Google Now is an example of how Google is transitioning search from links to answers.
Now that Google has emerged unscathed from its U.S. antitrust probe, the search company has free rein to transform its search engine with less fear of legal action from regulators.
Earlier this month, the U.S. Federal Trade Commission opted not to pursue a lawsuitagainst Google's search business. In its view, Google (GOOG, Fortune 500) has not broken antitrust laws by promoting its own products over competitors' in its search results.
Google has long claimed -- and the FTC concurred -- that its recent changes are designed to give users a better, faster search experience. Google's ultimate goal is to build something like the Star Trek computer, able to directly and instantly answer users' queries.
Industry analysts largely agree that the FTC's decision allows Google to plow ahead with its plans to transform its search engine into an "answer engine."
"This will make it possible for Google to feel unafraid to do what it wants in search innovation," said Whit Andrews, analyst at Gartner.
In the last few years, Google has introduced services that, in many cases, simply provide answers to users' queries. Type in "temperature" and Google will give you a local weather report. Searching for famous people triggers a Google product called "Knowledge Graph," which displays a photo and some basic information about that person. Queries about local businesses result in a list of Google reviews and maps. The "Google Now" app for Android provides information based on your interests and calendar appointments -- without you ever opening the search engine. And some travel searches provide a list of flights and airfares.
The era of "10 blue links" -- once the core of Google's search results -- is being phased out.
The new responses are in many cases more helpful than a series of links, but they also take Google into dangerous territory: It's beginning to compete with many of the websites and online services that have come to rely on Google to drive search traffic to them. Several competitors have claimed that Google's new search is an example of a dominant company abusing its power to get rid of rivals.
The FTC didn't see it that way.
"In the U.S., it means Google can now choose to be more aggressive when it comes to promoting its offerings -- especially online travel, shopping search, and content-based search," said Sandeep Aggarwal, an independent search analyst.
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