processes to ensure our campaigns and tactics are the most effective they can be even in the turbulent tides of search engine marketing and optimization.

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