So why fix it if it ain’t broke? Of course we could just take Google’s word for it that they just want to help us find what we are looking for faster. I don’t doubt that faster searching was part of the decision, but I don’t think the driving force was benevolence. No, Google is in the business of serving ads and what better way to increase revenue than to increase the number of ads they serve? This is the truly brilliant part – not only are we searching faster meaning that we can now do more searches, but you will also notice that the ads displayed update as the search results change based on what you have typed. But wait, there’s more! Since Google is predicting what you will type, they are also increasing the chances that you will search for something other than you intended, also increasing the likelihood that you will perform more than one search.
After a week of using the new format, it would seem to me that Google has once again managed to come up with a game changer. It hasn’t been hard to get used to and I haven’t even given turning the feature off a single thought (it can indeed be disabled). There has been some grumbling in the SEO and Pay per click worlds, but nothing that has been substantiated yet. It remains to be seen how this gamble will pay off for Google, but you can bet that there will be plenty of opinions both for and against the change. So what do you think? Is this an Instant Failure of Instant Win?