This is a presentation on the impact of Google Instant on SEO I gave during PubCon Las Vegas 2010. For more information visit my blog @ www.krisjones.com

1. Google Instant: Does SEO
Require a Fresh Approach?
Presented by: Kristopher B. Jones
Internet Marketing Expert
Best-Selling Author
Founder and Former CEO, Pepperjam

2. What is Google Instant?
• Search enhancement by Google that shows
results as you type.
• Since people read faster than they type Google
assumes Instant will speed up the search process
and improve user experience.
• With Instant it is unnecessary to finish typing
your full search term
• You can now adapt your search on the fly

3. Benefits of Google Instant
• Faster Searches: Can save 2-5 seconds per
search.
• Smarter Predictions: Even when you don’t know
exactly what you are looking for, predictions
help guide your search.
• Instant Results: Start typing and results appear
right before your eyes. No longer a need to type
a full search term and cross your fingers.

4. Fun Facts about Google Instant
From the Google Old Days to Google Instant
• Before Google Instant the avg. searcher took
more than 9 seconds to enter a search term.
Some searchers took as long as 90 seconds.
• If everyone uses Instant globally, Google
estimates it will save more than 3.5 billion
seconds per day. That’s 11 hours saved every
second.
• 15 new technologies contribute to Google
Instant functionality

5. Fun Facts about Google Instant
- cont-
• Google Instant can easily be TURNED OFF
(click the link next to the search box on any
SERPS or visit your preferences page)
• Instant IS available on Google domains in the
US, UK, France, Germany, Italy, Spain, and
Russia on select browsers.
• Instant is NOT available on mobile devices or
searching in the Chrome browser, but Google
anticipates releasing this functionality soon.

6. Myths of Google Instant
• MYTH: SEO’s must now optimize for letters
since Google delivers search results as soon
as you start typing!
• TRUTH: Search results are triggered by the
predicted query and not the stem that the
user types in.
Example – Flow triggers Flower. You want
your site to rank for Flower, not Flow since
Flower is triggering the query.

7. Myths of Google Instant
• MYTH: With Google Instant comes a new
search algorithm
• TRUTH: The Google search algorithm HAS
NOT changed. What has changed is the way
users see results – they now see them in
real-time based on predictive search.

8. Google is Evolving.
SEO is Evolving too.
That’s a good thing. 

9. Evolution of Google
• The Good Old Days
• Bi-Annual Updates (Think Florida)
• Google Personalized Search
• Places…images….videos…news….shopping….
blogs…books
• Google Suggest
• Google Instant

10. Evolution of SEO
• The underlying search engine algorithm
hasn’t changed much over the years.
• Fundamental SEO Strategy Remains
Relatively “Unchanged”: Optimized site
architecture and links still rule
• However, the multiplicity of ways your Web
site can be found has changed, which
requires a broader strategy to capture
available SERPS real estate.

11. Google Suggest…Google Instant
• Google Instant is a logical outgrowth of Google
Suggest (and auto-complete)
• Google Suggest predicted 10 possible matches to
a query, while Instant only recommends 5
• Suggest (Incorporated Through Instant) is the
real game changer, but it’s been around for
several years!
• Are you optimizing for suggest?

12. Google Instant: Commercial Bias?
Is it me (literally) or does Google have an obvious commercial bias?
• Type the following letters into Google and you get:
- A: AOL, Amazon, AIM, Apple
- B: Bank of America, Best Buy, Bing, Bed Bath and Beyond
- C: Craigslist, Chase, CNN, Costco
- D: Dictionary, Droid X, Dell, Drake
- E: EBay, ESPN, Expedia, Eminem
• Type in the keyword “Travel” into Google and you get:
- Auto-complete is Travelocity (DEMO)
• Does Google have too much control over what we
search? Doesn’t it appear that Instant favors big
spenders (i.e. big brands)?

13. Google Instant: Head vs. Tail
• Data posted on Search Engine Land suggests that the
average keyword length seems to have shortened,
suggesting an increase in volume for head terms.
• It appears that searchers stop typing queries as they
see relevant results appear. This tendency leads to
more head terms and less tail terms being triggered.
• However, data elsewhere suggests no material
change in head versus tail search distribution.

14. Google Instant: Local(ized) Search
• Localized search isn’t necessarily a Google Instant
phenomenon, but is exemplified because of the
interactivity of the experience
• Location is an increasingly important algorithmic
factor in organic search
• Type in almost any keyword into Google and
depending on your location results will vary
• Keep in mind, the “new” Google is becoming
increasingly vertical; SEO’s must adapt.

15. Google Instant: More Impressions?
• 3 second Rule / Logic would suggest impression data
would skyrocket (for commercial terms bec/ of bias)
• From a paid search perspective most advertisers are
reporting higher impressions, clicks, and conversions,
which appears to create a Win, Win, Win for users
(more relevant ads), advertisers (more traffic), and
Google (mo money).
• However, data is mixed and in some cases the cost per
conversion has gone up significantly. Overall, searchers
appear more engaged with Google Instant.

16. Google Instant: Do SEO’s Need a
Fresh Approach?
• Not because of Instant, but SEO’s MUST adapt to
the multitude of changes in the way search is
displayed (localized / vertical search).
• Remember that the Google Algorithm hasn’t
changed as a result of Instant and Fundamental
SEO principals still apply.

17. Google Instant: Do SEO’s Need a
Fresh Approach? – cont -
• Are you optimized for suggest?
• Google displays 5 suggestions instead of 10 with
Instant. Is your site in the suggestions or did you
drop off? It’s not only about the SERPS.
• What does your data tell you? SEO is no silver
bullet.

18. Thank you!
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