Google wants extractable facts that they can insert directly in the search results. I speculate the users want it too, at least as long as those “facts” are actually true. The more voice makes up the percentage of searches, the fewer searches will be directly to a non-paid organic website.

Anyone trying to build a scalable business and expecting SEO to play a meaningful role probably doesn’t have a firm grasp on what Google has done over the past 10 years and will continue to do. Most businesses, and their investors, should be calculating what their numbers look like if they were to receive 0 free users from Google.