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Slight changes in Google e-commerce SERP Diversity

         

Storiale

10:15 pm on Nov 23, 2015 (gmt 0)

10+ Year Member



Hi all,

I work for <site name removed> - top e-commerce site in <US state> and around top 50 online only e-commerce companies in the world.

I have noticed that Ebay made a major comeback for products and categories over the past week or so... as well as multiple listings in a row from same sites. I have seen 4 amazon results in a row, multiple Walmart results (where previously they were not listed in top 20), 2 Ebay results on top 10 results... all of this may not seem like big news, but we track stats and results and competitors daily and weekly.

This is all very new, within the past 7-10 days.

Anyone else notice similar for e-commerce?

Google's diversity policy (listing a diverse listing, not the same site) has seemed to take a back seat to top E-commerce companies. I'm wondering if user-data is playing a larger role in SERPS than previously thought. Bing results are virtually unchanged, BTW.

Thanks for listening and I'm curious of your thoughts.

[edited by: aakk9999 at 1:00 am (utc) on Nov 24, 2015]
[edit reason] Removed specifics as per Forum Charter [/edit]

3zero

1:15 am on Nov 24, 2015 (gmt 0)



Google's diversity policy


Not heard of that one, got a link ?

Storiale

8:16 pm on Nov 24, 2015 (gmt 0)

netmeg

10:57 pm on Nov 24, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



That's not a policy, it was a small algorithm change that supposedly was going to *improve* the diversity. But there's no guarantee, and I for one certainly never heard of any improvements that actually were noticeable. Probly depends on the niche. I sure wouldn't hang my hopes on it.

Robert Charlton

11:07 pm on Nov 24, 2015 (gmt 0)

WebmasterWorld Administrator 10+ Year Member Top Contributors Of The Month



storiale, welcome to WebmasterWorld.

If I understand what you're reporting, Google is once again displaying multiple results for certain queries. This type of serp display predates the Search Engine Land story of September 14, 2012, by quite a bit. The SEL story in fact described one of the steps Google took to fix what had become a very unpopular type of display among many webmasters, particularly those with smaller sites.

Some very rushed background for now... traditionally, Google had used something called "host crowding", to limit display to two results from a given host, to prevent dominance by a given domain. At various points in the evolution of Panda, Google begain testing a variety of display types in serps to display multiple results for certain site and query combinations. These have included Sitelinks, as well as smaller inline "mini sitelinks" under a main listing.

Without getting into a more detailed history now, one of Google's most controversial serp displays (which I still see on extremely longtail queries), was to return multiple listings from the same domain. This is actually the opposite of "host crowding"... it's in fact "host uncrowding"... but it's been incorrectly called "host crowding" by many members here.

For now, I only have time to provide some brief comments and a couple of links to two key references. The first is a long and contentious discussion in this forum, when some sites dominated almost entire pages...

Many results from one site - Host Crowding vs Brand Authority
June 11, 2012
http://www.webmasterworld.com/google/4464096.htm [webmasterworld.com]

I believed then, and still do, that this was essentially a display of a different sorting of algo weightings and user preferences, providing an alternative serps view for Google to gather data and adjust its algo. The "uncrowding" issue was cleared up fastest in areas where traffic (and thus data) was greatest, but in many niches it took a long time. I see some where the queries are so rare that they've never gotten cleared up.

See also Matt Cutts video on host crowding and multiple results...

How does Google decide when to display multiple results from the same website?
June 11, 2012
trt 5:40

http://www.youtube.com/watch?v=AGpEdyIcZcU [youtube.com]

If I make a big assumption that what you are reporting is statistically significant and is connected with the above... and that what you're seeing is host uncrowding... then it's interesting that this is reappearing now, at a time when there are many reports of Zombie traffic. Both these "uncrowded" multiple serp results and Zombie traffic occur in low trafficked areas. These may include longtail queries, as well as simply obscure products.

I've checked old queries that were showing multiple results in 2012, and those are not being reassessed, so I'm guessing it's very longtail phrasing and very obscure niches... and this leads to the thought that these could be the kind of unusual queries that get rewritten by RankBrain.

If you can characterize the types of queries you're seeing without posting specifics, that might be helpful. Note that for multiple reasons we do not allow new members to post specific domains or queries.

You can contact a moderator, though, if you have anything unusual you want to share... but please note that all of us are volunteers, with only limited time.

Storiale

2:40 am on Nov 25, 2015 (gmt 0)

10+ Year Member



Thank you for the correction... wasn't sure how to legitimize my comments without posting the site. It won't happen again.

How should I post queries to not violate? I'll post tomorrow.

Storiale

3:33 pm on Nov 25, 2015 (gmt 0)

10+ Year Member



christmas gifts for hunters

The 2nd and 3rd result for me (incognito mode) are the same.

5.11 apparel

First 5 organic are the brand site... which might be expected but when searching for

Nikon Binoculars
2nd and 3rd results are resellers

I can't remember the previous queries that triggered the creation of this post, but it was enough and sudden enough to join the forum.

aristotle

6:14 pm on Nov 25, 2015 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Robert Charlton wrote:
traditionally, Google had used something called "host crowding", to limit display to two results from a given host, to prevent dominance by a given domain.

I remember this too, from about ten years ago. Google had a rule incorporated into their algorithm which limited every domain to no more than two results on the first page. I remember reading an interview with Matt Cutts in which he boasted about what a great rule it was, how it increased the diversity of the results, giving exposure to more different sites, more choices to the searcher, etc. But that was about ten years ago, and apparently Google's view of the matter is different now.

superclown2

7:12 pm on Nov 25, 2015 (gmt 0)



Here in my UK niches crowd hosting rules supreme, especially with brandspam. Even one of my own sites has four entries at the top of page two for a very useful term. I'd happily swop it for one on page 1 if Google's interested.