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Google Instant has not changed the face of search engine optimisation (SEO), according to one expert.

Econsultancy’s Jake Hird has commented that the search-before-you-type service has not affected how pages are ranked in Google.

Reminding people that the search engine did not change its algorithm when implementing the service, he highlights that the SEO fundamentals still apply for businesses looking to rank highly.

“You’re still looking at things like your content, your specific keywords, link building, that kind of stuff,” he comments.

Mr Hird also suggests that Instant was designed to give users a better search experience, rather than to forge new roads in SEO.

The Instant service was launched on September 8th 2010 and aimed to save each user approximately two seconds per search.

Meanwhile, Google still dominates US core search, according to recent figures from comScore.

The organisation’s research shows that Google handled 66.6 per cent of searches in the US in December 2010.

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