Google just announced Instant Previews where you will see an enhanced thumbnail preview of the site you’re interested in, including highlighting relevant copy from the site.
What’s interesting is how important your local dealer sites are becoming, as this example bel0w shows.
In this case a consumer searching for a local KitchenAid dealer gets quickly exposed to a dealer site that is loaded with everything other than KitchenAid. In fact, it looks like Frigidaire has a nice promotion going on.
This example is painful to the brand because the consumer was looking for KitchenAid and even though this dealer is a KitchenAid dealer, his site doesn’t reflect it. The answer to this problem is to build single branded dealer microsites that contain only your brand and can be easily found in Google. In this case a dealer page loaded with KitchenAid information would have appeared and the consumer, the dealer and the brand would all be happy.
This single branded dealer microsite is also a Google landing page, a dealer locator landing page, an e-promo page, a banner ad landing page and more. The point is that brands today have the ability and the necessity to co-present with their dealers online in a variety of places.
The technology is here.