Working to deliver the cleanest and simplest design for users, Google's Search Engine Results Pages (SERPs) recently moved search options – Web, Images, Maps, Shopping and news filters, to name a few – from the left margin of the desktop browser page to the top, directly above search results.
According to the official Google blog, the layout first appeared on tablet apps last year and hit smartphones several weeks ago. The search tools haven't changed and are still in the same order. Advanced search tools and filters are also unchanged.
"With the new design, there’s a bit more breathing room, and more focus on the answers you’re looking for," according to the blog post. The new layout is limited to browsers in the U.S., but Google is planning to expand to other countries and languages.
According to Business 2 Community, the new SERPs emphasize the Knowledge Graph that Google recently began placing on the right side of the page, which often provides the user with the knowledge he or she requests without having to click on search results. Search engine marketing strategies should focus on creating eye-catching content to increase organic traffic.
The new layout also makes paid search ads more prominent and moving the utility bar to the top makes room for larger ads in time for the holiday season.