What's Behind the New Google Design? Understanding Google's Search Results Page

August 7, 2019

With Google constantly rolling out new features and design on the Google search page, including personalized and location-based search results, there's no longer such a thing as a standard SERP for everyone. So what’s driving the new Google search results page layout?

The team at VirtualHosting.com has put together a new infographic that examines what today's Google SERP looks like and what it means to be at the top of Google’s search results. According to VirtualHosting, the new Google search results page is driven and defined by:

  • Click-through rates (CTR) – Which parts of the page get the most clicks? How much does CTR fall off after page 1?
  • Searcher intent and location – Does the Google user have intent to make a purchase? Are they looking for local businesses or trying to connect with a specific brand?
  • Authorship and in-depth knowledge – Does the author’s name, face, and expertise influence click-through, time on page, and bounce rate? When users are looking for encyclopedic information, can Google provide that info directly on the SERP via the Knowledge Graph?

Take a look at the infographic below to see an analysis of these questions and how they affect the new Google layout. Then scroll down for some quick-hit stats on the new Google search page from the infographic.

[Disclaimer: This is not original WordStream research. We make no claims as to the validity of the research.]

New Google Page Layout

Some tweet-worthy stats from the infographic:

  • The first page of Google results enjoys 95% of all search traffic.
  • The top organic results on the first page earns 32.5% of clicks.
  • Users open more websites after using long-tail queries. The total average CTR for a 3-word query is 227%, meaning users click more than one result on the page. That rises to 249% for a 5-word search query.
  • Paid search ads account for 6% of total clicks. But for keywords with high commercial intent, the sponsored results earn about twice as many clicks as the organic results.
  • Today's local Google search results page layout looks like this: 14% navigation bar, 30% carousel, 30% AdWords ads, 15% map, 4% Zagat listings, and just 7% organic results.
  • Studies show an increase in CTR of almost 40% when Google authorship is enabled.
  • Approximately 18% of search queries (almost 1 in 5) now result in a 7-result Google SERP. For more popular brands, the 7-pack also includes news, local results, and images.
  • In May 2013, Google announced that the Knowledge Graph will try to anticipate and answer your next query.

Thanks to VirtualHosting for this research!

Elisa Gabbert

Elisa Gabbert

Elisa Gabbert is WordStream's Director of Content and SEO. Likes include wine, karaoke, poker, ping-pong, perfume, and poetry.

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