Big changes at Google mean big changes in SEO. They hold something like 60% of the total search market, so when a major algorithm change comes through, smart search engine optimisation companies are quick to respond.
Instant hasn’t been rolled out across the board yet, and it’ll be a while before most of us see it as the everyday search tool that pops up as a matter of course. You can, however, try it at google.com/instant, and I recommend that anyone paying attention to SEO or a specific website’s performance do that ASAP.
This is a major change in the way organic search works. Now, you type in a query, click the button, and get results. Under Instant, suggestions will start popping up based on partial queries as soon as you start typing, and they’ll keep changing until you finish. Some users will ignore the partial results and just keep typing their search query, that’s pretty certain. Others may see something they like appear and abandon the full keyword phrase.
What this means for SEO is a whole slew of partial keywords that will become important, whereas up until now they saw precious little traffic if any. The cynical among us may see a clever way of making more PPC revenue from new keywords, but there is no doubt that Google Instant will impact organic search patterns and smart companies will adapt their SEO.
Organic search traffic keywords will change as Instant comes into common use. Longer keyword phrases will probably become less important sources and new shorter or partial ones will appear. Some websites will lose out, others will see gains.
Now is a very good time to go back to keyword research. Check out the new tool and see where and when your website appears for your existing keywords, and try to pick up any opportunities in the partial keywords. Smart people who get in quick will almost certainly find something valuable.