The Many Faces (User Interfaces) of Google
by Ryan - September 7th, 2006 12:33 pm
Over the years we’ve come to know Google and its user interface pretty well. And much like when you look at the face of your best friend (in my case, Tim), 20 years after they’ve been your best friend, Google always seems to look the same. But being avid Google users we know better than that (things HAVE changed), even though we’re fooled by our own perception and become oblivious. Just as Tim has aged and made certain changes to his look and life, so has Google. The additions and/or subtractions are often subtle and blend in well, but they are changes nonetheless.
Changes are made to serve a purpose. The purpose is almost always an answer to the question, “How can we make things better?”
As this concept applies to Tim… maybe his changes were made in an attempt to more effectively pick up chicks? He may have asked himself, “How can i make the ladies want me… more than they already do?” a tough question for Tim, I know… but still a valid one.
In the early 90’s, as a young teenager, Tim may have punched a hole in his left ear to sport an odd colored stone studded earring, stocked up on an assortment of champion sweatshirts in all colors and bought a bunch of pairs of SKIDS *ryan cringes*… Why? because studies showed back then that if you wore those sweatshirts, SKIDS and had a funny looking earring in one ear, girls might be more attracted to you. What studies am I referencing here? None in particular. But the social experience of life is much like an everyday experiment, especially at that young age when we’re looking for as much acceptance as possible (much like Google today). As Tim grew, he would make changes to his wardrobe, hairstyle, diction, etc. Each time Tim made a tweak and annouced it to the world, he would be perceptive of the feedback given…
“How did that change effect my life?”
Did the girls begin to flock to Tim like Charlie Murphy at a Rick James after-party? Or did it have the opposite effect? Reactions to Tim’s personal tweaks were duely noted, and over time he has modified his life and look according to social feedback. As a result, Tim now has a beautiful fiance and is no longer worried about what the ladies think (yeah right). Would he have gotten that result without the constant experimentation? Who knows… But even so, Tim still makes changes today whether he realizes it or not, and probably on a regular basis.
“But why the focus on Tim… I thought we were talking about Google?”
Oh yeah, Google. Let’s bring it back to that… Throughout its short history, Google has been doing the same thing as Tim has (as any good business should). Google makes changes both small scale and large then listens to feedback, tracks behavior and constantly strives to enhance the overall user experience. Since the degree to which something can be enhanced is infinite, this is a truely never ending process, as I mentioned above with Tim. With the spirit of change (for the better) in mind, let’s take a look back at what Google was, what it is today, and what other changes those bright folks over at the ‘plex’ are experimenting with now.
For a look back at overall UI change, there’s no reason to re-invent the wheel here. The folks over at outer-court.com have already done an excellent job at chronicling Google from 1997 – 2006. Have a look at that blog post post and when you’re done, come on back to see what UI changes are being made to Google listings (not the UI in general) today.
Today’s changes:
Over the last year or so many search marketer’s have been reporting different changes in the Google listings interface. These changes tend to show up sporadically and only a few of them have really stuck, to date. Regardless, it’s a good idea to note these changes as it provides us with some insight into the concerns of Google and how they are trying to improve themselves.
Image 1: Here we see an entirely new layout which could be considered a MAJOR change to the Google UI. In it Google has taken the text links that were above the search box and moved them to the left side of the page. This is a clear attempt to re-locate Google’s ‘other’ services into the path of the users eye.
To see this UI in action one either has to do some javascript tricks which are outlined here, or catch Google on a day where they’ve put this into play. Otherwise, the average user will not be seeing the above listing UI.
Image 2: Here is a UI changed that has actually stuck but is only seen for a very select few websites. Notice the 4 extra links below the natural listing.
To me, this is huge for any website that can acheive such a listing. It effectively pushes the user to a specific section of the website instead of relying on the user to navigate their way to that section. I get questioned at least once a week on how this listing phenomenon occurrs. Some industry experts claim that to see this, a site has to be considered an authority in their niche. But I’m not a believer in that at all. Although I agree some sort of trust must be established with Google to acheive these results, I do not believe it is an authority thing. Instead it’s my belief that a well structured site with some brand recognition can acheive this. The listing above is in fact a client and I can assure you they are not an authority on cookies. Instead, the site has been logically categorized and David’s Cookies has high brand recognition as their products are sold in retail outlets across the US. But getting back to the point, this is a UI addition worth some further discussion. It is a GREAT asset to have for any site.
Image 3: This UI change was pointed out to me today by Rand at SEOmoz. Rand mentions “onebox” results and that he first started seeing them in October of 2005. I reproduced the search using ‘new york to seattle’ and received the following results. In them you will notice two input boxes for dates of travel and 5 links to the major player in the travel industry today.
You may also notice that the main link entitled ‘Flight from New York, NY to Seattle/Tacoma, WA’ is a direct link to an expedia search for flights. One must wonder what type of deal Expedia has in place with Google (if any). That link is CERTAINLY beneficial to Expedia, much more so than the 5 links below the text boxes.
Image 4: In this example we see a drop down box replacing the text links across the top of the search box. In the spirit of the changes made in Image #1, this is just another way to display the same information.
*Added 10/20/06*
Image 5: Here we have a search for ‘back pain’. Notice the 8 links which are meant for the user to filter the search down further (treatment, symptons, etc).
Even more interesting, when one of these links is clicked to, the search query modifies itself with the more: function. I have yet to research this function and understand fully what is happening here but I will continue to update this post with any information I find. *added* We have found that this function (more:) is a labeling feature offered through the Google Co-op. A relatively unheralded service offering from Google that allows users to create specialized search for their chosen topic.
END OF EXAMPLES
It just goes to show that even Google is unsure of how to layout their own information. So when you’re agonizing through the decision making process of what to put and where, think back to Google and understand that even the largest companies aren’t completely sure what to do.
Which is all the more reason to TEST, TEST, then TEST again!
Testing is exactly what Google is doing here, just like Tim was doing when he made that fatefull decision to pierce his left ear. Google will test each of these UI tweaks and take in the feedback. Changes that are well received or improve the overall user experience may stay, and the others probably will not. But the information pulled from making them is invaluable.
Now… I know there are tons of other UI changes that Google has made over the years to listings as well as their own site layout… So if there is anyone out there with screen shots of something new or old, send it on over and we’ll expand our list.
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