Google has recently rolled out some changes to its iconic search results page, which is now available to all Google users.
The innovative changes, a result of Google’s expanded experiment process, promises to enhance the experience of users and brands alike.
Historically, Google’s search results, over the time, has been simplistic, with results showing in the middle of the page, and advertisements appearing on the right-hand side.
However, not long ago, Google tried placing advertisements on the top, and it worked out pretty well for the advertisers, as ads displayed above the search results have better click rates, and they drive more traffic.
Things were working well for Google as well, as these ads were generating more revenues for them, nevertheless, the only drawback with such advertisements was that they were pushing the user search results farther down the page.
Now, with the latest changes, Google has absolutely removed text advertisements from the right-hand side, and instead, substituted them with an additional advertisement on the top.
What Do These Changes Mean for Advertisers?
Fewer total advertisements on the search page will intensify the race for placing ads on the top, and, as a result, will increase the competition in Google’s advertisement auctions.
This also means that high-cost, high-value advertisement slots on the top will propel the costs of advertisements, but at the same time, it will also boost traffic volumes substantially.
As the recent changes intend to drive brands more towards paid advertising, enterprises that rely heavily on Google ads will have to cautiously balance their advertising investments to secure web traffic.
What Do These Changes Mean for Google?
Google will witness lesser total advertisements surfacing on the results page, however, with these changes; they will get remunerated per click, and not per displayed ad.
Various studies reveal that advertisements placed at the top of the results page have fourteen times more click rate, as compared to the ads displayed on the right-hand side.
So, as far as Google is concerned, excluding the right-hand side advertisements from the search results makes good business sense for them.
Google has stated that the recent modifications will leave mobile searches unaffected, and will only affect tablet and desktop searches. This is significant, considering that traffic is increasingly shifting from desktop to mobile.
By targeting desktops and tablets, Google has basically ensured a steady growth of revenue from desktop searches, even at a time when desktop traffic continues to decline dramatically.
What Do These Changes Mean for Users?
Google, the world’s most trusted search engine says, these modifications will enhance search relevance, and produce much better results for its users. In a way, it will guarantee the best results on the Google search page.
The new and improved search results page will provide its users with almost everything they need, right at the top, freeing them from the pain of scrolling down the page for something they are searching.
Google’s newly designed search results layout will make sure that the best relevant results are delivered to the users for all searches. All that users need to do is to check the information provided at the top of the results page after clicking search.
And that’s it! You are catered with the best results from all over the web, now of course, more refined and improved to meet your needs and expectations.