Google Instant Previews - Search Results Innovation

Nov 16 Posted by Kayla Stoner in Search Engine Marketing 0

Google has rolled out a new preview function for organic search results which allows users to view a portion of the landing page without actually visiting the website; they simply need to click the magnifying glass icon next to the search link. The preview tool highlights text related to the user’s search input, making it easier for a user to quickly compare search results and decide which page looks most useful. The new feature will undoubtedly affect website traffic, but whether for better or worse is a matter of debate.

One major topic of concern for website owners is that the new feature will dramatically decrease the quantity of website traffic. This may or may not be true depending on the website. An attractive website with a relevant landing page may actually see an increase in traffic. The call-out feature will show the user that the information he is searching for is just one click away. On the other hand, a website which looks unprofessional or leads a user to a landing page which then requires further searching within the site is likely to see a decrease in traffic. In this sense, Google preview makes search engine optimization more important than ever. A website’s usefulness and legitimacy is now more quickly recognizable to a user.

This user-foresight may lead to advantages for website owners regarding the quality of traffic. Though there might be fewer users clicking through to the site, those who do follow the link will be those who are most interested in what the site has to offer. These users have already seen the information that is presented on the landing page and have determined that it is relevant. This improves the quality of the traffic to the website, and will most likely result in increased time spent on the site, and in more purchases for e-commerce sites.

One other concern cited by website owners is that the preview tool will allow users to get the information they need without actually visiting the site. We at SnapHawk do not foresee this being a problem. The preview shows a relatively limited amount of material, and the preview is too small for anyone to want to spend much time reading it. We believe users will most likely use it as a quick reference, and click through if they want to continue reading.

Google has not yet incorporated Instant Previews into paid search ads, but they have said they will likely do so in the future.

The effect of Google Instant Previews on businesses will ultimately depend on their search engine optimization and search engine marketing strategies. It makes professional websites and relevant landing pages even more important as users no longer choose a page blindly.

Search-Engine-Opt.-(SEO), How-To, Google

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About the author

Kayla Stoner

Adding to her marketing expertise Kayla has a strong background in journalism. Her experience consists primarily of reporting for traditional media, where she has taken an in-depth look at entrepreneurial business needs. Those stories convinced her to pursue marketing.

Kayla studies integrated marketing communications and broadcast journalism at Northwestern University. Her education has provided her with an all-around look at marketing strategy from the side of the client, the marketer, and the media.

Kayla’s work efforts give her a keen understanding of the type of information and headline phrases that appeal to various types of people—a skill well-utilized in search engine marketing / optimization strategies and implementation.