Google second search: What’s in it for...

Google has been testing out some new ways of ‘enhancing’ their search results lately. One tactic that I’ve been monitoring is the ability to search an individual web site and view results without leaving Google. Here’s an example:

I searched on ‘hollywoodvideo.com’ in Google (this also worked at the time of testing by searching on ‘hollywood video’). Here’s what I was presented with:

The first result, as expected, is Hollywood Video. There’s the usual result (and for this example what Google calls “Sitelinks”, the links directly to specific sections of the web site) and then there’s something you might not see to often (yet at least): Another search box whose submit buttons reads “search hollywoodvideo.com.”

It seems harmless enough. You enter something you’re looking for, and you get results right on Google as opposed to clicking on the link to Hollywood Video and searching on their site. But, if you’re Hollywood Video, you probably don’t like this tactic. And if you’re a marketer whom this is new to, you’ll likely start paying more attention to Google’s experiments. Why?

Never mind that the next step from that initial search is usually a click-through to the branded experience you’ve created for visitors to your site.

While currently only happening for the strong minority of these second searches, Google is displaying AdWords ads on these results. On searches that I tested this with over the past week or two, it is quite possible for AdWords ads to display from ad publishers who are your direct competition.

Continuing from the previous example: From the search box that Google provided, I searched on ‘new releases’ which is what I was actually looking for. The first result on the natural/organic side was Hollywood Video’s New Release Calendar. The results page also included two AdWords ads. One was for Blockbuster, the second for Movies.AOL.com. The Blockbuster one obviously being the most troublesome.

This is just one of several tactics Google is currently experimenting with. While marketers (and site owners) have been shaking their fists at Google as suspect strategies appear, the general public likely isn’t noticing a difference, nor would they theorize a change in Google’s ways. Why would they? A change is, however, quite well underway.

Sampling of mentions elsewhere on the web:

• New Google Search Tool Finds Web Publishers’ Concerns - Washington Post
• Google introduces search within search - etre.com blog
• Google Offers Secondary Search Boxes - TechCrunch