As reported by SearchEngineLand a few weeks back, Google Search is undergoing yet another user interface (UI) tweak. Apparently, Google VP Marissa Meyer compares the current Google search engine result pages (SERP) to jazz music, citing the lack of structure and rhythm (read: unpredictability) in both. But is the new UI more like a 4-4 house beat, or is ‘jazz’ just the natural spirit of search?

Either way, make no mistake – this is no simple design tweak. It’s a bit more significant than previous revisions, especially considering how certain cues show that the search giant might be playing catch-up to the new kid on the block. So since late December, the e-storm Search Engine Marketing team has been kicking the tires on the new look, and here’s a quick round-up of our thoughts on how this change may impact search marketers, if at all.

First, if you haven’t already, follow the instructions below to test Google’s new interface:

1.       Open a different browser than the one you usually use and visit Google.com
2.       Paste the following (minus quotes) into the browser window and hit enter. “javascript:void(document.cookie=”PREF=ID=20b6e4c2f44943bb:U=4bf292d46faad806:TM=1249677602:LM=1257919388:S=odm0Ys-53ZueXfZG;path=/; domain=.google.com”);”
4.       Reload or open a new Google.com page to see the new look.

1.   First impression – looks like Bing, tastes like Yahoo, but it’s…Google?

It most certainly looks like a morph between Yahoo’s and Bing’s SERP, where the left column is now populated with suggested searches and viewing options. )I guess that Google’s UI team doesn’t always have to play lead in the industry). But it looks like our paid ads could have some competition with every search conducted, from organic of all places!  If this drives users to interact with the results more because of increased relevancy, then there will more qualified clicks all around.  Plus, in previous tests, similar deployments by Bing and Yahoo didn’t seem to impact ad activity too much.  Does this mean that the golden triangle will slowly morph into a new “golden rectangle?” Only time and further beta revisions will tell.

2.   Google is increasing its focus on all forms of media

First there was universal search. Now the focus is turning toward user-oriented data organization and segmentation to the benefit of Google users, and Google as a host (and publisher) of content.  With an increasing array of ad formats emerging by the day, sorting results by media type provides a tremendous advantage for both the user and the advertiser. But we can’t help but wonder if paid ads will also be customizable by category under the campaign settings. If so, a user in the research phase of the buy cycle would theoretically interact more with the Blog Search and Google News sections, while a person later down the purchase funnel would be more interested in the Shopping and Forums results.  Will digital asset optimizations become a growing standard for SEO programs?

3.   Google is pushing Blog Search to the fray

On the topic of blogs, Google is definitely speeding up the social media bandwagon here, underscoring the significance of boosting SEO traffic with a strong social media presence.  We’re surprised that Google’s own BlogSpot isn’t monopolizing all the results here, much like YouTube does in the video category.  Now wouldn’t that help boost some Ad Sense traffic…

4.   Clutter is reduced through a streamlined and colorful UI. Or is it?

The new streamlined look appears to reduce some clutter and call out different viewing and search option tabs much better than the previous iteration. But if the current design holds, despite the organizational advancements made, the new SERPs will still be overly cluttered, as users will be blasted with multiple suggestions from paid search, Shopping or YouTube suggestions. And let’s not forget where to position the new Real-Time search, or special features like movie times, stock quotes, weather and more. Of course, having these new tabs helps view results much more efficiently. However, given the growing suite of Google Apps and relevance that search will soon play in productivity, we would also suggest additional tab options Mail, Writely Documents and other Google products.

Again, only time will tell what the final revision will look like. But if history is any indication, Google’s beta builds usually see no substantial change when deployed. And by then, who knows what the search providers may have up their sleeves.

Google is expected to push the new design live within days, and we’ll provide additional thoughts when we know more.