So some of you may have noticed a rather substantial change on Google.com today. As I began to type in the search box, something interesting started to happen.  Instead of having to click Search or press Enter, the window immediately shifted to a search result page, almost seamlessly.

This could have an enormous impact on searches, changing the way users find information and relevant results. Google however,  stresses :

While the presentation of the search results may change, our most important advice to webmasters remains the same: Users want to visit pages with compelling content and a great user experience.

Impressions are measured in three ways with Google Instant:

1. Sites are displayed in search results as a response to a user’s completed query (e.g. by pressing “enter” or selecting a term from autocomplete). This is the traditional model.
   With Google Instant, Google also measures impressions in these new cases:
2. A user begins to type a term on Google and clicks on a link on the page, such as a search result, ad, or a related search.
3. A user stops typing, and the results are displayed for a minimum of 3 seconds.

Users may be more inclined to use Google.com directly for searches from now on, instead of toolbars, or browser URL bars. I know I will.