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Google Instant Preview |
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| Written by Scott Fraser |
| Thursday, 25 November 2010 09:03 |
 Launched earlier this month the feature is very much in its infancy and does nothing more than show a scaled down version of the page the searcher can visit through the Google search results. However it’s potential to grab searchers attention, in a very short space of time, has created quite a buzz and could give web designers something to think about.  A search for popular news sites BBC and CNN show Instant Preview is too small to show legible text on these text rich pages so it is impossible to get an indication of content on the page, limiting the usefulness of Instant Preview on showing anything to grab anyone’s attention on this occasion. However, ecommerce site ASOS has the perfect homepage design for Instant Preview, with searchers able to see current offers and other calls to action before deciding to either visit the site or continue with their search. With retailers competing to grab customer’s attention in the run up to Christmas, Google Instant could create customer’s interest at the right time and increase sales on the back of well communicated promotions.  Sites with a strong banner message could benefit from Instant Preview, as searchers will be able to easily read any message that the site is promoting. Using Instant Preview on Condor Cycles you can easily see the new 2011 range is online now.  However not every site with a powerful banner message will benefit from Instant Preview as it does not support flash. This is bad news for popular retailers IKEA and John Lewis as both these sites use a flash banner to communicate key message, which are lost while using the preview.  It remains to be seen if users will embrace this new feature as a valuable time saving tool or dismiss it as function over substance. However websites with a strong banner messages and a simple, easy to read design are already taking advantage of Instant Preview without even trying. I wonder how long it will be before others follow? Comments (2)
  written by Simon Bennison, December 23, 2010
I think you make a good point, but you've overlooked the fact that we did actually raise this issue in the article, at the point where we have said "Not every site with a powerful banner message will benefit from Instant Preview as it does not support flash".
Our design and SEO teams have regularly discussed the limitations of Flash with regards to not just search engine optimisation, but also accessibilty across multiple platforms. I would suggest that our track record of accessible websites that have achieved great results for our clients is testament to how our design and marketing teams work together to get results for our clients. And hey, you've even got a back link to the Equator site from us! Have a great Christmas and New Year. Simon
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The point is that Google instant preview has brought the two 'disciplines' of web design and Search Engine Optimisation together more closely than ever before. How a site looks is much more important now than ever, the problems that instant preview has in picking up flash, certain obscure fonts and problems with font colours on certain backgrounds have become much more important in attracting clickthrough. Whereas in the past a person had to actually visit the website before they knew how it looked, now websites with possibly good content may be passed over because the way it is picked up in instant preview.
Certainly there has been more interaction between SEOs and designers over here at Equator as I would suppose there has been for you kids over there at Alienation!
Later!