Google's Gary Illyes has emphasized an ongoing trend in Search results - the removal of SERP features such as HowTo and FAQ rich results.
Contrary to speculations that these changes are tied to the Google Search Generative Experience (SGE), Illyes clarified that the goal isn't solely AI-driven.
Instead, it's about presenting cleaner and more user-friendly results, allowing Google to explore new possibilities.
Simplifying Search Results
Illyes highlighted Google's efforts to eliminate SERP features that users seldom use or find valuable.
Recent changes, such as altering video thumbnails and reducing the visibility of HowTo and FAQ rich results, reflect this commitment.
Google's trajectory, as discussed in relation to the SGE and CEO Sundar Pichai's vision, indicates a shift away from the traditional concept of "10 blue links" dominating SERPs, a constant for the past 25 years.
Illyes cautioned against overly focusing on Google's periodic feature launches, suggesting the need for a balanced, adaptable SEO strategy.
He stressed the enduring importance of "10 blue links" and advised creating content that resonates with users, establishing trust, and showcasing authority in your niche.
While initial success might come from addressing broad topics, long-term sustainability requires a more comprehensive approach.
Focus on What Matters in SEO
The evolution of Google's Search results and features has implications for SEO strategies.
Observing these changes, particularly the removal of SERP features, is crucial for SEO professionals.
Ultimately, Illyes reaffirmed the timeless value of original, user-centric content and the importance of building trust and authority in the digital landscape.