Again in December of 2021, Google launched a redesigned model of High Tales on desktop that acquired comparatively little discover. At first look, it appeared that Google launched a two-column design, corresponding 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 put up):

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

Ought to we panic but?

It’s straightforward to concentrate on essentially the most excessive examples, however how typically is that this 7-pack selection really occurring? Throughout the MozCast 10,000-keyword day by 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 information 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 information on the CTR affect, it is going to be fascinating to see how the 2 codecs affect CTRs and different searcher behaviors.

Is information a search intent?

Whereas the 7-pack remains 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. Contemplate 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. This can be a search the place even essentially the most evergreen informational content material isn’t going to compete.

Observe that, as a result of the information itself is all the time altering, even the presence of High Tales packs could 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 could be very more likely to be informational. Whereas these dramatic shifts are considerably uncommon, it’s essential to do not forget that search intent shouldn’t be a static idea.

Is Google testing the waters?

As all the time, Google giveth and Google taketh away. These High Tales packs may improve, disappear, or evolve into one thing completely new. I do assume that Google is testing how searchers work together with information outcomes and making an attempt to separate information as part of a SERP (when a number of sorts of content material are helpful) versus information as a major intent.

For now, it’s price monitoring your individual 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.