At today's Inside Search Event, Google announced Instant Pages, among other things. The feature rewards leading search results and enables users to access the information on top pages faster. It is available this week for Chrome beta users, and it will be coming to Chrome mobile and the stable version of Chrome in the coming weeks
During a video demo shown at the event, it's clear that a browser with Instant Pages enabled is much faster than the page without the feature enabled. The HTML, the images and the linked resources for the top results are all downloaded before users even decide where to click. Google's Amit Singhal claims that Instant Pages save users up to five seconds.
Google explains that its feature downloads pages only when it is fairly certain (based on its algorithm) that users will click a result. For users, this means faster access to desired content. For SEO marketers, this raises the stakes for becoming a top Google result.
Marketers looking to make it to the top of Google results should bear in mind some recent guidelines offered by the company, suggesting content is key to good rankings.