Google have made changes to its search engine in an attempt to present searchers with the information they want, faster.
The new 'Instant Pages' system will be rolled out over this week and next to users of Google's Chrome web browser. The system is expected to shave 2-5 seconds off the load times of web pages. Google are still taking search seriously, with over 1 billion requests every day, search is still their main focus. However, in the US, it seems Microsoft is trying it's best to capture some of their market share. Microsoft has managed to increase its share by 2% since the end of 2010. It now holds 14% of the market and is growing. Microsoft Bing now also powers search on Yahoo, which holds 15.9% of the market.
Last year, Google released a time saving feature called 'Google Instant' which predicted search queries as they were being typed and delivered the results instantly underneath. Controversy followed with searchers finding and clicking on irrelevant paid search ads from partially typed search queries.
This time round the process is different.
The way Instant pages works is by pre-loading the web page which is in top position. As you search, the page is loaded in the background so that when you click on the top link, the page opens instantaneously.
Google is relying on its relevancy technology algorithms to predict which link is the most likely to be clicked on. It's this process which can save up to five seconds of load times. With instantly loading pages, people are more likely to search more, Google discovered.
Google is going to open up access to the software code so that other browsers such as Firefox and Internet Explorer can implement it too.
"We at Google will not be happy until we make the Web as easy to flip through as a magazine," Amit Singhal said at the Inside Search conference in San Francisco.
It looks like it'll be even easier to search soon, with Google introducing voice-activated search for PC too. It's currently available on mobile, with users speaking around 2 years worth of speech into the system every day. Google's system has become advanced enough to differentiate between similar sounding words which are spelt differently, like 'Worcester' and 'Wooster College'.