Google reinstated indented search results at the end of 2021. Indented search results are when Google shows additional page(s) from the same domain that it thinks are relevant to your query. These usually occur on Page 1.
Many people might think having two search results on Page 1 is a good thing, but I will show you why I don’t agree.
Keyword optimization
As SEO strategists, we are optimizing certain pages to appear for a keyword or query. In the case of indented search results, pages you did not intend to appear are also showing up for that query.
What if a user clicks on one of the results and doesn’t see what they want? Isn’t this a sign that Google is not sure about which page to show?
CTR based on position
If we look at three studies (Smart Insights, Backlinko, Ignite Visibility) the average click-through rate (CTR) based on Google SERP position looks like this:
Let’s say a website has an indented search result at position 4. Using the table above, our CTR would be around 14% (adding the high of position 4 and position 5).
However, if we could move that search result up to position 2, our CTR would be between 16-18%.
Of course, moving it up to position 1 would be the best with a CTR of 28-40%.
Can you get Google to remove indented search results?
Yes, you can get indented search results to go away. In the example below, we optimized the top page that was listed in position 5.
However, after we did that, Google started showing an additional page indented between...
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