Another day, another Google logo. After yesterday's exceptionally popular 'bouncing balls' logo, Google have given their logo loving fans something else to salivate over. This time the Google logo starts out grey but as you type your search query it becomes colourful. With the experimental logos however has come much speculation across the internet. This is because Google recently pencilled in a 'must hear' announcement due to happen on Wednesday (that's today). Adding up all of this logo change and recent murmerings from those close to Google, many are expecting a big announcement that will see the evolution of search continue.
So, what could be so important as to cause such a stir and get people talking about the changing times at Google so much. Well, the rumour most porminant is that Google are about to announce their movement towards 'results as you type' searching; 'search as you type' as it is effectionately known. Even as I type this, Google chief Eric Schmidt has Tweeted: "I predict big things happening today at Google. We're already fast.. fast is about to get faster."
Search As You Type
So, before we find out exactly what search as you type is, it may be worth working out why it is being anticipated in the first place. Well firstly, the logo changes go some way to pointing towards this new shift in searching methods, esspecially today's colour changing logo. What more obvious metaphor do you want? You type a query and with each new character you enter, a new colour on the Google logo appears. A simple and effective metaphor for suggesting that search as you type is winging its way to a web browser near you. I'm afraid I can't come up with such a clear link with yesterdays bouncing balls logo, so let's just put that down to Google wanting to make some noise, and make noise it did.
The next piece of evidence comes from the lineup of the announcement schedule due to take place today. Due to speak at the planned Google conference are:
Marissa Mayer: VP of Search Products and User Experience
Johanna Wright: Director of Product Management
Ben Gomes: Distinguished Engineer
Othar Hansson: Senior Staff Software Engineer
Whether you recognise these names or not, the thing to keep in mind is that they are all important people at Google; Marrissa Mayer is a public face for Google's search products and in an interview earlier this year, Johanna Wright was quoted saying: "Our core focus at Google remains on search. We still have more engineers working on search than any other product." All roads lead to an announcement about search, I think you will agree.
The other piece of evidence has built over some time with websites reporting that Google has been testing live search.. It all points to that same thing: that Google are going to announce the launch of live search as you type.
What is Search as You Type?
Search as you type is a new way of using a search engine. The basic principle behind it is that when you type a search query your results begin to show up immediately. Working in much the same way as the search suggestion tool works by trying to guess what you are typing, live searching will not only guess your search query but it will actually show you results for the query it thinks you are typing and then refine them the more you type. But, far be it from me to hit the nail on the head, so I will let a video do the talking to show you exactly what it is:
Notice how as the search is typed into the search box, the search results change and adapt to offer relevent results to the search query that is presently in the search box. Impressive stuff, and if this is the announcement, it is certainly a very big change to the world of search.
What Live Search Means for SEO
Being in the search engine optimisation business, we are interested in exploring what, if anything, search as you type results means for the work we do to improve a website's search engine optimisation status.
The first thing to consider is the effect that the change in searching method will have on the results page. Where once search engine results appeared on something of a static page in a pre-defined order, now the results page will be a living, breathing creature. Users will be able to edit search pages on the fly meaning that if they don't see what they immediately want, they can quickly edit and preview a new search query.
What does this mean in terms of SEO? Well, it means the you will have to up your game in terms of your site description that appears in the Google results page. With users finding it so easy to be able to edit their search they will be able to change the results page as soon as they realise the results don't meet their needs. You will need to make sure prominant text on your site has a good enough call to action.
The other main change you will experience could come with your keyword selections. If users start typing a search query they will most likely start vague, but as editing your search beomes easier to do on-the-fly we may well see super long tail keywords beggining to appear. Say, for example a user is searching for a birthday cake, they may type 'birthday cake', then 'birthday cake london', then a result may remind them they want it to be the colour blue 'birthday cake london blue' and chaep...and the list can go on and on, and the results page will update continuously.
How should you react to this change. Well, you shouldn't make any rash desicions, the main key will be to ensure your site text is well written and informative. Don't put all of your SEO eggs in one keyword basket, take care of the specific long tail searches. Make sure that each and every element of your website is described in exact detail with useful information. That way, if a user happens to drill down to a search query that fits exactly what you do, they are most likely to find you.
Conclusion
The main conclusion here is that we will have to wait and see exactly what Google have up their collective sleeves but what you should never forget is that whatever changes happen today, Google will always reward websites that allow users to find useful, relevant information and fast! Now let's sit back and enjoy the show! You can watch the drama unfold on Google's events YouTube channel.
