Google is constantly pushing out updates to its search algorithms and features, but in 2022, search on Google is going to look a lot different than most of us are used to — and the impact on your marketing strategy could be huge.
The goal of these ongoing changes, according to Google, is to help users navigate through search in a way that mimics the natural flow of how people gather information outside of their screens, making it easier to intuitively find exactly what you’re looking for, and even what you didn’t know you were looking for (more on this later).
In an effort to help you know just what to expect by the time these features are finished rolling out, our team at Baal & Spots put together this blueprint laying out how exactly search with Google is changing in the coming months and offer advice on what your business can be doing to prepare for it.
Seven new features to help you “search outside the box”
1. Multisearch in Google Lens
Using Google search with your camera or an image has been a feature since 2017. This feature, known as Google Lens, got a facelift earlier this year with the introduction of multisearch. Multisearch allows you to refine their searches by placing text over an image. For example, if you want to know how to care for your new plant, all you need to do is take a picture of it and overlay it with the text “care.”
This feature will expand in the coming months, making it even easier for you to find the exact information they’re looking for. Here’s what we can expect to see:
- Translated text clean up: The text overlaying an image will now appear in a way that is cleaner and easier for you to read.
- Multisearch near me: This feature will work similar to the multisearch feature but with the perk of being able to find the item or food dish at a location near you.
- Expansion to include more than 70 languages: Up until now, multisearch was only available in English. However, after these features finish rolling out, you’ll be able to search images with text in other languages and have them translated to another language.
2. Immersive view in Google Maps
Navigating Google Maps can be an overwhelming experience when you aren’t quite sure what you’re looking for or aren’t familiar with the area around you. That’s why search on Google Maps is going to feel far more realistic by the end of 2023, helping you experience a place before they’re even there.
- Feel the vibe of a neighborhood before you go: By combining artificial intelligence and the millions upon millions of reviews that are made a day, Google Maps will allow you to select a neighborhood and get a deeper feel for its personality, as well as its most popular spots.
- Search with live view: access nearby places by lifting your phone and moving it around your area.
3. Shoppable search experience
Perhaps no industry stands to be more affected by the new features announced at Search On 22 than eCommerce.
The many updates announced during the event focus on enhancing your online shopping experience by making it easier to research and explore options, hear what others are saying, and ultimately make more informed decisions before buying.
Six shopping features Google announced include:
- Shop the look: Now when you shop for an item, you’ll be able to find similar products showcased in an outfit.
- See what’s trending: Google’s new inspiration board (think Pinterest directly in your SERP) allows you to see what products are trending in a specific category on search.
- Shop in 3D: You’ll now be able to shop for shoes in 3D, similar to how you’ve been able to shop for home goods. Even more exciting is that this will be done by compiling a few still images using machine learning rather than through the previous, costly process of using hundreds of photos to create a 3D rendering.
- Scroll to see recommendations based on previous searches: Shopping results will become more personalized based on your previous purchases. These features will be able to be toggled on and off and preferences can be updated whenever.
- Buying guides for complex purchases: Google knows how much shoppers value the opinions of others. With the new updates, shoppers can see helpful insights about a product all in one place without having to navigate multiple tabs.
- Dynamic shopping filters: Shopping filters will now be dynamic and adapt depending on recent search trends, making it easier to shop what’s in style.
4. Multisearch for food and restaurants
Does this sound familiar? You’re in a new city just trying to find a decent place for dinner when you’re hit with dozens of restaurants in an area. Or maybe you’re in the mood for something specific but aren’t sure which option has the best version of it.
Well, Google has heard our hungry cries and are answering it in a way that is better than we could have ever imagined. Here’s how multisearch for food and restaurants is going to change the way you look for food:
- Search by image and find it nearby: Instead of searching for a restaurant and looking for ones that offer the dish you’re craving, you’ll now be able to search for the dish and find a restaurant that offers it instead.
- See what makes a restaurant special: Machine learning analyzes images and reviews to compile a list of what makes a place unique, helping you make a more informed decision on where to eat.
- Digital menus to showcase popular items/dietary restrictions: Finding accurate menus online can be a challenge. This new feature will increase the visual appearance and reliability of a restaurant’s menu, highlighting popular dishes and dietary accommodations starting with vegan and vegetarian.
5. Discussions and forums
If there’s one thing anyone on the web can agree on, it’s that searchers value what others have to say. Google understands this and is making it easier for you to find out what people are saying online by nesting them under a “discussion and forums” feature on the search results page.
6. Translated local and international news
In an effort to break down language barriers, search with Google will now be showing you translated news results from other countries in your preferred language using machine learning.
7. New autocomplete search refinements
Google is placing a strong emphasis on personalizing your search experience and will be updating their search bar to reflect that. The new search bar will be dynamic, suggesting topics as you type. You can also take it a step further by adding or removing topics from your search queries.
How do Google’s updates change your digital marketing strategy?
Across all aspects of search engine marketing strategy, businesses who emphasize creating unique, helpful content that incorporates real user needs and feedback are going to outperform those who don’t.
A static website won’t cut it — no matter how recently you rebranded or how many pages are on your website, you need to have a digital marketing strategy to thrive in this changing search ecosystem.
Google seems to be asking businesses to meet the increasing demand for an intuitive, seamless and helpful search experience. If you need further convincing, at the beginning of September, Google finished rolling out its “helpful content” update that aimed to “better connect people to helpful information.” Right on brand with the features announced in Search On 22.
What is helpful content according to Google?
In the spirit of debunking SEO myths, contrary to what some might say, SEO is about way more than ranking in the first positions on SERPs and Google’s recent updates are confirmation of that According to Google Search Central, helpful content is “written by people, for people.” In other words, it:
- Puts people’s needs above the search engines by offering unique and insightful content that directly achieves the users goal
- Avoids creating content for search engines first
- Follows SEO best practices while sticking to the niche topic area you have expertise in
- Answers the question it promises to
Continue reading: Why your healthcare practice should be blogging
Partner with Baal & Spots — a digital marketing agency in Houston that stays ahead of the trends.
The search engine marketing landscape is constantly shifting. As a business owner, you have enough on your plate without needing to worry about keeping your marketing strategy competitive. That’s where we come in.
As an agency specializing in digital marketing in Houston, Baal & Spots offers our clients a suite of services from web design and web development to SEO and paid search — all with the intention of helping you continue to build an online presence that converts site users into satisfied customers.
Let’s connect to talk about how we can help your business thrive amidst the recent changes to search on Google.
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