Google regularly changes its search results and tests these changes on small user groups before the SERP updates are rolled out for all users. In the past few years, individual user groups have received a preview of:
- Google search results displayed in two columns
- An integrated search function for the SERPs
- Paid ads in local search results
- A timeline as an extension to the Knowledge Graph
In all of the above examples listed, the tests results led to the ideas being revised or scrapped. In some cases, only text colors, sizes, or formats are changed in the Google SERPs.
Some of the changes to the Google search results also have an impact upon search engine optimization. One procedure that’s always particularly hair-raising for SEO departments is making sure the title and description length of web pages display properly on a Google SERP. As of May 2016, testing began on the possibility of longer text displays in the Google results pages. If the search engine leader decided to change the ‘search snippets’ for all users, website operators will have their work cut out when it comes to deciding what to do with the extra space, for example including a CTA (Call to Action).
At present, Google is testing changes to its design and its structuring. And it appears as if the changes are going to focus on making the desktop version fit better for searches on mobile devices. As you can see in our screenshots above, the new look will bring a typical mobile feel to the desktop display – with the right-hand column used rarely. Since desktop display screens are much wider than the displays on mobile devices, this looks slightly unusual at first glance. This new, condensed display means that the Knowledge Graph will move from the side to underneath the search results on mobile devices. But on a desktop, this creates a lot of white space for the user and involves more scrolling.
Another change is that the Google search results will be displayed each on a separate card, similarly to the mobile display in the example below: