Google Instant could give Microsoft Bing and Yahoo trouble in the search engine market because it accelerates time to search results. This means more searches and possibly more search ad clicks for Google.
It's too early to tell how or if the 1 billion Google users
will cotton to Google Instant
, the predictive search technology geared to
accelerate information retrieval.
Yet analysts seem confident the technology is a game-changer
for the search engine versus Microsoft Bing and Yahoo, helping Google make more
money from more searches made.
Thanks to an impressive feat
of AJAX Web and caching technologies, Google Instant lets
users enter search queries and watch the results and their associated ads
surface with each letter typed into the search box.
Because Instant often retrieves relevant results before
users finish typing their query, the technology could
help users shorten their search time by an average 2 to 5
seconds per query.
That's a big consideration at a time when users are spending
on average of 25 seconds composing a query, entering it and alighting on the
right result. Instant users will rarely have to conduct several searches to
find the information they seek.
Analysts looking at the bottom line have surmised that enabling
users to conduct quicker searches will lead to more searching on Google, which
ultimately means more opportunities for search ad revenue.
"We think such an improvement could increase the total
volume and frequency of searches as users adopt the automation," Jefferies
and Co. analyst Youssef Squali said in a research note.
Moreover, because Google Instant offers a faster route to popular
results, this will boost the revenue opportunity for so-called head-end
queries. Because these queries monetize better on a cost-per-click basis,
long-tail queries will become de-emphasized by the predictive search.
This "may lift revenue per search (RPS), all else
equal," Squali said. eWEEK detailed Instant's impact on SEO here
"While Google's real-time search interface may take a
bit of getting used to, we believe it could over time enhance search volume,
frequency and yield on desktops, and eventually mobile devices," Squali
If potential measures up to practice, it doesn't bode well
for Bing and Yahoo. Together, the rivals are struggling to combine for 30
percent market share versus Google, which commands 65 percent in the United States and more abroad.