Google’s New SERP Layout: How It Affects You

Est. Reading Time: 5 minutes

What Happened With The SERPS?

Starting February 18th, Google issued a worldwide roll-out of a ad placement format: 4 paid ads will now display on top of desktop SERPs (search engine results pages), instead of the usual 3. In addition, they are also removing paid ads on the right-hand side of SERPs with the bottom of the SERPs featuring 3 paid ads. These changes, once fully rolled out, will be active across all languages. This change isn’t completely unexpected as Google has been testing their four-ads format for months now, but we should be seeing the changes take a more permanent effect in the next few weeks. The one constant amid all of these changes are the Product Listing Ads (PLAs), which will remain atop the SERPS or on the now free right-hand side.

How Does The SERP Change Affect Me?

In the industry, speculation abounds as to what effect these changes will have on:

In Summary

The SERP change in February 2016 shook up the digital marketing world as do all global changes Google makes with search engine results pages. The biggest winners from the SERP change were most paid search advertisers especially those advertisers in position number 3 followed distantly by those in the brand new position 4. Position 3 advertisers saw click-through rates increase over 20% while position 4 saw increases up to 15% in click-through rate. The biggest losers were advertisers in positions 5-11. Those unfortunate enough to remain in these positions or to be bumped down to positions 5-11 have seen significant loss of impression share and total click volume due to be evicted from the right-hand SERPs.

It is still unknown whether organic results will win or lose as data is inconclusive and more case studies need to be performed. Due to just moving down one more position and possibly moving under the fold, organic listing businesses may see drops in search volume and website sessions. If you are high-ranking in organic currently, look to your digital agency or marketing team to find third-party tools or SEO-management platforms to help monitor position increases and decreases over the next 30 days.