Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

Ecompromo | March 14, 2018 | SEO Resources

Posted by Dr-Pete

On Wednesday, Google launched a large-scale experiment, removing organic results from a small set of searches with definitive answers such as this one for “What time is it in Seattle?”:

These SERPs display a Knowledge Card with a “Show all results” button and no additional organic results or SERP features. Danny Sullivan wrote on Twitter that this is currently limited to a small set of answers, including calculators, unit conversions, and some time/date queries. Here’s another one, converting yesterday’s MozCast temperature (“108 degrees in celsius”):

At first glance, this is a startling development, but it shouldn’t be entirely surprising. So, let’s get to the hard questions — is this a sign of things to come, and how quickly do we need to adapt?

For today, don’t panic

First off, preliminary data suggests that these really are isolated cases. Across the 10,000 searches that MozCast tracks daily, one search (0.01%) currently displays zero results: “1 gigabit to gigabyte.” This change is not impacting most high-volume, competitive queries or even the vast majority of results with Knowledge Cards.

Second, we have to face the reality that Knowledge Cards, even paired with organic results, already dramatically impact search user behavior. …read more



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