By Claire West

Google has just announced its “streaming search” service, Google Instant, which is going live for all users.

Google say that:

'We are pushing the limits of our technology and infrastructure to help you get better search results, faster. Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type.

The most obvious change is that you get to the right content much faster than before because you don’t have to finish typing your full search term, or even press “search.” Another shift is that seeing results as you type helps you formulate a better search term by providing instant feedback. You can now adapt your search on the fly until the results match exactly what you want. In time, we may wonder how search ever worked in any other way.

Guy Levine, CEO of Return On Digital, a leading Digital Marketing Agency comments that:

"Under a veil of mystery and more ‘hype’ than Take That reforming, Google held a press conference which it streamed live via YouTube announcing a new feature called Google Instant."

"Search results are now driven on the fly, with the suggest tool giving more than a guiding hand. At the moment, this option is only seen if you are searching from Google and logged in to your Google account. Whether this feature will roll out completely, we are not yet sure. Once this is certain, the business and digital marketing community is up in arms. For companies that are spending thousands of pounds on either pay per click/Google Adwords advertising or Search Engine Optimisation, there are implications. However, these not be a game changer, just time to re-evaluate a campaign."[/i]

"The way we search has changed, if Google decides to keep this feature, but the way results are generated has not. The same rules apply but I would suggest to keep a close eye on the analytics to make sure nothing is going wrong, especially for big Google Adwords users. I am not sure if this is the latest income generation strategy from Google aimed to boost pay per click revenues (which is where most of Google’s revenue comes from) to lift flattening stock prices, or really aimed at the users. I guess time will tell!"