Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Search Engine Optimization
Close
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization
Free Search Engine Optimization Guide
View The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Google is Limiting Number of Search Results Per Domain to Have More Diversity in Listings

By Iris Hearn

Iris Hearn also recommends this free guide, The Inbound Marketer’s Guide to Search Engine Optimization.

Google is Limiting Number of Search Results Per Domain to Have More Diversity in Listings Blog Feature

In a successful keyword strategy, ideally, you’d create several pieces of content and web pages targeting a single keyword query.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

By doing this, you’re able to boost your site's authority for both a larger, more competitive core keyword, as well as for related subtopics holding more niche long-tail queries.

But what happens if your strategy is so successful, your content overtakes the search results page?

From a marketing perspective, this is a celebratory moment. But stepping back and thinking about the user, it can feel like such a search is limiting a searcher’s options to explore the topic fully.

For this reason, Google has announced a new “site diversity change” that limits how many domains show up on a page for a given query.

The news was first shared on Google’s Search Liaison Twitter account, and went live around June 3rd.

Despite the timing, this site diversity change is not affiliated with Google’s June 2019 core update.

Though it’s a relatively simple adjustment, there are a few important factors that site owners, webmasters, and SEO professionals should know about how this will affect their website.

What We Know About Google’s Site Diversity Change

Though the announcement came by way of a brief series of tweets, the message was jam-packed with important information to help marketers fully understand the scope and impact the change.

To make sure nothing is missed, let’s break down the announcement into its key takeaways tweet by tweet.

1. The goal is To Promote Diversity Within Search Results

As I noted earlier, this change came from feedback of wanting more variety and diversity within search listings.

This change is not made to penalize sites that optimize multiple assets for the same keyword, but rather, to give users more variety and options in search queries.

2. Google Hopes to Limit Search Listings to No More Than Two Per Domain — With Exceptions

In general, the diversity change will limit search listings from the same website to show no more than two pages (assumed to be the ones that already rank the highest or are most relevant for that term).

Although that’s the general rule, there are exceptions for cases where this is relevant. Google did not go into detail on what examples would be considered “relevant” in what scenarios, but we can assume Google is referring to situations where the user would still find these multi-page answers from the same domain helpful to their search experience.

A common example of this experience might be if you’re job searching and see multiple posts from Indeed, or looking for local restaurants and are returned with multiple pages from Yelp. These still help fulfill the user’s intent without being overbearing.

It’s also important to note that the limitation of two per domain exclusively refers to organic search listings and does not extend to Google’s other features. This was confirmed by Danny Sullivan, Google’s public search liaison.

As this feature continues to roll out, we’ll likely get a better idea of situations where Google deems “relevant” to place multiple listings vs. when the diversity change is enforced.

3. Subdomains Will Be Evaluated on a Case-By-Case Basis

Once again, relevancy plays a big factor here.

Like Google states, if you have subdomains, the general expectation should be that they will be treated as a part of your main domain.

This means that the limit will apply your main domain and your subdomain’s pages together, not separate. So, if you think you can increase exposure by diversifying subdomains, think again!

However, if Google thinks that the subdomain pages are relevant enough to show multiple times along with your main domain, it will treat them as separate within search results.

Just like the limitation rule, this will be evaluated based on relevancy for the user, and exceptions will be made on a case by case basis.

Again, as we’re able to evaluate the diversity change more closely, we’ll likely gain more clarity into when and why exceptions are made, and when they aren’t.

4. This is Not an Algorithm Change, And Will Not Directly Affect your Site’s Ranking

The reason I’ve been referring to this shift as a change rather than an update is to not cause any confusion with the June 2019 core update that occurred earlier this month.

Danny Sullivan shed some light on the distinction between an update vs. a change on Twitter, stating:

In other words, “update” generally refers to changes to Google’s algorithm that directly have an effect on how Google evaluates pages.

However, in this case, we’re referring to how Google displays pages rather than changes influencing how well a webpage should rank.

As such, Danny Sullivan also stated that these changes should not affect how well your overall site ranks on Google, though it could potentially impact traffic.

After all, if you had several pages in the top results and now only have two, that lowers the chances of someone selecting a link to your site.

It’s unclear how Google will determine which pages will make the cut if this doesn’t involve changes to rank, but it’s important to know that this change won’t penalize you in search results.


What Should Marketers Do?

Whether you know for a fact you have multiple pages ranking for the same term or aren’t quite sure, marketers should check up on how traffic and search rank changes over the next few weeks.

Given the timing, this can be especially difficult to evaluate if any drops are due to this change or should be attributed to the core update.

If you’re noticing some pages are being omitted from search results and think it may be due to the limit, try and go in and do some historical optimizations to old post and make them stronger for more niche, long-tail terms that can still get you found.

Doing so may actually help you expand your overall reach and get you found by more detailed searches.

Until then, if you have questions or notice any issues with this change, you can report it to Danny Sullivan on Twitter (@DannySullivan) or log it in Google Support’s knowledge panel.

The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Topics:

Search Engine Optimization
News
Published on June 11, 2019

Recent Articles

9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long-Tail Keyword Research Can Drive Business
August 9, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Inbound marketing help: My traffic and leads are down — what am I doing wrong?
June 28, 2021 • 5 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read