The new search tool predicts Internet search queries and displays results as soon as the user begins to type, generating results as each successive letter is typed.
Google Instant filters for violence, hate and pornography, the company said, meaning relevant search terms will yield no results.
Google has made its new product the default way to search the Internet and works on most browsers. The company said it also would be rolled out for mobile and browser search bars in a few months.
While several reports foreshadow a change of business model for businesses that rely on Google’s ranking system, analysts say it is too early to forecast the impact Google Instant will have on search engine marketing and optimization.
In a New York Times report, Johanna Wright, Google’s director of product management, said the company is not changing the way it ranked or served ads and that quick results is what users desire.
Google calculates that the new search tool will cumulatively save people more than 3.5 billion seconds every day.
