Google Testing New Navigation Interface: New Ad Location To Come?

Some Google users are noticing a new Google search interface with top down navigation, search options and filters. Currently, the search options and navigation are along the left hand side bar. This new interface has those options across the top of the search results.

Here is a picture:

Here is a video from Tecno-Net on how new interface works:

This leaves the question as to what will Google do with all that white space. I mocked up a scenario, out of pure speculation, showing ads on the left and the knowledge graph and Google+ results on the right:

Of course, this can be a limited test that we never see Google launch to the public. Google is constantly testing user interfaces and results.

Past Google User Interface Tests:

Related Topics: Channel: Consumer | Google: User Interface | Top News


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Tad Chef

    Yeah, that’s very probable. The organic content will be pushed even farther down and the eye will focus on the left ads first. 

  • Nanda Kishore

    If I have to take a guess, that open white space will probably be used for promoting product listings as part of the new commercialization of Google Shopping. The white space allows for better product views with imagery and may possibly encourage advertisers to bid better in Adwords. Alternately, that white space may also be used for keywords-based text ads as their original position in Google search results will be taken up by product ads.

  • Webstats Art

    Maybe it will be filled with Google Plus links

  • Ashish Kothari

    Not a good news for the advertisers – because if the ads stay at their current spots (top and right sidebar), there would be more “accidental clicks on the ads”. So while it will help Google make more money from that navigation interface, advertisers would have to pay more for clicks that were not intentional.

  • Andy Sheridan

    Personally I think the organic listings stand out more in Barry’s mockup than they do right now

  • Jon Bishop

    Is this going to become a trend? Wait until users become comfortable with specific functionality and then replace that functionality with an ad.

  • Stephen Sevenyoln

    Then they’re copying Bing

  • johndxx


    These won’t replace the top ads. The top ads will remain because Google doesn’t care about accidental clicks. It wants them. This is why the background on those top ads is so weak.

  • johndxx

     Don’t worry, once you place 3-4 top ads and a few YouTube videos in there, you won’t see them any longer.

  • Abhik Biswas

    Seems fake, but it looks cool.

  • Katharine

    My ńeighboŕ’s mŏther-iń-ląw Maḱes $8O houŕly on the laptoṗ. She has bėėn out of w0rḱ for 7 Ṁonths but ląst Ṁonth her ińcome wąs $8734 just worḱińg on thė laṖt0Ṗ for a ƒew hours. Gŏ to this web siṫe and ŕead morė.. Ca&

  • Manuela R. Gatlin

    advertisers would have to pay more for clicks that were not intentional.

  • robthespy

     Who says users were comfortable w/ it?
    Whatever the change is I think we can all agree that it will mean higher CTR and more G+ integration.  :p

  • William Seabrook

    Hmm a big whiff of commerce methinks. Nice mock up though – we shall see!


  • Matt

    I saw this last night. I kinda like it, I hope it sticks around.

  • Scott Clark

    Golden UI Triangle FTW!

  • Ashish Kothari

    You are right John. Remember the days when the distinction between paid and organic listings was nice and clear. But now with that background reduced to the lightest shade of orange, Google is telling searchers that all those results are in fact same and are merit based.

    However if you are searching for something and click on a paid listing it might still be relevant to your search. But with the interface Barry just showed us, you might accidentally click on a paid listing that’s totally irrelevant to what you intended.

    Do advertisers have a voice? (as a matter of fact, I haven’t come across the new interface yet)

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