In late September Google introduced Google Instant, an auto-complete algorithm that assists users in searching with greater speed. Google’s new service predicts search queries in real time, can catch a mistake if the user mistyped and guides users to previously performed searches. This new service greatly benefits top brands on the Internet and those that have purchased key words and ad words; while it might not be as beneficial for companies with low website traffic or those that are not well known.

What makes Google Instant valuable for top brands? As users type, Google’s algorithm predicts and displays search queries based on other users’ search activities. According to Google, “These searches are algorithmically determined based on a number of purely objective factors (including popularity of search terms) without human intervention. All of the predicted queries shown have been typed previously by other Google users. The autocomplete dataset is updated frequently to offer fresh and rising search queries.”

The search queries that users see as part of autocomplete are a reflection of the search activity of all web users. Using a real life example; if I were to type in the letter E using Google Instant, eBay, ESPN, Expedia and Eminem appear as choices, but because eBay was listed first, their websites are listed in the search results for E. Interestingly, for every single letter you type, top internet brands appear; A - Amazon, AOL, AT&T; B - Bank of America and Best Buy; C - Craigslist, CNN, etc.

For generic terms Google also aides top brand owners in guiding their users to these top sites. For example, when a user types in “toothp,” a toothpaste brands list appears. When that list is selected, the user is immediately shown three Google sponsored links for toothpaste and a listing of other toothpaste owners’ websites.

Searching for smaller businesses or for companies with less of an Internet presence can be a little more difficult because the exact company name or brand will need to be entered and the algorithm will not be as helpful, compared with searching an immediately recognizable name brand. An example occurs even within the Fortune 500: If a user tries to find Reliance Energy & Aluminum they will have difficulty if they just type in the word “reliance” because their website is not listed among the suggestions. For another example, when typing in the first four letters of a business-to-business brand with less web traffic than well known Internet brands, like the Corsearch brand name, “corsets” is the first selection to appear, which of course is not remotely close to what our company provides.

Google Instant is a great improvement and resource for its users when searching top brands and the products and services they offer. Top brands rule Internet commerce, so Google is in-line with what the majority of the public is searching; however if you are not looking for something typical it will not be as helpful. New generic Top-Level Domains (gTLDs) are scheduled to be launched next year and with the descriptive terms and .brands created through the new domain name extensions, the power of Google Instant will assist top brands increase their site traffic and top brand holders will continue to thrive.