Page 2 search results now repeat sites on page 1

[santapaws]

surprised this hasnt caught the headlines yet. Google now expands sites on page 1 serps onto page 2. The affect is to show less and less sites prominently. So the gig hitters/brands are on page one and page 2 now shows a bunch more of sub pages for those sites. Searchers going from page one to page two have already demonstrated behavior consistent with being unhappy or looking for broader matches than the sites on page one. So google now simply shows them more pages from those sites. Maybe the clearest signal yet they only want certain sites to show. How long till we dont even get a page 3, 4 or maybe 10?

[aristotle]

I think this is because trust has become a bigger factor in determining the rankings. Even so, it seems to me that the Google algorithm should pick the most relevant page from each site as the only one to display. The only exception would be if the search term is very general and vague.

When Google introduced "Universal Search", they said that its purpose is to give searchers more variety and more choices. But they seem to be going in the opposite direction.