There is huge buzz about the new Google Instant feature where users are shown search results pages while they are still typing in a search phrase, instead of having to wait to complete typing and press enter.

Google is of course saying how wonderful it is as it will save users loads of time  In fact they reckon it will save 1.8 million hours a day for people which begs the question - will we all spend our extra time making the world a better place or simply spend more time on Youtube and Facebook?

Industry commentators are discussing the impact it will have on the rankings and performance of websites because search results will be totally unique to each individual and over time it could actually change the fundamental way that people search using keywords. There are still more implications for how Google Adwords ads are presented.

Before charging off thinking the sky is falling there are a few things to consider:

• This feature currently only works for people who are signed-in to Google. It is an opt-in feature. As with previous Google updates there would be a huge backlash if Google forced it upon all users before it was proven, improved and accepted by the online community.
• Google will update it and improve it based on feedback from users all around the world and this will take quite some time.
• At present it is rolling out in USA, and Western Europe. For domestic businesses in small places like New Zealand it may be some months away from launch.
• There are tools such as Google Analytics and other measures that can help businesses monitor the sort of impact Google Instant will have on their website performance and adapt their optimisation and content accordingly.
• If this new feature has a negative impact on Google’s Adwords revenue then Google will have to modify it. Google would not want to lose millions or billions in revenue if advertisers shifted to other channels because Google Instant had completely upset the coverage and results of their websites in pay per click campaigns.

In short; don’t stress just yet. This is potentially a helpful new feature for users, but while Google looks at improving its user-experience it still relies on businesses on the web for revenue and so has to be fair to them too.