Google’s Chrome browser is quickly becoming the program of choice for tech-savvy web users who want to experience the internet at its speedy best.
The implementation of the omnibox, which combines both search and web address functionalities in one, has been one of its key successes, increasingly becoming a feature that rival browsers have also adopted.
However, Google has this month announced that it is planning to make searching from within Chrome even easier, after discovering that many people do not use the ominbox as regularly as is intended.
In fact, many Chrome users still enter the web address of their preferred search engine provider and then put their queries through the dedicated site, rather than harnessing the browser’s built-in search capabilities.
Google allows you to pick your own default search provider, so it is not looking to monopolise the search market further with the omnibox functionality. It just wants to cut down the amount of time it takes for users to find what they are looking for online.
Now there are changes coming to the New Tab page, as Google is opening this up for customisation by search providers and other third parties. This means that a search bar could appear whenever someone opens a new tab, effectively allowing them to search without having to visit a site.
Google is also looking into changing the way that search results appear within Chrome. It wants to keep search terms in the omnibox, rather than having a second text box appear on the SERP, once a query has been entered.
It believes that this approach will make it easier for users to find what they are looking for and enhance the intuitiveness of the omnibox and the general search functions of Chrome.
This could mean that some major changes are going to be made to the way that search users see results when using Chrome.
Instead of having a search box at the top of the page, this will instead be removed, to give prominence to the omnibox’s functions, which could, in turn, lead to a greater focus on the top ranked results, because they will be more prominently positioned.
SEO is already geared towards targeting the top spots on SERPs, to catch the attention of users, so if Google is going to simplify or alter its page layout from within Chrome while encouraging other search providers to do the same, it is definitely going to be worth taking note of the changes.
At the moment, Chrome has about a 26% share of the browser market, putting it slightly ahead of both Firefox and Internet Explorer. Combined with Google’s search dominance, this makes it a powerful player.
Google’s continued attempts to ingrain search functionality with the core of Chrome seems to be working, although it may have left some of its users behind in its race to save time through new features.
Any alterations which give greater prominence to top ranking search results should be welcomed in the SEO community.