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Important news coming from Google Search: the American company has announced on Twitter that the search results will change in order to reward websites diversification.

Danny Sullivan, famous SEO guru, commented this algorithm update, but also the new communication strategy adopted by Google.


“Have you ever done a search and gotten many listings all from the same site in the top results? We've heard your feedback about this and wanting more variety. A new change now launching in Google Search is designed to provide more site diversity in our results”.

The big novelty is the search results that, up to new updates, will include a maximum of two results from the same domain, increasing the diversity of the SERP.

Google has stated that the goal of the new update is to offer users a variety of search results, which means that all the lists of subdomains and the main domain will be considered as the same single site. However, as stated by Google in a tweet, it will consider the sub-domains as separate sites if the content is deemed relevant (an example is Amazon).

Danny Sullivan said that “this new update will affect only Google main results, while other search features such as the best stories, videos, images and other researches will remain unchanged”.

Therefore, the positioning of the pages will remain unchanged, but the URLs in the search result will be modified.


Another important news, which jumped to the attention of the web masters and of the entire SEO community, is the new communication strategy adopted by Google for the updates.

Google regularly updates its algorithm and rarely bothered to communicate the update to the community. It is up to the SEO experts to notice these updates when there is a significant change that affects every website.

It happens then that several SEO experts talk about the potential update and exchange information on the theme in specific forums and communities, as it happened in March, when many SEO experts asked questions to Big G and he answered with an official tweet to confirm the update:

“This week, we released a broad core algorithm update, as we do several times per year. Our guidance about such updates remains as we’ve covered before. Please see these tweets for more about that […]”

Until the beginning of the year, therefore, Google merely confirmed the release of its updates only following specific questions or special promotions.


For several months, Google has decided to communicate the release of its updates in advance via Twitter. The reason for this change in its communication strategy intrigued many SEO experts, who created debates and opened discussions about this topic.

According to someone, the reason would depend on the extent of the update. The current update may upset the current SERP and positioning, so Google would have decided to warn the experts in advance so as not to be caught unprepared.

On the other hand, other people think that this is only a way to avoid alarmism and the consequent publication of erroneous news, something that always happens after every suspicious change in the SERP.

On this proposal, Danny Sullivan wrote on Twitter that Google intention is not to leave people “dumbfounded and worried about the news”.


To sum up, Google continues its constant work of improving and refining the SERP, analysing and interpreting the search query to offer users the most relevant content.

To learn more about digital marketing and SEO strategy read our articles.

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