Introducing Google Instant

On September 9th, the large shift in the way we search came in the form of Google Instant. Many SEO and PPC companies started expounding their theoriesthat there are interesting challenges for SEO ahead. Just what is Google Instant? In a nut shell it’s fast predictive search, where results are updated as you type your query. Many people believe it looks messy, however being Google, it is probably only time before everyone forget anything other than real time search. For SEO Companies it should not affect the future of search engine optimisation as results are still based on keywords.

Google says it will speed up search and get people their results faster. This is done by using an AJAX technique with a HTTP request being sent after every letter you type which returns an updated set of results.

For a searching point of view, the usability functions are immense, however the downside is that it is heavy on the bandwidth. A quick search for the term designer shoes, resulted in 11 requests and which totalled just over 100KB in the JSON responses (not including maps or images or other blended search results). Although on their own, these aren't huge figures, but taking into account the billiions of searches done on globally everyday this results in approximately an extra 50KB of internet traffic which is approximately 46 Terabytes of extra traffic online every day.

Though this feature is bound to be refined to a figure that would be less heavy on the bandwidth, it is ironic that Google Instant designed to speed up searching has the opposite effect on Internet browsing. As this is rolled out to more countries and becoming the default search function in Google's own browser, Google Chrome, it will be interesting to compare the data to see if speedier searches will slow down the web.

One thing is for sure, this innovation in Google Instant will make it more important than ever to have prime real estate space in the upper echelons of Google's search result page for a key term in your industry. Furthermore it would be a good idea to start revisiting your longtail strategy to ensure that you also capture terms that are suggested as you are typing.

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