Google’s commitment to adjusting to evolving customer needs, preferences, and trends is apparent in the continuous advancement of Search and Discover with innovative features.
The tech giant is expanding opportunities for businesses and marketers to reach their target audiences by enriching search results with a personalized feed, social posts, discussions, stories, and advanced AI concepts.
This article delves into Google’s progressive integration of engaging social and conversational elements into the Search and Discover experiences.
Growing Demand for Social Features on Mobile Devices
Why did Google decide to incorporate social media aspects into its search results?
Google remains the dominant search engine globally, boasting the highest number of active users among its peers.
December 2023 Statcounter image
The data indicates that a significant majority (59%) of visitors to Google.com access the platform via mobile devices.
With the increasing use of mobile devices, smart TVs, and connected home gadgets for internet browsing, this trend is unsurprising.
Snapshot captured in January 2024 from Similarweb
In terms of online activity, social platforms surpass search engines in popularity.
Snapshot taken in December 2023 by DataReportal
Comparing user engagement on Google search to that on leading social media platforms reveals higher user interaction on social networks. Moreover, social platforms offer a wider range of advertising options for product promotion.
Snapshot taken in December 2023 by DataReportal
A study involving 2,205 adults in the US highlighted a growing interest in AI-driven search functionalities alongside the increasing demand for cultural elements.
Snapshot taken in January 2024 by Statista
Google has expressed its intent to explore advertising within its Search Generative Experience (SGE), a feature already integrated by Bing in its AI copilot for search.
Bing image from January 2024
Hence, Google’s experimentation with or incorporation of more social and AI-driven search features comes as no surprise, offering users access to diverse information sources and aiding in informed decision-making.
Following the deprecation of third-party cookies, Google is poised to gather user engagement data more efficiently for targeted marketing insights.
Highlighted below are some recent enhancements in Google Search and Discover, with certain features exclusive to specific regions and accessible solely on mobile devices running the Android or iOS Google app.
The following showcases the latest functionalities in Google Search and Discover:
Personalized Google Discover Feed
Upon launching the Google app and tapping the search bar, users can access their personalized Google Discover feed. This feed mirrors typical social news platforms, featuring recent headlines, videos, trending topics, and updates on user-followed subjects.
As users scroll through the feed to catch up on the latest news, they may encounter ads from Discovery campaigns, soon to be integrated into Google advertisers’ Demand Gen.
Google Snapshot from January 2024
Integration of Web Stories in Advertising
Unlike popular social networks like Facebook, Instagram, and TikTok, Google incorporates web stories directly into the Discover feed, showcasing them above the news feed.
Similar to Instagram, Google’s rendition of stories continuously displays fresh, relevant content, prolonging user engagement within the Google app and increasing exposure to ads.
Google Snapshot from December 2023
Shopping Benefits in the Discover Feed
Google seamlessly integrates shopping ads into the Discover feed, even for products not actively part of an advertising campaign. Items referenced in articles automatically populate the Discover feed.
Google Snapshot from January 2024
YouTube Shorts and Social Media Videos
Short-form videos from YouTube and other social media platforms are featured in the Discover feed. These videos, set to play automatically within the feed, offer various ad formats such as pre-roll, post-roll, skippable, and non-skippable.
Google Snapshot from December 2023
While videos from external platforms like Facebook and TikTok are also present in the Discover feed, they do not autoplay.
AI-Generated Images in Search Engine Results Pages (SERPs)
Users with access to Google Search Labs on Android devices or the Google iOS app can experiment with a feature called Notes alongside SGE. This feature enables users to leave comments directly in search results.
Google Snapshot from January 2024
Notes may include feedback from supporters, critics, and individuals seeking insights akin to blog comments or third-party reviews.
Google Snapshot from January 2024
Unlike website or social media comments, Notes cannot be disabled, necessitating brand vigilance for reputation management. Additionally, Notes could serve as a potential advertising space, with rival businesses sponsoring Notes on a brand’s search results.
Users currently equipped with this feature can incorporate stickers, gifs, and AI-generated images into their Notes.
Google Snapshot from January 2024
To locate Notes within SERPs for a specific domain, users can employ the “site: domain.com” search query.
Google Snapshot from January 2024
Certain websites may not qualify for Notes based on health and sensitivity considerations, with Google utilizing various signals to determine the suitability of displaying Notes.
Some users may be restricted from posting Notes if their accounts have a history of violating Google’s search guidelines or if they fall under specific user categories. Transitioning from an organizational Google account to an individual one may be necessary to utilize the Notes feature.
Social Media Links Embedded in Google Patterns
Users can create Notes that will appear on their Google profile, with the option to include references to other social patterns as part of the editing process. Notifications are sent when Notes receive feedback.
Google Snapshot from January 2024
Likes, Saves, and Shares
Google Search users on mobile devices can engage socially by liking, saving, and sharing search results, stories, ads, and information within the Discover feed.
When users interact with content by liking, saving, or following within Google Search or Discover, it gets saved to their Google profile.
Google Snapshot from January 2024
Saved items encompass a variety of content, including posts, images, recipes, web stories, YouTube videos, pinned locations on Maps, and Notes.
Google Snapshot from January 2024
Users can create new collections and save additional links to their account via desktop or mobile devices.
Google Snapshot from January 2024
The feature akin to social bookmarking platforms like Diigo and the former Delicious (now an AI tool) ensures that saved collections remain private, offering users a centralized hub for their saved content.
Similar to leading social networks, engagement signals such as likes, saves, shares, and Notes could influence content ranking within the Discover feed.
By integrating Google Analytics or Search Console metrics with these engagement signals, businesses gain insights into user interactions with search outcomes, potentially opening avenues for targeted remarketing strategies.
While Meta recently introduced website history tracking for Facebook users to enhance ad targeting based on user interactions, Google’s engagement signals offer similar opportunities for businesses.
Social Snapshot from January 2024
Continuous Search Recommendations
A dedicated feature at the end of mobile search results enables users to seamlessly pursue searches related to phrases, brands, products, or topics. Recent queries may surface near the top of the Discover feed based on user interests and activities.
Google Snapshot from January 2024
Enhanced Research Benefits with SGE While Browsing
SGE while browsing, a Google Labs experiment for mobile users, furnishes detailed descriptions, site insights, and additional research outcomes.
This mini-SERP format includes a FAQ section, related links, source information, and details regarding featured images.
Google Snapshot from January 2024
Users exploring businesses can access additional information, view advertisements from the Discover feed, and make informed decisions by leveraging SGE while browsing.
Google Snapshot from January 2024
SGE also extends benefits to e-commerce consumers, allowing them to track products, delve deeper into business details, and explore blog and video testimonials while browsing.
Google Snapshot from January 2024
SGE, Social Media Posts, and Local Search Integration
Local search results incorporate links to social media platforms, videos, discussion forums, and a blend of conventional local pack search outcomes and generative AI content.
Google Snapshot from January 2024
For mobile search users, local search results under SGE showcase reviews, events, discussions, and recent articles from nearby businesses. Users can further explore, generating more localized results within the Discover feed.
Google Snapshot from January 2024
Search Ideas
Accessible to desktop and mobile users, Search Ideas present results from various websites, news platforms, and social media channels like Instagram, Medium, Reddit, StackOverflow, TikTok, and YouTube.
Search Ideas encompass not only external sources but also brand-related content such as YouTube videos and forum posts, emphasizing the need for SEO across diverse platforms for enhanced visibility.
Interestingly, while Twitter posts are prominently featured in Google Search results, they are not currently displayed under the Search Ideas section.
Google Snapshot from January 2024
Community Engagement and Conversations on Search
Reddit threads are surfaced in search engine results as Conversations and forums, enriching search outcomes with interactive discussions and diverse viewpoints.
Google Snapshot from January 2024
User Feedback for Discover Insights
Users are encouraged to provide feedback on Google’s Discover feed content, including advertisements, stories, news items, and YouTube videos. User sentiments expressed through these brief surveys can impact content visibility within the Discover feed, enhancing user experience.
Conclusion
Marketers must adapt their strategies to align with Google’s integration of research, social posts, shopping features, video content, local results, AI advancements, and advertising. This entails creating mobile-friendly experiences, actively engaging on social media platforms, and leveraging social functionalities within search results.
By staying abreast of these evolving trends and incorporating them into their digital strategies, marketers can effectively reach and engage with their target audiences, ensuring competitiveness in the dynamic online landscape.
