AOL is testing a new version of its Google based search engine.

AOL may not be a major player on the search scene any more, but the company has still enough clout to merit some interest.

At the moment the company is redesigning its Google based search engine at a separate beta test preview site.

So what can AOL offer that Google doesn’t already deliver?

Google like interface

The first impression is: “not much”.

Here is the same clean, uncluttered interface as at the Google site. Yes, AOL has added some unobtrusive AOL user specific links at the very top of the page, but that’s about it.

Like Google, AOL has tab-like links helping you select between web search, images, video, audio , news and shopping. (But there is no cumbersome “more..” button as on Google, which is good.)

Related searches

However, as soon as you start entering your search query in the search box, things starts to happen.

AOL will immediately try to guess what you are looking for, presenting related web searches in a small window below the search form.

This feature is somewhat related to previous experiments where the search engines try to fill out the search form for you. We like this feature much better, though, at is it less interfering and less confusing.

Snapshot modules

The regular search engine result pages are clean, uncluttered and not the least original. For some searches, however, interesting things start to happen.

A search for the pop group the Corrs brings up pictures, a presentation and video clips in the right hand corner.

This is what AOL calls a snapshot module. The system will apparently also bring up relevant news content for “current event” queries (which we didn’t manage to bring out) or stock quotes for “stock symbol” queries (which worked fine).

History button

There is another difference from Google’s regular results though. AOL has added a history button for searchers logged in as AOL users. These days a free AOL mail account is all that it takes.

Hovering over the search button (no click is needed), brings out a list of recent searches, in case you want to repeat or edit any of them.

(Google has a similar feature in its personalized search service)

Advanced search

We are uncertain about the advanced search. AOL did until recently excel in this field, even supporting the rare NEAR operator.

The present AOL Search does make use of operators like OR and AND. According to the help page this support will continue.

There is also a well designed form based page for advanced search.

Too little, too late?

Our immediate impression of this test version of the next generation AOL Search is that it is “nice”.

We like the design of the site, it is transparent and easy to read and easy to use. The new features do not interfere with the searching.

And maybe this is a sensible approach. Users do like search interfaces that work, they are not there to be impressed by the Ajax and Flash skills of the search engine programmers.

But if this is the philosophy behind AOL’s strategy, they will not win new users. The best they can hope for is to keep their existing user base. Because, even if these new features are nice, they will not cause Googlers to go to a site that in essence is Google with a slightly different paint job.

What could AOL do?

We dare AOL to go a few step further in their search site design. By all means, stick to the simple design as the basis for the search service. In that way, none of the traditional users will get lost.

Do go a step further as regards personalization, though, because that is where we believe the next incremental step of search innovation will be:

(1) Allow personalization of search results. You already have the log in system in place, now let the search engine learn from user experience and adjust the search results accordingly.

(2) Use your Ajax skills to let users redesign their search and search engine result pages. This technology is now stable across all browsers, and broadband use is so extensive that a large number of users may make use of such features right away.

We would like to add some of our RSS feeds in the right hand column, and AOL mail ticker maybe or something else entirely.

Note that Google is calling its new experimental search site Searchmash. It is not much of a mashup site at the moment (meaning a web application that seamlessly combines content from more than one source into an integrated experience), but the name says something about where Google is heading.

ADDENDUM: There is actually a third option to add to that list, namely for AOL to develop their own search engine, giving even better search results than Google. As rumor has it AOL may be considering such a move. However, we doubt that such a new search engine will be ready before this AOL beta reaches prime time.