Google tests real-time search engine results

NZ9HUATRCMW2 As Google continues to update its search offering, the now-familiar Suggest function has been given a major overhaul - although, like all Google updates, it is only being tested on a small audience for now.

It has been just under two years since Google launched its auto-complete application to a global audience - forever changing the way search engine optimisation strategies were put together.

With one simple addition, Google Suggest stamped out a huge number of misspelt search queries - meaning search engine marketing strategies no longer had to focus on every possible permutation of a phrase. Word ordering was also simplified as the most popular way of phrasing a search became reinforced by its strong position in the search field.

The tool made trawling the internet for products, services and information even more swift.

A year later and Google added another, more localised dimension to search queries. People searching for Manchester Evening News would suddenly be confronted with a huge list of related topics before they even got close to finishing the first word - such as Manchester Airport, Manchester United and Manchester City Council.

All of a sudden it made sense to launch locally-driven search engine marketing campaigns that would speak directly to consumers as they searched.

And so the search engine has once again stepped in and overhauled its Suggest tool to make searching - and hopefully search engine marketing strategies - more dynamic, exciting and feature-filled.

With Google's auto-completed addition users are presented with an entire page of search results suggestions when typing in key phrases. Google has confirmed that it is testing its real-time search engine results pages on a limited audience, but has not confirmed whether the feature is likely to become a permanent fixture.

So what does this mean for firms trying to boost their web presence?

Well there are a number of implications. Firstly Google entries will crop up when people search for related terms. This will give website optimisation a similar function to dressing a shop window, as websites will pop up as users browse through lists of similar key phrases. It is also likely to make search more flexible. People will no longer head to a search engine with a specific phrase in mind, which could place a greater emphasis on brand strength and brand building.

Most importantly, however, it will make search engine optimisation strategies more visible on a regional level - making targeting much more important.