Customers want answers now. Google is addressing that need in a manner reminiscent of its inception: elegant simplicity free from clutter. It aims to attract users away from cluttered, pop-up infested search experiences and solidify its position as the primary gateway to the web. This is to ensure that companies like ChatGPT, Apple, and Amazon don’t emerge as potential search replacements.
As a result, informational queries often lead to no website clicks, as structured snippets and SERP (Search Engine Results Page) features provide immediate and satisfying answers.