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Google rolled out an update to its search result pages this week, which introduces a second search box beneath the top result, for large sites. This allows a site content search to be carried out all without leaving the Google interface.
An example of the new search within a search feature
Essentially it is simply an expansion of the existing advanced search string "keyword + site:url.co.uk", presented to the consumer in a more direct, familiar format. Google have commented that the tool “grew out of observations by Google about the way web search was being used to navigate.”
This 'improved functionality' for the consumer has however, caused a backlash from site owners and online retailers. They argue that they are not only losing out on access to essential consumer search behaviour data - previously obtained from their own site searches - but are also losing out on coveted home page views.
The change also offers Google the chance to display competitor AdWords ads alongside the second set of search results, which in turn increases the chance of a visitor deferring to a competitor site via a strategically placed AdWords ad.
This potentially signifies the beginning of a period of unrest for a number of online retailers and corporations, although there are already reports of Google bowing to pressure and disabling the feature on request for a number of undisclosed brands. We’ll just have to keep watching to see how this potential saga unfolds.
James fronts Online Marketing Consultancy at Coast Digital, developing fully integrated marketing strategies and solutions for brands and organisations. James works to maximise his clients’ return from investment around the core online marketing channels and disciplines, including Search; SEO and PPC, Affiliate Marketing, Social Media, Email, Display and Conversion Rate Optimisation.
James is a certified Google AdWords Professional, is Google Analytics IQ certified, and also provides training, external lectures and workshops on developing online marketing strategy and making the most of the search landscape. He has also authored a number of publications and guides, both technical and strategic.
(3) comments
Comments
Google is likely to make more money through this tactic - it is a work around for displaying adverts against trademarked search terms.
However, I don't actually feel that money is Google's motive - I think this new search function genuinely helps the end user by allowing them to easily search within a particular domain (without the user needing to know how to use the complicated site: URL command).