The full impact of Google instant and Google Suggestion should be analyzed heavily, and I bet it will be. Rather than talk about what it does and what it doesn’t do, I’m more interested in why it is there to begin with. No, I don’t want the official answer being speed. If speed was the issue, we’d just work on faster data connections. No, the “why” value I believe is a little more complex.
With its bold letters, you quickly see what is coming up right at you, but with it comes the suggestion of one thing over another thing. For example: if I type in “pheonix” (yes, I misspelled it on purpose) I get Phoenix, Phoenix hill tavern, phoenix arms, phoenix band in Google Suggest and Google Instant brings me the highest results for that one word SO FAR.
My first questions as an SEO specialist is “Phoenix Hill Tavern?” Where is that? What is it? Where are they? Are they in Phoenix? Why Phoenix hill tavern and not Phoenix Avenue Bar? Then I found that Phoenix Hill is an Event Place in Louisville, KY which is now got me wondering how close these suggestions are being made around my location.
I don’t need to find out if it is because you might as well go ahead and believe it does.
What does it actually mean?
The power of suggestion in psychology is a theory that you can get someone to do something that they may have not done in the first place. If it’s rejected by the scientific community, the Advertising world would readily agree and scooch it’s own research findings under the table. Compound the fact that in 2001, 100 million Americans searched online for health material was incomplete or contradictory.
So people are going online for answers and if Google Suggestion is tied to the number of searches as a whole in their database, then we are in one huge popular answer contest. Keep multiplying this over and over again, and if the pages brought up in Google Instant reflect the best optimization of the keywords you type in the best way, Google Suggest will suggest additional popular words - something you may or may not have interest in at all.
Let’s see how this could play out with a quick look at steps for using suggestive behavior located at this link.
1. “Have a clear picture of what it is you want to suggest.”
For this example, I’ll want to communicate a business aptly named “Local Service”
2. “Tell the person you want to encourage why suggestive behavior is needed. The person needs to hear the “why” in a positive way.”
This involves campaigns of encouraging Local companies as a whole for filling out their Place Page.
3. Make whatever you want suggested personal. In order to be successful in your desire to encourage suggestive behavior the “why” must correlate with your own personal experience.
This could be interpreted as Google being the only search engine you use or the engine used most by all.
4. Enforce and encourage suggestive behavior. Reinforcement is the key to success. Continuous conversation about the “why” will make your ability to encourage suggestive behavior easier.
This could translate into finding a term associated with your keyword popping up. For instance, I type “Local Company” and “Local Company Reviews” pops up. Hmmm. Does that mean more people are reading online reviews?
5. Assess the progress of your encouragement. As will any attempt to suggest a change in behavior, there needs to be assessment. Always have a plan B just in case.
If my basis is now reading reviews of the Local Service Company, rather than list of skills, guarantees and other value items, I’m now looking for reviews for this local company. Does Google Instant have reviews of the local company come up? If not, where are they? Oh wait… #6
6. Investigate and intervene if necessary. In order to encourage suggestive behavior, you need to be aware of your plan’s progress. If the first way you choose to encourage suggestive behavior does not work, alter your course.
“Ah! Google Places has reviews of ‘Local Service!’”
This is just a small example of how a suggestion that you did not type would impact your search habit. You may have not been seeking the online reviews, but that seemed important to someone else.
Using Google Suggest to feed Google Instant for SEO Purposes
So if Google Suggest is a springboard, Google instant becomes the landing pad. Now you can see what people as a majority might be looking
for. Take a product or service your provide and see what happens when you type:
What does “keyword”
who does “keyword”
where is “keyword”
why is “keyword”
how is “keyword”
What is filled in afterward might be an interesting find!