A few months ago, Google changed over its default keyword tool in AdWords to a new version. You could still use the previous interface up until today, but that link has now gone, so we are left with no choice but to use this new tool for keyword research.

Many people have complained about the search volumes in the new interface, after finding them to be significantly different to the previous stats. If you are stumped by the new tool, wondering why all of a sudden your market looks like a fraction of what it once was then this explanation, left on the AdWords help blog, should shed light on the issue:

"If you use both the previous and updated versions of the Keyword Tool to search for keywords, you may notice differences between the tools for statistics on Global Monthly Searches and Local Monthly Searches. This is because the previous version of the Keyword Tool provides search statistics based on Google.com search traffic and traffic from search partners, while the updated version of the Keyword Tool provides search statistics based on Google.com traffic only.  We've updated these statistics based on user feedback, and hope you find them helpful for keyword selection."

From last night, if you are logged into Google then the search experience will be very different to yesterday. Google has launched Instant, which they describe as "a new search enhancement that shows results as you type".

According to the Google Blog, "The most obvious change is that you get to the right content much faster than before because you don’t have to finish typing your full search term, or even press “search.” Another shift is that seeing results as you type helps you formulate a better search term by providing instant feedback. You can now adapt your search on the fly until the results match exactly what you want. In time, we may wonder how search ever worked in any other way".

When you type a single letter into the Google home page, it instantly takes you through to the results page. The option to click "I'm Feeling Lucky" is removed. The more cynical in the search industry will no doubt see this as Google's way of stopping people hitting that button as it's a feature that cost them millions of dollars in lost AdWords revenue ('lucky' users are sent straight through to the first search result, bypassing the sponsored listings).

The main change we think this will have on SEO is for businesses that attract traffic from misspellings, unusual phrases and long-tail searches (phrases of 4+ words). Users will be less likely to type these in if Google is suggesting the correct or more popular word and they will be less likely to type in a whole sentence if they can see what they are after by the time they finish typing the second word.

New regulations mean that from March 2011 companies will be subject to strict advertising rules as the Advertising Standards Agency (ASA) extends its power over online marketing. In 2008 there were over 4500 complaints about internet marketing communications that the ASA did not have the authority to deal with. They will now be able to force marketers to remove any content or online advert found to be in breach of its regulations, giving the consumer much more protection.

False claims and misleading statements on websites, as well as untrue price comparison sites will be under the ASA’s control. These new regulations will give the ASA the capacity to position their own adverts in place of those of noncompliant advertisers. Companies that flout these rules will receive substantial negative publicity from the ASA which can damage an advertiser’s reputation.

Marketing statements on Twitter, Facebook and other social networking sites will also be covered by the new regulations. This means that marketers will have to be careful to ensure that no offence is caused and that no misleading statements are used. Using foul language or sending malicious comments from official company accounts will result in complaints and possibly fines from the ASA.

Internet giant Google has provided extra funding for this extended remit and is completely co-operating with the ASA to help make the Internet a much safer place for the consumer. These regulations will provide an interesting challenge for marketers as some will have to change their current practices to comply.