Google Instant Search doesn’t mean the end of SEO – as some people are claiming. It does make it more complicated. But that should not faze anyone who works in Internet marketing. When we started in 1998 everything was much simpler. Now it is more interesting.
When Google Suggest started it became more important to optimize for the keywords that Google was suggesting. Google was in effect influencing keyword searches by providing suggestions based on others searches.
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Now with Google instant search, this is happening in real time. Therefore if you optimize your site for a keyword fragment you will appear before your competitors.
For example if you wanted to optimize your site for the keyword SEO, you can get your site to show before the competition by optimizing for the word “Sears” as this result appears as soon as S is typed in. Different locations may not show Sears as the first keyword so be sure to localize your searches.
Optimizing for “Sears” may not be easy and it is an open question as to how many people will look down at the results if it is clear that the keyword is not relevant. Usability studies will shed light on this.
However for other searches where the search engine results are on subject and the keyword is easy to optimize for this is a good strategy.
If Google Instant Search is not available in your location you can try Instant Search here.