Google

Google Tests New SERP Format: Site Links to News Articles Replace Website Description in Branded News Searches

By Larry Kim May 04, 2011 Posted In: Google Comments: 0

I saw this change in the Google SERP format today on a search for "CNN." Check out how Google has replaced the 2-line website description with up to three sitelinks with full-line descriptions corresponding to the headlines of trending news stories. Take a look here:

new google sitelinks on CNN instead of website description

See how you can click on "Obama won't release bin Laden photos: Reaction" and it will link directly to the article. It seems to be working this way on other major national media outlets, for example:

  • USA Today
  • Fox News
  • Washington Post
  • CBS News

I guess on branded searches for media outlets, Google might be thinking something like...

  • The anchor text on site links are too small for news articles (they're typically 1-3 words like "contact us" or whatever)
  • The user probably doesn't care much for the website description (they obviously know CNN is a news organization, duh.)
  • So, might as well use the website description space for something more useful, for example, displaying an article the user might be looking for. 

Smaller sites like the Huffington Post, Boston Globe, etc. still have just a plain old website description. Heh, suckers. They're not worthy!

I think this new format just saved me 1 click in my search experience. What do you think of the new sitelink format for trending news stories?

Hit me up on Twitter

Google Alerts RSS Feed




If you enjoyed this post, please consider leaving a comment.

Comments

Leave a Comment

Type the characters you see in this picture. (verify using audio)
Type the characters you see in the picture above; if you can't read them, submit the form and a new image will be generated. Not case sensitive.
 
Free Keyword Tool

Get thousands of relevent keyword suggestions - more,
faster, free!

Free Keyword Niche Finder

Discover profitable pockets of keywords for your
business.

Free Negative Keyword Suggestion Tool

Identify wasted spend before it happens and increase
your paid search ROI.

Contact Us | Company | Support | Site Map | Trademarks | Privacy Policy © 2007-2014 WordStream, Inc. All rights reserved.