Google search update: three major changes affecting overseas marketing

A few days ago, Google held this year's annual "Search On" event, in which it disclosed its latest search rules and function updates, as well as the experimental content related to search under development.

According to Google, all Google updates and experiments are an effort to keep pace with changing consumer behavior. In other words, according to changes in consumer behavior, Google's search engine has undergone a series of changes - in order to seize the world's largest traffic portal, brands should also make corresponding changes.

The three major updates related to marketing activities in this Google "Search On" activity have been sorted out, hoping to help all overseas brands quickly get future Google search functions and trends, seize opportunities and expand revenue.

change one

Expand "Multiple Search" to more regions

"Multiple Search" is a test function launched by Google in the United States in April this year. It is a new function that helps users to search using the combination of "image + text" at the same time.

Compared with "search by image" and "search by photo", Google's "multiple search" function can not only search for image results, but also combine search terms to help users get web results directly, and even complete the same photo search as Taobao. The effect - directly to the purchase page.

This is undoubtedly a brand new opportunity for e-commerce brands. Going directly from the search to the purchase page will greatly shorten the user's shopping process on search engines and the conversion process of e-commerce brands. Therefore, e-commerce brands should update their product list and store information in Google's online store function center, MerchantCenter, so that consumers can quickly find your products from the search results.

The beta version of this feature has been extended to more than 70 languages, and in this "Search On" event, Google introduced that this feature will be extended to more countries and regions.

Variation two

"Discussions and Forums" elements will boost their weight in search results

Google wants to integrate search results based on the user's real experience, so it added "discussions and forums" as a new weighting factor to search results. As shown in the figure below, sites with more “comments” and “discussions” such as Reddit, overseas Zhihu Quora, and American auto forum edmunds, which are known for their real discussions and communities, will become the front row in question-based search results.

In a recent article, we also reminded overseas brands to pay attention to Reddit. In the process of overseas social media marketing, they can adopt different strategies on different platforms, so as to increase the coverage and influence of their brand content.

Variation three

Vigorously promote e-commerce, "shop" search is one-click direct

With the development of online shopping in full swing, Google is no longer satisfied with being a "discovery window" for shopping websites or independent brands, but also hopes to become the favorite aggregated shopping window for consumers. Therefore, Google has increased support for online shopping in the search function.

In addition to the above-mentioned "aggregated search" that can search for products, Google has also updated a keyword that triggers special search results: "shop".

Just add the word "shop" before anything you want to buy to get a direct link to that product to buy.

Not only that, but Google has also added a "buy the same" option to the search results of products, as well as the ability to display products in 3D.

And consumers can also view "buying guides" in Google search results, including recommendations for specific products, review articles and other results.

These feature updates are undoubtedly a demonstration of Google's determination to promote online shopping on its search engine. For brands, they need to pay more attention to the following in their daily social media marketing and search engine optimization:

● Highlight purchase links for star products

● Timely optimization of product display pages

● Increase the operation and content of "experience" of industry-related forums and media

Epilogue

In this 2022 "Search On" event, Google also introduced 3D maps, nearby results and more useful features. For overseas brands, if they want their brands to be better displayed in front of global consumers, they must seize these trends, optimize and iterate continuously.

As a global social media data marketing management platform, we will continue to pay attention to the world's most popular and cutting-edge marketing trends, marketing methods and cases. Welcome to continue to follow us and go overseas and go global together efficiently.

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