The enormous shift in the allocation of web traffic caused by Google instant is likely to continue well into the future. Think about it: you're not going to scroll all the way down each time you type another letter and a new set of results flash in front of you. You will most likely only see the ads and the top 1-2 natural results for each "instant change". Faced with this, wouldn't you simply modify your search query rather than scroll down the page if you don't see anything you like?

In the
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