Key Insights
- Google's Advanced Search is becoming more intuitive, integrating social network content and community discussions into search results.
- Google Lens allows users to search using images, enhancing the search experience by identifying objects, translating text, and more.
- Multi-Location Search now supports over 70 languages, enabling users to search using both images and text simultaneously.
- Google is updating local search features, including more immersive views and specialized restaurant searches by dish.
- Businesses can leverage AI and visual search tools to enhance their marketing efforts, improving ROI and customer engagement.
Advanced Google Search Is Evolving to Keep Up With the Times
Google’s mission has always been to organize the world’s information and make it universally accessible and helpful. As the world’s largest search engine, with over one billion global users, Google Search processes over 99,000 searches every second. While Google is undoubtedly the leader in the search engine world, it recognizes that there is still room for improvement. The fact that 15% of searches are queries Google has never seen before shows that it hasn't yet reached its full potential. That’s why Google has revamped its advanced search function to be more natural, intuitive, and inclusive, leading to better search results. Read on to learn more about Google’s recent transformation and how your business can get the most out of the new and improved advanced Google Search.
New Era of Searching
Google has always kept its search function straightforward. Users simply type in a question or a few words, and Google presents everything the World Wide Web has to offer. However, in recent times, Google discovered that more internet users, especially younger ones, are searching for information on social networks like Reddit, Instagram, and TikTok rather than just relying on Google.
This shift highlights that web content comes in various formats and voices. Google’s update to its search program emphasizes community conversations on numerous platforms with a new “discussions in forums” feature, which brings community insights into search results. While Google is opening the doors to more community-based results, it still aims to provide users with authoritative information. This approach will help users validate what they see on social sites with credible sources.
Image Search Functionality
Google Lens showcases Google's innovative capabilities. This platform allows users to search for what they see through vision-based computing. Users can use their cameras or almost any image to discover visually similar images and related content. Imagine being able to identify plants, animals, or insects, translate words in another language, solve math equations, explore menus, discover new products, and more just by snapping a photo with your cell phone. That’s the power of Google Lens.
An Improved Multi-Location Search
Earlier this year, Google released its multi-search platform, and it plans to expand this platform's functionality to more than 70 global languages.
Google’s multi-search tool allows users to search for a topic using images and text simultaneously. With this powerful tool, you could point your camera at a business and request details about it or use a screenshot of an item of clothing you like to find out where it is sold.
Local Searches Outside of the Box
Google continues its mission of connecting people to information in a full-sensory way. Many of Google’s updates will enhance how users explore their local neighborhoods, businesses, and restaurants via Google Search.
For example, Google is updating its restaurant search features to allow users to search by dish, explore specialties, and more. Additionally, Google is creating aerial views of points of interest and landmarks, providing a more immersive view of neighborhoods. Google will also highlight what’s new and worth exploring in particular areas.
Marketing Opportunities for Advanced Google Search
The evolution of Google’s advanced search creates new opportunities for businesses to connect with their target audiences. For example, online shoppers can scroll through visual search results to find what they want. Visual results allow marketers to create stunning visual assets to bring their ads to life and drive product results.
Google is also leveraging Artificial Intelligence (AI) to help users find fresh and relevant information and drive performance. In one test, Rothy’s, a shoe retailer, used AI to combine broad-match SEO keywords with automated bidding. Because automation can stay on top of customer trends and behavior faster than a marketing team, the company increased conversions by 85%.
Also interesting to read further: 6+1 Local SEO Updates
3 Steps to Utilize Advanced Google Search for Your Business
As Google Search becomes more natural and intuitive, allowing users to search through images, text, and more across both community and authoritative websites, businesses must adapt. According to Vidhya Srinivasan, VP and General Manager of Search Ads, there are three steps businesses can take to stay ahead:
Focus on Intuitive Experiences
Companies should work with their design teams to create visually rich elements. Google Lens is currently being used over three billion times per month. Incorporating high-quality, interactive, and engaging images into your Google Ad and SEO strategy will ensure that visual searchers can find your company, products, and services.
Explore New SEO Opportunities
Using Broad Match automation, an SEO keyword match type that uses a broad brush to match your ads against various keywords, can reveal new opportunities. Now is the time to review your recommendations page for keyword ideas you may have overlooked in the past.
Bolster ROI
It’s more important than ever to share the relative value of your conversions in your ad campaigns. Doing so enables value-based bidding to locate the most valuable customers, ensuring that the money you spend on ads aligns with your marketing goals.
Also interesting to read: Difference Between Website SEO and Local SEO
Let Obenan Guide the Way
Google’s advanced search updates create tremendous opportunities for companies to increase their reach and engage with new customers. While it’s an exciting time to be in marketing, your company may not fully have the expertise or budget to embrace advanced Google search capabilities. That’s where Obenan comes in. We excel at helping local businesses handle the complexities of Google’s search engine so you can focus on what you do best.
Your customers are already out there looking for you; Obenan can ensure you get found. Contact us today to discuss how we can improve your search rankings and help you find more customers.
