The implications of Google’s new Instant search function

The fallout from Google's latest innovation is today’s hot topic for bloggers, commentators and tweeters alike. Yesterday saw the much-anticipated unveiling of an Instant search function, displaying results as you type, changing with each added letter. The result is that searching for common or well-optimised sites only requires two or three letters, and no enter button.

Google has been quick to reassure the public that the improved search will not slow internet connections, and can be turned off if users so desire. A further measure is that any risqué terms, or any terms which could throw out adult results, are greeted with a blank screen. They also stated “we expect increased user engagement with our search services, including ads”, and promised “Google Instant won't change the way ads are served”.

There will, however, be changes to the amount of impressions a site gets. Google have implemented a new three-second rule, so a site registers an impression if it appears for that duration; easily accomplished if the user is scanning results as they type. Impressions, of course, do not cost advertisers, and Google predicts that more intuitive, precise results will spawn more conversions. Best of all, there is no need to buy more keywords, because the search is based on the whole predicted term rather than a fraction of a keyword.

Predictably, Instant has its critics too. Technologizer’s Harry McCracken points out that Instant is “quick, quick, quick – but not psychic”, as it now “displays search results along the way that have nothing to do with what you meant”. In addition, Instant is currently only available on google.com, so the top results are very US-centric: Sears is the top result for S, and Target the intuitive result for T, for example.

Also, it seems the predictive function is based more on popularity of terms than the general desire of the searcher; for example, entering ‘Manc’ will bring up dozens of results for Manchester United Football Club before any results for the city or University.

Overall, however, reactions have been mainly favourable, especially to the advertising campaign featuring Bob Dylan’s 1965 song Subterranean Homesick Blues: the lyrics are entered into Instant, the results moving as quickly as the song. As if their own publicity campaign wasn’t enough, tweets about Google are flying out at a rate of four every ten seconds, and the story is on the front page of almost every technology news site going.