I could not agree more with these top trends to watch. Each one of these has been growing over the past year or so and SEOs are seeing the impacts of them on organic traffic.
Google’s growth of things like Knowledge Graph has led to a decrease in the amount of organic traffic on searches with informational intent such as “cast of Top Gun.” In the past, that query would return the standard ten-blue-links organic results and searchers would click through to a site like IMDB. Now, this SERP returns those same ten-blue-links but also shows the entire cast in a scrollable banner in position 0 (above the first organic link) as well as information about the movie on the right-hand column and links after the list of ten-blue-links that take you to movies also directed by Tony Scott, movies starring Tom Cruise or movies about pilots. Each one of these links keeps you within Google’s walled garden rather than sending you to an external site. In total, there are 71 different links to pages that are part of the Google ecosystem!
The same reduction in traffic is occurring as more and more queries result in Zero-Click searches, where Google simply provides the answer to the query in a featured snippet or even in the auto-suggest options of the search box itself.