Searchmetrics: Google’s diversity update did impact search results

Searchmetrics: Google’s diversity update did impact search results


Searchmetrics published a study on the recent Google diversity update that showed that the update did indeed have an impact on the overall diversity of Google’s search results. This study comes after Moz did a study saying the impact was at best minor.

Main findings. The main findings from the study showed that you are half as likely to see 3 listings from the same domain in the Google search results since the update rolled out. Google went from showing 3 results from the same domain 6.7% of the time to 3.5% of the time, according to Searchmetrics data. “Keywords returning more than three URLs from one domain in the top 10 are effectively zero, down from 1.8%,” Searchmetrics wrote.

But the frequency with which the same domain is shown twice in the search results rose a bit, from 43.6% before the update to 44.2% after. Although this was a small increase and Google specifically said this change only impacted a site from showing more than twice for a given query.

Visual. The chart below shows the change from before and after the diversity update:

RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

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