Google has been serving up 'quick answers' to various search queeries in order to keep searchers in their results. I first experienced this a while ago when I Googled "current USD GBP exchange rate." At the top of the SERPS was a small window that gave me the current rate. It also let me adjust the units of USD or GBP and automatically recalculated the valuation of the other currency based on that volume. Without having to go looking through the SERPS for the rate and potentially a site that would perform the conversion for me, Google supplied it instantly.
Google Quick Answers has spread from simple questions like Capital of Estonia or game scores for tonight's Yankee/Red Sox game to even offering suggestions and dabbling in religion. The search for a Jewish blessing for types of food and meals. Searchengineland just pointed out that 'Bracha for Yogurt' results in a box that gives the blessing for both before and after eating yogurt.
http://searchengineland.com/google-quick-answers-jewish-food-blessings-198662#
It seems Google is continuing to expand the ways in which is will dominate the "now" in search. Expanded images and information to which it is supplying its own direct responses re more examples of this strategy.
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