It’s called Google Instant and it predicts a user's query and modifies the displayed results as more letters are typed into the search box. The service will initially be rolled out in the US, UK, Spain, Germany, France and Russia.
But is speed everything?
Surely not if it means I see a lot of things I have no interest in before I give the engine enough information to actually find what I’m looking for.
Either way, it has certainly laid down the gauntlet for Microsoft and Bing once again. Furthermore, the Search Engine Optimisers will have to adapt as the rules of the game have changed.
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