Consumer search behaviors are changing rapidly. According to a recent report from BrightEdge (disclaimer: my employer), 57 percent of searches now begin with a mobile device, and last year Google revealed that voice search has increased to about 20 percent of all Google mobile search queries. And of course, Google is constantly adjusting their SERP layout in order to better align with a searcher’s context and expectations. Consumers now expect to see rich content in SERPs that includes not just standard text listings, but video, images, local map results, featured snippets and more. The standard organic listings themselves also sometimes feature rich snippets, which enhance the listing by presenting information in a way that is easy to scan and often visually appealing. Paid search ads have changed as well — in 2015, Google doubled the size of its highly visual product listing ads (PLAs), and last year they announced that up to four search ads could appear for “highly commercial queries,” Search Engine Land Source
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