SEO: How To Compete On The New Google Search Engine Results Page (SERP)
Recent changes made to the Google SERP have taken many by surprise. Google has eliminated the sidebar ads that once appeared to the right of the results. They have also increased the number of ads allowed above the results, now showing up to four ads. This has marketers talking because, with four sponsored results, there are fewer slots available for organic results above the fold. Some queries might not have any organic results appear without the user having to scroll down.