Instantly dislikable?

Whilst Facebook does everything in its power to keep you on their site for as long as possible, Google continues to relentlessly focus on getting you off their site as fast as possible (this is one of their core strategies). So, after the creation of Instant Search, which apparently saved the average web user many minutes of time over a year, how are they now proposing they get you to there even quicker?

Whilst Facebook does everything in its power to keep you on their site for as long as possible, Google continues to relentlessly focus on getting you off their site as fast as possible (this is one of their core strategies).

So, after the creation of Instant Search, which apparently saved the average web user many minutes of time over a year, how are they now proposing they get you to there even quicker?

They're calling it Instant Pages and it can dramatically reduces the delay between clicking a search result and said page loading on your browser. It achieves this by downloading the first page on the results set (usually the most clicked) to your computer while you're looking at the results. Click on the top result and it'll load immediately.

Oh, did we mention it only works in Google Chrome right now? It may come to other browsers but that's up to them (says Google).

So, could this change users behaviour in the search engines? Does this mean #1 is worth even more now? Well, whilst it's restricted to what is still a relatively niche browser and is not immediately obvious, we don't predict much change. However, we know Google can roll these things out fast (as they did with Instant Search). When that happens and users realise that they can look at the first result without any time penalty, there's a chance it could increase position 1 click through, even if the #1 position is not necessarily as relevant to them as #2. Time will tell.

To paraphrase Fran├žois de la Rochefoucauld, "The only thing constant in SEO is change". We will be sure to report back here when we can report solid results!