How Will Google Instant Preview Affect Our Websites?
On 9th November 2010, Google released Google Instant Preview, allowing Google users to preview a website before choosing to click through to it.
But will this have any effect on search engine optimisation, pay per click advertising, website design and copywriting? As usual, we've heard the "SEO is dead" accusations along with some webmasters jumping on the chance to know something that others may not.
So here are my opinions about how Google Instant Preview might affect a few aspects of online marketing.
SEO: Google has said on its blog that "Instant Previews does not change our search algorithm or ranking in any way.
It's the same results, in the same order.
" You can view the full explanation on the Google Webmaster Blog.
So all claims of SEO being dead or having to change everything can be ignored! We can continue to optimise our websites as usual.
Pay Per Click: The downside for pay per click sponsored links is that once the Preview is opened, sponsored links disappear behind the box meaning that your advert cannot be seen.
This does not affect your ad impressions; an impression will still be counted as such so long as the search page has been viewed for more than 5 seconds or you have clicked "search" or pressed Enter.
However, just because your ad has had an impression, it may have been hidden behind a preview and not actually seen for as long as other ads or the natural results.
But, this does not mean anything needs to change.
Your ad will still be shown and seen until a user clicks the spyglass icon to start Instant Preview.
Web Design: I think that web design will be the area most affected by Instant Preview.
Because the Preview is so small, some designs may not have the same effect on the visitor as when they are full screen.
It will become important to ensure that your web design still looks good in Preview.
Google has also mentioned that Flash websites won't be displayed as they are intended to be to begin with - however, they have stated that they are working on ensuring that they are displayed.
By using Google Instant Preview, a user will have a better chance to see obvious spam sites such as link farms before clicking through.
This will hopefully mean a better user experience and help to rule out such sites.
Copywriting: From a copywriting perspective, I don't think much will change as most text is too small to read in the Preview box anyway.
It might be beneficial to highlight calls to actions and ROIs so they make your webpage stand out, but if this is to the detriment of the way your website looks when fully opened, I would advise against it.
An upside could be that because the user has already had a chance to take in some of the aesthetics of the website, the three seconds you have to make an impression on the visitor might be more spent on the copy and content.
Analytics: Google have stated that Analytics will not change and a Preview will not be tracked at present.
It could be useful in the future to see visitors who have chosen to visit your website after seeing a Preview.
Bounce rates could also be affected by Instant Preview.
Because a user has had an opportunity to glimpse your website before actually clicking through, they are more likely to know whether it is the sort of website they might want to explore.
But will anyone actually use Instant Preview? The previews are too small realistically to be able to make an informed decision about whether a website will benefit the user or not.
The previews, while quick, might be too slow for many an impatient audience especially as every day web users are wanting information faster and more concise than before.
Is it any quicker than clicking on a link and then deciding in three seconds whether to stay on the website or bounce off? The advantages for the user are that they will get an idea of what a website will be about, and whether it matches their search query.
In their blog, Google have said that "using Instant Previews makes searchers 5% more likely to be satisfied with the results they click.
" But is 5% enough to change the way people search? Luckily, there is the option not to use Instant Preview if you find it irritating or useless.
So long as you do not click on the spyglass icon to the right of each search result, Google Instant Preview shouldn't start up.
If it does, you can disable it by clicking on the cross in the top, right-hand corner of the Preview box.
But will this have any effect on search engine optimisation, pay per click advertising, website design and copywriting? As usual, we've heard the "SEO is dead" accusations along with some webmasters jumping on the chance to know something that others may not.
So here are my opinions about how Google Instant Preview might affect a few aspects of online marketing.
SEO: Google has said on its blog that "Instant Previews does not change our search algorithm or ranking in any way.
It's the same results, in the same order.
" You can view the full explanation on the Google Webmaster Blog.
So all claims of SEO being dead or having to change everything can be ignored! We can continue to optimise our websites as usual.
Pay Per Click: The downside for pay per click sponsored links is that once the Preview is opened, sponsored links disappear behind the box meaning that your advert cannot be seen.
This does not affect your ad impressions; an impression will still be counted as such so long as the search page has been viewed for more than 5 seconds or you have clicked "search" or pressed Enter.
However, just because your ad has had an impression, it may have been hidden behind a preview and not actually seen for as long as other ads or the natural results.
But, this does not mean anything needs to change.
Your ad will still be shown and seen until a user clicks the spyglass icon to start Instant Preview.
Web Design: I think that web design will be the area most affected by Instant Preview.
Because the Preview is so small, some designs may not have the same effect on the visitor as when they are full screen.
It will become important to ensure that your web design still looks good in Preview.
Google has also mentioned that Flash websites won't be displayed as they are intended to be to begin with - however, they have stated that they are working on ensuring that they are displayed.
By using Google Instant Preview, a user will have a better chance to see obvious spam sites such as link farms before clicking through.
This will hopefully mean a better user experience and help to rule out such sites.
Copywriting: From a copywriting perspective, I don't think much will change as most text is too small to read in the Preview box anyway.
It might be beneficial to highlight calls to actions and ROIs so they make your webpage stand out, but if this is to the detriment of the way your website looks when fully opened, I would advise against it.
An upside could be that because the user has already had a chance to take in some of the aesthetics of the website, the three seconds you have to make an impression on the visitor might be more spent on the copy and content.
Analytics: Google have stated that Analytics will not change and a Preview will not be tracked at present.
It could be useful in the future to see visitors who have chosen to visit your website after seeing a Preview.
Bounce rates could also be affected by Instant Preview.
Because a user has had an opportunity to glimpse your website before actually clicking through, they are more likely to know whether it is the sort of website they might want to explore.
But will anyone actually use Instant Preview? The previews are too small realistically to be able to make an informed decision about whether a website will benefit the user or not.
The previews, while quick, might be too slow for many an impatient audience especially as every day web users are wanting information faster and more concise than before.
Is it any quicker than clicking on a link and then deciding in three seconds whether to stay on the website or bounce off? The advantages for the user are that they will get an idea of what a website will be about, and whether it matches their search query.
In their blog, Google have said that "using Instant Previews makes searchers 5% more likely to be satisfied with the results they click.
" But is 5% enough to change the way people search? Luckily, there is the option not to use Instant Preview if you find it irritating or useless.
So long as you do not click on the spyglass icon to the right of each search result, Google Instant Preview shouldn't start up.
If it does, you can disable it by clicking on the cross in the top, right-hand corner of the Preview box.
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