Internet experts have long tailored search results to individuals based on previous user data.  Google’s newest search feature one-ups that technology by attempting to predict what a user wants before he even finishes his query; in essence, Google Instant attempts to read his mind.

Google Instant constantly searches as the user types his query, providing results even before he finishes a word.  Clicking “search” and pressing enter are no longer necessary with this time-saving tech tool.

Perhaps one of Google Instant’s more impressive predictions occurs when a user types the letter “W.”  The search genius immediately retrieves a weather report for the user’s geographic region, making it unnecessary for him to even visit a weather website

But will this new technology be accompanied by a unique set of problems?  How will search results like the weather report affect weather sites when users no longer visit those pages?  Will slow internet connections keep up with the constant updates?  Is it possible that an incomplete word will yield inappropriate search results?  For that question, Google has an answer:  “No.”

Google Instant uses a “blacklist” feature which prevents results from appearing if a user types one of over 250 words deemed inappropriate by the company, though those results will still appear when he presses “enter.”  In addition, users can turn on SafeSearch filters which exclude certain content based on the level of filtration a user chooses.

Never one to drop the ball, Google has also considered what instant search means for users with slow internet connections. Sadly, the conclusion is that it means nothing.  The genius search engine automatically disables its instant search feature on browsers with a slow connection speed.  Users can also manually disable the feature in site settings.

Perhaps now one of the biggest questions for businesses is how this feature will affect search result rankings.  Technically speaking, the results are still ordered in the same way.  The difference is that it’s as if the user pressed “search” after each letter, achieving different results with each keystroke.  

Businesses now will not only have to consider keyword optimization, but will have to form strategies detailed down to a single letter.  No one will deny that Apple, Inc. is a power to be reckoned with, but type the letter “a” in instant search, and you will see that Amazon dominates results.  

As Google innovates, it forces everyone else to play catch up.  But at least those competitors can save researching time with Google Instant.