1. Immediacy of access via quick key mechanism launches the application directly from the home screen, making search, Google Maps, Gmail, and other Google mobile services available immediately.
2. My Location feature get you local search results that relate to where you are.
3. To help make query formulation quick and efficient: First, search history is readily available so that it's easy to repeat queries. Second, query suggestions are offered, based on what has been entered so far to get you to your results as quickly as possible.