Search Interrupted?

By Reuters  |  Print this article Print

For those of you who have grown impatient with the slowness of Google search, now there's a fix -- Google Instant -- which Google says can shave two to five second off every Internet search.

Google executives said the new Google Instant technology would not change the order in which its search engine ranks Web pages or the way it displays advertisements alongside search results.

Still, the changes were a cause of concern among some of the websites and advertisers whose businesses can be significantly affected by changes to Google's search engine.

Kevin Lee, the chief executive of Didit, a search marketing firm that manages more than $160 million of advertising spending, said he was already fielding calls from a few clients.

The big question, Lee said, is whether Google's recommended search results will distract web surfers from the information they were initially looking for.

"Instead of refining searches, it may end up derailing searches. That's my big concern," said Lee.

"Advertisers have to watch if they're getting a different sort of visitor than they would have before," Lee said.

Google generated nearly $24 billion of revenue in 2009, predominantly from search advertising.

Google said the technology will also be available in many more countries, including France and the UK, in several weeks, and said it hoped to have a version that works on smartphones available in the coming months.

(Reporting by Alexei Oreskovic; Editing by Andre Grenon, Matthew Lewis and Steve Orlofsky)