Online marketing services providers may experience a change in the way individuals search as a result of Google Instant, one expert has said.

Senior research analyst at Econsultancy Jake Hird stated one difference many website owners were likely to see could be a change in click-through rates.

He noted that, while 90 per cent of searchers currently choose a site from the first three pages, the fluidity of the new system could mean people will be "unlikely [to] venture beyond the first page of results".

If this is a permanent change, the expert predicts the 90 per cent figure may only apply to the first page in future, which could make good search engine optimisation even more vital.

Mr Hird also suggested the Instant service, which was announced by the company on September 8th, could be a reaction to the increasing length of queries by aiming to pre-empt what the user is going to type, thereby providing a better experience for consumers.

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