John Ellis, a digital marketing expert predicts that Google’s quicker more accurate predictive search will change the trend towards long tail keyword marketing.
People will no longer have to type in the whole keyword phrase because at some point before they are done Google will have already guessed it and put it in the results.
Marketers have slowly been shifting their keyword focus from short brand type names to so called long tail keywords that are more specific and get better conversions from a search. For pay-per-click advertisers better conversions mean lower costs.
Google also rewards Adwords advertisers who best match their headlines to their ad content with better positioning … which means more traffic for less money.
The jury is still out as to whether the new instant feature will be a good thing or bad thing for both users and marketers. The one thing that most agree on is that it will make Google more money since there will fewer organic results and more paid advertising above the fold.
What hasn’t changed is how web sites are indexed by Google. Depending on how people adapt to the new search interface, it may require a rethink for web site SEO.
Google appears to have picked up on the old Coca-cola faux paux a few years ago when they brought out the “New Coke” soda. It met with such consumer dis-satisfaction that Coke had to quickly back track and re-introduce the “Old Coke” again as an option.
Google has wisely given the user the option here from the get go as to whether use the old search or the instant search. Which one the user chooses will go a long way in answering the marketing question … or perhaps complicate it even more.