The world's most popular search engine, Google, has confirmed it has begun limited testing of a new search results page that updates as you type your query.
SEO consultant Rob Ousbey spotted the change and recorded a video of the new-look page (embedded below), which a Google spokesperson today confirmed is in limited testing and one of "50-200 experiments" running at any one time on the popular search engine.
“At any given time we are running between 50-200 search experiments. You can learn more on our blog," Stricker told TechCrunch, pointing out this post from the official Google blog in 2006 which talks about the many experiments the company runs on their search engine.
As Ousbey types in his query, the search results page is reloaded automatically to reflect the new search terms - no action is needed by Ousbey to reload the page manually. Some have pointed out the impact this may have on Google's advertising product, AdWords, which displays ads alongside Google search results - but given the roll-out for the moment remains limited, advertisers are unlikely to be affected for the time being.
The latest experiment is perhaps one of the more radical undertaken since the search giant revealed their big new re-design earlier this year, which saw a cleaner layout and refresh of the Google logo for the first time in a long time. The company is also innovating at a much faster rate as underdogs such as Microsoft's Bing search engine begin to innovate and claim back some of Google's massive market share.