It’s no secret that very few people delve beyond the first page of search results on Google; if they can’t find what they are looking for, they tend to change or extend their query. Not good news for companies with results 11-20.
But after a recent visit to some of the deeper page’s search results, I was surprised at some of the lengths Google seem to be going to in order to avoid you clicking on the ‘next page’ link.
Suggested Searches – The most common of tricks Google are pulling off to stop people delving deeper, but also one of the most useful for searchers.
As more people have got used to search, they have tended to search with longer more precise terms. This has given the Googleplex the most incredible amount of usage data which allows them to suggest longer terms people may be looking for, based on what other terms visitors have used as follow up searches.
News Results – Google News can be a bit of a nightmare to get listed in, but once you’re in there, Google are keen to send traffic in your direction. A short selection of news results are frequently triggered towards the end of search results page to offer an alternative to the second page of results.
Video Results – Universal Search is causing video to be triggered at various points within the search engine results page. They have great click-through rates and are often being used to deter people from reaching the second page.
Book Results – though not appearing quite as frequently as other universal search and non-web page results, Book search on certain queries are gaining significant traction. I think given the negative press the big G have received for their indexing of books, they’ve been reticent to fully integrate book results as often as they could.
Blog Results – great news for anyone with a blog, as a well-timed post can gain first page position a lot easier than it would be with a normal webpage. To give you an example, we’ve recently received quite a bit of traffic for this site on the search terms ‘big mouth media’ and ‘gocompare’ just from blog search results found at the bottom of page one.
It’s not surprising that Google want to push their more advanced search functionality and insert them at the bottom of the page. It is a subtle way to push them without drastically changing their famed simplicity of design. However, these developments, which fall loosely under universal search banner, mean now more than ever, the impact of stalling in position 11 can be disastrous.
These are just a few of the most common; is there a definitive list of all the additional elements Google may pull in? Search Engine Land has a good start but I’m sure is missing a few. If so, I would love it if you could let me know in the comments.