Today, Google has announced a new feature:
Starting today in the U.S., we’re rolling out a new message that lets you know when Google hasn’t been able to find anything that matches your search particularly well. While you can still go through the results to see for yourself if they’re helpful, the message is a signal that we probably haven’t found what you’re looking for. When possible, the feature will also provide some alternative searches as well as tips on how you could reformulate your query to better find the information you seek.https://www.blog.google/products/search/getting-great-matches-google-search/
While it’s way to early to draw too many conclusions about the impact of this new message on searcher behavior, it might be useful as part of your SEO process.
First, if you see this message for a target search, it’s probably a good idea to build some content around the topic. At the risk of stating the obvious, Google’s system doesn’t think there are currently great pages in the index for the query.
Second, just like we recommend with respect to using people also ask and related searches, you should also consider Google’s recommendations on alternative searches. Just like we saw with “near me,” when Google makes a suggestion, it can impact search behavior.
Finally, on that point, this is a good opportunity to revisit Google’s documentation on refining web searches. While I don’t expect a significant improvement of overall searcher sophistication, it’s worthwhile to explore SERPs that have been refined with the site search operation (i.e. site:attorneysync.com). At the very least, it’s a good way to do some competitive research.