There has been a great deal of discussion in SEO circles recently concerning Google’s experimentation with technology that would provide a preview feature on its SERPs (search engine result pages) and how this feature may impact SEO strategies. In essence, the implementation of such a feature would not re-order where sites are ranked in the organic listings for their strong suit of keywords or keyword phrases. However, by providing a pop-up preview of a site served in response to a search query, Google may drastically alter the number of click-throughs (and hence, traffic to a given site) generated by a high page ranking if (presumably) users reject the visual design of the site (or page) previewed. (Note: The preview technology isn’t new. Ask.com did some experimenting with a preview function several years ago and some sites, Facebook for instance, have started showing pop-up previews when you pass your cursor over a link.)
While there’s been no official announcement by Google confirming it’s desire to incorporate a preview function, it seems to me such a feature will not drastically alter the SEO landscape unless data—gathered several months down the road—clearly demonstrates users weigh visual appeal to a greater extent than the many variables otherwise motivating a search.
Some have speculated Google may be looking at the preview function as a way of allowing users to immediately identify and avoid links to fraudulent sites. This explanation does seem like a plausible motivation on Google’s part. From my designer perspective (should Google implement a preview function), it would be interesting to see if a data set could be gathered a few months or years hence that would provide empirical evidence for claims made about the effectiveness of visual design and/or branding strategies when it comes to customer response. (Do I drink Starbuck’s Coffee because I like the taste or because I think they’ve effectively branded their product?)
For now, we’ll have to wait and see if the speculation about Google is on the money.