Google Research, 2019 main changes and trends
We just stepped into the new year, but in these lazy days we can still dwell and fruitfully look back at the entire 2019 of both the SEO and Google research: not only to remember those rollercoaster moments that influenced our projects, but also (and mainly) to draw out useful indications for the future. Right after our 2019 list of Google updates on an algorithmic level, now it is the turn to expand our view on the whole ecosystem.
Search results and zero click trends on links
The main element to focus our attention on is probably the increase of zero click researches on Google, meaning all those queries directly solved on Google’s search results page and, hence, of users not clicking on the links placed within the SERP. As George Nguyen reminds us on Search Engine Land, during the entire 2019 this trends reached its historical peak, representing over 50% of Google searches.
The drop in organic clicks has been definitely caused by the changes on the user interface inside Google’s search results page: for instance, in the last two years rich answers are more than doubled among mobile queries, by removing the need for the user to click on a result, and is also increasing the typology of structured data supported by Google in order to generate