Google is testing out a search results page that evolves as you type, showing the user search results that change in real-time. While this is a potentially useful and engaging feature for many (and an annoying one for others), it could have negative consequences for paid search.
As a user types each letter of their query into the search bar, the results page “streams” and changes based on the letters typed so far. While this was brushed off by Google as yet another one of their 50-200 simultaneous search experiments, it does have interesting questions to consider.
For one thing, how might this affect paid search?
Andrea Scarpette, an Internet marketer at ZEN and an SEO pro, says this will benefit people who utilize PPC wisely, though big spenders who bid high on competitive keywords will see a decline in clicks and spending. She wonders if organic search results will feel so interesting that paid results will be ignored, and hints that users might swing their attention to the long tail.
Some paid search experts say they might not want to pay for a CPM-based ad while running the risk of consumers getting sidetracked if they see a link for a related item and click on it.
An SEO professional, unnamed by Laurie Sullivan of MediaPost, says “The only slight difference for PPC, and this is purely a 'wet finger in the air,' it might tend to push all searchers further to the mid-tail, so [there are] less header searches, and maybe less long tail.”
At the end of the day, this might be based on the desire to speed up the Internet (i.e., Caffeine), according to David Harry, founder of SEO-Reliable.
Besides the eye-grabbing videos and headlines about Google's streaming search results, the company also announced a change to its algorithm late last week, which will display multiple pages from a single site for relevant queries.
Another potential stir in the search waters came in the form of Google acquiring Like.com, a shopping search company that might influence search results for shopping queries, which could affect small businesses in particular.
Another branch of search that's quickly evolving is app search, an arena that Google and Apple have apparently expressed little interest in.
The two big powerhouses in the app market have made a wide opening for smaller players to swoop in for the kill, and that's what the likes of Chomp.com and Appolicious are attempting to do.
Joel Evans at ZDnet expects consolidation to rear its head here, and sees Appolicious' relationship with Yahoo as a hint.
“In the end, one thing is for certain: regardless of what happens next, there’s bound to be plenty of innovation in this space, which is great news for the consumer,” he wrote.
Sources:
http://news.cnet.com/8301-30684_3-20014473-265.html
http://www.webpronews.com/topnews/2010/08/23/should-google-change-search-results-as-you-type
http://www.webpronews.com/topnews/2010/08/24/google-activity-that-may-have-an-impact-on-rankings
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134305
http://www.zdnet.com/blog/mobile-gadgeteer/app-search-engine-competition-heating-up/3785
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