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For those who can no longer live and do many things without searching Google first, know that important changes are already being made and the near future holds many other promises.
But why is it important for companies – and anyone who does? Digital marketing – be aware of what the leading search company is planning for tomorrow?
By understanding what’s happening and what’s behind it all, you’ll be able to better plan your online presence, but also what you do in the real world and, consequently, your results.
So, a lot of attention to everything we brought here for you!
What will Google searches look like in the future?
It seems like yesterday, but it’s been almost a quarter of a century since that extremely minimalist page, basically relying on a search field and the colorful logo appeared.
Many of those who followed the Google historyperhaps they didn’t realize that in addition to some aesthetic details, that 1998 search and today’s has changed a lot and promises to change even more.
In the event Search On ’22shown in September 2022, the company’s senior vice president, responsible for Google Search, Assistant, Geo, Ads, Commerce and Payments products, Indian Prabhakar Raghavan, revealed what is already underway and what is expected in the coming months. gradually be made available to users.
The textual search, using the simple but most accessed and known page in the world, will still be there and shouldn’t change much beyond the usual visual subtleties. But even it is being reformulated and improved, in what is working “behind the scenes”, based on the already disclosed update BERT.
But what will be delivered and how to obtain the results of any search must gain new and intriguing perspectives, making use of several technologiesmainly Artificial intelligence, deep learning and big data and more specifically what has been called the Google MUM.
MUM is the acronym for Multitask Unified Model or Unified Multitasking Model and its purpose is to understand and offer different formats of results for a survey, or more simply, to guess everything you eventually want or need to know about something and highlight what you can be more interesting.
Right at the opening, Prabhakar reveals his mission: “organize the world’s information and make it universally accessible and useful”.
What he didn’t say, but it was implied in what was seen below, is that to carry out this mission, they will use the entire technological arsenal and services that the company offers today and that go well beyond the search engine.
Who knows and uses the features of a smartphone android or even owners of iOS devices, but who have some of the main competitor’s apps, will recognize the contours that the search is taking.
Starting with the cameras of the devices and which the second vice president said, will be the keyboards of tomorrow.
If you have Google Lens installed and you usually use it, you know how much it has evolved. But it’s just the beginning. Today, more than 8 billion searches are made monthly using Lens, and this same volume is obtained in just a day for text searches.
But as people realize its power, the numbers can grow.
Imagine that part of your car that broke and you don’t know the name, because you’re a total layman on the subject. Just submit your image and logo the part name, possible model and part number, supplier information, prices, nearby places to buy and everything else, appearing in the search results.
It doesn’t even have to be an image from your camera. It could be something you have in your gallery or something you got from a friend.
And it’s not just that. Even occasional text on photos and packaging can be translated into up to 70 languages or use the reading tool.
Coming soon and integrated with Google Maps, through live viewusing the camera and pointing it at points (facades, buildings, signs, monuments, etc.) , bus stops and various other types of establishments and their opening hours, products/services, prices, assessments and everything else that is part of its immense database.
It will be a much more immersive way of using Maps and which, according to the company, will be a new way for users to get used to searching.
That’s because according to the research that has been done, it can produce many unfoldings and this is where Google MUM stands out. Depending on the subject, people usually do up to 8 textual searches on average from an initial topic.
That is, if you initially searched for any XYZ product, you may also want to know where to buy, see photos, price variations, opinions from those who have already purchased, alternatives from other brands or other models from the same manufacturer, among other information. For each additional information, an associated search.
With the new alternatives, the aim is to provide all this, without having to go back to the search page.
People have used Google as support to shop – online or physically – more than 1 billion times a day and this is another point where results are moving in new directions.
And in this process, one type of information is decisive – the visual.
Furthermore, people are 50% more engaged by 3D object views than by still images. And because of that, Google itself is working on a tool that makes use of Artificial Intelligence to produce this 3D view from a set of still images.
The buying guide, which is nothing more than the results displayed in the format of a buying guide, promises to gather everything possible about the product of interest, in what they have been calling “page insights”.
People will also have the option to filter or emphasize a brand, so when they search for the respective product, the brand in question will be more prominent in the results, to the detriment of competitors.
And if that wasn’t enough, with the passage of time, the advertising that now appears occasionally in the Google Discover, will also be based on the interests revealed in the research carried out. Yes, advertising on Discover is heavily tied to the searches you’ve done, as well as what’s trending in people’s searches.
The details and the list of features are many and only those who watch the presentation can assimilate everything. However, what we present here is enough to understand the directions of searches in the near future and the reasons why companies are starting to prepare.
How do changes in search affect businesses?
Searches, as most people are used to doing, will not end. nor the IF THEnor the practices recommended by Digital Marketing and Content Marketing.
Among everything that changes, is that just creating and feeding a website or blog with good content can be insufficient.
Content will still be extremely relevant, only now in different forms and presentations.
If you have an e-commerce for cycling products, for example, it will no longer be enough to inform the brand of a particular mountain bike and that it has 12 speeds, comes equipped with Shimano components, color options and frame sizes and shapes. of payment.
For the occasional cyclist who is just starting out, it might even be enough, because he thinks it’s all the same. For those who are looking to improve and are going to their next bike, no.
But even for some who are starting out, the amount of doubts and questions about it, if well and properly answered, can make a difference.
The most attentive, realized that the wealth of product information will be decisive in how it will appear in the shopping guide. That the quantity and quality of website imagesis what will determine whether Google will be able to produce the 3D image or not.
But also that the reviews that customers who bought in your store and testimonials on the websitegives quality of service provided, the clarification of doubts, the deadline and how the delivery was made, will be essential in the purchase decision.
That website you turned to a manufacturer to have access to the complete technical sheet of a smartphone model, if you don’t do your “homework”, you will automatically lose points in the shopping guide.
Restaurants that, in addition to the flavor they deliver, do not take care of the presentation of the dishes, essential for beautiful photos that accompany many reviews, as well as the atmosphere, service, location, prices charged, will have less rich and less influential reviews to bring. new visitors.
It helps a lot to be in Google My Businessbut it helps even more to understand that despite the wealth of information online, the consumer experience and the associated service delivery will be even more decisive.
This means that, unlike the time when it was only possible to research about Indian restaurants in São Paulo, now it is possible to know which one makes the best samosa, how are the portions, the variations of fillings, the size, appearance, price and what else can you remember about it.
Even aspects that were previously secondary or even disregarded by most should gain more prominence and appear in searches. For example, the search for restaurants that have vegan and vegetarian options is growing at very high rates and it is estimated that by 2025, in every 10 consumers in the segment, 3 belong to these two groups.
There is no way to neglect 30% of any consumer market. Whoever closes their eyes to this, will be giving up a significant share of the market.
Along the same lines, environmental concerns and policies aimed at sustainability are another factor that has made brands gain points against their competitors. In fact, this concern with aspects of sustainability, to some extent, are already privileged, but should gain even more prominence in the news that are being incorporated in the search.
Therefore, companies need to understand that a website must represent the company on the Internet and that at various times the face-to-face and the virtual are the two sides of the same coin.
The different types of websites, the social networks and everything that your digital presence implies cannot be dissociated from the real world.
More and more consumers will have a voice and the experience that your company provides them will be decisive in whether or not to bring other customers, at least via the web, after all it is said that those who are not on Google are not on the Internet.
In other words, in addition to producing vast and good content, to attract visitors to your website (Inbound Marketing), it will be useless if there is no concern in aspects that go well beyond the online, such as personalized service, branding and rebrandingquality of products / services, net promoter scorethe experience provided, social responsability and ESG agendato name just a few of the main ones.
Conclusion
The future of Google searches will link the content you produce for the brand with the experience and image you have produced in established customers.
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