The main aim of OneBox results is to integrate as many results as possible from other services such as Google Maps, Google News, Google Scholar, etc. These intentions do not come as a surprise, since Google announced last year that they were making further efforts to merge results from Google Base and Froogle into Google's Web Search.
The main advantage of OneBox results is that many businesses can benefit from a rather unexpected exposure on the internet. For instance, a small company can submit a product for sale in Froogle, and suddenly find out that they came up in top positions for Froogle, Google Base and Google Web Search results.
On the other hand, if OneBox is finally implemented for all web searches, these results will dominate the first positions, pushing many enterprises out of the first search results.
Users will benefit most from this service, as OneBox results take into account the individual searches performed in specific machines.
Google's OneBox Patent includes a description of hundreds of thousands of distinct features which might be included into the algorithmic mix, from the country in which the user is located to the language of the query or the average click rate of queries. The list is endless and it is therefore more confusing than clear. But one thing is certain: OneBox results are personalised and we're likely to see more of them in the near future.
There are some variables in Google's OneBox results that are not clear in terms of how enterprises could be included. However, the tendency to integrate results from minor Google applications into the main web search certainly indicates that Google is rewarding those who collaborate in providing feeds for secondary services.
Trying to predict how search engines work today or how they will work in the future is a nearly impossible task; but observing the changes and what is being promoted recently could give us some idea of their intentions. And if you are lucky enough to spot the changes, the chances are you'll enjoy a real competitive advantage.
