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With the amount of information available on the web, finding what you need would be nearly impossible without some help sorting through it.Google ranking systems are designed to do just that: sort through hundreds of billions of webpages in our Search index to find the most relevant, useful results in a fraction of a second, and present them in a way that helps you find what you’re looking for.Check the HD version of the video to better see Google's new UI.The experiment is not available in Google Labs, but you can try a similar interface at Google Alerts.The weight applied to each factor varies depending on the nature of your query—for example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.To help ensure Search algorithms meet high standards of relevance and quality, we have a rigorous process that involves both live tests and thousands of trained external Search Quality Raters from around the world.The button itself came two-thirds up a truncated page, after just two or three search results. Sacrificing those funny-looking O’s is going to make it awfully difficult to skip to page 3 on multiple IPs and vigorously up the click-through rate of your number 36-ranked blog post. Ditto, it’s going to make it hard for your average Joe to skip back to that bed and breakfast he mentally earmarked after his third tap of “More Results”—especially if he’s tapped it 3 more times since then.The current iteration of More Results would seem to offer the best of both worlds—the decreased load time of staying on page one, with the full-bodied flavor of a full mobile SERP. But honestly, the most sensible argument against More Results on desktop might just be that we don’t need it.

Google tests a new search interface that updates the results as you type a query.

An endlessly scrollable page—in case, say, you reach result number 15, decided result number 5 was click-worthy after all, and want to quickly scroll back. Still, the prospect of staying on one page is appealing, especially if you’re remote and load speeds are already compromised—a pretty common mobile occurrence. The desktop experience allows for plenty of clicking accuracy, and desktop browsing (usually) receives the benefit of wifi-connected load speeds. The jury is still very much out on how More Results could affect mobile advertising (though we have some ideas).

As I’ve said, this experiment is tailor-made for mobile, and really doesn’t change much of the current aesthetic. If you’re among those thinking about the efficacy of your mobile Ad Words campaigns, it might pay to direct some pointed concern @dannysullivan (sorry, Danny), because we can’t do much more than give it the eye test and make observations.

So it could be this will have little to no effect on impressions or clicks. If Google catches the amount of flack for More Results as if did for Zero Results, this experiment will last about as long as that one did: no longer than a week.

Interestingly, More Results and Zero Results share the same ostensible benefit (decreased load time), but seem to contend with different stakeholders.

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