Earlier today, Google launched a new feature that could fundamentally change the way people go about searching the web: Google Instant . The feature, which is rolling out now, shows results for your search queries as soon as you begin typing them — oftentimes you'll have the information you were looking for before you're even finished typing your query. You can see our full coverage on the launch here . Such a major change will impact the way people conduct their searches, and that will lead to repercussions for the search ecosystem. Steve Rubel says that it will make Search Engine Optimization (SEO) — the dark magic that helps websites appear higher in search results — totally irrelevant .