Google Custom Search Engine (beta) Starter Guide - Manual (Page 5)

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3. If you want to provide a way for users to narrow down search results in order to find the information they
are looking for even more quickly, you can create refinements. These are links that appear at the top of your
search results page. They are clickable and are the equivalent of formulating a new query or performing a
query rewrite. All you have to do is to provide a name for the refinement (this is what the person searching
will see), and add additional terms (query refinements). When using a Google Marker, you can also add
refinements to each URL you include.
4. The Look & Feel section enables you to customize the search results page and the homepage for your
custom search engine. This ensures that the search results match the look and feel of your web site or
blog, making for an integrated experience for your visitors.