"Macy's Hotel Collection"

[fomayof928@mowline]

We still see SERPs where one site dominates, and that story hasn’t changed much since the update. That said, these six- to ten-count SERPs are quite rare. Looking at the keywords, we also see that many of them have brand or navigational intent. Here are a few keywords where we still see a ten-count:

"Kohl's Hours"

"Loose Outlet"
"Dillard's Sale"
"Eddie Unemployment"
Many dominant intent searches show sitelinks in the #1 bahrain number data position (which allows for up to six additional links from a site). It’s hard to say why Google isn’t using sitelinks in these extreme cases. These may be situations where the intent isn’t entirely clear, but we can only speculate based on a handful of examples. Also keep in mind that Google determines intent algorithmically, so it can change over time.

This is not an easy problem. Site diversity is not a lever you can pull in isolation, especially when left to the algorithm. Reducing repetition too much can hurt quality, in some cases (especially SERPs with brand intent). Similarly, many algorithm updates that are unrelated to diversity seem to have unintended consequences for site diversity.

So, what is the final verdict?
When evaluating site diversity, we need to be careful about relying too heavily on stories. Anecdotally, there are certainly SERPs where one domain seems to have a lot of power. For example, here is the primary results column for a search for “pure green coffee extract” (I’ve removed a local pack for the purposes of this post):