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Today Google officially announced a change in how they’re serving search results in a more predictive way. The core features include: Dynamic Results, Predictions and Scroll to Search functionality by hovering on Google’s search suggestions. If you’re not seeing the new feature yet you will soon. Based on my research you have a better chance of seeing the changes if
you’re logged into your Google account.
More on Google Instant Here…
What might otherwise be a trivial improvement; this stands to affect impression data in Google Analytics / AdWords, Google Webmaster Tools, and Google Local Business Listings.
For example: when a user in Dallas performs a search for “Toyota Dealer Dallas” Google makes use of their IP address to determine their location and may begin serving results for local Toyota dealers after only typing the word “Toyota.” As a result PPC ads, Local Business Listings and Webmaster Tools data for dealer sites will show impressions for the word
More info on how these changes affect analytics and reporting data available here….