Google showing zero-SERPs is another example of how we are shifting the way we search in our daily lives

I read an article by Moz announcing the zero-SERPs. Originally tweeted by Barry Schwartz, a SERP displayed the query, ‘time in Los Angeles’ as definitive, without listing other results:

screenshot of Barry Schwartz tweet: showing Google SERP with just one answer for the time in LA

Very bold, Barry.

Google’s Danny Sullivan, who’s job it is to help ‘people better understand search & Google’ replied,

For calculator, unit converter & local time, we’re experimenting with a condensed view to further speed up load time. People who search for these tools rarely use full search results, but the results will remain available for those who want them via the “Show all results” button. – @dannysullivan

The rollout had many wondering whether this comes off data collected from Home Assistants. Users of the Home Assistant ask Google a singular question and receive a one-off answer.

Screenshot of Google Zero-SERP showing the time in Montreal with no other results
As you can see, there is an option to display ‘all results’ (the likeliness is you won’t need to click that). There’s something baron about it.  As though you’ve come to the end of the internet.
This may have come from the new wave of search. The stats prove how popular voice-activated searches are: 70% of searches are conducted from voice, with 53% of users claiming it feels more natural.
It’s still almost like what’s old is new. We’re going to back to just having a conversation. – David Kaplan / Lauryn Chamberlain
These zero-SERPs are still experimental and may yet be subject to change. My take; is Google cannot blend desktop, mobile and voice search together. Each tool have different search purposes.
If I am searching on my mobile or with voice search: it’s likely I’ll need quick, short answers. However, when I search on my desktop, it’s more likely I’m conducting longer research. It’s a matter of necessity.
As marketers, we need to expect that new search techniques will influence traditional methods. But for paid search and desktop searches, I think this has the potential to create problems.

What’s your take on zero-SERPs? Leave a comment!

Do you think this is good or bad for search result pages? Have you seen offer results? Leave a comment below and let me know your thoughts.

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Google Showing Zero-SERPs: Is This A Shift In Search?

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