Google Changes UI on SERPs

Ken's Blog

You've probably noticed a change in Google's UI of its Search Engine Results Pages (SERPs). There's a 3rd column on the left-hand side and it's basically there to help you navigate/refine your search.

Now that I've been playing with this for a bit, I figured I'd share a few thoughts on how it affects you. Do a search on any of your "big" keywords and you'll find that Google can help the searcher go down several paths...

1) Naturally, the searcher gets the usual blend of Web pages (these occupy most of the spots, most of the time), blogs or news pages (for news related to the search - these are inserted when timely and drop out when they become "old news"), images or video (if appropriate), etc. It's the good old Universal Search that came out some time ago.

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Ads? They appear where they always have, on the right
and sometimes above the editorial search results.
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The rest of this post is about the left column and what it means to you...

2) The big difference is the increased visibility of the ability to refine. The big question is how much will the average surfer take to this?

I said many years ago that until Google delivers a single search page (not tabs for all the types of searches before you search) that figures out the intent of the search and then delivers a page that recognizes that intent, most users simply will not do any type of advanced search on their own.

Universal Search was the first big step. If your search is very visual, you'll see more Image and Video search results. An explosion in the factory of a company you're searching for? That news item will be there today, but gone by next week.

Google is now pushing this step ahead. There's not much new here, it's "just" visibility and usability, the keys to users actually using the options.

3) OK, starting at the top... Google delivers Universal Search, a blend of content types. But if you want Images or Videos or News or Shopping (the options vary according to what Google figures is likely to be the possible intents of each search), it's a simple click.

So... if someone is looking for images of "Anguilla hotels," for example, and not content, she'll click on that. That means that site owner Nori in this case (and you) should pay attention to what Google thinks the intent might be. A hint is to look at the SERP itself and see if there are several images or videos or whatever in it. A search for "Anguilla hotels" shows only "Maps" as an option. Clicking on "More" shows everything else, but that means Google does not consider those to be important. Then, if you look at the SERP itself, there are no other types of content.

But if you search for "anguilla beaches," you'll see more content choices on the left and some image searches inserted into the SERP. Google is telling you that this is a more visually-oriented search.

You'd see similar results for shopping if you search for a model number of a certain product. And so forth.

Key point to remember... Whatever you do not see by default, if you have to click again to show it, then it's probably not important. That's Google's opinion. And it will be a self-fulfilling opinion because most users won't click to see "more." They're too busy.

4) As you peruse search results, watch the types of pages in the SERPs. Most are good old Web sites, full of good evergreen material that deliver all the good stuff we've always talked about. Then Google mixes in, from its specialized engines... Blogs, Books, Images, News, Maps, Shopping, Videos, Real Time Search. The occasional search may turn up more esoteric engines like Finance or Groups or Health, etc.

5) The next section focuses on time-sensitivity. People who click on "Latest" are searching for news. There's no need to see the "Latest" information on "Anguilla hotels" for the most part, you just want the best results. And sure enough, if you click on latest for "Anguilla hotels," you get a bunch of pages of absolutely no use to the typical surfer. People will get trained very quickly to use this if their search is news-oriented.

Below that there are more options, which frankly I doubt that many people will use. I just don't see many people scanning the list until they come to "sites with images," which would be relevant to some people searching for "anguilla beaches."

Play with this for a bit until you understand the logic.

Remember... The deeper you have to go, the less folks will use it.

6) Related searches is something to pay attention to. Most of these words should be in your Master Keyword List, especially the verticals. But you may find a good Lateral that's new. Add it to your Master Keyword List (MKL). (The other way you can pick up keywords is via Google Suggest, but these will all be Verticals -- for the most part, unless you're getting down to where Demand and Supply are pretty small, these keywords will probably be in your MKL).

Biggest benefit here? Google pushes folks deeper into the long tail, which is good news for sites that create lots of excellent content. And, while it does that, it may give you some good ideas for new content.

7) The rest... well, there's more, like Wonder Wheel which I always find fun and then get bored with. Then there's "something different" and "related pages" and so on. All interesting, and you may find something useful for YOU to add, but not many searchers are going to play down here.

Bottom line? I don't think that many people will use these for that many searches. Where there is an obvious relevance, Google is already making insertions into Universal Search. It will help folks who really know they want pics or news and it will help push folks to drill down more into the long tail.

And that's about it.

Overall result? Anything that delivers better, more relevant searches for searchers is good for SBIers. That's the beauty of keeping it real.

Before, if someone wanted news and clicked on your site, he would bounce-back to Google (not good for you, Google doesn't "like" bounce-backs). Now, he's more likely to go to News. If he was searching for evergreen material (which is the bulk of most search), he'll find you and stay with you if you deliver the goods.

Together with a push more into the long tail search, it's an overall small plus. I say "small" because I think it will take a while for any significant % of users to actually use these tools on any sort of regular basis.

What do think? Please share your comments below.

All the best,