Google Instant: 3 Predictions

Google Instant search, which displays predictions and results live as you type, has launched. The hype is huge in true Google style, and the functionality does look cool. Is it a game changer? Possibly not. But here are three predictions for how things may be different.

Impression Figures Will Go Funny

→ Update: No longer a valid point. Google have indeed thought of this and have introduced a new 3-second rule for impressions. Read more on the AdWords blog.

Since results display as you type, impressions should rocket up. With impressions, CTR will also be affected, a metric that otherwise tends to remain fairly steady. Estimating search volumes will also be harder – how do you know how many of your impressions were intentional and how many were just fired up while the user was searching for something completely different.

In truth, Google must’ve thought of all this. Maybe there is a new way of defining Impressions, for example anything displaying for less than 1 second may not be counted. Either way, it’d be interesting to keep an eye on Imps and CTR over the coming days.

Users’ Search Behaviour Will Change
Google guesstimates that improved usability will save users “11 hours of searching per second globally” as we access suggestions and tailor queries much easier than before. This will surely discourage people to scroll and inspect results; instead, we’ll just amend and add to our search terms. As a result CTR on the second half of SERP 1 should go down. Page 2 will be starved of visitors even more than before. Overall effect could be more, longer search queries and higher concentrations of clicks on top 3 results.

As a side note, why do we still have pages in Google Search? We got rid of them in new Google Images and everyone was happy.

Keyboard Manufacturers Will Remove The Enter Key
Soon clicking Enter to run anything will die out. Kids will laugh at you when you do it. Enter will become an anachronism, a symbol of old, burdensome times. A range of retro jewelry with come out and Enter keys will replace cassettes on cool retro T-shirts. I think.