GOOGLE'S "SEARCH ON" 2022 EVENT
Everything You Need to Know
This September, Google held its annual Search On 2022 event, during which the search giant announced a number of new features and tools coming to Google Search, Google News, Google Shopping, and other services.
Let's take a look at the top ten key features that were discussed at the event that marketers should be aware of…
MULTISEARCH IS EXPANDING
In the coming months, Google will expand multisearch to 70 new languages. Their most recent innovation, released last year, allows users to search by image, powered by Google Lens, and then add text to that specific image search. Previously restricted to English and US-based queries, multisearch will now be made available to a wider audience.
A new 'multisearch near me' feature was announced in addition to the foregoing. This feature, as the name implies, will allow users to use the multisearch functionality while displaying local results near the user. If a user clicks on a product, it should then locate local retailers that carry the product.
MORE WAYS TO SHOP ON GOOGLE
Google's eCommerce potential is growing all the time, and the latest shopping features only serve to strengthen the search giant's position. Google is stepping up its game and incorporating new features to stay ahead of the competition, from searching with the word "shop" to shopping an entire look from an image. Find more information in Google's blog on the 9 new features and tools for easier shopping on Google.
GOOGLE LENS TRANSLATED TEXT IS NOW CLEANER
Google Lens currently allows you to point your camera at text in almost any setting and translate it. However, it will be receiving a major update later this year. Google Lens will now display the translated text in a cleaner, more blended format.
Google will use generative adversarial networks, also known as GAN models, to improve the presentation of the translated text: the same technology that Google uses in Pixel devices for the "Magix Eraser" photo feature.
GOOGLE IOS APP SHORTCUTS ARE ON THEIR WAY
The Google Search app for iOS will be updated with shortcuts to make it easier for users to search, translate, use voice search, translate, upload screenshots, and more. This is currently available for iOS users in the United States and will be available for Android later this year.
NEW SEARCH REFINEMENTS ARE BEING INTRODUCED
Google is also introducing new search refinements and aids for searching in autocomplete and within search results. Google will now present tappable words as you type your query, allowing you to build your query on the fly. This is a query builder that works by simply tapping on words, so as you type, more detailed information will appear in the autocomplete results.
Google also allows you to refine your query after you search by adding or removing topics you want to zoom into or out of. It allows you to drill down into what you're looking for by making the top search bar more dynamic.
SEARCH ENGINE RESULTS WILL CONTAIN MORE VISUAL INFORMATION
Google will now display visually appealing search results for some queries, in an effort to encourage users to learn more about subjects such as travel, people, animals, plants, and so on. Depending on your search, Google will display short videos, tips, suggestions for things to do, and more. Google will also visually emphasise the information in this UX that is more pertinent.
SCROLL DOWN TO EXPLORE, DISCOVER, AND LEARN
Google Search results will encourage users to explore as they scroll in the coming months, thanks to their new explore feature. As we all know, the more you scroll, the less relevant the results become, which makes sense because Google prioritises the most relevant information at the top, but this new feature will provide search inspiration around a query, but not something that exactly matches the query, implying that searches can use this new explore feature to learn topics other than the original query.
A WHOLE NEW SECTION FOR DISCUSSIONS AND FORUMS
Google Search will begin displaying a new section of SERPs for "discussions and forums" for US English results. This is to assist people in locating first-hand experiences from people on the topic in various online discussion forums and Q&A sites such as Reddit and Quora.
Both Reddit and Quora have always had great potential for marketers because they provide different ways to share information, but this most recent development suggests that their importance may be growing. Keep an eye on the SERPs for your key search terms, and if the new element begins to appear, consider including forums in your strategy.
WELCOME TRANSLATED LOCAL AND INTERNATIONAL NEWS
Google will launch a way to find translated news coverage for both local and international news stories early next year. Google Search will display translated headlines for news results from publishers in other languages using machine translation. This will provide you with "authoritative reporting from journalists" from the country affected by that specific news story.
ABOUT THIS RESULT IS GETTING MORE PERSONALISED
Lastly, Google is expanding the About this result feature to show whether or not personalization is used. Google will now indicate whether or not the search results are personalised in any way. Furthermore, Google will allow you to disable or change personalization. So, if you say you prefer a specific department or brand, Google will let you configure that within the new shopping features.
WHATS NEXT
Unlike the previous Search On events, which have focused on major breakthroughs, such as previous announcements with BERT, MUM, and other AI-based advancements in Google Search. This year's event appeared to be focused on minor features and developments. However, with all of the recent announcements of features being rolled out, teased, and tested, the impact could be significant.
These updates may be the answer for those seeking to improve their own or their clients' SEO performance. More information on all of the features and tools announced at Google's event this year can be found here. We can help you improve your SEO performance; get in touch to get started.