Google Simplifies Search Results, Bing Experiments with Favicons in SERPs – SEO News – #2 – November 2025

Google is expanding the functionality of Search Console, enabling all online merchants – including those without a Merchant Center account – to submit information about their shipping and returns policies. The change aims to increase offer transparency and make it easier for customers to make purchasing decisions.

Source: https://developers.google.com/search/blog/2025/11/more-ways-to-share-shipping

Key new features:

• Access for all e-commerce stores – the “Shipping and Returns” function in Search Console will be available for any website recognized by Google as an online store.Two ways to share policies:
  • directly in Search Console (easy configuration in the interface),
  • using structured data at the Organization level. Google recommends placing shipping policy markups (embedded in the Organization structure) on the page describing the delivery terms.
• Settings Priority: data entered in Search Console takes precedence over markups in the page code.
• Greater Visibility in Google: shipping and returns policies can be presented in knowledge panels, product results, and brand profiles.

The new features will be implemented gradually in the coming weeks across all countries and languages. This is an excellent opportunity to facilitate customer access to information and increase the store’s credibility in search results.

Bing is testing an innovative approach to displaying search results that could significantly improve user navigation on the SERP. The new feature involves placing site icons (favicons) at the very top of the results page, which act as active anchors, taking the user directly to the related result on the list.

The feature was first noticed by Sachin Patel, who posted about it and shared a video on his X (formerly Twitter). It is worth noting that the function is in an experimental phase. As observers report, it does not display for every user (I did not encounter it myself) or for every query, which is typical for A/B tests.

If Bing’s tests prove successful and the new function is implemented, it will be yet another signal that small visual interface elements can have a real impact on engagement and click-through rates.