Google Test New SERP Design

Google have been testing again. The focus of the most recent experiment has been the Search Engine Results Pages (SERPs) themselves. Whilst some see the alterations as a step in the right direction in terms of the design and general layout, others have commented on the detrimental effect these modifications may have on usability and in terms of SEO.

Over the weekend, a significant number of users reported on the changes to their Google SERPs, with mixed reviews dominating the comments section of numerous posts on the subject. Overall, it would appear that while many approve of the attempt to tidy up the increasingly cluttered search results, a series of concerns have been raised as to the long term effects of such measures.

One point to consider has been the enlargement of each result, leading to a worry that those pages which rank in the lower half of the first page will face an even greater challenge to reach the attention of users.

On the other hand, many onlookers have praised the new look, insisting that the de-clutteration has placed greater focus on the results themselves, and in doing so has improved the user experience and ability to easily find what they are looking for.

Across the web, there have been varied reports on the look and feel of the changes, suggesting that Google is not testing just one redesign variation. Whilst many users have noted the introduction of dotted lines between each result, there appears to be an alternative version in which these separations are absent.

Another potential flaw in the opinion of some commentators is the soft colour scheme, which does not fit in with the vibrant Google branding.

This, along with the increased volume of white space and the elimination of link underlining, have informed much of the resultant discussion on the subject. In terms of the additional white space, much of the pro and anti arguments are based around the semblance to the Apple style.

Differences of opinion aside, there have also been some interesting predictions regarding the future refinements of the latest test. Some commentators have suggested that the expanse of white space will be filled to some extent with more creatively placed advertisements.

Overall, it seems that the alternative search results are a hit with designers, who cite the elegance and clarity as the overarching benefits of the redesign. Others more focused on the logistics and technicalities of the changes are more disparaging about the new look, voicing concerns over a potential lack of information, and the negative effect the renovations may have on lower half rankings.