Peter J. Meyers (aka Dr. Pete) uses examples of the many kinds of "non-SERP" style results that searchers can see now, depending on the type of query or device they're using; and questions whether the
SERP as we know it will become extinct.
First up is the OneBox, which Google pioneered way back in 2006. The units encompass a map and a ton of local business listings, and they
also take up quite a bit of space in the results. Continuing on the local search path leads us to the mobile search interface. Mobile maps on the iPhone, for example, don't even feature a SERP;
instead, users can click on individual pins within the map to find contact info for a local business.
"This is obviously useful to end-users, but it changes the game completely for
local businesses," Meyers says. "If your business isn't ranking for local searches, an iPhone user probably won't find it, even if you rank well on traditional SERPs." Meyers also touches on how
Google's Search Suggest feature likely bypasses a whole first page of SERPs, getting users to narrow down their search from the start.
Read the whole story at User Effect »