Google has rolled out a new change to their search engine algorithm, which will now display multiple search results for the same domain, as long as the results are highly relevant and useful.

The example they have provided, is a search for ‘exhibitions at amnh’ (american museum of natural history for the non-American’s). Before this new change was rolled out, the search term generated 2 results. Now, it returns 7.

Click here to see the current search results for exhibitions at amnh.

The ability for additional pages to show in search results for a highly relevant website is a welcome change to Google’s algorithm. However, could this cause brand names to be boosted? For instance, the chances are good that you would not search for ‘adhesive bandages’, you would more likely search for ‘bandaids’. The same thing can be said for ‘Kleenex’ instead of ’tissue papers’ and others.

A similar issue could occur with domain names now receiving multiple results, regardless of the quality of content. Should http://www.searchengineoptimization.com/ receive more search results simply because of the domain name? This isn’t referring to anything about their content, or service, but simply the new variable added to Google’s method of choosing appropriate content.

If it is indeed meant to boost only the most highly relevant content, then we’re all for it. We’ll have to wait and see if this is the case.

UPDATE : Just as I suspected.  Others are finding flaws in this new algorithm change. Read SEOMoz’s latest blog post here.