Google Instant, announced yesterday in San Francisco with Apple-style pizazz, means that people searching on Google with get a list of options even as they’re typing in their search. So start typing America and Amazon will pop up.
Some pundits think this will cause no end of a nuisance just to save milliseconds.
Will advertisers find themselves paying for lots of impressions that aren’t relevant and therefore don’t lead to clicks, for example?
In theory they shouldn’t, in fact the Amazons of this world may be the biggest gainers as people are directed to their ads without intending to be.
But it’s going to mean big changes among both search engine marketers and optimisers. Richard Waters of the Financial Times explains how.