Google has announced a range of new updates for search, which provide varying levels of functionality for brands, and are worth noting within your SEO approach.
The main focus will be helping people find they need, so they’re not specifically aligned with brand queries. But some of them will be search considerations. Let’s have a look at the new element google announced and what it could mean for marketers.
The updates on new elements are
- Spelling recommendation improvements
- Identifying passages of text
- Hum to search
- Subtopics in search queries
- Key moments in videos
Firstly lets talk About the Spelling Improvement
1. Spelling recommendation improvements
Right spellings for our queries will help provide us providing more accurate search results, and Google says that it has improved its spelling predictions to help users find better matches.
According to google
“We’ve continued to improve our ability to understand misspelled words, and for good reason – one in 10 queries every day are misspelled. Today, we’re introducing a new spelling algorithm that uses a deep neural net to significantly improve our ability to decipher misspellings. In fact, this single change makes a greater improvement to spelling than all of our improvements over the last five years.”
Although it won’t be much significant from an SEO standpoint,, of course, you should ensure that your web pages are spell-checked.
2. Identifying passages of text
in order to locate more specific information on a site relative to the user’s query.Google’s has worked on it’s search algorithm and it will be able to index individual passages of text within web pages.
According to google:
“By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information you’re looking for. This technology will improve 7% of search queries across all languages as we roll it out globally.”
3. Hum to search
This time Google’s tried something a bit of Shazam-type, with its audio algorithms now able to identify popular songs based on people humming or whistling to the search app.
As Google explains:
“Starting today, you can hum, whistle or sing a melody to Google to solve your earworm. On your mobile device, open the latest version of the Google app, tap the mic icon and say “what’s this song?” or click the “Search a song” button. Then start humming for 10-15 seconds.
On Google Assistant, it’s just as simple. Say “Hey Google, what’s this song?” and then hum the tune.”The SEO value of this one is very limited, but the one’s in the music industry may find some interesting data based on hum/whistle based searches.if people are searching for a certain track a lot by hum, they may need to consider re-naming the track for discoverability – which already has happened for some songs due to TikTok queries.
4. Subtopics in search queries
This one is a little unclear how exactly they’ll appear but Google’s also adding subtopics for search queries
As by google
“We’ve applied neural nets to understand subtopics around an interest, which helps deliver a greater diversity of content when you search for something broad. As an example, if you search for “home exercise equipment,” we can now understand relevant subtopics, such as budget equipment, premium picks, or small space ideas, and show a wider range of content for you on the search results page. We’ll start rolling this out by the end of this year.”
5. Key moments in videos
Google has been working on indexing certain sections of YouTube videos for some time, and it’s now looking to make this a more accessible option within search queries.
As by google
“Using a new AI-driven approach, we’re now able to understand the deep semantics of a video and automatically identify key moments. This lets us tag those moments in the video, so you can navigate them like chapters in a book. Whether you’re looking for that one step in a recipe tutorial, or the game-winning home run in a highlights reel, you can easily find those moments. We’ve started testing this technology this year, and by the end of 2020 we expect that 10% of searches on Google will use this new technology.”
Tools for COVID-19
In addition to these five major updates, Google’s also adding new COVID-19 tools for businesses, which will display more specific information about opening hours, updated requirements, etc., as well as improved statistic searches, new tools for journalists, and – maybe of particular note for marketers – new AR search features for products, which are still in their early stages.