What Google’s Real-Time Search Means for Brands

by Pam Dyer

What Google’s Real-Time Search Means for Brands

Google recently announced a new search engine ingredient: Real-time search. In addition to traditional search results — Web pages, photos, videos, maps, blog posts, articles, and news stories — Google’s universal search now streams real-time results from Twitter and from public pages on MySpace, Facebook, and other sources.

Google’s real-time search is poised to have a significant effect on brands in the social media space. In the past, it may have taken several minutes for content to be indexed by the search engine. There’s no waiting period any more — the instant an item is posted and linked, it’s searchable via Google.

Here’s a quick demo video:

(If you can’t see the video, you can view it here.)

How Google’s real-time search impacts brands:

  • Every customer experience is public — and magnified. Everyone has the potential to be influential more than ever before. It doesn’t matter whether someone has thousands of Twitter followers or just a handful — they have the ability to impact the conversations around them, in real life and online. If a customer has a negative brand experience, they may vent to their friends and followers. Brands that are highly engaged in the social space will reach out. The brands that are not as engaged may let those issues linger and/or not even be aware that a problem exists.

This should be a wake-up call for brands vis a vis reputation management, since customer complaints can quickly become public. The issues that are communicated by customers are now searchable, and negative brand experiences may appear on the first page of a Google search for your company. Companies with a commitment to social media engagement, a solid digital PR strategy, and great customer service will reap long-term benefits.

  • Social media presences for brands and companies are now in the spotlight. Many companies are educating consumers, building relationships with their audiences, and being brand advocates in the social space. They are engaged in the conversation about their brand. Many other brands, though, are not engaging, whether it’s because they feel it’s too risky or because they lack expertise.

Companies of every size need to create an active presence on the social Web — it doesn’t make any difference if your social media monitoring efforts tell you that there are 9 or 900,000 relevant conversations each month about your brand, products, or employees. The more content a brand creates, the more frequently that content will appear in Google’s real-time search results. Your “social brand” is now front and center, with the potential to drive top-line results for people who are searching for your product. Maybe it’s time to rethink letting an intern manage your Facebook Page and corporate Twitter account.

  • Content will emerge  quickly through your audience. Remember that great viral video you created several years ago that you couldn’t get anybody to watch? It can now be found more easily.

A big part of social media planning revolves around content: What will your brand say, and when? How do your brand’s objectives inform the content of your YouTube channel? How will you promote your new Facebook contest? As brands work to develop sustainable content plans, it’s important that they keep their audience in mind — brands are dependent on them.

  • Search engine optimization (SEO) is now even more closely connected to social media. Up to now, SEO experts have been using social media like blog posts and YouTube content to drive organic search rankings, forge relationships, and generate backlinks. They’ve also been leveraging social bookmarking sites to drive traffic and links.

SEO will now play an even bigger role in real-time search. For example, hashtags will now appear in search results, and those tagged conversations can drive additional awareness and coverage of the tagged topic.

What other ways will Google’s real-time search impact brands? Please share your thoughts!

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  • http://www.linkedin.com/in/cymazulfiqarsaeed Cyma Saeed

    Timely post with excellent content. I agree with all of the above brand-implications of real-time search.

    Another area that businesses may have to focus on is “mobile marketing and apps”. Imagine a potential customer out shopping and wants to get latest feedback or price comparison on a newly launched product! Or conversely, has a bad experience at your retail outlet and uses their cell phone to instantly Tweet about it to friends and followers.

    Imagine the implications of combining real-time search with mobile accessibility, 24/7. The height of instant gratification!

    • Pam Dyer

      Hi Cyma,

      Thanks for reading and commenting! You make a great point about the mobile space — everything is moving in the direction of instantaneous communication. It has *so* many implications for brands and how they engage their audiences.

  • http://www.linkedin.com/in/cymazulfiqarsaeed Cyma Saeed

    Timely post with excellent content. I agree with all of the above brand-implications of real-time search.

    Another area that businesses may have to focus on is “mobile marketing and apps”. Imagine a potential customer out shopping and wants to get latest feedback or price comparison on a newly launched product! Or conversely, has a bad experience at your retail outlet and uses their cell phone to instantly Tweet about it to friends and followers.

    Imagine the implications of combining real-time search with mobile accessibility, 24/7. The height of instant gratification!

    • Pam Dyer

      Hi Cyma,

      Thanks for reading and commenting! You make a great point about the mobile space — everything is moving in the direction of instantaneous communication. It has *so* many implications for brands and how they engage their audiences.

  • http://adzey.com/ jake@targetedadvertisement

    I think that real time search will be great for bloggers like you and I. Perhaps it will give us a chance to compete with the big shots without having to spend a fortune on advertisement!
    .-= ´s last blog ..Adzey.com-über targeted advertisment =-.

    • Pam Dyer

      Hi Jake,

      You’re right — I think it will serve to level the playing field without costing an arm and a leg. Thanks for reading/commenting!

  • http://adzey.com/ jake@targetedadvertisement

    I think that real time search will be great for bloggers like you and I. Perhaps it will give us a chance to compete with the big shots without having to spend a fortune on advertisement!
    .-= ´s last blog ..Adzey.com-über targeted advertisment =-.

    • Pam Dyer

      Hi Jake,

      You’re right — I think it will serve to level the playing field without costing an arm and a leg. Thanks for reading/commenting!

  • http://www.design2express.com/ Tony Greg

    Great content it really helps people in making brand their businesses. C saeed gives a very good idea of mobile marketing.

  • http://www.design2express.com Tony Greg

    Great content it really helps people in making brand their businesses. C saeed gives a very good idea of mobile marketing.

  • http://www.dinsolbrille.dk/ John Solbriller

    Good article. Also, I have experienced Facebook to be a very potent medium for creating more hits on Google. Make a facebook page for your company. Feed it regularly and it will generate traffic!

  • http://www.dinsolbrille.dk John Solbriller

    Good article. Also, I have experienced Facebook to be a very potent medium for creating more hits on Google. Make a facebook page for your company. Feed it regularly and it will generate traffic!

  • http://www.theshortestpath.com/ AZKMB

    Good post,
    It seems that a lot of the early SM adopters are for retail products. I wonder how the adoption of SM for b2b communications will be adopted in the future? It still seems that having Facebook open at work is more taboo because you may be networking with friends instead of working. What if there was (might even be) a Facebook for business?
    .-= ´s last blog ..Straight Line Lands Two Board Positions At PMI-PMO =-.

  • http://www.theshortestpath.com AZKMB

    Good post,
    It seems that a lot of the early SM adopters are for retail products. I wonder how the adoption of SM for b2b communications will be adopted in the future? It still seems that having Facebook open at work is more taboo because you may be networking with friends instead of working. What if there was (might even be) a Facebook for business?
    .-= ´s last blog ..Straight Line Lands Two Board Positions At PMI-PMO =-.

  • http://www.axelektronik.com.tr güvenlik kameraları

    I have read your entire article. Very useful information writing. Thanks

  • http://www.media-sfera.com Media-sfera

    I'm sure that Google will be the best in the internet. Just great innnovations. And ther's specialists are always looking for something new

  • http://www.media-sfera.com Media-sfera

    I’m sure that Google will be the best in the internet. Just great innnovations. And ther’s specialists are always looking for something new

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