Google's Toolbar 4.0: Changing The Way Users Search

I'VE NEVER BEEN A FAN of Web site toolbars that have to be downloaded and incorporated into the Web browser window--that is, until Google's 4.0 Toolbar came along. While most other toolbars have similar options and offerings, Google's new enhanced search box encourages frequent use. I find myself using the enhanced search box every time I conduct a search from the toolbar, and I am constantly amazed at the accuracy of the search box's suggested listings as well as the variety of suggestions from the few letters I type in.

According to Google, its new enhanced search box works as follows, "As you type a search query into the new Toolbar's search box, you'll see a list of useful suggestions based on popular Google searches, spelling corrections and your own Toolbar search history and bookmarks. You can also click the 'G' icon in the search box to search different Google sites, the current site, or sites for which you've installed custom search buttons." With the enhanced search box feature, users can start to type a query and immediately see suggestions based on the letter configuration.

This is especially ideal for those of us who never excelled at spelling. If users are unsure of how to spell what they are looking for, the Google toolbar offers suggestions on what is actually being searched for. The toolbar also saves searches, which appear above the suggestions--even after only one letter has been typed into the search box.

The customized feel of this functionality is a great way to search, as it feels more personal and intuitive. Search engine sites are always updating and upgrading their services to appeal to both the Web savvy and the not-so-Web-savvy. The Google toolbar has become much more streamlined and user-friendly. It still offers a pop-up blocker and shortcut buttons to other Google sites. Additionally, users can bookmark sites within the toolbar and access them from any computer.

Another feature that stands out is the drop-down menu of possible searches related to the terms users type into the box. For example, I was searching for carpet cleaning services the other day and had only typed "carp" when the suggested terms displayed below included "carpet." After typing "carpet," I didn't need to type anything else. The term suggestions generated by the tool box contained exactly what I was looking for, with "carpet cleaning" appearing as the third suggestion. This feature is most helpful for those of us with spelling impediments or unsure of what we're searching for.

Another plus is being able to rediscover forgotten bookmarks, as the listed suggestions include relevant bookmarks saved in the toolbar. As a search professional, I have to wonder what impact, if any, this will have on how users search, and how we can use it to our advantage when planning campaigns. There also may be a way to tap into this feature for behavioral marketing.

The new search box raises many questions as well, such as will it be incorporated into Google's regular search pages--and will it become another advertising vehicle? If the toolbar resonates with users and becomes widely downloaded and used, it will certainly cut down the need to bid on misspellings.

While the answers to these questions will depend on whether or not users embrace the latest version of the Google toolbar, the search engine giant has yet again demonstrated its foresight and leadership in the space.

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