Google is officially testing and refining the “more results” button to load more search results on the same page instead of making searchers click to the next page.
According to a report in searchengineland.com on Tuesday, it seems to be visible to many while searching “Google” on their smartphones Danny Sullivan of Google also confirmed on Twitter that this test has been running for the past few days.
“We’ve been testing that and trying it with more people now,” he tweeted. Google first tested the “more results” button in December last year, in a more limited fashion, displaying fewer search results on the mobile pages giving an option to click on a button labeled “more results.”
The European Union’s antitrust regulators on Wednesday fined Google 1.49 billion euros ($1.7 billion) for abusing its dominance in the online search market by blocking rivals.
Google has abused its market dominance by imposing a number of restrictive clauses in contracts with third-party websites which prevented Google’s rivals from placing their search adverts on these websites, the European Commission (EC) said in a statement.
“Today the Commission has fined Google 1.49 billion euros for illegal misuse of its dominant position in the market for the brokering of online search adverts,” EC Commissioner Margrethe Vestager said.
It is the third EU fine for Google in just two years.
“Google has cemented its dominance in online search adverts and shielded itself from competitive pressure by imposing anti-competitive contractual restrictions on third-party websites. This is illegal under EU antitrust rules,” Vestager said.
The Commission said the fine which is equivalent to 1.29 per cent of Google’s turnover in 2018 takes account of the duration and gravity of the infringement.
“The misconduct lasted over 10 years and denied other companies the possibility to compete on the merits and to innovate – and consumers the benefits of competition,” Vestager said.
Websites such as newspaper websites, blogs or travel sites aggregators often have a search function embedded.
When a user searches using this search function, the website delivers both search results and search adverts, which appear alongside the search result.
Through AdSense for Search, Google provides these search adverts to owners of “publisher” websites.
Google is an intermediary, like an advertising broker, between advertisers and website owners that want to profit from the space around their search results pages.
Therefore, AdSense for Search works as an online search advertising intermediation platform.