One of the biggest changes from SERPS 9 years ago to today is that Google is now trying to keep people on the result page for as long as they can. An example is in the case of the knowledge graph. In Mediative's study. when searchers were looking for "weather in New Orleans", the results page that was presented to them showed exactly what they needed to know. Participants were asked to click on the result that they felt best met their needs, even if, if reality, they wouldn't have clicked through (in order to end that task). When a knowledge graph result exactly met the intent of the searcher, the study found 80% of people looked at that result, and 44% clicked on it. Google provided searchers with a relevant enough answer to keep them on the SERP. The top organic listing captured 36.5% of pages clicks—compared to 82% when the knowledge graph did not provide the searcher with the answer they were looking for. It's a similar case with the carousel results; when a searcher clicks on a listing, instead of going through to the listing's website, another SERP is presented specifically about the business, as Google tries to increase paid ad impressions/clicks on the Google search results page. Get the full story at Moz