Google Instant has been announced today. The new feature for signed in users of Google Search will anticipate search query and display search results on the query page based on initial characters. One of the most talked about changes in the several Google Blogs indicates it may have a strong relationship to impressions vs. click through. Impressions for shorter query terms may rise as people get results faster, and overall click through rates may fluctuate. This may have a stronger impact on CTR for AdWords or PPC clients.
“Google Instant changes the way we think about impressions. With Google Instant, an impression is counted if a user takes an action to choose a query (for example, presses the Enter key or clicks the Search button), clicks a link on the results page, or stops typing for three or more seconds.
It’s possible that this feature may increase or decrease your overall impression levels. However, Google Instant may ultimately improve the quality of your clicks since it helps users type queries that more directly connect them with the answers they need.”
Quote from Inside Adwords: http://adwords.blogspot.com/2010/09/google-instant-more-innovative-approach.html
Also read more at Google Webmaster Tools: http://googlewebmastercentral.blogspot.com/2010/09/google-instant-impact-on-search-queries.html
Tell us how you think it will change Search Engine Optimization?