The company known for pushing innovation and creativity in the online sphere has pushed search to a whole new level. Google is rolling out a new ‘instant’ search feature that publishes results in real-time.

Aptly called Google Instant, the new feature will show results and let you scan them while you type, effectively shaving off two to five seconds per search, the internet giant claimed.

The search engine will predict terms users are typing and list them according to relevancy. With this feature, there’s no need to even hit the Enter key. Like that was too difficult.

“To our knowledge no one has provided search-as-you-type to their users,” Google vice president of search and user experience said Marissa Mayer at the announcement on Wednesday.

Google Instant will push Google further up the online rankings, making its superiority in that arena all the more evident, speculate analysts.

Stifel Nicolaus analyst Jordan Rohan told Reuters that the new feature is a “potential game changer” that other internet companies might not be able to emulate.

Despite results being shown in real-time, Google insists that the ranking of search results will not be affected. But advertisers are still worrying.

The chief executive of Didit, a search marketing firm, Kevin Lee told Reuters that Google’s predicted results will distract surfers from the information they were looking for initially.

“Instead of refining searches, it may end up derailing searches. That’s my big concern,” he said in the report.

So what do you think—will this change the entire paradigm of online search, or will its impact be minimal at best?

Watch Google Instant in action here:



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