Google ramps up speed of searchGoogle has made changes to its search engine as it strives to get consumers the information they want faster.
Its new Instant Pages system will shave between two to five seconds off the time it takes for a web page to load, the company said.
Google, which processes one billion requests every day, said search remained its core focus.
The firm still dominates the market although Microsoft's Bing is slowly eating into its share.
Google relies on its relevance technology to confidently predict the number one result a user will pick.
That means when the top pre-rendered link is chosen, the web page opens instantaneously.
The search giant said it typically takes around five seconds for a web page to launch once someone clicks on it.
"We at Google will not be happy until we make the Web as easy to flip through as a magazine," Google fellow Amit Singhal said at the Inside Search event in San Francisco.
Last year the Silicon Valley firm introduced Google Instant which gives users results to queries while queries are being typed into the search box.
Positive impact
"What we have observed is that every time we shave 15 milliseconds from the speed, users search more and more, said Mr Singhal.
Over the next couple of weeks Instant Pages will be made available to users of Google's Chrome web browser.
The company said it would open access to the software code so other browsers such as Firefox and Internet Explorer could also incorporate the feature.
"Making it ubiquitous will make people go wow, Google just made the web faster," said Matt Rosoff, west coast editor of Business Insider.
"As far as Google is concerned it is another thing that will continue to draw people to Google and make sure they don't leave for another competitor like Microsoft."
Say it
On mobile, Google is offering an alternative to the traditional keyword search with icons linked to common searches such as restaurants, coffee shops and bars.
