After the launch of Google Instant, we were promised further developments & changes in the Google Interface. Well, we need wait no longer. Google Instant Preview is here.
What is it?
This week has seen the launch of Google Instant Preview; a tool which allows you to view the landing page of a website listed on Google, before actually clicking through. It has only been applied to organic listings currently, and can be identified by a magnifying glass to the right of the listing’s title. By clicking on the magnifying glass icon, a snippet of the landing page will appear (everything above the fold). However, website owners have the ability to opt in/out of this tool at any point in time. So it may not be available for all listings on Google.
Why should website owners use it?
Historical Google reports and heat maps tell us that images draw a searcher’s attention much more than text. This is one of the reasons why Google wanted to roll this out. So, it seems logical that website owners who have this option available will attract more attention to their listing initially.
Also, many searchers are very concerned about trust online. By having the option to look at the landing page before entering it, will put many searcher’s minds at ease. When advertising, it is very important that customers trust your brand. Trust is a higher priority than cost for most searchers online.
Why should searchers use it?
Websites can be very deceiving at the best of times. By the use of clever URL’s and SEO development, a website can potentially appear high on Google’s organic listings without having products on the site that are relevant to the search query. If you now have the option to view the landing page, you will find what you are looking for without the hassle of using the ‘back’ button. Throughout time this should also help eradicate any irrelevant sites for each search query, as they won’t receive traffic anymore. This means a much more user-friendly experience for everybody on Google.
Try it yourself and let us know what you think.
You might also be interested in our Google Product Ads post.