What Google Instant Means for Search Marketers, Part 1
This means SEO tactics will have to change. Traditionally, we've seen that users tend to spend a good portion of their time examining meta descriptions. Therefore, it was recommend to place calls to action in your meta description to grab searchers’ attention and get them to click.
However, with results changing so quickly, we now see calls to action potentially moving into title tags, as users spend less time examining the results. Searchers are relying more on those parts of the results they can examine quickly.
Google Instant and the long tail
Perhaps the biggest impact Google Instant will have is on long-tail searches. Consider this example: Someone goes to Google to search for "Las Vegas Hotel Deals." After typing in "Las Vegas," they see a paid ad for Vegas.com and an organic entry for Las Vegas Tourism. Will the user be more likely to finish their search and ignore the populating results? Will the page populating with results become insignificant noise to searchers as they continue to use Google the same way they have for years?
Arguments can be made for and against the increasing importance of long-tail search results, but there will be some effect from Google's Instant search. My belief is that Google has tested the accuracy of its predictive search results over the past years, and it's pretty accurate — say 25 percent of the time it predicts correctly. (This is just an example.) That means that 25 percent of long-tail searches will be rendered correctly off the first keyword, and some percent of users will click on the results.
The other 75 percent will modify and append their searches as unsatisfactory results appear. For 75 percent of users it can be argued that long-tail search will gain in importance because they'll see right away that their initial search wasn't going to work, and will thus mold their search query until they see results more to their liking. It will also be interesting to see whether the conversion rates on those "predicted" results increase or decrease versus the full-search query conversion rates.
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