Google Search Is Expanding into New Territories - MARION VESPREY | OCTOBER 2022
The text-based Search many of us are accustomed to under Google is slowly growing more dynamic. In its third annual SearchOn event, Google has shared the changes it will implement in order to fuel its vision of a “new way of searching.” Among these changes are aggressive calls to include more visual- and multimedia-based search.
New Features of Google Search
It is worth noting that many upcoming features will build on Google’s recently introduced “multisearch.” This capability uses machine learning and artificial intelligence to let users customize and narrow query results both using photo and text.
In the near future, Google will serve more insightful, tailored results to users using predictions based on their general search queries. Users can expect to receive the following: detailed autofill suggestions, links to Discussions and forums, and location-based elements.
Shopping on Google will also become more of a visual and immersive experience. Users will be able to initiate their shopping experience by typing the word “shop” into the Search box, then go on to utilize other features such as trending products, 3D display, Buying Guides for complex purchases, and Page Insights.
Why Change Something That Works?
According to Google, the company is aiming to “reimagin[e] its core information products to help people make sense of the world in more natural and intuitive ways.” This is highly pertinent for marketers, but particularly for those in the B2C space where nearly half of consumers’ product searches start with Google.
The incorporation of visuals in Search will take into consideration the ways people consume information today, resulting in more natural exploration. After all, these people in question are less likely to type in keywords for discovery purposes.
Another major driver behind Google’s shift is its competition with TikTok—a growing search platform among younger demographics. Google Senior Vice President, Prabhakar Raghavan, commented, “...almost 40% of young people, when they’re looking for a place for lunch, don't go to Google Maps or Search. They go to TikTok or Instagram.” As a result, even the video-sharing social app has taken notice of its own potential and begun to experiment with discovery tools.
The Future of Marketing With Google Search
Marketers will no doubt take notice of Google's improvements of Search driven by their investment in machine learning technology and AI. The company has reportedly increased its understanding of human language by 50%, meaning marketers should anticipate to see more capabilities to stay well-informed about changing consumer needs in real time.
The advancement of Google’s Search will also enable marketers to make their products more discoverable. Marketers can facilitate discovery through image assets on the mobile results page, leading to more brand awareness and increased conversions.
Source:
https://www.marketingdive.com/news/google-search-TikTok-Reddit/632965/
https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html
https://www.socialmediatoday.com/news/Key-Marketing-Updates-from-Google-SearchOn-2022/632919/
https://www.socialmediatoday.com/news/google-announces-search-on-2022-search-insights-event/631580/
