Google Announces Instant Pages, Loads Results Before You Click

New speed feature coming to Chrome

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Google made several big search announcements today, including Voice Search for the desktop and Search by Image for the desktop (like Google Goggles on mobile). They also announced a couple new “instant’ features.

For one, at its Inside Search event, the company showed off Google Instant for image search, which will be available in the next couple months to all domains and languages where Google Instant is already available.

They also announced something called Instant Pages, which speeds up how quickly you can access your search result (provided that the top ranked result is the right one for you). This is a Chrome-only feature. Google explains:

Whether you’re typing, speaking, or using an image, entering your search is only part of the process. You’re not really done searching until you have the answer you’re looking for. But waiting for webpages to load adds time to this process – the average webpage takes about five seconds to load.

With Instant Pages in Chrome, you can skip the extra seconds waiting for a page to load and get to the answers you’re looking for faster with webpages that load instantly.

For searches when we can predict with reasonable confidence that you’ll click on the first result, Instant Pages technology will begin loading that webpage early so that by the time you click on the result, the entire webpage appears fully loaded instantly.

The above video demonstrates the feature in a side-by-side comparison with a normal Google search.

Google has maintained for a while now that speed is a ranking factor in its algorithm. Now, Google is helping the page load process along itself, to some extent.

The feature takes advantage of a prerendering technology, which is being baked into Chrome.

The technology is currently in the Chrome Dev Channel, and will be rolling out in Chrome beta this week, with stable and mobile releases coming in the coming weeks.

As most of Google’s new features are Chrome-based, it’s worth noting that the Google Chromebooks come out tomorrow.

Google Announces Instant Pages, Loads Results Before You Click
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  • http://www.wsdbiz.co.il Aviran

    Seeking by image, now that could be interesting, also wonder if voice search will be English only or Hebrew too for example.

    • http://www.webpronews.com/ Chris Crum

      It’s starting out in English, but I’d imagine they’ll expand into other languages.

  • http://www.homeandfamilyarticles.com AL

    Hmmm – I am wondering if this is going to impact our site analytics. If they retrieve the entire page – html, images, etc… – then would they not also trigger a visitor in our analytics, whether a visitor does or doesn’t visit our page?

    If so, that would skew even the most basic of KPIs, including bounce rate which could be a ranking signal.

    Any ideas?

    • http://www.webpronews.com/ Chris Crum

      I’ve not heard them bring this up yet, but it’s a good question. They do talk about the technology a bit more on the Chromium blog.

    • http://www.searchengineoptimizationjournal.com Nick Stamoulis

      That’s a really interesting thought. Since the page is pre-loading, does that get recorded as a visitor? If the user doesn’t click on the link, will that impact the bounce rate?

  • Adsense Publisher

    It’s really just one more way to insure that you don’t leave a Google site, even when you’re viewing another site. Google is becoming more and more all about the advertising. See, if a site doesn’t have Google ads, or no ads, well then you’re viewing the site while still on Google’s site, so you’ll be guaranteed to see a Google ad (well if one is targetable to you, which we all know most of the time there is one).

    What would be interesting is if the loads are from a cached view or if it’s a frame. If it’s a frame there is no way to stop it, but if it’s a cached view you can instruct the Google bot not to cache any pages.

  • http://www.modeltrainhobbyist.com/bachmann.html O. Bachmann

    I think this will start off working well for those that use Google to go to certain websites, rather than typing the url. For instance, the vast majority of people that search for “hotmail” want the hotmail website. I’m not sure how well this can be implemented with more specific searches. The website would have to have an extremely high CTR and low bounce rate.

  • http://www.tapsbathrooms.com Terry

    This sounds great in theory!

    But I can see certain people possibly be taken to websites that they were not going to go to.

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