How Google Tests & Tests Search Interfaces

We’re all guinea pigs in Google’s search experiment from covers Google’s Marissa Mayer presentation at the Google I/O conference. In her speech, she discusses the various tests they perform to increase searcher activity and responsiveness.

Here is a bullet list of what I found to be the most interesting insights from that presentation:

  • The more search results per page, the less people search
  • The reason? Less search results mean faster returned results
  • 30 results per page would result in 20% less searches when compared to 10 results per page
  • Google cut the bloat out of Google Maps and noticed a 30% increase in usage
  • Changing the ad background from blue to yellow increased clicks and shockingly, increased searches
  • Google put a copyright at the bottom of the home page to convey that the page has loaded (people sat and waited thinking more was coming)
  • One search query requires between 700 and 1,000 computers or machines

Personally, I would have thought that the reason behind there being less searches when there are more search results per page, would be because people would get the answer faster. I think a study shows (not sure if I am 100% right), that when a searcher doesn’t find what they are looking for on the first results page, they are likely to alter their search query, as opposed to going to page two. If that is the case, then if Google put search results from pages two and three on page one, then maybe that searcher found the answer and did not need to alter the search query – resulting in a new search. Maybe Google shows only ten results per page, because it increases search volume?

Other then that, the report is chock full of nice Google tidbits.

Related Topics: Channel: Consumer | Google: User Interface


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.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide