27 Sep 10
Will Google Instant change the way in which brands approach search?
Digital Director, Rory Paterson argues that it inevitably will.
As is often the case with a major release from a global consumer technology behemoth, the gloves quickly came off, opinions were formed and provocative statements flowed. We read that Google Instant 'makes SEO irrelevant', 'makes SEO dead-on relevant', 'plans to slam you with ads', 'may make you click on more ads', 'will make big brands bigger' and 'will save 350 million hours a year' - an easily predicted mix of sensationalism, hysteria and counterbalance.
What the crystal ball won't tell us is whether Google Instant will result in a user behaviour change - which, while not impossible, is a big ask. Consider what happened when Facebook altered its homepage, Google Wave tried to convince us email would be different if invented today and Google Buzz asked consumers to change how they manage and consume their social feeds.
Instant probably will change the way brands approach search, but the consumer and the data their actions generate will dictate if, how and when. Knee-jerk reactions prior to confirmation of the facts must come with a health warning.
Taken from:
+ Google Instant