My name is Travis Ketchum, I am an online marketer who runs a blog at TheCollegeStartup.com and can be followed @TravisKetchum.
There is a good chance that you have heard about the changes to Google search, dubbed “Instant” for the way you see your search results. If you have had the chance to try out this new interface it feels pretty slick and carries with it a few key changes for the outcome of your next marketing and promotional decisions.
#1: Is it about speed, or about pageviews?
Google has an obsession with speedy services. In fact, previous employees have relayed the unofficial chant of the insiders of “make it fast” instead of “make it look good”, even going so far as to use timers when evaluating new project ideas. But what is an even bigger driving force lately for Google than speed? Revenue.
Sure, if the average user spent 9 seconds constructing their search query and 15 seconds picking which link best fits their needs then Google Instant really does make your searching experience quicker. But how would getting you in and out of Google in less time mean they are able to drive more revenue?
Results, by the character
Now, instead of only showing you a single set of results for a complete search query you will now see results immediately for each additional letter you add to your string. This also means that with each new letter, a new set of ads show up. Brilliant.
These additional pageviews for ads not only mean more opportunity for users to click on them, which makes Google money, but also that a spike in search volume should help cool off bid prices a bit.
#2: Long-tail searches are worth even more than before
Most people understand that long tail keyword searches are actually worth more than generic keyword searches because the user is more qualified. However, long tail has been tough to crack for many because of the low search volume, which made finding a decent ROI difficult. That is changing, starting NOW.
Example…
Generic Search:
Used cars
Long tail search:
Used 2008 Jeep Grand Cherokee Limited
A user who searches for the long tail term is much more likely to be in a “heated” buying mode as opposed to someone who just searches for “used cars” may be in an information stage looking for such things as blue book values, replacement parts or many other non buying activities in addition to qualified buyers.
Since Google will now start showing results on the fly, users are much more likely to refine their search in real time for what they are actually looking for. That is, we can expect not only more results to show up (duh!), but we can expect users to actually shift their search behavior to more specific search terms that are more qualified. Booyah!
How do you see Google Instant changing the game for marketers? Leave a comment below or continue the discussion with me on Twitter @TravisKetchum.
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