Zero-Result SERPs: Welcome to the Future We Should've Known Was Coming

On Wednesday, Google launched a large-scale experiment, removing organic results from a small set of searches with definitive answers, such as "What time is it in Seattle?"

These SERPs display a Knowledge Card with a "Show all results" button and no additional organic results or SERP features. Danny Sullivan wrote on Twitter that this is currently limited to a small set of answers, including calculators, unit conversions, and some time/date queries.

Before posting this to NYCU, I searched "What time is it in Phoenix?" and the SERP was so refreshing! Only the answer was displayed, along with the button to see all the results.