[Build Backlinks Online] Google's 2014 Redesign: Before and After

Build Backlinks Online has posted a new item, 'Google's 2014 Redesign: Before
and After'

Posted by Dr-Pete
Over the past few months, Google has been testing a redesign of both their
overall SERP format and their AdWords blocks. In the past day or two, it appears
that they've rolled these changes out to a large part of their audience. While
we still have a chance to grab before and after versions of the SERPs, I thought
it would be worth a quick stroll down memory lane and a look at the future of
Google.

I. Basic search result

Let's start with a pretty basic search result, a query for [pygmalion]. Here's
the before and after:




The title font in the new version is slightly bigger, and Google has done away
with the underlining. Interestingly, the source URL is actually a little
smaller. The snippet and mini-links seem to have remained the same.

II. Expanded site-links

Here's a #1 result with expanded site-links. The query is [carolina place
mall]:




Like the main result, site-links are also getting the larger title font
without underlines. This example also clearly shows that some title tags will
get cut off with the new, larger font. This could impact click-through rates, so
you may want to consider shorter titles going forward (at least for critical
pages).


Notice the faint horizontal divider at the bottom. This sets the expanded #1
result apart from the rest of the SERP. These horizontal dividers are used
frequently in the new design, and I strongly believe that they are a move toward
a more card-like look (akin to mobile, Google+, and Google Now).

III. Image vertical results

This is what the new image vertical results look like. The query is [roger
williams university]:




The new format has the new font, plus a fairly pronounced "More imagesâ"
link. Again, the vertical results are separated (above and below) by a
horizontal divider. The images themselves appear to be formatted the same.

IV. News vertical results

Here's a query for [wtop traffic], showing the redesigned news vertical
results. Note that these were captured on different days, so the actual articles
have changedâthe count/layout are equivalent, though:




All articles links are using the larger font (with the same implications for
length/wrapping). Like image vertical results, news results get a top and bottom
divider. In general, you can see that almost every type of result is taking up
significantly more vertical space.

V. Local pack results

Here's a 3-pack of local results, for the query [lands end] and focused on San
Diego, CA:




Larger font, no underlines, horizontal dividersâyou know the drill. Note
the lighter-gray text on the actual location information (address and phone).

VI. In-depth articles

Here's a look at Google's newest vertical, in-depth articles. The query is
[palm oil]:




The redesign pretty much follows the pattern of the other verticals. Note that
the actual header fontâ"In-depth articles"âis a bit smaller and
slightly grayed out.


Google has been testing many variations of in-depth articles, and all of them
suggest that this expanded format may be replaced with something more Spartan.
Here's a recent test (this is not live, and this design will likely change), for
the query [foreclosure]:




While this test format follows the rules of the redesign, it is in every other
way dramatically different from Google's current treatment of in-depth articles.
Note that this test version appeared in the "#2" slot (right after the first
organic result), whereas current in-depth article blocks usually appear at or
near the end of page 1. Expect in-depth articles to get a major overhaul in the
next few months.

VII. Video thumbnails

In 2014, video results are really more of an enhancement than an actual
vertical. Here's a quick before and after for the query [wild kratts]:




This is essentially just an organic result, with a bit of information and a
thumbnail addedâthe general layout and thumbnail characteristics have
remained the same. This also true of authorship results and review
snippetsâthe title and URL fonts have changed, but the general layout,
thumbnail size, etc. seem to all be the same.

VIII. AdWords (top)

On top of the general design change, Google has been testing a new AdWords
format for monthsâthese may be rolling out together, but the tests
themselves have been separate. Here's a reasonably complex AdWords block from
the top of a query for [keens]:




In addition to the larger, non-underlined titles and horizontal divider, the
colored background is gone, and a yellow [Ad] box appears next to each
individual ad. The "Ads related toâ" text has been removed as well.

IX. AdWords (right)

The AdWords block in the right-hand column has also changed, but the
difference is a bit less dramatic. Here's the same query ([keens]):




There's just one yellow [Ads] label for the entire block, and there's no
change to the background (because the old version didn't have a colored
background). The new fonts do expand the titles significantly and increase the
vertical area of the total ad space.


Note that the AdWords block on the bottom of the left-hand column looks very
similar to the redesigned top AdWords block. Other SERP elements, including the
knowledge panel, answer boxes, paid shopping, and carousels seem to have been
unaffected by the redesign (so far).

It's in the cards

Back in November, I predicted that Google would move toward a more card-like
format in 2014. While my future SERP concepts were heavily influenced by mobile
and Google Now and are more extreme than the currrent redesign, don't overlook
the way Google is using dividers to separate out SERP elements. As mobile and
tablet proliferate, and new devices like Glass come into play, Google wants to
have SERPs that they can easily mix-and-match, providing whatever combination is
most relevant for each device and situation. For now, desktop remains a fixed,
two-column format, but Google's design decisions are being driven more and more
by mobile devices, and the future is in individual information elements that can
be easily rearranged.


To see this idea in action, here's a local (Chicago suburbs) search for
[starbucks]. Notice how the dividers separate the expanded top ad, the expanded
#1 result, a local 3-pack, a news box, and, finally, the rest of the organic
results:




While a horizontal line might not seem like a big change, Google is clearly
working to carve up the SERP into units that can potentially be mixed and
matched. Also note where "#2" is on this page. As simple as they may seem, these
design changes are redefining organic results.

Do you like it?

Trick questionâno one cares. Sorry, that was a bit harsh, but here's the
reality: Google has been testing this for months across what are probably
millions of unique visitors. A few dozen marketers complaining about the new
design is not going to sway their decision. At this point, the decision is 98%
made, and it's made based on Google's goals and Google's data. The best you can
do is try to assess how these changes impact your bottom line and adjust
accordingly. Don't waste your time shouting at the wind.


One final note: While this redesign seems to be rolling out, Google has not
officially confirmed the change and it may still be in testing (albeit
widespread testing). I wanted to put together a post while we could still
compare and contrast the before and after versions, but this design could still
change over the next few days, weeks, or months.


Update: In the comments, Gaurav pointed out that Google's lead search designer,
Jon Wiley, confirmed the roll-out yesterday on Google+. Looks like it is at
least mostly official.
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