Google Instant Launched

Wed 8 September 2010 23:33, Menno Flikkema

Finally we know what the bouncing balls were for. Google has changed the game for search in 2010 with Google Instant. Google Instant appears when you login with your Google account to As you type your search query, search suggestions appear below the input field and the search result page changes as you type. Will this change how Google users interact with the results and the impact your Adwords have on them? It certainly will!

Google Instant Launched

Google says that Google Instant will speed up your searches. And in a way it will. But that is not the real innovation for Google Instant. Google is still all about search quality but all the while increasing the real estate for Adwords, just like the did when they added the search types to the left of the result list. With Google Instant, each letter you type brings a new top 10 listing with advertisement space all in the same search session, and all in within the same frame of the user's intention. 

But what will the effect be on your potential audience? Will your expensive, lovingly crafted Adwords on 'head' search terms flash by as the user types in a search query only to disappear in the blink of an eye as they hit the backspace key? 

Google Instant redefines the longtail and ushers in a whole new field of possibilities for Adwords and SEO optimization. I expect to see marketeers buying up a whole string of intermediate search terms just to increase visibility for one search phrase. And what about the creative possibilities of dynamically changing Adwords with each added letter? 

There are still many questions I can think of. Will we need to create SEO pages for intermediate search terms? Do monthly search query volumes still have meaning and will they be measured by Google if the user does not hit enter? What counts as a true display of an ad if it flashes by as the user types? Answer: 3 seconds. What will Bing do, and do we care? Maybe even more importantly, why does Google Instant suggest Britney Spears but not Paris Hilton? A too sexy instant search perhaps? 


  • Comments (6)
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Comments (6)


  • I think there are a lot of implications as a result of this and I think it's one of the most drastic updates to Google from a user's perspective in quite some time.

    Additionally- it seems like there are a number of things that could happen/change/be refined.

    Of all the impacts, it definitely feels like longer tail search (and SEO) will be impacted most seriously. That said, I think Wil Reynolds may have put it best in reference to letting the data speak before flipping our tops on this.

    My personal view: this will have lasting and serious impacts on the suggestions we make (i.e. pluralization may become more important than ever and keyphrase research may take significantly longer to yield any useful results). The long tail will be hit hardest of all.

    But, I think at the end of the day this is going to be a tough one for Google. Users may not like it - Lord knows people like my Mom will be confused, SEOs and online businesses impacted negatively will likely complain (the state of Texas is already pressing on antitrust issues), and finally I think even the average/more advanced searcher will eventually lose interest in the novelty of this and the skewed searches.

    No one likes to be told what to do- I'd give it two weeks before your average user (myself included) stops playing and starts searching for the queries I think will yield me the best results... not the ones Google tells me matter.

    Wo 8 sep 2010, 23:48

  • @sam Thanks for the comment. Funny, I was thinking about how my mom will feel about Google Instant as well. Hard enough for her to choose between the first five already :-) Agree on the longtail search effect, will people have the patience to wait and see as they type or will they get distracted by an earlier result. We will see in our analytics data I guess!

    Do 9 sep 2010, 00:03

  • @menno great posting! Indeed this will effect the way we are educated to search the net. And, the user wil be able to not only find search results instantly, but also will decide more quickly which result is yes-or-no relevant for him. More bouncers, more no-reply for the optimized websites.

    Do 9 sep 2010, 12:15

  • I am not so sure what Google Instant really means and what it does. No one ever said the reason behind this new launch.

    Do 9 sep 2010, 17:34

  • SEO will be impacted most seriously.

    Di 8 feb 2011, 09:42

  • i still have not taken to google instant and find that i always turn it off, has anyone see any value for it?

    thanks for sharing

    Zo 13 mrt 2011, 21:44


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