Google is said to be in the midst of testing another new layout for its SERPs. According to an article published by Search Engine Watch, the appearance of this fresh design has been reported by a number of people.

One of the main changes has seen the removal of icons in Google’s side bar (Images, Videos, News, Shopping etc.), which were originally launched in 2010.

The number of suggested searches provided by Google Instant has also been limited, with just four being displayed – fitting perfectly in a newly-added area of white space below the search box (the space previously occupied by the word ‘Search’ – displayed in red – and the number of results and search process time).

As a result of the test, the space for ads to be displayed (in the cream area at the top of the SERP) has also significantly increased.

If this new design is to be implemented, the change could have an effect on SEO and PPC services.

In the article, Danny Goodwin writes: “This could have a rather large impact on SEO and PPC click-through rates.

“On searches with a large number of AdWords ads, organic results could be pushed completely off the screens of some searchers, allowing the PPC ads to completely dominate.”

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