Google’s Search On 22 event took place at the end of last month, where they announced a number of new features coming to Google’s Search, News, and Shopping platforms.
This year seemed to be focused on a number on minor features rather than one or two major updates like we’ve seen in past years.
What are Some of Those Updates?
1. Multisearch Expanding
Last year google launched multisearch, a feature that allows you to use your phone’s camera to search by image. The launch was then limited to English and U.S.-based search; this year Google is using Google Lens technology to expand multisearch by 70 new languages.
2. Multisearch near me
Multisearch near me is exactly what it sounds like. It’s a feature that allows you to search by image but google also finds local results to your image search queries. Like last year’s multisearch launch, this feature will first be limited to English and U.S.-based search queries.
3. Google Lens Translated Text Will Be Clearer
Google Lens allows you to point your camera at almost any text in any language, and it will translate the text for you. Now, the translated text will be presented in a much clearer and more natural looking format.
4. Google iOS App Shortcuts
The Google Search app for iOS will add shortcuts directly in the app, to make it easier for users to search using screenshots, translate text, use voice search, and more.
5. New Search Refinements
When you type in the search bar you typically see Google’s suggestions for what they think you might be searching for; this will be taken one step further. With the use of autocomplete, google will present tappable words to help you build your search queries more quickly. You will also see information in the autocomplete results as you type.
6. More Visual Information
Google’s search query results will be given a more appealing visual look. Depending on the query, Google will show you visual stories, videos, tips, maps, and more. The most relevant information will be highlighted for convenience.
7. Explore as You Scroll
Google has added a new explore feature to help inspire searchers further down the results page. This is meant to help people learn more about topics beyond just what they searched.
8. Discussions and Forums
Depending on your search query, Google may show a section for “discussions and forums” to help you find first-hand experience from other people on the topic you’re searching. Right now, this feature is only available for U.S. English results.
9. Translated Local and International News
Early in 2023 Google will be launching a format that uses machine translation to translate news coverage both locally and internationally. The intention is to give everyone access to reporting directly from the location where the story takes place.
10. About This Result Displays Personalization
Google is expanding its “About This Result” feature to tell you if personalization was considered. The current “About This Result” feature gives you a breakdown of any specific result listing to give the user more information about what they’re clicking. The new feature will include the same information, but also add whether or not the result was tailored toward you specifically, and if so, how. The feature can be found by clicking the three dots on the top right corner of the result snippet.
Why We Care
Changes to Google’s Search platforms are always noteworthy in our industry. The 10 previously mentioned updates all appear to be geared towards helping the user make concise decisions, expand the information available to them, and be given access to more information about what it is they’re seeing and why they’re seeing it.
Ultimately, these updates can be seen as a positive for marketers who are focused on attracting a qualified and local audience. Giving the user more agency over their google search results, and promoting local results should prove to help reduce unwanted website traffic.
As always, we’re eager to see how Google’s latest updates will affect the Digital Marketing landscape, and how we can help our clients navigate the changes as they come.
