Google Instant Alters the Playing Field—But Search isn't Dead

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Response Mine Interactive responds to anticipated changes in search landscape caused by Google Instant.

Our strategy is largely unaltered in the immediate term. We are closely monitoring the impact of Google Instant to identify testing opportunities that could deliver competitive advantages to our clients and ultimately increase their profits.

How will Google Instant impact paid and organic search? Despite significant anticipated changes that may potentially alter the search landscape, search is still very much alive, according to the interactive marketing experts at Response Mine Interactive (RMI).

The most noteworthy potential effects on paid search include decreasing CTR of premium ad positions, increased competition among brand and root keywords and an inflation of impressions on head terms that could alter—albeit modestly—advertisers’ CPCs.

With organic search, expect to see increased volume and competition on root keywords. Anticipate a decline in traffic of long tail keywords that contain a root word at or towards the beginning of the phrase and expect a change in click through rates as top paid positions and organic listings are pushed further down the page.

“The true impact of Google Instant on search still remains to be seen,” commented Ryan Woolley, vice president, group director of client services for RMI.

“Our strategy is largely unaltered in the immediate term. We are closely monitoring the impact of Google Instant to identify testing opportunities that could deliver competitive advantages to our clients and ultimately increase profits through their paid and organic campaigns,” Woolley said.

To view the complete RMI thought paper on Google Instant, click here.

About Response Mine Interactive
Response Mine Interactive (RMI) is an award-winning digital agency that helps companies acquire more customers using direct response interactive marketing. Since 2001, RMI has generated billions of dollars in revenue for leading brands in the retail, travel, healthcare, home services and business channels. For more information, visit http://www.responsemine.com or call 404-233-0370.

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Megan Webb
Response Mine Interactive
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