In the days leading up to the August Core Update announcement, MozCast, a Google algorithm tracking tool, recorded unprecedented volatility in Google's search algorithm. What's intriguing is that this surge in ranking fluctuations occurred just before the official Core Update and stood out for its intensity.
Understanding Indented Results
A Massive Drop in Indented Results
Indented results on page-one SERPs refer to organic listings grouped under a higher-ranking result from the same domain. Traditionally, this has been a way for Google to display multiple relevant pages from a single website in response to a user's query.
However, Moz's research reveals a distinct and seemingly unrelated event: a substantial drop in indented results in Google's search results pages. This phenomenon occurred around August 18 and had a noticeable impact on how search results were presented.
The Impact of the Drop: A 50% Decrease in Indented Results
Between August 17 and 19, the percentage of page-one Google SERPs with indented results in MozCast's tracking set plummeted from 24.10% to 12.04%. In simple terms, almost 50% of SERPs that previously featured indented results lost them during this two-day period. As of the time of this analysis, this decline has not reversed.
Indented Results and Promotion: Why Indented Results Matter
Indented results are often seen as promotions from lower-ranking organic listings. When a user sees multiple results from the same domain grouped together, it can suggest a higher level of authority and expertise on a given topic.
Consider a search for "best smartphone reviews," where a single website may have multiple pages discussing various phone models. Indented results help users find comprehensive information from the same source.
A Long-Term Trend: Consistent Decline in Indented Results
This drop in indented results is part of a more extended trend. Over the past 18 months, Moz's data shows a steady decrease in the percentage of page-one Google SERPs with indented results. This trend is particularly noteworthy because Google had reintroduced indented results just a few months prior, at the end of 2021.
Understanding the Shift: Re-Ranking and Quality
It's essential to clarify that the shift in indented results is more about re-ranking than a reflection of the quality of individual search results. Google's algorithms have become increasingly sophisticated in presenting the most relevant and diverse set of results to users.
The decline in indented results could be attributed to Google's efforts to deliver more diverse and informative search results, particularly when users are looking for a broad range of information.
Implications for Website Owners: Adapting to Algorithmic Changes
For website owners and SEO practitioners, this shift may raise questions about their ability to influence search results. It's important to recognize that this change is primarily controlled by Google's algorithm, and there may be limited control over whether your site's results are indented or not.
Navigating Algorithmic Volatility
While these fluctuations in search results can be challenging, especially for those accustomed to relying on indented results for visibility, they are unlikely to significantly affect a website's primary rankings for relevant keywords. In some cases, the changes may even lead to minor ranking improvements.
As always, staying informed, monitoring your website's organic search traffic, and adapting to algorithmic shifts are key strategies in navigating the ever-evolving SEO landscape.
While the SEO world may experience turbulence, understanding these changes and their implications will help you remain agile in the face of evolving search engine algorithms.
Writing Team: Sep 25, 2023 4:23:11 PM
Writing Team