Google Instant arrived this week. Yes, it’s a big deal. Google’s now instant results and search feedback will begin to change how people phrase their searches. It has to. While auto-complete suggestions have been a part of the Google search for a while, the fact that results will now accompany what Google is guessing you’ll type will affect how far users make it into their searches. Term suggestion on its own was not enough. Users couldn’t see into the future of what results that suggested search term would bring. Now they can.

Google both embraces and seeks to eliminate (to a degree) the long-tail search. This is all in the name of user experience. Less typing and instant results cut into what Google says is the average of 25 seconds it takes to begin typing a search and clicking on a result.

Let’s take a look at how this might impact how users search. I typed used into my Google search field. It assumes I’m looking for used cars at this point. What I actually had in my mind when I began to type was the term used Toyota. But how does the average Google user respond to this instant information?



What if User 1 planned to type used cars for sale Chicago, User 2 planned to type used car dodge charger, and User 3 planned to type used 2004 camry? My guess is that User 1 will stop typing at used or used c and embrace the top three search results or click on a nearby local business listing. I don’t think User 2 or User 3 will stop at any point to compromise the search they had in mind unless Google guesses that exact term. Those searches are specific, and the users know what they are looking for.

I think Google Instant will centralize more general search terms, like I expect it would with User 1. This means more people will be agreeing to general searches than have been when left to construct their own long-tail phrase. Over time, as local results become more and more prevalent, I believe users will begin to use location-based terms in their searches less and less because they get immediate feedback that their searches are local already.

Google Instant likely means that users with general searches in mind make them more general and fewer results become relevant. I think it will also affect those users with specific searches in mind. Take User 2’s search as an example. This is where regional terms may play an even larger role. When I, in Chicago, type in used car dodge charger Google suggests that in Chicago be added to the end of the search. So there could be multiple effects at play, but I do believe in the end Google Instant will change search behaviors by consolidating more potential searches under the same ultimate search.