©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
IDG News/NY Times, 9/8/10
Pursuing speed, Google now refreshes search results while people type queries, which could usher in major changes for end users, advertisers and publishers.
Announced on Wednesday, Google Instant presents and adjusts search results and their accompanying ads on the fly as users enter search terms in the search engine’s box.
The intention is to compress the loop of entering queries, scanning the search results, refining the query and checking the new results, a process that may be repeated multiple times and sometimes leads to frustration.