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Wednesday, September 08, 2010

Google Instant : Awesome Engineering To Result In Enhanced Revenue

A few hours back today, Google launched an ambitious effort to make search faster for all . In the process they have laid the foundation for a new version of SEO to take roots. Lets look at the details here.

To quote Google:

"Google Instant is a new search enhancement that shows results as you type. We are pushing the limits of our technology and infrastructure to help you get better search results, faster. Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type."

Marketers and SEO professionals cant ignore this ..
"Smarter Predictions: Even when you don’t know exactly what you’re looking for, predictions help guide your search. The top prediction is shown in grey text directly in the search box, so you can stop typing as soon as you see what you need."

This essentially means that different people would potentially get to see different results for the same query. Up until now, search queries used to return identical results for users ( i think in the same continent/region). Now with this, Google is introducing a ground shift : adding a new dimension to search and bringing out in the open a loop in play. Today’s new dimension is the user.Tomorrow,it can potentially add language,location, nature of access device to the mix and this spins a new territory. The basis of operations of search engines and by extension the discipline of search engine optimization is fundamentally altered. The new loop of response and feedback is going to make this field more and more sophisticated. . Like an aircraft on flight path monitoring direction, altitude, wind speed, payload etc to help pilot take the right instanteous decision,Google Instant search results gets predicated on a variety of factors. Marketers, SEO professionals have quite a task at hand moving forward.

In a webcast today for select attendees, Google shared additional details - rather it put on display it’s massive engineering prowess. Google estimates that a search typically takes 9 seconds to enter, 0.8 seconds for data transfers between its data centers, and 0.3 seconds to process. The user then spends 15 seconds choosing a link. For consumers, Instant can save the average user 2-5 seconds per search via dynamic search results, enhanced predictive technology, and scroll-to-search functionality that changes results pages as users choose search suggestions. You can read more about Google Instant here (including crazy statistics, like "If everyone uses Google Instant globally, we estimate this will save more than 3.5 billion seconds a day. That's 11 hours saved every second."). Some users may find the new process a little bewildering but may soon get acclimatized.

What does Google get out of this :more query volume, increased market share and loyalty - but more importantly overtime traffic may shift more to head ( recall the last time you looked at the 47th result). Optimizing search results around query volume makes access to such results more precious and by extension turbocharges average price per keyword click thus boosting Google’s monetization initiatives much better.

So massive engineering prowess pushing better monetization efforts sums up the development - consumers have nothing to complain but rejoice at the next massive leap that Google has taken.

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