Google has initiated a new test phase in its mobile search experience, experimenting with the removal of favicons and site names from search results. This potential change marks a significant shift from the current design that has been in place since 2019.
Key Changes Under Testing
The test removes two familiar elements from mobile search results:
- Website favicons (small brand icons)
- Site names displayed at the top of search snippets
This modification creates a cleaner, more streamlined appearance in mobile search results, focusing users' attention primarily on the content titles and descriptions.
Potential Impact
The removal of these visual elements could affect:
- Brand visibility in search results
- User experience in distinguishing between different sources
- Click-through rates for websites that rely on brand recognition
- Overall mobile search result readability
This testing phase suggests Google may be prioritizing content relevance over brand visibility in mobile search. Digital marketers and SEO professionals should monitor these changes closely, as they could influence mobile search optimization strategies.
The test is currently limited to select users, and Google has not announced whether this change will be implemented permanently across all mobile search results.
