To keep up with changing times and increasing competition, Google has adapted their search process as well as viewed results. Just recently Google added a new feature to speed searches. This most recent change was to address an issues expressed by users, as well as an effort to remain one of the top players in the industry. The new feature has appeared on searches in the US as well as six European countries this week, and will grow world-wide in the coming months. With the new search feature, the search box attempts to complete the word or phrase as it is being typed. As letters are entered into the search box, possible matches appear. An estimation of how much time this feature will cutdown from search times two to five seconds from the average search time of 25 seconds, adding up to 350 million hours a year.
It is thought that greater speed in the search process will affect ads displayed on Google. One claim suggests that with the new search feature, particular ads would have a tendency to appear more than another. Since ad costs are based off of clicks on an advertisement, the new search method could alter the results and therefore decrease the chance for a particular ad to be displayed. According to Google, ads will not be affected by the greater speed of searches. This addresses the argument that Google "plays favorites with its results", and in fact they do not.
Much attention is given to the fact that Google is trying to prevail over another rising search engine, Bing. It is believed that some of the Google enhancements are a result of competition, and desire to be the go-to search engine. As competition arises, products are often improved which offers the public access to better goods and services as exemplified by Google.
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