Google's testing new SERP layout

So there’s been talk about a new interface Google is testing. It focuses on taking away the underline from their search result links and making the titles a little bit bigger. Above is an example of the new Google SERP page interface. (The left is me signed in, the right is incognito mode).

So I finally experienced it and I thought it would be helpful to list some of the changes I see:

changes

The Ad changes. This isn’t a new one but it’s still a difference. before google advertisements had a background a light beige color. Some fun facts – as Google’s ad program began to evolve the background color began to slowly become more translucent and harder to see (also depending on your OS and monitor) However after some legal actions and the law getting involved they were told to make them distinct ad’s. So their solution was more of a loophole in taking away the pretty much branded background color and making it a small “Ad” text with a prominent color. Ha.

No more underlines in Google SERPs. Well then. Cleaner display. I kinda like it. Doesn’t seem to change to much on the SEO front though. We’ll see how long it takes bing to change their fonts.

Bigger font on the title takes the highlight them on both the advertisements and natural search results. This is more interesting. It attracts the eye a little bit more and probably will require a call to action on each search result. We’ll see how this plays out

Less characters showing due to the bigger fonts on title tags. This will be interesting because most SEO’s try ot make the most out of their pages with their optimizedtags. The more interesting part about this though is

a new Google Mobile SERP display with bigger fonts Mobile devices already get the short of the stick on title tags in Google. With bigger fonts, this could descrease the length of the title tags even more than desktop. Leaving little room for a call to action or a long-tail keyword.

How does this affect Ecommerce SEO?

Ecommerce websites are very difficult to scale. So when Google changes their interface to lessen the character counts or change font sizes it could potentially throw a bunch of an SEO’s hard work out the door.

The problem with this is that there is a drop in a couple characters depending on the device you are using. This isn’t too big of a deal – but in rare, long-tail cases, this can kind of affect how your title tag looks.

A solution to this might be to remove call to actions in your title tags or better target your keywords for a little bit shorter tail key phrases. Me though? Keep things the way they are and trust that consumers can understand what our results mean and why they should click through 🙂

Conclusion

This isn’t going to affect SEO much so it doesn’t matter too much there. But it does make the page look much cleaner and more modernized. The biggest affect being the lost of a few characters on both mobile and desktop devices.

I would suggest keeping your current meta tag strategy going for now. Unless Google decides to slowly up their font to size 18 Arial. Then I would probably start using Bing. Oh please don’t let me use Bing.

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