Google just held its annual ‘Search On’ event, where it provided an overview of its latest Search and Discovery updates and experiments, which seek to align with evolving consumer behaviors and shifts. Google certainly has some interesting projects in the works. So far, here’s an overview of all the major announcements from the event and what they could mean for marketers.

Keep Searching

To start, Google announced that it’s expanding its ‘multisearch’ feature to more regions, enabling more users to perform simultaneous searches using images and texts. Google initially launched it for testing in the US back in April and is now expanding it to more than 70 languages, along with a new ‘multisearch near me’ element that enables searchers to take a picture of an item, then finds it at a local place nearby.

That could have significant implications for retail brands, which could make it worthwhile to update both your own site product listings and your business and product info in Google’s Merchant Center. Marketers could also find value in keeping tabs on the latest search queries in their niche to tap into any rising trends.

Google’s also making these more advanced Search tools easier to access by adding new links to your additional search options beneath the main Search bar. Soon, you’ll see new prompts that allow you to quickly shop based on images in your screenshots, translate text with your camera, ‘hum to search’, and more. On top of this, Google’s also looking to add more insights based on real people’s experience into Search results, with a new ‘Discussions and Forums’ element to link you through to related, topical discussions. Simplified, searching for something specific will still show you the regular results, along with a new breakout element that links to relevant forum posts that include authoritative advice.

Google’s also looking to enhance its eCommerce potential through a range of new shopping features within Google Search. As a jumpstart, Google boosts shopping queries simply by having users add the word ‘shop’ before any search. Google says that it’s also expanding its shoppable search experience beyond just apparel. Hold on, there’s more – Google’s also adding a new Pinterest-like ‘shop the look’ option, which enables users to find similar items to those displayed in an image. It’s also adding a product feature in Search, which will display currently popular products in any category.

Google’s also- wait, MORE?!- expanding its 3D display option for certain products, while it will also soon launch a new, automated process to help retailers build 3D visuals of their products from static images. Google’s also adding a new ‘Buying Guide’ feature, which will highlight insights to provide more about the website you’re on or the product you’re researching. Furthermore, Google’s also throwing in more personalization tools for shopping results, including new tools that enable users to set their preferred brands and departments.

As you can see, users have control over these new personalized results, but from a marketing perspective, it’s also worth noting that Google’s looking to filter results in this way, which could further benefit established brands. Oh, and there are also some SEO tweaks – wouldn’t be a Search On event without SEO now, would it?

The Wrap

In short, Google has a mountain-worth of Search updates on the way, including further optimizations to its evolving mapping tools. All of these updates are expected to have varying impacts on how people see your web page listings. This means that if you’re looking to maximize SEO performance, then you’ll need to take note of these shifts and behaviors that Google’s looking to lean on. Needless to say, anything related to Google and Search is worth looking into.

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