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Why Did Google Dismiss Its Instant Search Feature?


We have seen how Google has been helping searchers with instant results to make it easy and quick for them to browse with its Instant Search feature since 2010. This unique feature was highly praised ever since it was launched. But, do you know that Google just recently announced that this feature will no longer work!? So, what was the reason behind Google dismissing this 7 year old awesome feature!? Let’s find out.

How helpful has Google’s Instant Search feature been?

Launched in 2010, this feature which was the “fundamental shift in search” started making headlines as the digital world witnessed a new advancement to help users get desired information faster than ever before. The Instant Search feature saved 2 to 5 seconds per search; so you can imagine the hell lot of time saved throughout the day; and how the feature helped billions of searchers who came to Google per month! So then what led Google to take up this severe decision of eliminating such an incredible feature!?

Why did Google decide to eliminate this feature?

Today, mobile has outdone desktop in every way. More than 60-70% of users’ time is spent on mobiles these days; and this includes the time for both online and offline activities. And, with a variety of new devices coming up so often, users are making use of different devices and input methods for search. Google Instant Search has not been able to benefit these mobile users; and with the highly increasing use of mobiles, the feature has started to lose value. This is why the search engine decided to eliminate this feature from its list. However, it has assured that it will come up with new ways to improve speed and user experience across all devices.

In Google’s words, “We launched Google Instant back in 2010 with the goal to provide users with the information they need as quickly as possible, even as they typed their searches on desktop devices. Since then, many more of our searches happen on mobile with very different input and interaction and screen constraints. With this in mind, we have decided to remove Google Instant, so we can focus on ways to make Search even faster and more fluid on all devices.”

What influence will the change bring?

So, what impact will this change have on people? This change will most highly affect marketers and search professionals. This is because along with the dismissal of the feature, Google has also clearly stated that it will find new ways to improve speed and user experience. This means that optimizing speed on websites becomes the most important goal for marketers on both mobile and desktop. Also, with Google’s imminent efforts to deliver a smoother search experience, marketers will need to find opportunities for quick answers, rich snippets, and structured data. Whatever you do, you need to make sure that you focus upon user experience, relevance, and improved speed to succeed, as Google shifts from the old Instant Search feature towards new technology. This is where you will need the help of a digital marketing company in India to guide you through the process and take appropriate steps to improve all the elements on your site that add up to delivering a great user experience.


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