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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 is an online marketing executive in the online marketing team at Coast Digital. He works on a combination of SEO, PPC and email marketing campaigns.
He has in-depth experience in the online world; having been involved with various online projects over the years, and has worked in digital marketing since graduating from university.
Joining Coast Digital in August 2007, James has been involved with a number of our B2B and B2C clients, spanning several sectors – in particular finance, media, consumer electronics, technology and travel.
Speaking about the industry, James says: “One of the most important contributory factors to ensuring success with SEO is keeping on top of the latest industry news and opinions and to be ‘in the loop’ within the digital marketing community.”
He continues: “There’s so much information out there, it’s a real skill being able to digest the bits that matter, quickly. It’s got to be one of the most important industries to know ‘what’s going on’ in, and it’s going to be exciting to watch how quickly it changes over the next few years."
James is a certified Google AdWords Professional and is Google Analytics IQ certified.
(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).