The search engine giant, Google, declared their intention to place more paid ads on the SERP (Search Engine Result Page) during a candid conversation between a group of computer enthusiasts including professionals and Google topshot Matt Cutts who participated in an interesting discussion in a "Hacker News thread", in response to an article from Jitbit, called, "Google Search is only 18% Search". Matt Cutts defended the decision saying, relevant paid ads are often more useful than search results. He backed it with an example of the search result for "ATT cordless phones" where paid ad proved to be more useful than even the topmost ranked website. He also pointed out that there are "tons of searches" where Google doesn't show ads. I actually verified the last claim myself. I Googled for my name which I share with a prominent poet. Against my expectations, Google didn't show me where I can buy his books online. No ads!
On the other hand, Alex Yumashev, the author of the article behind this uproar, showed how Google has reduced the screen real estate for the organic search results from 53% to a surprising 18.5%. In other words, only 1/5th of the page shows search results and remaining area displays other information like Knowledge Graph, Search Plus Your World, Gmail results and of course paid ads. More paid ads mean even lesser search result on the SERP. Many website administrators and computer professionals are already finding it alarming.
There are two points to note. Mr Yumashev conceded that he used the example of a SERP which has a high ad density. Mr Cutts on the other hand stressed the point that Google takes utmost care to place ads in subtle and non-intrusive way and Google also make sure the ads the relevant and have a good destination page. When we combine these points together the allegation against Google is somewhat subdued.
SEO companies are getting ready for this planned shift in a different way. As Google will be displaying more ads means ads will be more prominently placed and there are more chances than ever to get a click on the ad. Thus, along with bringing up the website in the organic search result using the traditional SEO techniques, companies may have to shell out more money to get a part of the sponsored results section of the SERP.
Will more clutters on an already heavily cluttered Google SERP please the user by being useful like most of the Google products or will they move to Bing who is frantically trying to get a bigger share of the search engine market pie? Only time can tell and we, at Search Eccentric, are eagerly waiting.
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