Huge Mobile SERP Changes in Google 2017 – More Tests?


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So as I’m sure most of us are aware Google loves an A/B test or two. But what’s next on their list of potential roll outs.


During the weekend, I woke up and performed a mobile search on Chrome (Android device) and immediately thought something was wrong with my phone. The results looked alien! Now to the everyday person these things often go unnoticed, but I was excited to see Google had graced me with yet another instalment of their endless testing.


In the fast approaching mobile first world of search, it looks as though Google is hot on finding the perfect SERP layout. So here’s what mobile SERP changes I’m seeing on the Galaxy S8 right now:


Paid Ad Results

PPC Ad changes in mobile SERPs

Key changes:

  • Rounded edges for each search result
  • URL moved to top of result and now black font
  • Lighter shade of blue font in title tag
  • Less harsh grey font in ad copy

Organic Results

Organic mobile SERP changes

Key changes:

  • Rounded edges for each search result
  • URL / Breadcrumb moved to top of result and now black font
  • Lighter shade of blue font in title tag
  • Less harsh grey font in ad copy

Map Pack

Map pack changes in mobile SERPs

Key changes:

  • Extra filter added for proximity to searcher

News Results

news results changes in mobile SERPs

Key Changes:

  • Rounded edges on news cards

Google has tested different colours and shades many times in recent years, so we’ll have to wait and see whether this gets rolled out for everyone in the near future. Is this the new look for mobile?


Let us know in the comments what changes you are seeing in your mobile SERPs and if you prefer the old or new layout.

Don’t forget to share this post so everyone can get a sneak peak of what’s to come!

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