Google Instant is one of Google Inc.’s search services, which enables you to get the desired search results faster. To this end, results are already visible, even before you fully entered a keyword and sent the request.
Google Instant has been available since September 2010 and was initially offered only to logged-in Google Account users. This rapid search feature is now widely available for all users. If you enter a search term in the Google search box, first search results will be displayed in the background immediately. Using its algorithm, the search engine determines automatically what the you are likely looking for and will show the most relevant search results. If the search engine is correct, the user can stop typing immediately and review the search results which are listed. Otherwise he can further specify his search query until he gets the required information.
Google Instant provides one the desired results more quickly. According to Google an average of two to five seconds can be saved per query when using Google Instant. The completion of the presumed planned search query has been improved with Google Instant. The results are displayed instantly and dynamically.
Google Instant does not have a direct impact on the rankings of a website. Nevertheless, a few things have shifted in the field of search engine optimization because of the introduction of this service. The click behavior of Google users has changed. The perception of the various positions in the SERPs is affected. Whereas the perception of positions 1 to 5 has hardly changed, positions 6 to 10 have significantly risen. But positions on the second page of the SERPs have lost a lot of ground. Thus, positioning outside of the top 10 are even of less interest to website operators. Another effect, which manifests itself in the field of search engine optimization, is the strengthening of generic keywords that consist only of a single word, such as “car.” The same applies to brands. However, long-tail keywords lose with Google Instant because one no longer has to type as many search terms before arriving at the desired result.
Google Instant also affects the area of Search Engine Advertising (SEA). Since multiple impressions may be generated by a search query, it can happen, depending on the campaign, that the impressions skyrocket compared to the conventional search. But the conversion could be improved as well, because the displayed search results are even better adapted to the actual needs of the user. There were also some changes for CPCs on Google AdWords with the introduction of Google Instant. The cost per click increased for generic keywords while long-tail keywords tend to be less expensive.