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Google testing card/box style interface on desktop & mobile search results?

Google is continuing to test a card based user interface for its search results in newer geographies. This time, the new interface is being testing on both Desktop and Mobile SERPs

The interface tests were first spotted on May 19 with desktop searches on Google Singapore. We brought this to the attention of some leading SEO blogs, including Search Engine Land, Search Engine Round Table & The SEM Post that reported the story in detail. Search results on Google India did not seem to be affected at the time – and for the next couple of days as well. However, today we have we have spotted similar tests being conducted on Google India search results pages. We’ve carried out these tests from Navi Mumbai, India and it is very likely that users in other parts of India may see very different result formats, considering the nature of such tests.

Key features of new Google search interfaces

To see how Google is displaying organic and paid ads for different query types, I have run a series of queries related to company name, product, recipe etc.

Screenshots highlighting the new formats in both mobile & desktops SERPS are given below. Some of the key highlights include:

a) Knowledge Graph also being shown the top of the search results instead of the right hand side.

Here is the screenshot of the desktop search result for company search term with a knowledge graph on top instead of right side.

Google new interface for company search term - desktop result

 

A mobile search result for company search term

Google new interface for company search term - mobile result google-new-interface-for-company-search-term-mobile-SERP

 

b) Product Listing Ads and Knowledge Graph presented in the centre well before regular organic results for a ‘recipe’ search term

Google new interface for recipe search term - desktop result

 

A mobile search result for recipe search term

Google new interface for recipe search term - mobile result 1 Google new interface for recipe search term - mobile result Google new interface for recipe search term - mobile result SERP

 

c) Product Listing ads, Local listings, Google Image Search results before regular website listings for a “product category” -type query

Google new interface for product search term - desktop result

 

A mobile search result for product search term

Google new interface for product search term - mobile result Google new interface for product search term - mobile result 1

Google new interface for product search term - mobile SERP Google new interface for product search term - mobile SERP 2

 

Here is the full screen version of the company search term.

Google new interface for comapny search term - desktop result full screen

 

Implications for search marketers

Search marketers and publishers should expect to see some fluctuations in the traffic to their websites, even in temporarily, while Google carries out such interface tests.

While it will not be wise to panic, search marketers will be prudent to focus on the things that they can control and respond.

 

- By Kiran Nagula

Kiran Nagula, Assistant Manager with Navi Mumbai digital marketing agency On Target Marketing, is a passionate search engine marketing professional with a keen interest in the dynamic world of SEO & SEM. Follow him on Twitter



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