Welcome to 2021. The new year is less than a week old, and there are already news items to be aware of as a digital marketer. Google has been releasing, testing, and launching a slew of new features that early adopters can get a head start with or be prepared for on their 2021 campaign plans.
Google Launches Question Hubs
For a few years now, Google has been testing “Question Hubs” in India and Indonesia. It’s now available for U.S. publishers who sign up.
Here’s what it is and why it matters: The tool lets searchers note if the results didn’t answer their search correctly. Creators can then use the tool to create richer content by using unanswered questions as the basis for the content they create and submit an answer via a link to the new content.
Chances are your brand provides a unique service or product that separates you from your competitors, and this opportunity may be one that can lead more of the right traffic to your online doorstep.
Google Shopping’s New Augmented Reality
Google has added “try-on” tools to Google shopping, enabling brands to provide digital overlays so potential customers can virtually see how they’d look using the products.
It’s currently available for make-up products, but these applications could be used for anything from clothes to shoes to new cars in the coming months. For many shoppers, visiting brick-and-mortar locations remains a priority in an age of online shopping to see or try the product in person. This new step in AR could slow that need for many people.
As part of the same rollout, Google is showcasing recommendations from enthusiasts. Think “Google Search Influencers.”
Both of these features have massive potential for brands, products, and services.
Google Tests Short-Form Video in Search
Google is currently testing the aggregation of short-form videos from Tik Tok and Instagram Reels in results for relevant searches. With this change, Google hopes that their search engine becomes an even better way to search for this content then the platforms themselves, especially since watching the video keeps you on Google.
Why this matters to brands and content creators is multi-leveled. First, if you’re not utilizing social media platforms like Tik Tok or Instagram Reels, this might be the reason to start. If you’re already using these platforms, it’s now more important than ever to ensure that the titles and captions are keyword rich. It is also an opportunity to create video content specifically for these social platforms that have search-potential.
