High Tales 7-Pack Tops the SERPs

Again in December of 2021, Google launched a redesigned version of Top Stories on desktop that obtained comparatively little discover. At first look, it appeared that Google launched a two-column design, comparable to this High Tales pack for “Nerf”:

Over time, SEOs noticed a rarer however extra fascinating selection, the 7-pack. Right here’s one for “snow” (a subject very a lot on my thoughts in Chicago as I’m scripting this publish):

Past the redesign itself, this 7-pack occupies an enormous quantity of display real-estate, particularly in comparison with earlier High Tales lists and carousels that had been restricted to a few tales.

Ought to we panic but?

It’s straightforward to give attention to essentially the most excessive examples, however how typically is that this 7-pack selection really occurring? Throughout the MozCast 10,000-keyword every day monitoring set on February third, we captured 2,121 page-one SERPs with High Tales. Right here’s the breakdown by story depend:

In our knowledge set, the 7-pack is fairly uncommon (<1%), with a bit beneath half (44%) of High Tales packs containing 4 tales. Curiously, there’s a design break between three and 4 tales. High Tales packs with three or fewer tales are introduced in record format, like this one from a seek for “canine breeds”:

High Tales packs with 4 or extra tales (on desktop) appear to modify to the newer, two-column format. Whereas we don’t presently have knowledge on the CTR affect, will probably be fascinating to see how the 2 codecs affect CTRs and different searcher behaviors.

Is information a search intent?

Whereas the 7-pack continues to be comparatively uncommon, it represents a qualitatively totally different SERP — one the place information isn’t just a SERP characteristic however seems to be extra like a dominant intent for that search. Take into account the fuller SERP context of my seek for “snow”:

Sorry for the vertical scroll, however these are simply the options earlier than the #1 natural outcome. Clearly, climate SERPs have some distinctive options, however there’s additionally a 7-pack of High Tales, Twitter outcomes, and the brand new “Native information” pack (launched in December), all suggesting time-sensitive, news-style intent. It is a search the place even essentially the most evergreen informational content material isn’t going to compete.

Notice that, as a result of the information itself is at all times altering, even the presence of High Tales packs may be very dynamic. Their presence throughout SERPs follows a cycle that peaks round Wednesday or Thursday and falls off into Sunday and Monday. Some searches could shift intent solely on particular events. For instance, take into account my seek for “groundhog” on February 2nd:

This was not a seek for “Groundhog Day” — merely for “groundhog” the animal. Outdoors of the vacation timeline, this SERP may be very prone to be informational. Whereas these dramatic shifts are considerably uncommon, it’s vital to keep in mind that search intent isn’t a static idea.

Is Google testing the waters?

As at all times, Google giveth and Google taketh away. These High Tales packs might enhance, disappear, or evolve into one thing totally new. I do assume that Google is testing how searchers work together with information outcomes and attempting to separate information as part of a SERP (when a number of forms of content material are helpful) versus information as a main intent.

For now, it’s value monitoring your personal outcomes to see the place information content material could also be outshining informational content material. In 2022, natural website positioning is as a lot in regards to the searches you don’t pursue as those you do and placing your money and time the place the ROI makes essentially the most sense.