Google has launched Google Instant, which it says builds on the search-as-you-type idea which was previously implemented.

The concept of search-before-you-type is based on the notion that people type slowly, but read quickly and are capable of scanning a results page while typing.

According to a description of the service on the Google Blog, “Instant takes what you have typed already, predicts the most likely completion and streams results in real-time for those predictions.”

Google indicates the benefits of Instant to advertisers is that users can be directed to applicable content more accurately without having to complete the full search term or pressing search.

The service also reduces search time, albeit minimally. According to the search giant, it takes an average of nine seconds for users to type in a search, but Instant cuts searching time down to two to five seconds due to search predictions being immediately displayed.

Google assures advertisers that the improvements will not affect ranking of search results.