A whole new perspective is always a good thing- just ask Google!
Last spring, it launched an intriguing new feature- Google Perspectives. Now available on mobile and web in the U.S., this feature is Google’s response to the rising competition in the search engine optimization arena, especially from social media platforms like TikTok and Instagram.
Note: How do our fellow Canadians get Google Perspectives in Canada? Perspectives isn’t available in Canada yet, but it’s coming. This quick reference guide shares tips on what it is, what it’s looking for, and how to prepare for it now.
So What Exactly is Google Perspectives?
Google announced this feature in May, positioning it as a tool to find authentic perspectives easier. The search engine also noted its new focus on unique expertise and experiences. It makes sense, amid the current AI craze, Perspectives adds a more ‘human’ touch, in addition to Google Business Profiles, to Google search results.
Google Perspectives uses generative AI technology to understand the context of search inquiries and highlight pertinent content from diverse sources. It also provides detailed information about the content creators, incorporating elements such as their names, profile pictures, and the popularity of their contributions.
As you might have guessed, the results prioritize Google-owned content, such as YouTube videos, but also include relevant results from platforms like TikTok, Reddit, Twitter, and Instagram. It’s a mix of different sources, providing a variety of human perspectives on your search intent and topic.
Interesting indeed. So how do you access it, and, more importantly, what can you expect to find?
Accessing the Perspectives Feed
As we stated at the beginning, the Perspectives feed seems accessible only in U.S. search results. If you are located in Canada, you may not see this feature.
To use Google Perspectives, input your search query and select the Perspectives filter. This action will display various content stemming from diverse individuals and sources. Alternatively, Google Perspectives can be accessed directly via a dedicated segment on the Google Search results page.
On mobile, the Perspectives filter closely resembles the query refinement options; it filters the content set but also operates as a separate feed. If you’re using a desktop, scroll through the menu items until the Perspectives option appears. Menu items are organized based on popularity, so if Perspectives is currently low in your sequence, it may change positions over time.
What Kind of Content is on Google Perspectives?
Unlike traditional search engine results pages (SERPs), Perspectives amalgamates content from various mediums, including videos, social media posts, news articles, Q&A sessions, and forum discussions from curated content sources. This approach results in diverse genuine perspectives on a specific searched topic.
YouTube is a global platform that allows for a diverse range of voices and perspectives. Many experts, educators, and enthusiasts use it to share knowledge and insights about a wide variety of topics.
At present, Perspectives features YouTube videos created by product reviewers, customers, and even the brands themselves. The goal is to widen the pool of perspectives on a specific topic or product as much as possible. The results also showcase the video’s view count, length, and publication date, so you can determine how popular, in-depth, and up-to-date it is.
TikTok is a platform with highly diverse content, representing a broad array of voices, experiences, and perspectives. Known for its real-time, trending content, it can offer unique insights into what’s currently popular or newsworthy.
While TikTok videos aren’t featured as regularly as those on YouTube, they still appear. Their inclusion acknowledges the growing number of people, particularly Gen Z, using the platform as a search engine. In 2022, 40% of young adults were using TikTok or Instagram to find news, information, and even places to eat! As the saying goes, if you can’t beat them, join them.
Several thousand Reddit subreddits went offline recently as part of a global protest against Reddit’s monetization proposal, which could potentially destabilize third-party apps. Many well-recognized forums subsequently privatized their pages, which adversely affected search results.
Following the Reddit blackout, Google’s head of search openly conceded that users have been dissatisfied with the search process. By launching Perspectives, Google aims to offer its users alternative sources of reliable information, recognizing and valuing the significant contributions made by platforms like Reddit.
Quora is a platform where users from around the globe ask questions and receive answers from other users, including industry experts and professionals. The platform is known for its diversity of topics and opinions, which could provide a wide range of perspectives for any given subject.
Incorporating Quora posts into its Perspectives feature allows Google to tap into this rich content, giving its users a more varied and detailed view of the topic. This could be particularly valuable for subjects that are complex, controversial, or have a variety of expert viewpoints.
StackOverflow is a platform that’s highly regarded for its quality content, particularly in the field of programming and software development. Users include experienced professionals who share expert knowledge and advice.
StackOverflow has a strong community moderation system. This helps ensure that the content is accurate, relevant, and high-quality. The upvote/downvote system allows the most helpful answers to rise to the top, which would benefit a feature that seeks to provide reliable perspectives.
Twitter is known for providing real-time updates and discussions. It’s frequently used for breaking news, instant reactions, and live discussions. These timely insights make it useful for a feature that provides multiple perspectives.
Many industry experts, influencers, journalists, and thought leaders actively use Twitter to share their insights and opinions. These perspectives add valuable context and depth to Google’s search results.
Instagram is primarily a visual platform. Images and short videos can provide unique perspectives that are not easily conveyed through text and, much like Twitter, Instagram can provide real-time updates and insights. Instagram Stories and posts often reflect current trends, events, and sentiments, which could provide a fresh perspective.
Instagram is well-known for its influencer culture. Influencers across various fields share their views and experiences on the platform. These viewpoints provide a unique perspective that Google clearly wants to incorporate into its new feature.
Forums are places where users with different backgrounds, expertise, and views discuss various topics. The threads often contain multiple perspectives, making them ideal for a feature that aims to showcase a wide range of viewpoints.
Unlike some social media platforms that encourage brevity, forums often feature detailed explanations and arguments. Many cater to niche interests or industries, hosting expert or enthusiast discussions on specific topics. These discussions can offer unique insights that might not be available from more generalized sources.
News Articles and Blog Posts
While Google Discover presents the most up-to-date news, Google Perspectives brings slightly dated results for relevant queries. This information is valuable because it often comes from authoritative sources or industry experts. These sources provide reliable information, well-researched viewpoints, and comprehensive coverage of topics.
Both blogs and news articles have the space for more in-depth analysis compared to social media posts or short videos. This in-depth content allows users to understand a topic in more detail.
How to Show Up on Google Perspectives
To be featured in Google Perspectives, content must be high-quality, informative, and impartial. Here are some tips for optimizing your content for Google Perspectives:
- Present Different Opinions. Google Perspectives aims to present users with varying viewpoints on a subject, making it essential for your content to include a range of perspectives. You don’t necessarily have to agree with all perspectives, but your coverage should remain fair and balanced.
- Use Images and Videos: Visual elements not only make your content more appealing but also illustrate your points more effectively, thereby engaging readers more deeply.
- Make It For Humans, Not Machines: Avoid keyword stuffing or adopting a mechanical writing style in an attempt to manipulate the algorithm. Google Perspectives values content that caters to human readers by being informative and engaging.
- Make It Easy to Understand: Google Perspectives aims to cater to a broad audience, so clarity and simplicity in language use is vital. Avoid jargon or overly technical terms that might confuse readers.
- Promote Your Content: After publishing, make sure to share your content on social media and other platforms to increase visibility and reach a broader audience.
- Use Long-Tail Keywords: These are more specific and less competitive than their short-tail counterparts, making securing a higher ranking in Google search results easier.
- Create High-Quality Backlinks: Links from other websites to your own are seen by Google as an indication of your website’s authority and credibility.
Don’t Forget Existing Content!
Updating your existing content for Google Perspectives is critical for several reasons:
- Google Prefers Fresh Content: Google’s algorithm prioritizes up-to-date and fresh content, recognizing it as more relevant to users’ current searches. By consistently updating your content, you ensure it stays fresh, relevant, and consequently more appealing to Google.
- Content Longevity: Google Perspectives can feature content that spans across a wide time range, from a few days to nearly two decades old! Given this broad timeline, updating your existing content can help maintain its relevance and visibility.
- Keyword Effectiveness: As the online environment evolves, certain keywords can become more or less effective over time due to changing search trends or market dynamics. Regularly reviewing and updating your targeted keywords helps to ensure they continue driving traffic and conversions efficiently.
- Multimedia Inclusion: Adding optimized images and videos to your existing text-based content can introduce diverse perspectives and enrich your content’s depth. This enhances user engagement and aligns with Google Perspectives’ goal of showcasing varied viewpoints.
By taking the time to update and optimize your existing content, you can maintain your relevance in Google Perspectives, ensuring your content reaches a broader audience, drives more traffic, and achieves better conversion rates.
Get Ready for Perspectives With SociallyInfused Media!
As Hamilton’s leading digital marketing agency, SociallyInfused Media can help you optimize your digital content and assets for Google Perspectives in a variety of ways:
- Content Audit and Update: We can thoroughly audit your existing content to identify areas for optimization. This includes refreshing outdated content, adjusting targeted keywords, and adding diverse multimedia elements to make the content more engaging.
- SEO Strategies: SociallyInfused Media can ensure your content is optimized for the most relevant and effective keywords. This improves the chances of your content being discovered in Google Perspectives, leading to increased traffic and conversions.
- Content Creation: Our team can help create high-quality, informative, and unbiased content that caters to Google Perspectives. This includes ensuring the content offers diverse viewpoints on a topic, written in clear and accessible language.
- Promotion and Visibility: SociallyInfused Media can assist in promoting your content on various channels to boost its visibility. This could lead to a wider reach, increased engagement, and better chances of being included in Google Perspectives.
- Performance Monitoring: They can monitor the performance of your content within Google Perspectives, making necessary adjustments based on performance data to optimize visibility and engagement.
By leveraging our expertise, you can ensure your content is well-optimized for Google Perspectives, reaching wider audiences and achieving better online growth.
Ready for New (Google) Perspectives?
With Google Perspectives soon to be launched in Canada, ensuring your content is updated and optimized is more crucial than ever. It’s a big order, but remember: maintaining relevance in Google’s evolving digital environment isn’t a task you have to tackle alone.
As experts in the field, SociallyInfused Media can help optimize your content for Google Perspectives, ensuring it stays fresh, engaging, and can drive effective traffic and conversions. Get ready for the future by fortifying your digital content strategy today!