Predictions in online marketing often feel like shots in the dark, especially with the meteoric rises (and abrupt slumps) of large platforms. However, some hints were dropped recently during the Search On Google 2022 Webinar. These tidbits point toward not just the future of Google, but some possible upcoming changes in the greater digital marketing world.
Google’s Enhanced Multisearch
If you haven’t heard, Google’s Multisearch beta combines text, voice, and their reverse image search. You can now input a photo (e.g. a blue shirt) alongside a prompt (“red”), and Google will attempt to procure the synthesis of the two (a red version of the blue shirt).
It’s difficult to predict the effect of this function if it becomes popular; increased importance of images (and alt text) over text ads, perhaps. However, given the current flakiness of reverse image search, we’re uncertain how well the system will process more abstracted queries. Perhaps further machine learning instruction will improve the algorithm.
Location-based Search Live View
Google Maps has several new features lined up. The most intriguing is their improved Live View option in Maps, an augmented reality system where users hold up their phone camera and see superimposed business profiles, navigation directions, and more.
Similarly, Immersive Search View allows Maps users to take virtual tours of notable areas, but also engages predictive modeling to indicate things like street traffic and wait times at restaurants at different times of the day.
Google will also scan text and images from reviews to understand and showcase especially popular features of locations (like menu items that are often spoken about positively).
In the near future, it will behoove business owners to prioritize polishing their Google Business Profile on Google Maps and seeking positive reviews from customers.
Language Recognition and Translation
News results from other parts of the world will automatically translate for users, which isn’t so different from Google’s current semi-automated webpage translation functions. The real change will be to images: Google plans to automatically read and translate foreign language phrases and sentences appearing in pictures.
The result could be more international traffic, a double-edged sword for businesses looking for local customers. On the other hand, if your product or service isn’t language dependent, ramping up SEO-optimized content now might result in significant exposure later when this feature hits.
Google Search and Ads are complex, ever-changing systems. We’ll do our best to keep you aware of any changes, but if your online marketing isn’t performing as well as it should, we’re here for a free consultation and account audit to diagnose and fix the issue.
