My 3 takeaways on Google Instant

Google Instant launched today. It’s rolling out to a Google web search box near you, very soon. If you missed the memo, it goes a bit like this:

Google shows results as you type now, in real-time.

If your account has it, try it out. Here’s a few thoughts as I was watching the press conference today…

1. I wholly agree with Neil Bearse’s assessment that this is going to totally wreck your PPC display to click numbers. Ads are refreshing in real-time based on your query as you build it. Try it – start typing marketing podcast slowly, and you’ll see the PPC ads change rapidly. If you’ve been relying on certain impression-based metrics, get ready to toss those out.

Watch as I type marketing:

and then one more letter, marketing p:

Change of ads in real-time. Do all of these count as impressions? No – Google has a 3 second rule to prevent massive over-display numbers, but 3 seconds is still way faster than ad churn under Old Google.

2. The rage in SEO for years has been long tail queries. Long tail page directories have been the fashion and the institution for some time now. However, notice that results begin to appear the moment you start to type your query. If you as a consumer see results that are relevant in the first two terms, you’re going to stop typing and start clicking.

The short head is back in business – expect much heavier competition for short head terms. The winner of the short head terms? Those with the largest warchests to spend to get to #1 for very common terms. Can’t compete on a very popular term? Start creatively thinking about using LDA-related queries to at least mitigate the damage.

3. Geo-targeted local search is built in. I started to type University of and College of while I was sitting in Federal Hill, Baltimore, Maryland instead of where I normally sit. Guess what queries automatically populated and what started showing:

Bear in mind I was logged into my regular Google account, which most often queries from Metrowest Massachusetts. Based on my location via Internet connection (since I don’t use any checkin services), Google was doing real time searching where I am, automatically. If you’re not registered with Google Places, now you’re losing even more business. Get registered and set up right now.

Google Instant changes human behavior. It’s spooky to watch, but downright scary for marketers trying to be found amidst more and more competition online.

Are you ready for Instant?

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