How Google’s Real-Time Web and Personalized Search is Re-Shaping the Search Landscape

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The internet is abuzz with news of Google’s real-time Web and personalized search queries and the potential implications for users and search marketers vary across the board. With live updates from Facebook, Twitter and Myspace appearing in the search results, marketers may need to add a stronger emphasis on social media to their rosters in the coming months.

In the initial rollout, the feeds show in a real-time scroll box above and below the fold. While these live updates don’t currently use a large amount of retail space, the ubiquitous nature of social media and the influence these feeds posses may urge retailers, especially business to consumer, to implement overarching and in-depth social media pushes. As the updates appear on the first page, this change could also push weaker sites to the second and third pages of search results indicating businesses may make a heavier push to PPC marketing to boost first-page present.

As the rollout for the real time search was only recently launched, only keywords such as Taylor Swift and Tiger Woods prompt the real time search.  Keywords such as Oprah and Obama SERP still do not contain the scroll box.  This demonstrates that although having the social media presence on the result page, that the real effects will not be seen until the update is fully integrated.  In the future if this real-time scroll bar does take up more real-estate, this will make the top organic listing highly competitive and a SEO campaign almost crucial for all online marketers.  It also seems that a social media marketing campaign is needed for online campaigns as well as top search results will show tweets from Twitter.  It almost seems that the roll out of this product creates the need for a blended online marketing campaign including PPC, SEO, and SMM.