Google More, Click Less

Google delivers search queries; and it always has. But as the dynamics of the Web change: as users adopt mobile at breakneck speeds – and as users want answers quicker and faster, the all-too-common search page has become more than the step between query and content Yieldbot CEO & Founder Jonathan Mendez argues.

“Our goal is to make sure that people can find what they’re looking for and get off the page as quickly as possible,” then-Google executive Marissa Mayer said in 2007.And Google's streamlined, minimalist interface gave users the content they were looking for – swiftly and uninterrupted.

But tides are changing, and Google's well aware. With mobile-web use set to outpace desktop web use by 2013, instant content is more important than ever. Users looking for information on 4-inch screens don't have the luxury of deluging their desktops with browser windows; and, more importantly, mobile users want their information fast, in fact, faster than fast – immediately. With elements of Google Now integrated as part of Google Search, users can find local weather stats, definitions, and more, from a simple search query. Google's search app for mobile offers even more personalized results, based on location.

What does all of this instantaneous information mean for advertising? Well, for one, Google can harvest the power of its current ad structure to reach a much larger crowd – bring the ad dollars to Google, rather than the websites vying for clicks in a search query.

Who will feel the most pain from this emerging Web structure? Mendez says online dictionaries and weather websites, for sure. And, Wikipedia will, of course, still be around – on Google that is. Traffic to, and support for, Wikipedia is sure to dwindle as Google delivers its content without the need to even click.

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