Why Google's Ten Blue Links Must Be Removed

 Despite the increased discussion surrounding topics like 0-click searches and the proliferation of SERP elements, the blue links are at the core of Google's results. Even when SERP elements appear to predominate, the 10 blue links—actually, there are more like 9 blue links on desktop and a semi-infinite scroll on mobile—form the core of the SERP. The core of the SERP is a listing of organic results placed one on top of the other, and they will most certainly disappear at some time.

What Do the Blue Links Represent (and What Do They Say About Google)?

Let's better grasp what the organic listings on the Google SERP are before discussing why I believe the 10 blue links will pass away in due time. I don't mean in terms of how they seem, operate, or achieve their goals. We're all probably aware of it. For the sake of this discussion, what the "blue connections" have to say about Google, users, and the idea of Search is what interests me the most. (Also, I want to make clear right away that I am not advocating that Google eliminate organic results. I'm arguing that their current presentation is unsustainable.

The organic SERP results are comparable to a business trip. You're not there to saunter about or discover a city's pulse. You're there with a clear objective in mind, and after you've achieved it, you go.

The natural results and the provision of connections to eight or nine web pages are business-related. You visit the page, read the content, and then you're done.

The natural results just take you to the website you clicked on (in any structured sort of way). They don't provide you direction, a road, or anything like. They simply are. They are only alternatives; they are neither more nor less.

The organic results show that "People are utilitarian" in reference to the status of users. They leave the ecosystem with the aim of obtaining extremely particular information with very specific goals.

In that context, the organic findings don't really indicate anything "flattering" about the character of individuals and their pursuit of knowledge. With their concept of "Search as a Journey," which sees individuals on a journey for comprehensive understanding that is multilayered in nature, even Google subtly acknowledges this.

The problem is that gathering knowledge and information is not like going on a business trip. You do need to comprehend a topic's "beat." And because of that, how Google operates

The Issue: The 10 Blue Links Prevent Exploration

Knowing anything is far more complicated than just asking a question and receiving a factual response. If this were the only thing that users were looking for, there would be no need for URLs or even the "10 blue links" on the SERP.

Most of these consumers' needs would be satisfied by Google's Direct Answers, and all that would be required is one URL inside of a Featured Snippet that could or might not need to be clicked on.

I used to teach, therefore I've always thought of knowledge as the creation of plans (a la Piaget). It takes several tries to develop a true grasp or even familiarity with anything. In other words, it involves a variety of information from a variety of perspectives that addresses a variety of issues and subtopics. Humans build schemes in the same way. Because of this, schoolchildren study "units" rather than one topic one day and a completely new one the next a bit, think about it, get some more information, research alternative options, mull it over some more, get some more background information, and only then actually buy the product (maybe). 

Why is this the case? It’s because people are trying to be comfortable with the purchase before making it. How do you become “comfortable?” You become familiar. You construct a knowledge scheme. You have an understanding of the product, its benefits, what the alternatives are, what the possible considerations are, and then after all of that, you feel ready to make a purchase.

This idea is not brand-new. The reason why the marketing funnel is frequently referred to be "messy" is due to the idea of how knowledge and familiarity are created. We all know that people will consider a product, conduct some research, and maybe postpone making a purchase.

Only a relatively linear knowledge journey is taken into account due to the way the SERP is built up, with its emphasis on the blue links and addition of SERP elements. Through the SERP elements that are displayed or the material that is represented on the ranking URLs, the SERP is designed to provide rapid responses.

To put it simply, the SERP is not designed for exploring. It's not designed to go in-depth on a subject. Even the knowledge network mostly enables horizontal exploration. It makes it possible for you to switch between knowledge assets, but not necessarily go farther inside of one asset.