#so basically i just change the features of iconic hawke a little and add a ponytail
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Amber Hawke
“Everyone has a story they tell themselves to justify bad decisions and it never matters.“
#dragon age#Amber Hawke#another mood painting#true to the nature of the games it's based on I did this in a day#while the one of my warden took me weeks#consistent art style?#wouldn't know it#it's a lot messier but i guess that fits hawke#she's the most emotionally messed up of my protags#basically just on a downward spiral to self-loathing#poor diplomatic mage hawke#Hawke#dragon age 2#f!Hawke#so basically i just change the features of iconic hawke a little and add a ponytail#so that her look in the prologue is basically just what varric thinks would be cooler rather than a completely different person#da2#my art
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Spyro Reignited Trilogy – Review
20.. err, 21, years ago, Spyro The Dragon was released on the original Playstation. The 3D platformer later became an icon, alongside Crash Bandicoot, as the co-mascots of the PS1 era. Crash received a faithful remake of the trilogy of games in 2017. Thus, Spyro got its due in 2018 with the Spyro Reignited Trilogy. It includes Spyro The Dragon, Spyro 2: Ripto’s Rage and Spyro 3: Year Of The Dragon, completely remade to look and sound like how you remembered it.
My childhood was filled with times playing Spyro. I loved discovering Spyro 1 in a PAL demo disc, playing the game in black and white. Spyro 2 is the first ever game I completed 100%. And I never got around to finishing Spyro 3 because all the bootleg versions I found are intentionally broken thanks to DRM.
So of course I have to check it out and see if it lives up to my nostalgia.
Presentation
Developers Toys For Bob reversed engineered the original Spyro trilogy. The Reignited Trilogy runs on Unreal 4 engine targeting 30fps. The developers also get some leeway in adding extra details and art to them too. I love the bright pastel colours that have been preserved in the updated visuals. Spyro’s charming, cartoony aesthetic is looking better than ever.
The first Spyro game, which is filled with flat, barren landscapes by today’s standards, got the biggest of the art overhauls and it looks amazing now. The dragons you rescue are not just palette swaps, but unique realised characters. However the Gnorcs, your main goons, look less goofy but nastier- something I find personally bothered by. The rest of the casts as seen in the latter two games are okay in my book though.
There are a few more aesthetic changes that I find odd. You don’t get to see the gems you collected physically tallied during loading transitions from levels. Orbs in Spyro 2 don’t have the satisfying bouncing animation when you are awarded them. Spyro’s animations got some tweaks, his walking cycle and hover animation is different which messed a bit on my muscle memory.
But these are minor quibbles and won’t affect any new players. That’s not saying there are not any.
Some gameplay loses its clarity, obscured by the new graphics. Gems that are usually easy to spot lying on the ground can very well be hidden in the new lush grasses. Walls or surfaces that can be broken by Spyro are easy to miss. Projectile attacks that are telegraphed by use of lights and shadows are hard to see. Some of these issues are a by-product of the evolved gaming standards today, where unique textures, shadows, and lights are not as prominently used outside of making games look good.
Besides that, the use of motion blur might not be the best decision. The camera usually hangs close to the back of Spyro and you have a small, limited field of view. There are many instances where you need to navigate through tight, blind corners either while airborne during time attacks or charging after a thief. Thanks to the motion blur, you can easily lose track of what you are seeing when making sharp turns, makes for many bad screenshots or worse, can make you sick.
That’s not all, the whole subtitle debacle is unfortunate. Spyro 1 has no subtitles (just like the original) while the other two have cut-scenes without subtitles, though there are text boxes for the many character interaction. On the note of lacking accessibility, the game allows you to invert both axis options for the camera, but some mini-games do not invert the aim as you expect it should be.
Spyro Reignited Trilogy features a new dynamic soundtrack rearranged from the original soundtrack by Stewart Copeland. Don’t worry, you can switch between the new and old soundtrack in the pause menu. I kept flipping between the two scores and I’m glad to say the Reignited tracks are ever so faithful to the original with slight twists.
The original soundtrack still has this distinctive, unique sound that is lovely to hear and holds up 21 years on. And it does indeed bring a lot of nostalgia if you’ve played the original games before.
Gameplay
Hopping back to the first world in Spyro The Dragon left me smiling in delight. It takes some adjustments, those new animations threw me off at first, but controlling the little, nude purple dragon feels just like the original games. Or how similar to how I remember them at least.
For the uninitiated, in each game, Spyro has to defeat a villain. To progress, you have to collect enough collectibles (Dragons in Spyro 1, Talismans and Orbs for Spyro 2 and Dragons Eggs for Spyro 3). The little purple dragon has a simple move set. You can jump and glide (and starting Spyro 2, a hover) to get across chasms and platforms.
Enemies come in a ton of variety but your basic attack comes from your flame breath and charging them with your horns. Some enemies can be defeated by either attack or only either one or through powerups or stage gimmicks.
You have a companion, Sparx the Dragonfly, that helps you collect gems and also your health indicator. You heal up by defeating small fodder creatures which will produce butterflies that Sparx can eat. It’s a cool thing to see back in 1998 because, for the most part, the HUD is non-existent during gameplay. And it’s still cool today.
Each game is structured where you begin in a hub world, which holds a few levels. Gain enough collectibles and you can progress to the next level or hub world or boss fight.
If you are turned off from playing a collect-a-thon after playing too many modern AAA open world games, don’t worry. These Spyro games know how to make collect collectibles enjoyable. Grabbing those gems, either by your own or Sparx picking them up, will give you a good ding, a nice number pop-up and a slight rumble on the controller. The gems encourage you to scour every bit of geometry as every bit of traversable land is filled with secrets.
It’s interesting to see how the original developers Insomniac Games managed to iterate their design for each subsequent game. Spyro The Dragon has very simple level layouts but requires your utmost confidence in your platforming abilities to pull off. To the point that some hard section will have a collectible for this game, a Dragon, congratulating you for doing so. It can be difficult, but rewarding.
For Spyro 2, the game is easier in the first few levels and has a better tutorial to help you master the platforming. Levels are more linear, each with a unique objective that technically still is just reach the end of the level. The world is more fleshed out with more characters other than just dragons or Gnorcs.
Additionally, Spyro gets a ton of new moves and there is now some level gating Metroidvania style to finish 100% in some levels. Spyro 2 also introduces elaborate mini-games. From playing hockey to escort mission (sigh) and also some simple puzzles, each is unique and fun for a few minutes you have to play it.
Spyro 3 is peak Spyro, amalgamating the interesting new ideas in Spyro 2 with the difficulty ramp of Spyro 1, which does not take long to ramp up. The side content gets even more elaborate, some homages to other games of the era like Doom, Tony Hawk Pro Skater, and Time Crisis. Instead of Spyro getting new moves, you get to play as more characters in certain sections of the levels.
The new moves and additions add more variety of the usual collect-a-thon main loop. And as ever, exploration in the latter two games are highly rewarded with these fun mini-games. Though I have to warn you, that some of them are infuriatingly annoying. It’s not hard because it’s easy to understand and do. But infuriating, because some of them require trial-and-error (the whack-a-mole in Spyro 3), some will have you fight against the small field of view and motion blur (the double dragon fight in Spyro 3) and some have oddly bad controls just like the original (the minecarts in Spyro 2).
I also like to point out that I feel like Spyro 2 and Spyro 3 feels a bit less polished in some of its later levels. There are some collision issues I found. And there is one skateboard race in Spyro 3 that don’t seem to register the boost gained from doing tricks until I repeatedly retry the event. There are even bad audio and video stutters while loading in the two latter games. The game got delayed for two months as it was near release, I can’t imagine what state it was before that.
Content & Longevity
Each of the games is not that long compared to what you expect of games today. As a trilogy, it’s of okay length if you are going for full completion.
I completed 120% of Spyro 1 in 5 hours, 100% of Spyro 2 in 8 and 117% of Spyro 3 in 12. That’s at most 25 hours, or shorter if you plow through the critical path.
The latter two games have plenty of mini-games, some requiring you to backtrack to past levels. But it’s okay, the level layouts are short- you can reach the end of each level in a minute or two.
It certainly rewards the completionist. So I encourage you to collect all the collectibles for some cool bonuses at the end of each game. Though some of the side content can be annoying, it won’t take that long to complete them all.
Verdict
Personally, playing through Spyro Reignited Trilogy rekindled my love for the series. The three Spyro games were standout 3D platformers back in its day and this remake does them justice.
Spyro Reignited Trilogy faithfully recreated the three games and smartly updated it with thoughtful quality of life changes. But it stumbles in providing expected accessibility options. The new art for the world and characters are all welcome additions. Though some of the choices negatively affect the core gameplay.
The gameplay has aged well, except for some optional content which is annoyingly tricky, even back then.
Should you have any nostalgia of the first three Spyro games, Spyro Reignited Trilogy will rekindle that old flame again. If not, it’s still a solid 3D platformer in 2019 that should spark new interest and love for this genre.
Review based on the PS4 version played on a base PS4. Review copy purchased by the reviewer
Spyro Reignited Trilogy – Review published first on https://touchgen.tumblr.com/
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Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
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Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
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Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
http://ift.tt/2FKsJT2
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from Blogger http://ift.tt/2pdroxU
via SW Unlimited
0 notes
Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we’ve pulled some data from an internal CTR study we’re currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That’s a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn’t new (part 1)
I’m going to argue that this change is one that we in the industry should’ve seen coming, and I’m going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for “Where was Stephen Hawking born?” Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here’s a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer…
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question (“Where was Stephen Hawking born?”), I get no SERP at all, just the answer:
“Stephen Hawking was born in Oxford, United Kingdom.”
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search…
Google’s push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it’s enough for desktop.
This isn’t new (part 2)
Over the past couple of years, I’ve talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn’t organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You’ve probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for “cranberry”)?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It’s easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren’t even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like “When is Pi Day?” still shows organic results, but the Knowledge Card gives us a definitive answer…
Here, organic opportunity is very limited. Think of this as a “closed informational” search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search “What is the best pie?”, which returns the following Featured Snippet (a hybrid of organic result and answer box)…
No one answer will ever suffice for this question. Even the author of this post had the decency to say “Go ahead and let me have it in the comments,” knowing the disagreement would soon flow like cherry filling.
Think of these searches as “open informational” searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
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Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Text
Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming
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. Thanks to Russ Jones, we've pulled some data from an internal CTR study we're currently working on at Moz. In that study, SERPs with 10 blue links have a roughly 79% organic click-through rate (overall). Add just a Knowledge Card, with no other features, and that drops to 25%. That's a 68% drop-off, a loss of over two-thirds of organic clicks. Google has tested this change and likely found that showing organic links on these particular searches provided very little additional value.
This isn't new (part 1)
I'm going to argue that this change is one that we in the industry should've seen coming, and I'm going to do it in two parts. First, we know that Knowledge Cards and other answers (including Featured Snippets) power SERPs on devices where screen size is at a minimum or non-existent.
Take for example, a search for "Where was Stephen Hawking born?" Even though the answer is definitive (there is one factual answer to this question), Google displays a rich Knowledge Card plus a full set of organic SERPs. On mobile, though, that Knowledge Card dominates results. Here's a full-screen image:
The Knowledge Card extends below the fold and dominates the mobile screen. This assumes I see the SERP at all. Even as I was typing the question, Google tried to give me the answer...
If the basic information is all I need, and if I trust Google as a source for that information, why would I need to even click at this point?
On mobile, I at least have the option to peruse organic results. On Google Home, if I ask the same question ("Where was Stephen Hawking born?"), I get no SERP at all, just the answer:
"Stephen Hawking was born in Oxford, United Kingdom."
Obviously, this is born of necessity on a voice-only device like Google Home, but we get a similarly truncated result with voice searches through Google Assistant. This is the same answer on my phone (the same phone as the previous screenshots), but using voice search instead of text search...
Google's push toward voice UI and mobile-first design means that these considerations sometimes move back up the chain of devices. If the answer is enough for voice and mobile, maybe it's enough for desktop.
This isn't new (part 2)
Over the past couple of years, I've talked a lot about how SERPs have expanded well beyond 10 blue links. What we talk about less is the flip-side, that SERPs are also shrinking. Adding SERP features is, in some cases, a zero-sum game, at the cost of organic results.
Each of the following features take up one organic position:
Full site-links (each row)
Image results
Top Stories
In-depth articles (3 articles = 1 organic)
Tweets (carousel)
Tweets (single)
Across the 10,000 SERPs in our data set, over half (51%) had less than 10 traditional organic results. While very-low counts are rare, over one-fourth of page-one SERPs fell into the range of 5–8 organic results.
While the zero-result SERP is certainly a new and extreme case, the removal of organic results in favor of other features has been happening (and expanding) for quite some time now. SERPs with as few as 3–4 page-one organic results have been appearing in the wild for well over a year.
In some cases, you might not even realize that a result isn't organic. Consider, for example, the following set of results on desktop. Can you spot the In-depth Articles?
On desktop results, there are no visual markers separating In-depth Articles from organic results, even though these results are powered by two different aspects of the algorithm. From the source code markers, we can see that the answer is #2–#5, three results which displace one organic result:
Another example is Twitter results. You've probably seen the Twitter carousel, which is a visually distinct format with three tweets, but have you seen a result like this one (on a search for "cranberry")?
At first glance, it looks organic (except for the Twitter icon), but this result is a vertical result pulled directly from the Twitter data feed. It is not subject to traditional organic optimization and ranking factors.
All of this is to say that organic real estate has been shrinking for quite a while, giving way to vertical results, Knowledge Graph results, and other rich features. Google will continue to experiment, and we can expect that some SERPs will continue to shrink. Where the data suggests that one answer is enough, we may only see one answer, at the cost of organic results.
Search intent vs. opportunity
It's easy to let our imaginations run wild, but we have to consider intent. The vast majority of searches are never going to have one definitive answer, and some queries aren't even questions, in the traditional sense.
From an SEO and content standpoint, I think we have to expand our idea of informational search intent (vs. transactional or navigational, using the classic model). Some questions are factual, and can be answered by the ever-expanding Knowledge Graph. As of today, a search like "When is Pi Day?" still shows organic results, but the Knowledge Card gives us a definitive answer...
Here, organic opportunity is very limited. Think of this as a "closed informational" search.
On the other hand, open-ended questions still rely very much on a variety of answers, even when Google tries to choose one of those answers. Consider the search "What is the best pie?", which returns the following Featured Snippet (a hybrid of organic result and answer box)...
No one answer will ever suffice for this question. Even the author of this post had the decency to say "Go ahead and let me have it in the comments," knowing the disagreement would soon flow like cherry filling.
Think of these searches as "open informational" searches. Even if we have to compete for the Featured Snippet (especially on voice results), there will be organic/SEO opportunity here for the foreseeable future.
Ultimately, we have to adapt, and we have to get smarter about the searchers we target. Where Google can answer a question, they will try to answer that question, and if organic results add no measurable value (regardless of whether you agree with how Google measures value), they will continue to shrink.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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