Are better browsers a new worry for Google?

by Kris_Tuttle on March 26, 2008

Most of our Google searches start in our browser box.  Browsers also sup­port mul­ti­ple search engines although 99% of the time we just default to Google. 

This browser inter­me­di­ary never caused us much con­cern until we saw some demos of new browser tech­nol­ogy that isn’t really all that new but at some point will catch on.  (See recent WSJ arti­cle by Wal­ter Moss­berg on www.spacetime.com for one.)

The key con­cern with respect to these new brows­ing tech­nolo­gies is that they expand the layer of func­tion­al­ity between the user and the search engine.  It’s not hard to imag­ine that the click rates from searches might go down quite a bit if you can see the web page with­out hav­ing to click on it. 

The Google inter­face has been a win­ner through sim­plic­ity but it’s pos­si­ble that we are reach­ing a point where more sophis­ti­cated post-query pro­cess­ing will be just as impor­tant.  Many of these new tools also offer improved fil­ter­ing to bet­ter match search inten­tion with results.

Of course expe­ri­enced users know how to use more advanced search tech­niques like “and” or “not” oper­a­tors but the aver­age pub­lic doesn’t. 

It’s not as if this changes our the­sis on Google (see web­site for full report) but it does add another rea­son for the mar­ket to worry.  There’s a good bit more to the Google story than raw search.

Dis­in­ter­me­di­a­tion isn’t a good thing for com­pa­nies.  iTunes is a good exam­ple in music and enter­tain­ment.  Maybe Microsoft (with IE) and Apple (with Safari) have a lit­tle more poten­tial in search than we first thought.  It will be inter­est­ing to see to what extent they try and lever­age their client soft­ware positions.

– Kris Tuttle

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