Even as its social network gains traction, search has traditionally been the core function provided by Google. The internet company may be looking to highlight that aspect of its service (particularly its search filters) through a fixed-position query field.
Ampercent recently discovered a Google experiment that will affix a search bar at the top of users' screens. This way, even when consumers scroll through their search options, they will be able to instantly modify their queries without having to go back to the top of the results page. They'll also be able to filter results according to location, time of publication, News, etc., without scrolling.
Google has made speed a focus of its search engine algorithm, and the company even considers website loading speed when determining its search rankings. As the source notes, it's only natural Google would roll out a fixed-position query field to further expedite the search process.
The ease with which consumers would be able to specificy whether they want News results, results from the past 24 hours and/or results with a particular geographic focus may inspire businesses to more carefully invest in content marketing. Fresh and relevant content will catch the clicks.
Additionally, Ampercent reports Google is working on infinitely scrolling search pages, similar to how Twitter and Facebook handle their social streams, so users don't have to click between pages. Google is also testing a dedicated pane for Instant Previews, rather than having them hover over the results page.
All of these modifications are still in the experimental phase, so they may not see a full-scale release in the immediate future. Still, they could have a big impact on search marketing efforts. Given the number of searches conducted on Google, which Brafton reported exceeded 10 billion June, brands need to be aware of the changes the company is making to its portal.