I have just noticed Google.co.uk is testing green backgrounds above and below the search results. This test seems to be happening only on a very limited number of datacentres. I managed to reproduce this on 66.249.93.99 (+2).
It looks like Google is trying out something new again and is testing it only locally. They have always been tweaking the layout and colours to make the Search Engine Landing Pages (SERPs) clearer and easier to use. In the past few years they have tested and implemented different ideas. I have always been under the impression the main 2 reasons were to improve the user experience and generate more visibility for the paid ads.
At first sight I thought the green backgrounds looked ugly and even tacky. However on a second look with my Search Engine Marketing head on, the premium placement ads stand out significantly more. Also my eyes are constantly dragged towards the top green bar which means I’m focusing on the premium listings and not lower listed organic results. As a result I feel more likely to click on the top results - paid and natural as well. If there are no premium ads (screen shot 1) I am tempted to click either on the first natural listing or the first AdWords ad on the right.
(click the images twice to view)
A SERP with three premium listings has a similar effect. My eyes are constantly coming back to the green bar and therefore all the top ads attract more attention.
Even though I personally do not like the green backgrounds I believe Google have come up with a design which will improve the click through rate for the premium and top organic listings.
I have also noticed that Google have added green backgrounds for premium ads on Google Directory SERPs but since I never use this I can’t tell how long this has been in place. This directory design seems to be rolled out to all datacentres. Unlike the SERP design mentioned previously I seem to be somewhat blind to the premium paid results. I think this is because the green backgrounds seem to blend with one another unlike the green/yellow combination which is much more compelling.
Google.com has recently been reported to be testing nearly white background for the premium placement AdWords ads. Rustybrick comments on Google Blending Ads More Into Organic Results.
May 16th, 2008 at 6:17 pm
What is equally interesting is the results are numbered. I actually like that a lot. It helps me navigate my default 100 results per page a bit quicker.
May 26th, 2008 at 10:56 pm
I agree with the article above - it probably will help especially if you know what you are doing.
Small businesses have to read so much these days to keep on top of it all particularly as we do not have the funds to employ lots of IT staff.
Just wish there was some program for small businesses who have a great product to help them even further and give some free rope and prove to them it actually does work
June 3rd, 2008 at 2:40 pm
What with this and the new favicon, are the chances high that Google is going for a re-brand? I couldn\’t possibly speculate on what\’s happening accurately, but I do know that I don\’t like either!
Maybe I\’m just allergic to change though