This is the second time I have come across a search which displayed big URLs. Environment: Chrome, incognito mode (private browser). They are almost as big as the titles are:
The first time I saw them it was a few weeks ago on Google.co.uk (and I got really excited, farewell my friends I’m the chosen one, I’m going on to a better place) today it was on Google.fr. I know, I’m aware that @jsilton was the first one to spot those URLS, and so far it is nothing but Google testing some display features. However the URLs found by @jsilton where the exact same size, the ones I hit today are at least one px smaller.
But wait a minute…
My feline instincts are telling me that this isn’t just a display test, and they are never wrong. An algorithm filter will come along. Just in case it’s the infamous winter pet that is coming along – lets just brace ourselves.
Untill now the title is the single biggest physical factor in SERPs, meaning it has more weight on CTR. We also know how important titles are in terms of On-Page factors for ranking. Descriptions are bigger in surface area but when taking URLs + Titles the areas are equally divided for each result.
Detecting over-stuffing and over-optimizing keyword-wise practices has been a battle for Google so far. I’m sure they are also aware of bad practices on EMDs. And we all have been wondering/complaining/moaning about the over-granted power of them. Those bigger URLs will concede EMD more value on CTR, therefore, at some point, their quality must increase.
Decreasing ranking power of EMD is a way of enhancing quality. As a user, I’m really fed up of always seeing 3 to 4 results on the first pages of poor quality sites that are boosted by EMD.
Is Google going to act on this in 2013?