Anyone who has used Google in the last day or so can't fail to have noticed the latest upgrade - Google Instant.

Google Instant

Google Instant enabled search results to be returned as you enter your search term. This means that, as you type what you are searching for, Google is actively displaying and modifying the results it is presenting based on the letters you are entering. The aim of this is to enable users to refine their search results quicker in order to find what they are looking for.

However, it also serves another purpose for Google - increasing engagement with Adwords adverts and increasing the need for spend on ads on the behalf of advertisers.

Increased Competition

If by showing and refining results as you type, Google is attempting to help you more quickly refine incorrect searches then chances are users are rarely going to look beyond the top 2-3 results on a page (all that is visible on standard screen resolutions) before either refining their search, or clicking a result.

This means that competition for the top 3 spots in results is going to get even fiercer than it is already. It can also be proposed that, rather than competing for "long tail" keyword terms (longer terms such as "dnn developers scotland" - rather than simply "dnn" or "dnn developer"), search engine marketers will begin to look to optimise for shortened search terms to gain extra traffic.

For example, a search with only "the" entered presents a first page dominated by "The Sun" newspaper - no mention of "The Times" or "The Guardian".

Instant Impact On Adwords

This competition for top results placement will also help Google drive an increased spend amongst Pay Per Click advertisers using it's Adwords service, as the higher placed adverts tend to command a higher cost per click and the increased competition for these places will only serve to drive this higher.

It seems that the already important activity of Search Engine Optimisation in assisting the success of business websites is going to see increased focus as a vital part of the online marketing mix for many businesses in the coming months.

If you would like help with the Search Engine Optimisation (SEO) and online marketing of your website, why not give us a call on 01786 430 076, or emails us.