Google first launched its Instant Search feature several years ago. At the time, this function would display the results of a search as the user was typing. This kind of real-time search aligned well with Google’s mission to emphasize speed. The company dubbed the feature: “Google Instant”, but it is effectively dead as of this moment. Why did Google pull the plug? Read on to learn more.
Google Instant was first launched in 2010, and it was under the leadership of Marissa Mayer. She intended to create a functional that would be responsive to the user’s query and deliver results faster. It used predictive technology to learn what users wanted, and served results for better or worse.
Today, more than half of all searches are carried out on a mobile device. Instant Search no longer offers the same value to users that it once did, and so Google has discontinued the service entirely. You might recall the considerable media attention it garnered when it first launched.
Google’s new search feature, rather than suggestion websites to visit, will now show users some suggested search queries. User will be able to drill down further with a few extra clicks, but the shift is subtle that most will barely notice it.
For Google, this move will help bring the mobile and desktop experiences closer together. It will also do away with an uncomfortable feature many desktop users had already found ways to disable.
This won’t completely alter the landscape of search, but it will bring back some emphasis on competition for the search page.
Depending on the search term, these changes may help or hurt keywords related to your reputation management project.
