Once you start typing your searchterm, the results are immediately displayed on the basis of the letters you type. Google had previously already implemented the functionality of auto completing your searchterm (Google Suggest), but with Google Instant Search you will also see the search results immediately. By using the arrow keys you can navigate through the results and this will change the search results automatically.

Google implemented Instant Search, because researches showed that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds to glance at another part of the page. This means that you can scan a results page while you type.

It is possible to turn off Google Instant Search. To turn this functionality off, simply click the 'Instant is on'-link next to searchbox or go to your preferences page.

Google is slowly rolling-out Instant Search. At this moment, the new functionality is available for users in the United States, United Kingdom, France, Germany, Italy, Spain and Russia who use Chrome version 5 or 6, Firefox version 3, Safari version 5 for Mac or Internet Explorer version 8.

The instant feature appears only on the basic Google site and not specialized iGoogle pages. Google Instant Search will not slow down your internet connection and Google is planning to turn it off for very slow connections.

Benefits Google Instant Search

Instant Results

As soon as you start typing your searchterm, you see the results appearing on your screen. Before 8 September you had to type the full searchterm and hit return or the search button. Now the search results appear immediately while you type.

Smarter Predictions

Sometimes you start your search in Google, while you don't know exactly what you are looking for. The Google Instant Search predictions will help you guide your search. Google shows the top prediction in grey text directly in the search box.

Faster Search

Google Instant Search can save 2 to 5 seconds per search, by predicting your search end showing the results immediately.


Experts believe that the implementation of Google Instant will change search engine optimization (SEO) and search engine advertizing (SEA).

Google Instant changes the way it counts impressions. According to the company it is possible that the Instant feature may increase or decrease your overall impression levels. However, Google also believe that Instant Search may ultimately improve the quality of your clicks since it helps users type queries that more directly connect them with the answers they need.

Google Instant doesn't change the way ads are served, but ads and search results will now be shown based on Google's Predicted Search. Google also indicate that with this change, you might notice some fluctuations in AdWords impression volume and in the distribution of organic keywords.

Advertisers believe that Google themselves are at this moment in time not really sure how Google Instant Search is going to affect Google Adwords exactly.

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