Google Instant means SEO is more important than ever.

As an Advertising Agency, ADZ Media are always trying to keep up with the latest developments in the Marketing world. If you have been following the news lately, you may have heard all about Google’s timely release, Google Instant. Rather than an Algorithm change, this is more of an engineering search enhancement that will change results as you start to type each letter. This is not an entirely new concept though. Back in 2005, Yahoo brought out something similar, known as Live Search. With Google Instant, users no longer have to rely on filling in their search queries before clicking to ‘search’ results. Google’s algorithm would attempt to predict what a user searches for based on historical queries by other search users. This will make it more important than ever to optimise each page within a website to include unique keywords and to analyse what potential visitors will be typing to find your products or services. It’s all about producing high quality and compelling content. Although Google Instant will be a major change in the way Search Engine Optimisation work is being carried out, it will be a positive move forward and the click-through rate (CTR) of organic listings is likely become more important than keyword rankings. In fact, rankings will become more difficult, if not impossible to measure, based on the range of predictive queries a listing could possibly come up for. In the future, I predict that Google will know what you are searching for, to some extent, based on historical queries. For example, if you were searching for ‘cinema listings Manchester’ then Google could show you a map of the local aea with cinemas, place to go for a drink, nearby popcorn shop (if any), video trailer for the latest releases and tweets/facebook updates about the latest films – as well as cinema listings in the area too of course!

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