How to keep up with Google Experiments

« Back to blog

How to keep up with Google Experiments

When it comes to SEO, Google is one of the leading innovators. This isn’t just because they own Google, the most powerful and popular search engine on the planet, it’s also because they are constantly innovating.

Case in point: the latest SEO experiments with wide screen search engine results pages (SERPs) and card-styled SERPs. This is nothing new for Google, as the company experiments all the time – it was only last month we discussed how the latest changes enhanced local SEO visibility – but it’s important for SEO companies to keep up to date with the latest tests.

So, with that in mind, what can the latest potential changes tell us? Nothing is confirmed, as these may not prove popular or successful, but it’s always beneficial to know which directions the search engine is heading.

Wider SERPs Interface

This one is simple enough. Desktops and laptops tend to favour a wider screen ratio, so this is just making use of the additional space that would otherwise be left blank. In terms of coding, there are no changes to the fundamental algorithms behind the SERPs, but there are a few changes worth making note of.

Primarily, the new space can possibly provide more room for meta data, as well as more room for Google Adwords. The former is useful for having more text to draw readers in, while the latter does the same thing with advertisement campaigns and PPC services.

Of course, you can’t just go stuffing this extra space with new keywords for SEO purposes. At best, it should be used to appeal to potential new readers, enhancing your click-through-rate, rather than spamming a high keyword density.

Card-Style Results

The second change is the trial-run of card-style results. We’ve actually seen this before, all the way back in 2013, where it even featured prominently on mobile platforms. This is a purely aesthetic change but it’s nonetheless raises a valuable lesson in SEO: don’t forget about the user experience.

Your website might be optimised with the most compulsive keywords around, but you’re still relying on users to get through SERPs to find your advert. By separating individual pages into their own cards, this might give people the impression they’re looking through more than they are, changing the way in which they search.

Of course, this is all speculation right now, but it’s wise to note the directions Google seems to be investing in.