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Our commentary: These brief comments on search are based on my initial comments in Twitter while listening to the announcement by Marissa Mayer Vice President of Search Product and User Experience at Google - before I went to get my tea!
For the full-analysis on search implications I always turn to Danny Sullivan at Search Engine Land which is the link below. Then the more technical SEO blogs.
When she promised "A fundamental shift in search" at the start of her talk I expected to be underwhelmed. When I initially hear about I thought, this is actually a fundamental shift, the most significant change since the 2007 Universal Search / Google Onebox incorporation of images/news/video into the SERPS. Having now seen it live, I think it's more important - it is a "game changer" for SEO and PPC marketing, probably the most significant update since the launch of Pay Per Click in 2002.
The proposition : Google estimate that users will save 2-5 seconds per query with Google or over 350 million hours over the year through the Autocomplete predictions and updates to the SERPs.
I hate to think of the additional load on server and the environmental impact though - it's why Google is building more offshore wind farms. Still there is the option to switch it off, although I suspect the service will be too good for most to do that - unless on a mobile connection - watch out for the gripes on that.
Google Instant positioning: Google are positioning as "Search before you Type" rather than "Search As You Type" punters will think it's the latter their point is its predictive and will enable you to search further.
The marketing fluff expression they're using is "Search At the speed of thought".
Having now used #googleinstant live it's implications for both PPC and SEO are enormous.
Recommended link: Search Engine Land Google Instant Liveblogging
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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