Google Blends Search, Social, Local, Shopping, AI, And Ads

Explore how Google Search and Discover combine social features, discussions, videos, shopping, local, AI, and ads for a more engaging UX.

Google has been integrating more discussions, social posts, video, and generative AI into Search results and the Discover feed.
The addition of features like web stories with ads and the SGE while browsing reflects Google’s aim to keep users engaged within its ecosystem while offering more ad opportunities.
Likes, saves, shares, and Notes could help content gain more visibility in the Discover feed, indicating more emphasis on social signals for rankings.

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Google’s continued evolution of Search and Discover with new features demonstrates its commitment to adapting to shifting consumer needs, interests, and trends.

By improving its search results with a personalized feed, social posts, discussions, stories, and generative AI, Google creates new opportunities for marketers and advertisers to reach target audiences.

This article will explore Google’s growing integration of engaging social and conversational features into Search and the Discover feed.

Mobile Users Want More Social Features

Why would Google begin to integrate social media features into its search results?

We know Google maintains its position as the most used search engine globally.

Amongst the top search engines, it also leads with the most engaged users.

One thing to note from the above data: over half (59%) of Google.com visitors were on mobile devices.

This is not surprising, considering that the number of people who access the internet is increasing on mobile phones, connected television, and smart home devices.

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As for the types of apps and websites people visit, social networks outrank search engines.

If you compare the engagement data for Google search to the top social media platforms, you’ll find that social networks keep visitors more engaged. Social networks also offer more ad formats for advertisers to utilize for brand marketing.

In addition to the growing demand for social features, there is also an increasing interest in AI-powered search, according to a survey of 2,205 adults in the United States.

Google has already expressed its plans to experiment with ads in its Search Generative Experience (SGE), something that Bing has already incorporated into its AI copilot for search.

Hence, it should be no surprise that Google is adding or experimenting with more social and generative AI features for search, making it easier for users to tap into more sources for research and to make purchasing decisions.

It should also make it easier for Google to capture engagement information from users for first-party advertising data after third-party cookies are depreciated.

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The following are examples of the newest features in Google Search and Discover. Some features are only available in some locations and for mobile users with an Android smartphone or the Google app for iOS.

Mobile examples shown below are from the Google iPhone app using a Google account in the U.S. with access to the latest experiments in Search Labs.

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A Personalized Google Discover Feed

When you open the Google app, below the search bar, you’ll find your personalized Google Discover feed. It includes many of the features you would expect to see on other social newsfeeds, including recent headlines, videos, trending topics, and information about topics users follow.

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While scrolling through the feed to catch up on the latest headlines, users will find ads from Discovery campaigns, which will soon be under the Demand Gen for Google advertisers.

Web Stories With Ads

While top social networks like Facebook, Instagram, and TikTok place stories above the newsfeed, Google integrates web stories throughout the Discover feed.

Google’s version of stories will continue to play new, related stories, much like Instagram and other social networks do, keeping the user in the Google app longer to show more ads.

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Shopping Results In The Discover Feed

While most of the products featured below are not part of an ad campaign, the listings demonstrate how easily Google could place shopping ads within the Discover feed. It even pulls products mentioned from articles directly into the Discover feed.

Social Media Videos & YouTube Shorts

YouTube videos and Shorts appear in the Discover feed. Those that automatically begin playing within the Discover feed offer the opportunity for pre-roll, post-roll, skippable, and non-skippable ad formats.

Videos from other websites and social networks like Facebook and TikTok also appear in the Discover feed but do not autoplay.

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Notes With AI-Generated Images In SERPs

Along with SGE, mobile users on Android devices or using the Google iOS app with access to Google Search Labs can try Notes. The experimental feature allows users to leave comments in SERPs.

Similar to blog comments or third-party reviews, you will find Notes with commentary from promoters, detractors, and those who hope to get visibility from their responses on a popular page.

google notes promoters fans detractors complaints spam

But unlike the comments on your blog or your social profile, you don’t have the option to turn Notes off. This makes it another place brands have to monitor for reputation management.

It also could be the future home of Notes ads, sponsored by competitors on search results about your brand.

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For now, users with access to this feature can add stickers, gifs, and AI-generated images made with Google AI to Notes.

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Screenshot from Google, January 2024

To find Notes in SERPs for your website, search for your domain using site:domain.com keyword.

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Some websites may not be eligible to receive Notes based on safety and sensitivity signals:

Google uses signals like the search term, text on the web page, and other links to the website to determine whether notes are helpful. If a topic is deemed potentially unsafe or sensitive, results may also be ineligible for notes.

Some users may not be eligible to post Notes:

You may be ineligible to post notes if your account has been blocked due to previous violations of Google’s policies for user content on Search. Users who are underage or with accounts outside of the US or India are not eligible to post notes at this time. Additionally, if you are using an enterprise Google account, you will need to switch to a personal account to use Notes.

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Google Profiles With Social Links

When you create a Note, it will appear on your Google profile. You can edit your profile to include one or more links to other social profiles.

You will also receive notifications when your note receives views.

google profiles social links notes notifications

Likes, Saves, And Shares

Another social feature available for Google Search users on mobile devices is the ability to Like, Save, and Share search results in the Discover feed. This includes news, ads, stories, and Shorts.

Source: https://www.searchenginejournal.com/how-google-blends-search-social-local-shopping-ai-and-ads/504675/

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