Google switches hyperlinks to black

Search engine hopes the trial will reveal optimum colour for clicks

Google has been A/B testing black hyperlinks against traditional blue ones in search results to see which colour encourages more clicks.

It appears that the change, which has seen the headline text links change colour, although the links underneath remain as green and other text has stayed black, only affects Chrome users currently.

Those who were served the black links do not seem to be particularly happy with them and users took to Twitter, Reddit and other social networks to complain about the change.

User Joseph Madden complained: "The black unclicked links look terrible and are not very functional!"

Advertisement - Article continues below
Advertisement - Article continues below

Facelessloser, meanwhile, said: "My Google links have turned black, They look horrible. Please turn them back to blue."

Although the search giant hasn't revealed why it's made the change, the colours of links has been a significant focus for the company. Before it settled on the exact shade of blue we have come to recognise today, it tested 41 different shades, which resulted in a profit boost of $200m (1.4m) by increasing click-through rate.

Last year, Google trialled changing the colour of navigation links from red to blue, although it seems that change did go down more favourably with users, because it decided to switch to blue shortly after positive feedback

If you are one of the users whose search results have changed and you want your blue links back, you can do so by heading to "Your searches and browsing activity" in Chrome and disabling the option. You can also log out of your Google account and back in again to get the old look back.

Featured Resources

What you need to know about migrating to SAP S/4HANA

Factors to assess how and when to begin migration

Download now

Your enterprise cloud solutions guide

Infrastructure designed to meet your company's IT needs for next-generation cloud applications

Download now

Testing for compliance just became easier

How you can use technology to ensure compliance in your organisation

Download now

Best practices for implementing security awareness training

How to develop a security awareness programme that will actually change behaviour

Download now


cloud computing

Google adds partners to real-time translation tools

8 Jan 2020

The IT Pro Products of the Year 2019: All the year’s best hardware

24 Dec 2019
search engine optimization (SEO)

Google is getting worse as it does more

21 Dec 2019

The IT Pro Podcast: Is the future multi-cloud?

29 Nov 2019

Most Popular

data governance

Brexit security talks under threat after UK accused of illegally copying Schengen data

10 Jan 2020
cyber security

If not passwords then what?

8 Jan 2020
Policy & legislation

GDPR and Brexit: How will one affect the other?

9 Jan 2020
web browser

What is HTTP error 503 and how do you fix it?

7 Jan 2020