Google Search Experiments With New Placements For Favicons In Search

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After rolling out a new look for search on desktop earlier this month, Google is experimenting with new placements for favicons in search results.

Last year, Google refreshed its mobile search results page to make it easier for users to find what they are looking for. The new design brought a website’s branding “front and center,” with the name and favicon of a website appearing at the top of the search results card. Earlier this month, Google rolled out the same change on desktop search as well, drawing almost immediate criticism from a number of users.

Although Google made the change to make it easier to distinguish paid results from organic, many users say that it does the opposite, making it more difficult to pick out ads in search results.

One such user – Alex Hern, UK Technology Editor at the Guardian – tweeted last week that “There is still, technically, *labelling*, but it’s hard to escape the conclusion that it is supposed to be difficult to spot at a glance where the adverts end.”

I would argue there is now no visual distinction between ads and results. There is still, technically, *labelling*, but it's hard to escape the conclusion that it is supposed to be difficult to spot at a glance where the adverts end. pic.twitter.com/qjUmisbLER
— hern (@alexhern) January 23, 2020

And while Google says it made the change to make the experience better for users, it is certainly a beneficial one for Google. Research is already proving this to be the case. According to a report from Digiday, Google Search advertisers have seen 4% – 10.5% increases in CTR from desktop after the update.

Google received criticism for its recent visual refresh of desktop search results and has now decided to experiment further with different favicon placements.

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As a result of the criticism, Google is looking back at the change and resuming tests involving the placement of favicons in the search results. As a recent Tweet from Google Search Liaison explains:

“Last week we updated the look of Search on desktop to mirror what’s been on mobile for months. We’ve heard your feedback about the update. We always want to make Search better, so we’re going to experiment with new placements for favicons.”

Last week we updated the look of Search on desktop to mirror what’s been on mobile for months. We’ve heard your feedback about the update. We always want to make Search better, so we’re going to experiment with new placements for favicons….
— Google SearchLiaison (@searchliaison) January 24, 2020

According to the post, the experiments have already begun, and users will start seeing favicons in different places or not at all on desktop. Google says that its early tests were positive but will instead listen to users and “experiment further.”

Here’s our full statement on why we’re going to experiment further. Our early tests of the design for desktop were positive. But we appreciate the feedback, the trust people place in Google, and we’re dedicating to improving the experience. pic.twitter.com/gy9PwcLqHj
— Google SearchLiaison (@searchliaison) January 24, 2020

It’s not clear whether Google will actually go ahead with the change or switch to a different one, but we’ll just have to wait and see.