I just got subjected to an experiment by Google with their SERP (search engine results page). I was searching for atom (meaning the XML format), and I say subjected because in the middle of my results page, Google stuck an inline mini results page for ‘atom cars’. Screenshot below (click to expand):

The ‘atom’ (rather than ‘atom car’) results continue after the bottom line. They keep trying new UI ideas out (Google Blogoscoped reports them regularly), and sometimes they look and work well, other times they do not. This time they don’t. This is not because it is necessarily a bad idea, but because their algorithm is rubbish. Atom is a hard one, but their algorithm should be able to work that out, and thus decide not to present the inline results because there is a good chance it will get the refinement wrong.



