Google Real Time Search

Last week Google made another big update to their search engine results pages which has altered the landscape quite drastically for some keyword searches. Google search result pages are now showing “real time” results for terms that it deems worthwhile.  These real time results mostly feature live updates from Twitter and some blogs that are highly relevant to the search term entered. Google does imply on its official blog that the updates will come from a wider variety of sources covering social networks, blogs and news sites though; so if the update stays put terms that are not tweeted about as often may start to pull in live updates from these sources instead http://wmps.it/1.

The question of how much this is going to affect website traffic really comes down to how many keyword searches will return these real time results?

From looking at a large sample of keyword terms, that we are actively working on search optimising for our clients, only a very small percentage of these have actually got real time results showing in the SERPs. It seems at the moment Google is currently testing this out with higher volume search terms and hot topics that are being bounded around on Twitter and in the news. For example a search on the term “Tiger Woods” brings back real time search results half way down the page which shows the latest twitter action on his name. Judging by the latest feeds coming through  he is probably not thankful to Google for giving another outlet for the abuse he is currently recieving!

The opinion from the industry is that real time search results are going to be featured more frequently on brand related search terms.  A report from Econsultancy highlighted some views from well respected leaders in the industry, discussing the impact this update could have on the use of the search engines http://wmps.it/o. The main point to take from this is that brands, websites and stores or restaurants are going to have real time updates showing potential customers what others think about them in the search results. A brand that does not get tweeted about often could then be left with a tweet in their SERPs that shows them in a bad light, and this listing could even rank higher than the actual brands website depending on how much prominence Google give to these real time results in the future.

Granted this has been a problem previously with a blog or forum gaining a ranking that could be souring the name of your business but the change now is with the potential speed or ease that a bad comment could rise on to the listings. Conversely this update can bring in positive feedback to the SERPs if a brand is receiving particularly good press. It will also be an area for companies to get their own company tweets into the SERPs showing new offers, promotions or company news that can add more presence to the search landscape for search on the company.

Another concern is the impact this update will have on PPC and existing search result listings. The nature of the real time updates means they will be constantly refreshing in the open search window and as the results are going to draw the users eye which could in turn impact on click through rates currently experienced on both pay per click adverts as well as natural search listings.

So in summary, as with most Google updates, only time will tell in terms of the full impact this will have on the search landscape. We will keep you updated on this hot topic as more developments happen, so check back onto the blog regularly to get the latest news as it happens.