Google Instant — 'Instant' Brand Protection

Law360, New York (November 4, 2010, 1:47 PM EDT) -- Although competitors still try to drive traffic to their sites using trademarked terms in keyword searches, Google Instant guides users to top brands by delivering relevance-based results.

In late September, Google Inc. introduced Google Instant, an auto-complete algorithm that assists users in searching with greater speed and promotes the most popular Internet brands. Google's new service predicts search queries in real time, can catch a mistake if the user mistypes and guides users to previously performed searches.

Google Instant is particularly valuable for brand owners because,...
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