Understanding Google's New Side-By-Side SERP Feature

Image Source: Unsplash‍

It’s no secret that Google is constantly tweaking their search algorithms to surface the most relevant and useful result for users. In fact, they have done so with such regularity that many of us have almost become immune to these changes. And while Google’s recent Panda and Penguin updates may have created some initial panic, they also helped to streamline the user experience by ensuring that only sites with high-quality content were ranking highly in search results. With Google’s latest update, however, it appears that the company is taking this philosophy one step further by forcing websites to adapt accordingly. Known as “Side-By-Side” (seriously, what are they going to call it next?), this new version of Google’s search results pages displays two listings side-by-side, instead of the traditional vertical list of links.

What is a Side-By-Side Google SERP?

The simplest way to think of this new SERP feature is as two search results pages appearing next to each other – kind of like when you split your screen in two to compare prices. When the Side-By-Side SERP is activated, instead of displaying two listings on one page, Google will place one search result on each half of the screen. This “Split” of results allows users to view a greater amount of information about each result, including ratings, reviews, and other important details. It also allows for greater visual separation between the two results.

How Does a Side-By-Side Google SERP Work?

Like everything else in the digital world, it’s all about algorithms. In this case, the Side-By-Side SERP is triggered automatically whenever a user searches for two or more related search terms. Google’s algorithms have determined that this type of search warrants a Side-By-Side result page to help users make more informed purchasing decisions. When the feature is activated, both search results will appear next to each other on the same page, with the “RIGHT” result being displayed on the left-hand side of the screen and the “LEFT” result shown on the right. This allows the user to toggle back and forth between the two results to see which one best meets their needs.

What Are Some Key Differences Between Side-By-Side and Vertical SERPs?

As we mentioned, the most obvious difference between Side-By-Side and Vertical SERPs is the way the results are displayed. Beyond that, however, there are several other important distinctions marketers should be aware of. First, the click-through rate (CTR) for Side-By-Side SERPs is significantly lower than for Vertical SERPS. This means that although users are spending more time on each result, they are also less likely to click on any of them. Secondly, it appears that Google has also modified the way they calculate the relevancy of each result and how they rank them against each other. This is likely a result of the lower CTR numbers and an attempt to reduce the amount of switching between results.

How Might Brands Benefit From Google’s New Side-By-Side SERP?

The biggest advantage of the Side-By-Side SERP is the added amount of information available to the user. When the feature is activated, users will be able to see things like pricing, star ratings, and customer reviews for each result, giving them more information to go on when making purchasing decisions. This added level of detail could help eCommerce sites increase their click-through rates and sales, as well as their overall conversion rates. Additionally, the additional space provided by the Side-By-Side SERP makes it easier to include keywords, product descriptions, and other important details that help your listings rank higher in search results, further increasing your chances of success.

Potential Drawbacks of the New Side By Side Google Search Results Pages

Despite the many advantages of the Side-By-Side SERP, there are also a few key drawbacks brands should be aware of. Unfortunately, the increased space on the page may also lead to higher expectations from users, which could lead to an increase in “basket abandonment” as well as returns. What’s more, the Side-By-Side SERP does not lend itself to “long-tail” keywords as well as the Vertical SERP does.
This could lead to an overall drop in rankings in SERPs for less popular search terms. Additionally, brands that are featured on the “LEFT” result may have a tougher time converting visitors than those shown in the “RIGHT” position. The increased real estate provided by the “RIGHT” could give the other listing a competitive edge.

Bottom Line

The biggest takeaway from Google’s new side-by-side SERP feature is that Google is aiming to provide a greater level of detail and transparency when it comes to making purchasing decisions. An increasingly digital world has helped to highlight the importance of information, and the Side-By-Side SERP is the latest iteration of Google’s efforts to make this information as readily available and accessible as possible.

While the Side-By-Side SERP isn’t going to be activated for every single search query, it’s important to keep an eye on your SERPs to see if the feature has been activated for any of your important keywords.

If it has, it’s time to take a closer look at your copy, your product descriptions, and your ratings and reviews to see what you can do to provide greater detail for your potential customers. Because in the end, the more information users have when searching online, the better.

Companies supporting and Partners: