The launch of Google Instant does not sound the death knell for the optimisation of online content, according to one industry observer.
Jake Hird, a senior research analyst at Econsultancy, said the predictive, real-time results offered by the new feature may have changed the user experience and results pages, but the underlying algorithms remain the same.
Furthermore, Google is still displaying pages based on a user's choice of keywords.
As a result, brands will still need to harness the power of search engine optimisation (SEO) to ensure their content is reaching their target audience.
"Instant may make this process more complex to understand and execute, but probably won't destroy SEO as we know it," he added.
According to Google, its new "search-before-you-type" approach will predict the most likely queries and stream results in real-time.
The company's vice-president of search products and user experience Marissa Mayer said this should shave between two and five seconds off each individual search.
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