Google Instant Search: The Basics

This blog post is more of a FAQ on Google’s new feature Instant Search; I’ll be following up with my take on what this might mean for Google, search marketers, clients – and the group everybody seems to be forgetting in the industry press – consumers.

Q: What is Google Instant?

This is a new feature on Google’s interface, only available on the most recent version of web browsers (see below). The Google Adwords FAQ is here.

When a consumer searches, GI will change search results as you type, as well as changing the suggested searches (which already happen). These are based on past consumer search queries, your location and past searches (i.e. personalization).

During the process, Google uses an algorithm to predict what a user means and shows results accordingly – e.g. typing “holid” may mean results for “holidays” appear – see image 1 attached.

An example:

An example of Google UK Instant Search results for "Florida holid"

Q: Why have Google launched this?

Google’s stated reasons:

- faster searches
- helps guide users to searches
- users see results without clicking a button / hitting return and can refine their query as they type based on the results

I also believe this is part of their ongoing efforts to step-up to competing with Bing, whom are focused on interface developments to aid consumers and gain marketshare.

Q: Which Browsers?

This will only work on the latest browser versions in the US, UK, France, Germany, Italy, Spain and Russia: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.

If you used Google over the last few days and saw different “swirling” logos, then your browser is compatible.

You can enable it here if not seeing it: http://www.google.com/webhp?sclient=psy

Q: When doesn’t it work?

It won’t work on:

• older browsers
• toolbars
• the address bar
• browser search boxes
• iGoogle
• if you disabled Google autocomplete
• if you disable it via the drop down to the right of the search box marked “Instant”
• if use the SSL version of Google search

Many consumers use the first three without thinking; this will limit impact for the initial search in a session – but not once on Google itself. Google may add this to toolbars etc in future, of course.

Q: What are UK Browser Market Shares?

To give context to whom will see this:

• IE8 – 32%
• FireFox 3.x – 21%
• Chrome 5/6 – 2%
• Safari 5 – 0.19%

= 55.19% of the UK will potentially see this. Source: Statcounter.com

It’s worth noting many corporates use older browsers that don’t support this – including most of the UK Government, many utilities firms and finance companies….so consumers will be getting one experience, and another at work in some cases.

I’ll explain how I think this will affect search and consumers in a follow up post shortly.