Google’s Zero-Result SERPs Welcome you to the Future of Organic Search – Is it?
The recent Google algorithm update brings a new and futuristic change to how it would display the search results for some queries – local time, calculator searches, conversion measurements etc. Google finally undertook this experiment to deliver a single featured snippet for searches that did not demand a full list of search result – the Zero Result.
What is the Zero Search Result?
Let’s admit, algorithm updates have a significant effect on the SERPs, which lasts for weeks in Google verses. To save time and deliver faster results, Zero Result Search was launched.
Zero-Result Search is an experiment that Google performed from March 13 to March 20. The aim of the experiment was to eliminate lengthy search results, pages after pages, for queries that did not require them. For instance, if you want the conversion result of 100 lbs to 100 kilograms, you can get it instantly, without wasting pages.
Other simple queries such as time conversions, time zones, or unit conversions, would show similar zero-results.
Condensed view, faster load time and greater efficiency are the finest features of this update. A promising concept, Zero results can possibly diminish load time by almost half a second. Though it might seem negligible, it is not, especially when you want faster service and realistic conversions.
Although the initial roll out received accolades and positive respond globally, it would take some time to collect results of Zero search for enhanced user experience. Of course, being Google, it can monitor the efficacy of this experiment based on how often people click on the “show all results” button and for which type of queries.
What are the Questions and its Answers?
The search industry has not taken this update positively as it is a great threat of losing their real estate. However, taking a deep breath, it is important to understand that these search types are only specific to queries having a definitive answer. If there is a final and true answer, as in the case of converting pounds to kilograms, we must agree that searchers need not scroll through a list of pages for the answer. It makes search results more specific, to the point.
Marketers on the organic side would be pretty safe with this change. There is ample opportunity to such marketers to surface in the accurate search results. So, organic would be a thing of the past with a neatly crafted stand alone Google answer box.
Answering different questions in the search also narrows down the searcher’s intent and the opportunity for search marketers. It depicts what people are actually looking for and what really shows up for the query. To be more specific, SEO strategies have to be approached with intent to query and answer simultaneously.
What were the Results?
Zero Result Search came like a breeze and was gone too soon. Google received tremendous push back early on from all sphere of SEO anxious about the many things such as what happens if Google expands the Zero Result Search to queries that generates more meaningful traffic to a wide range of brands, under a normal circumstance. For example, say hotel flight or train queries resulted in Google features Snippets. That means brands like Expedia and Kayak would face huge losses in terms of traffic as well as revenue.
SEO is dead – Is it for real?
The experiment also resulted in confusion in the global platform. While some experts felt the threat of SEO dying down with the advent of Zero Result Search, Barry Schwartz pointed out a few oversights in the Search Engine Round Table post. For instance, removing Time Magazine from the search engine results returned for “time” as query, which was wrong. Next, users looking for a hot “London date” received features snippets featuring the London calendar. In both these cases, Google would get true intent of queries going wrong.
What about Ads?
Google seems to be willing to sacrifice its revenue model, the ads, among most other things, to ensure users have the best experience by getting quick response. While some would like to argue that their queries bringing up Zero Result SERPs doesn’t make sense to monetize, others debate that Google would monetize all possible things it can.
Is There a Possibility of Reviving Zero Result Search?
Do we see a Zero Result 2.0 coming soon? Do we really want that? The answer is a bit dicier.
Quicker search results, more relevant, and prompt, is unquestionably needed. Zero Search Results, however, would stick only if Google find a way of re-implementing it without compromising with the efficiency for intent. There could be a niche of queries for specific Zero Result Search, which is perfectly suited, and Google has more data to find it out.
Still, some valid questions remain unanswered. The update is all about speed, stated Danny Sullivan. However, there is no apparent benefit of holding search results unless the featured snippets offer exactly what users are looking for. Can Google, in real time, nail down an update, an algorithm that is accurate enough and equally smart to keep up with these complexities of users’ intent?
Author: SEO Services Consultants
