Suddenly, Looks Matter - Google's Instant Preview
Suddenly, Looks Matter - Google's Instant Preview
If you are a Google user, you have probably noticed the latest new feature from Google called Instant Previews.
After performing a search, users can mouse-over a small icon beside each listing on the search results page, and a mini-version of the web page pops up beside the link.
The previews also display highlighted areas that identify where on the page the search term was found.
Since the preview image is not a full-size image, not all of the page content is visible or can be read in the preview (because the image is fairly small). However, headlines and sub-headers are typically readable in the preview, and users can instantly see the general look of the website (layout, graphics, design, colors, depth and type of information, amount of useful content, etc.).
Before Google Instant Preview was launched in November 2010, studies reported that users took less than 4 seconds to decide whether to stay on your website or to click the "Back" button and move on. But with Google's Instant Preview, users no longer need to actually visit your website to preview it, and the decision to click on your site could be based on nothing more that the overall look of the site and/or the headers that can be read from the preview image which may take even less than 4 seconds.
If users are not initially drawn to your site based on what they see in Google's preview, there is little chance they will visit your website at all, especially if the other sites listed on the results page have previews that are more interesting, seem more useful, or are more eye-catching than yours.
Now more than ever, every page of your site must be well designed and look professional (not outdated or amateurish), and must be appealing and interesting enough to motivate web searchers to actually click on your link in the search results. Now, your site not only competes on keywords, title tags, and description tags (which used to be the only items displayed in the search results), but must also impress searchers visually as well. With Google's Instant Preview, the overall design and appearance of your site suddenly matters more than ever before.
Tips for Google Instant Preview
Google's Instant Previews give you another opportunity to attract searchers and persuade them to click on your website instead of the competition. Plus, there are also some additional strategies you can use to improve your chances of getting that all-important click now that Instant Previews are here. Below are some tips to help you make the most of this new Google feature:
Upgrade Your Design The overall "look and feel" of your website is the first thing most searchers notice when they preview your website. Your site must have an attractive layout with plenty of white space, readable headers, eye-catching use of colors, and it must look professional and credible. It is unlikely that "home-grown" or DIY sites can win many clicks when displayed in the search results beside professionally developed sites. The way your site looks in Google Instant Preview will now be the first impression of your website, and may determine whether it gets clicked on at all.
Improve Your Graphics If you are still using freebie clip art on your website, it's time to upgrade your graphics! Using photos and/or professional graphics can make your site look more sophisticated and credible, especially in the smaller Preview image.
Use Large-Fonts for Headers For headers and sub-headers, be sure to use a web-standard font (such as Arial or Verdana) that renders correctly in all browsers. Also, use a font size that is large enough to be read in the Instant Preview window. Try to write catchy, attention-grabbing headlines that capture attention and entice searchers to click on your site.
Layout Information in sections or columns In Google's Instant Preview, your page layout has to look useful, readable, and attractive. Try to break up the page layout with graphics, sidebars, info boxes, or call-out quotations, rather than using margin-to-margin text. Text-heavy pages without a good layout can look overwhelming especially in the small Instant Preview image.
Use an Integrated Approach In addition to organic search results (non-paid), Google also has specific search results categories for images, videos, news, shopping, books, Places, blogs, real-time results (social), and discussions. Be sure to optimize your other marketing efforts (e.g., video, blog, social, etc.) so you can be found in these additional search categories as well. The more you show up in Google's results, the better your chances of getting clicks and new traffic to your site.
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