Google Instant Preview – what will happen to Adwords
Jaa TwitterissäGoogle released its’ Instant Preview for SERPs which looks like this:
Screenshot of Instant Preview. Where's Adwords ads?
How does it work?
This feature allows users to instantly preview webpages from SERP before actually continuing to a website. At Instant Preview there is displayed one of the following:
- Plain preview
- Preview with highlighted searchterms
- Preview with highlighted searchterms and a snippet (in context) from website
It gets really interesting with SERPs that also display Adwords-adsGoogle Instant Preview open right on top of the Adwords ads on the right side, which – by the way – do not display Instant Preview.
General guidelines
At their Webmaster Central blog Google gives tips on how to utilize this new feature. Most of the tips relate to general principles of good designing and some more to the technical side that will be on the focus due to Instant Preview:
- Clear, trustworthy lay out of the website
- Semantically structured content
- Avoid interstitials and pop-ups
- The urls blogged with robots.txt or or with the old nosnippet meta tag do not show Instant Previews
- New user agent in the game: ”Google Web Preview”
How will the behaviour in SERPs change?
As Google states previously other elements in search results such as title, url, snippets etc. helped user to decide where to go but now the picture tells you more than a thousand words – or 160 characters. This will cause at least:
- The value of organic search will rise? There’s no Instant Preview in Adwords ads.
- The visual lay out of the website will have a bigger impact. Trustworthy, structured design will collect more clicks.
- Also the importance of content rises. Previews with highlighted search terms and snippets in contects will most likely attract more clicks.
- The algorithm is not changing so the quality of SERPs is not getting better. Anyhow spamsites will be having harder times to collect the clicks as the user gets to skip bad looking automatically created websites at early stage. Wonder if people start to browse through more SERPs
” We hope you’re as excited about this next step in the search results as we are. We’re looking forward to many more improvements to Instant Previews in the future.”
Google Webmaster Central
Have you already run into Instant Preview at Google? What kind of scenarios have you come up with? We stay tuned and wait with great interest to see how is Instant Preview and the behavior on Google SERPs developing.
<a href="http://www.tulos.fi/yritys/matti-kojo/">Matti</a>