Dive Brief:

• Google Inc. has added new square yellow labels to paid advertising in an effort to clarify its interface across mobile and desktops searches.

• The move is one that optimizes touch on mobile, and observers say it's a way to drive more clicks.

• As a result, retailers must begin to assess Google searches in a new way, taking into account their paid ads and search results as a whole rather than separately, according to SEO strategies company Conductor Inc.

Dive Insight:

This move by Google Inc. on its fifteenth anniversary clarifies searches for users but is useful to retailers, too. The new touch-enabled yellow tabs are a nod to mobile, but another change includes providing more ads when someone searches for products, which could be useful to the searcher. Retailers should look at Google search results in a new way, taking into account all results to assess whether they should provide more or fewer ads. Otherwise, perhaps they should be grateful that Google is making it easier for consumers to find their sites with a touch of a finger.